24 January 2018

3 marketing automation trends to keep an eye on in 2018

Marketing automation is like that proverbial big elephant in the room. You cannot longer ignore it. It’s here to stay and the business world cannot afford to not pay attention to it.

Research, estimations and extrapolations predict that, on a global level, about €26 billion will be spend on marketing automation (and correlated services) in 2018. That’s an astonishing number, and set only to increase in the years to come.

You guessed it, that’ a pretty big elephant.

Marketing trends

Being marketing automation consultants, we’re in the prime spot to testify that increasingly more companies adopt marketing automation practices in their daily business. which makes us happy and excited. Nevertheless, we also see that current practices leave ample room for optimizations.

That’s why, to start off the new year, we like to present you a few trends to incorporate into your automation practices, in order to really handle and own that elephant

Personalized content support

Personalized content enables marketers to recommend specific content that is very personal to each and every individual lead and/or contact. The prime goal if applying personalized content is to immerse a user experience that is unexpected, proactive and, at times, a bit intimate.

Obviously, we’re basing ourselves on data to adapt and morph personal recommendations, which includes user activity patterns, social network activity, context, consumption mode, device, etc..

Prognostic lead scoring

Here, we use a lead scoring system to identify what leads are sales-ready and which ones could be potential buyers. This is crucial for running a successful demand generation program whilst keeping in tap marketing and sales calibration. However, if you want to take things further, today’s leading marketing automation tools allow you to unchain the strength of machine learning on your lead scoring models and practices. Prognostic lead scoring can help a company to identify the channels that perform best without having to wait a specific period for leads to move down the funnel.

Combined attitude-based email workflows

Some workflows contain automated emails which makes it significantly easier to communicate with contacts that already are in your marketing automation database. Those emails are used to nurture existing contacts down the marketing funnel of your company.

Obviously, contact nurturing isn’t anything new, but the optimization of it is. We can make use of integrated workflows that use multiple channels in addition to email. Marketing automation workflows can now be triggered by the various attitudes of an individual lead and/or contact, meaning that each message becomes that much more relevant.

This blog post has provided a peak into the use of marketing automation in the B2B sector. If you are interested in more marketing automation, please download our whitepaper here: Whitepaper Marketing Automation