Automation is becoming the new normal, and irrespective of the business type, size, or industry, one is embracing it in their IT infrastructure to make the most of the opportunities and resources available.
Today, marketing teams have also successfully embraced automation in their MarTech stack to improve the efficiency of their operations and accomplish the expected results. Moreover, marketing industry veterans are exploring opportunities to leverage automation in more pre-sales operations to increase overall efficiency. CMOs should consider being aware of the latest marketing automation trends in the industry and embrace them in their operations to stay competitive and deliver a top-notch customer experience.
Following are a few marketing automation trends that CMOs should be aware of in 2023 to get a competitive edge:
User Data Quality
The success of every marketing campaign depends on the quality of the data that is ingested in the system. Hence one of the top priorities of the chief marketing officer should be considering the data quality because all the automation strategies and agendas will be in vain if the bad quality of data is fed into the repositories. Considering the entire total addressable market, CMOs need to understand how effective the digital marketing plan has performed to find the right prospects that fit the buyers’ persona. Upgrading the quality of user data is one of the significant marketing automation trends that can be witnessed in 2023. It has become crucial for the marketing teams to integrate the right automation tools in the MarTech stack that help them to evaluate potential leads automatically. The entire Revenue Operations (RevOps) teams will be immensely benefited from integrating automation in the entire MarTech stack. Because if the MarTech stack is able to identify and qualify quality leads, the revenue generation teams can focus on quality leads rather than concentrating on other leads. Improving user data quality will help businesses to make more informed decisions and have a higher conversion rate.
Automation in Omnichannel Marketing
Consumers today have multiple channels that they can leverage to interact with the brand, such as websites, social media, mobile devices, and other channels. Irrespective of what the preferred channel of interaction of every user is, it is essential for businesses to deliver a consistent experience throughout all the channels. Omnichannel marketing is one of the best ways for marketers to increase their reach and deliver a top-notch customer experience. This approach is gaining traction and has become a necessity for every marketer to increase their customer base.
Omnichannel marketing will be one of the biggest marketing automation trends that CMOs need to be aware of in 2023.
Marketing leaders need to integrate omnichannel marketing automation tools into their MarTech stack to deliver top-notch customer experience throughout all channels.
Robotic Process Automation (RPA) for Marketing
Robotic process automation is one of the robust technologies that marketers can leverage in their IT infrastructure to gather consumer data from various websites. CMOs should consider integrating the right tools in the MarTech stack that enable them to automatically gather consumer data and update it into the Customer Relationship Management (CRM) system. It is crucial for businesses to integrate the right RPA tools to gather data on customer behavior to effectively understand their demand offer better customer service, and resolve their queries quickly. Hence, one of the marketing automation trends that the majority of the marketing teams should consider in 2023 is integrating robotic process automation in their MarTech stack to improve their operational efficiency.
A few crucial marketing automation trends for 2023 include leveraging Artificial Intelligence (AI), Machine Learning (ML), and data analytics into their MarTech stack to enhance the impact of marketing campaigns, streamline internal workflows, improve productivity, offer better consumer engagement, and increase repetitive business, and revenues.