5 Marketing Automation Tools in 2023 to know
What marketing technologies will dominate 2023?
We are at the cusp of a new technological revolution, shaped by our worldly woes, especially in direct response to the hiatus we experienced a few years back. With the continuous doom & gloom of international conflicts, the looming pandemic, and the impending recession, marketers are ever more effervescent in their approach to treating uncertainty. Still reeling from the effects, today, business owners and decision-makers are aggressively looking for solutions to help them future-proof their businesses while riding the current tide to stay afloat.
Enterprises and growth marketers have always prepared for such interruptions and cessations. These unconformities result in breakthrough technology. Businesses will vouch for this. A study by PwC reports that over 52% of companies have invested in digital transformation. Microsoft alone experienced a surge in usage of Zoom & Teams. Deloitte reports that 67% of businesses increased their investments in AI/ML during the pandemic. A separate Gartner report states that there has been a 31% increase in AI-related job postings on LinkedIn.
The last decade focused heavily on Artificial Intelligence, Machine Learning, Big Data, and Analytics; this decade offers something new. Automation in Marketing have marked the advent of 2023. AI-based text and design generators are everywhere today on the internet. Automation is no longer a buzzword but, instead, a competitive advantage.
But wait! There’s more!
Everyone is dealing with data today. Data is the digital currency for the marketing ecosystem. All our technologies since the last decade have been designed to handle data. Capturing data and then running predictive analysis to forecast trends and project customer behavior remained crucial. But GDPR and other compliance regulations have reformed how enterprises handle and operate data.
What does this mean?
It means we can no longer rely on 3rd Part Data sources today. The deprecations on 3rd party data sources mean that marketers will lose the granularity they once had in deciphering user behavior.
Where does this all lead to?
Because we can no longer decipher user patterns and trends solely based on 3rd Party Data sources, we need to ensure that the marketing automation must focus on creating more personalized outreach programs.
It brings us to the highlight of this blog. Marketing automation has been built to extend what artificial intelligence and machine learning have been trained on. To curate automation that is hyper-personalized. That is why marketing automation tools will dominate the market for years.
Wondering if marketing automation is a good or bad idea? Read and find out:
Marketing Automation: A Good or a Bad idea?
What is Automation Tool in Marketing?
Automation tools in marketing are designed and developed with a single objective, automate redundant and repetitive tasks free of human intervention. Depending on the tool, one can use this automation applications to manage daily tasks related to marketing.
Today, the market is overrun by numerous marketing automation tools. And while, some of them might have subtle differences and nuances to conduct a specific marketing task, majority of these tools have most of the features in common. Some of the common daily tasks most of these automation tools perform are email marketing, behavioral targeting, segmenting, running predictive analysis, forecasting trends, prioritizing leads, and personalizing advertisements and call-to-actions.
In a B2B sphere, the marketing automation tools are used to sift through the data to pick up anomalies, trends, and patterns. These are often translated into actionable insights. Marketing automation tools enable marketers to achieve a data-driven approach where every decision and action is backed by data suggestions.
Here is a simple use case of marketing automation tool for delivering the leads for your lead-gen campaign:
A Case Study of Implementing Marketing Automation Tool for Delivering Leads for a campaign.
Problem Statement: While delivering the leads for a campaign of a said client, a good number of leads were found dead and inaccurate. At the same time, some of the leads were not nurtured properly for conversion. The client asked to assess the quality of leads and segment them according to their probability of conversion.
Challenges: Manual bifurcation of leads is error-prone. In-effective lead scoring methods meant the poor quality of delivery. Also, not following up with the leads as per their stage in their buying journey meant no personalization of communication. Hence, no nurturing and warming of leads.
Solutions: Implementing a Marketing Automation Tool resulted in sifting and segmenting the leads according to their buying intentions. Segmentation of the leads is done as per their conversion probability which involves at what stage the buyers are at. Therefore, automated, and personalized nurturing campaigns with hyper-specific CTAs resonated better with the buyer. And finally, ensuring an effective lead scoring method to prioritize leads with better chances of conversion.
Results: The company triggered highly-effective and laser-specific communication by correlating the buyer intent. Whenever the intent peaked, the tool sent automated emails to ensure maximum conversion. Sifting of the data and segmentation according to categories enabled a higher conversion ratio. Sales were increased by 50%, and costs were reduced by 33%. Also, the tool enabled workflow streamlining, meaning more productivity and efficiency.
Marketing Automation is a vast field. If you are looking to get in-depth knowledge of marketing automations, give this blog a read.
Ultimate Guide to B2B Marketing Automation Solutions.