The Future of Marketing Automation

The Future of Marketing Automation

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It might not be a surprise to hear that 90% of marketers report using marketing automation for large-volume email campaigns, according to a study by Gleanster reports.

Marketing automation software effortlessly accomplishes menial tasks like scheduling emails and social media for your business. It can save you time, energy, and even generate organic leads. It organizes and distributes your content for you – what’s not to love?

In addition, there is clear evidence that marketing automation can grow your company substantially:

“63% of companies that are outgrowing their competitors use marketing automation.” –The Lenskold Group “2013 Lead Generation Marketing Effectiveness Study” (2013)

But consumers want more personalization, and they are quickly learning how to spot mass content.


Jerry Jao from Forbes believes that soon, that will no longer be the case. Jao believes that automation’s strength lies in its ability to handle massive quantities of channel management and that consumers crave authenticity and personalization in the content they receive from these channels.

Because of this, Jao foresees the rise of active marketing tools with the ability to create individualistic and creative campaigns from real-time data-driven insights. This would allow the marketer to take a step back from lifecycle management and allow the automation to do it for them.

Moosa Hemani tends to agree. Hemani believes that marketing automation tools will need to be continuously readjusted to address client’s primary needs. This will result in machine learning, capable of making predictive choices based on previous data rather that operating off of rules.

Another prediction is that marketing automation will soon accommodate account-based marketing strategies. B2B marketers experienced a 171% increase in ACV when using ABM strategies like selecting target accounts, defining budgets and outlining team structures. This growth is expected to continue to evolve with the advent of artificial intelligence in ABM.

According to the GetResponse, this new automation will be heavily reliant on customer loyalty and crack below the surface with content. Marketing automation programs in the coming year will need to support loyalty programs that go beyond “buy two, get one free.” The savvy consumers of 2017 are expecting something more relevant and significant to them.

In addition, social media will become even more interactive with features like the ability to click on items and make in-app purchases. As GetResponse states, “The best marketing automation software will provide native integrations with all major networks and add interaction data directly to customer profiles — perhaps even as a factor in lead scoring. That’s a lot more useful than a long list of likes.”

Keeping up with these marketing automation trends will keep you on target with your goals and strategies. Marketing automation is here to stay. The more you know about these trends, the more you can ride the wave of growth.

Shawn Herring
Marketing
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A dynamic and enthusiastic leader, Shawn built and managed the global demand generation team at ExactTarget, increasing ROI from programs across all marketing channels (paid, ... Click for full bio

Most Read IRIS Articles of the Week: April 24-28

Most Read IRIS Articles of the Week: April 24-28

Here’s a look at the Top 11 Most Viewed Articles of the Week on IRIS.xyz, April 24-28, 2017 


Click the headline to read the full article.  Enjoy!


1. Implementing a Robo Advisor Strategy


Robo advisors can complement—not threaten—any bank’s business model and improve customer engagement. Regardless of age, income, or gender, 75% of bank customers surveyed by KPMG said they would be likely or somewhat likely to consider a robo advice service from their bank. — Greg Vigrass

2. The Sweetspot of Sales


I’ve had some extremely interesting conversations the last few days. We’ve been discussing sales, sales management, leadership, motivation etc. I am very fortunate to have the opportunity to meet with these inspiring business leaders. One question keeps coming up: Why do you love sales so much? — Tove Zilliacus

3. New ETFs That Reinvent Fixed Income Investing—Without Reinventing the Wheel


We all know the drill: the Fed raises interest rates, and the bond market falls. That’s an important equation to consider now that the decade-long era of historically low interest rates is slowly but surely coming to an end. — Salvatore Bruno

4. Alternative Beta Strategies: Alpha/Beta Separation Comes to Hedge Funds


A quiet revolution is taking place in the alternatives world. The idea of alpha/beta separation has finally made its way from traditional to alternative investing. This development brings with it a more transparent, liquid and cost-effective approach to accessing the “alternative beta” component of hedge fund return and a new means for benchmarking hedge fund managers. — Yazann Romahi

5. Advisors Will Be Extinct in 5 Years Unless…


I’ve had financial advisors for more than 40 years. Not once in those years have I called my advisor to find out what stock/funds I should buy or sell. But I have called to find out where I should get my first mortgage, when to sell my house, or how much income I could get in retirement. — Paulette Filion and Judy Paradi

6. Outsourcing Investment Management: TPAM vs. TAMP


Many financial advisory firms want the silver bullet solution to outsourcing investment management so the focus can be on client interactions and business development. However the jargon in this outsourced space has become very confusing so here is a brief summary of our understanding. — Jennifer Goldman​​​​​​​

7. How Can Financial Planners Save You From America's #1 Killer?


You probably aren’t aware of this, but it’s true: financial planners are heroes. Yep, it's the truth. And when you think of the America's top killer, you might think about smoking, cancer or obesity. Or maybe even a serial killer. — Ronald Sier

8. How to Stay On Clients' Minds


How to effectively stay on your clients’ minds (for all the right reasons), even though they may not see you for months. — Paul Kingsman

9. 20 Reasons Why Your Company Should Do Less Better


Do Less Better practitioners are fanatical about focus and de-complexity; herein lies the secret of their success. Yet, do less better isn’t something most leaders embrace. The seemingly more attractive (and logical) option is to do more and more — John Bell

10. Advisors: Where Should You Start with Content Marketing?


Often advisors ask us, “How should I get started in marketing?” It’s a fair question. They just want to make sure they’re putting their time and resources in the right place. — Jud Mackrill​​​​​​​

11. The 11 Best Steakhouses in the World


Serious carnivores will go to the ends of the earth to seek out a perfectly marbled, expertly seared steak. And so, it seems, will we. We've visited the best butchers in France, reacquainted ourselves with the idea that everything (steaks included) is bigger in Texas, eaten at celebrated parrillas of Argentina, and enjoyed the elegant ambiance of metropolitan steakhouses. — Andrew Harper

Douglas Heikkinen
Perspective
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IRIS Founder and Producer of Perspective—a personal look at the industry, and notables who share what they’ve learned, regretted, won, lost and what continues to ... Click for full bio