When it comes to trends, it can be difficult to know which ones are worth paying attention to and which ones won’t last. Around the end of 2017 and early 2018, there were plenty of projections of which marketing automation trends were worth your time. Now that 2018 is halfway over, I’m going to cover a few of these trends that are still staying strong.
Worthwhile Marketing Automation Trends
Marketing automation is all about using automated processes or systems to support marketing efforts. It’s about using technology to get more done in less time. Before we get started, this is not the blog where I’ll be answering this question: What is marketing automation. But, I did cover that topic in detail here.
Especially big in B2B markets, account-based marketing is becoming increasingly effective using automation technology. You can target advertisements using domain data, segment your audience in ways that help you build up your influence within a single account on various levels. Not only that, but you can set up nurturing workflows to bring your prospects closer and closer to being sales-ready.
If you’ve spent any amount of time online recently, you’ve probably run into a few chatbots. These helpful little text boxes are learning how to pop up just when you need them the most and offer assistance. AI continues to improve how well it can use language, and now, chatbots are providing realistic, targeted conversation that doesn't leave users feeling like they’re chatting with a robot.
Yes, smarketing. This buzzword has been staying strong for years, and it is still very relevant. Users are coming to expect a more personalized experience, and marketing automation is helping sales professional ensure their pitch comes off as helpful, not pushy. Having alignment between the sales and marketing arms of your business is still key to ongoing success. Luckily, automation is helping these two departments work together and share information more easily.
With marketing automation, your content development process can be even more geared toward the specifics that’ll grab the attention of your ideal customers. And when things can be more specific, they are also going to provide more value to your users and as a result, build greater trust between them and your brand.
Basically, if you’re interested in processes that increase the effectiveness of your marketing and sales efforts without taking up your valuable resources, marketing automation is for you. Letting technology do the heavy lifting for you is one way to get a lot done without burning yourself out.
As Director of Inbound Marketing I get to explore all areas of marketing including writing, brainstorming, strategizing, analyzing, and thinking big. My enthusiasm for people and creativity fuels my commitment to creating inbound content that produces positive results for our clients. I love writing, talking, learning, laughing, doodling, and finding a great quote. Outside of work, I enjoy spending time with my family and friends, reading, all things musical, and being crafty.