Marketing success
Marketing automation is widely proven to help drive growth. It’s estimated that businesses that use marketing automation see 451 percent more leads. This is because marketing automation tools increase consumer engagement, drive sales, promote consistent communications, and boost productivity.
Marketing automation software helps a company manage the entire customer experience, including organizing its marketing activities and online content and optimizing its SEO by search engines, all in order to improve the purchasing journey and adapt its communication strategies. It also helps identify and retain the right customers, raise brand awareness and maintain long-term relationships
to encourage repeat transactions and increase the
All these benefits clearly explain why country wise email marketing database the famous marketing automation represented a market of $5.2 billion in 2022 , and is estimated to reach $9.5 billion by 2027. Faced with such an expanding market, it is important to stay up to date with the latest trends in marketing automation and ensure that your small business can take advantage of new developments.
In this article, we explore the marketing automation trends that can benefit you in 2023. But first, let’s take a look at marketing automation today.
What Marketing Automation Looks Like in 2022
To a multi-billion dollar market, as we saw above… But also to increasingly varied applications, from lead capture to automatic sending of campaigns and content optimization, for example.
Thanks to artificial intelligence and machine learning, small businesses also have access to sophisticated marketing technologies. And guess what? Many of them are taking advantage of them. According to a recent survey published by Statista , 32 percent of respondents admitted to using both marketing automation and paid ads for their online communication.
Marketing teams use marketing
automation software to improve the results of their other forms of digital communication, such as keyword research, SEO optimization, or social media communication. More than 20 percent of respondents to the same survey also use a marketing automation program to personalize the subject lines of their emails.
If you’re not using Marketing Automation, you’re at risk of losing ground.
The 4 automated marketing trends in 2023
2022 has seen small businesses jump into Marketing Automation. If you’ve been lagging behind in this area, don’t panic. Here’s what you need to know to start 2023 off right!
1. Content should be optimized at every stage of the sales funnel
Personalization isn’t just a marketing trend; it’s a real consumer expectation. Eighty percent of businesses recognize that their customers are looking for personalized content. And as we enter 2023, it’s no longer enough to just include a first name at the beginning of an email. Or even to offer recommendations based on the web pages a user has already visited.
You’re going to have to do better than that, and optimize your message and content at every stage of the sales funnel
and for every customer profile.
You can rely on your Marketing winning social media marketing strategies for lawyers Automation software to help you understand your customers’ needs and problems, and also to track their online behavior, as well as your emails and any other content you publish. As your messages and deliverables evolve, you will see an increase in user engagement and you will be able to measure the indicators that interest you directly in your software. You will also be able to use the information obtained by your sales and customer service teams to better understand your audience, identify their trends and answer their questions.
By revealing the topics and type of content that attract the most consumers at each stage of your sales funnel, you can then use a Marketing Automation tool like Act! to create automated email flows and send the
appropriate message to each prospect.
For example, let’s imagine an online trading site. Act! allows you to automatically send an email to offer a free eBook to every prospect who clicked on a specific link in a newsletter or blog post. And if the customer continues to view your trading-related content, you can then send them a short email to suggest they open a free account on the online platform. And if they show a greater interest in cryptocurrencies, you can choose content specific to this area.
With Act!, you can monitor how people interact with your email marketing campaigns, tailor your content to each stage of the sales funnel (from informative webinars and white papers to how-to videos) and automate its delivery, or even set up a phone call or appointment.
2. Decisions should be driven by data analysis
A successful communication campaign involves a series of critical decisions. From the presentation of an infographic to the color of the call-to-action (CTA) button, every choice you make has an impact on the future of the campaign.
And so these decisions should be based primarily on the data available to you. Instinctive and emotional decisions rarely get the results you want.
Businesses are already using data to inform their decisions, but this trend is expected to accelerate in 2023, with many SMEs adopting this approach. In fact, businesses have already recognized this data-driven corporate culture as the second
priority on their agenda this year.
Marketing automation gives you real-time statistics on user behavior and campaign performance, and allows you to run A/B tests to improve your messaging and graphics based on the data. It’s the perfect way to better understand which elements of a campaign resonate with your audience and which aspects don’t. Then, use this information to guide future communication activities.
3. You need to find and capture leads
Lead generation and the activities aimed at moving them through the sales funnel are probably the most important steps of all. They make all the difference in terms of lead conversions and therefore revenue. But capturing and nurturing a lead is not always easy and, until now, it required a lot of manual work.
Integrating Marketing Automation with CRM allows you to directly link contact information and information to the software. You can then schedule future activities for these prospects, such as a reminder email. CRM takes care of the manual tasks and automates the entire workflow from profiling and scoring leads to analyzing their behaviors and responses. The system automatically sorts leads to help you contact them to convert them into customers.
This degree of automation is a kind of autopilot for businesses in 2023.
4. Your communications must be omnichannel
This is not a new concept. Companies communicate across a variety of channels—social media, email marketing, search engines, videos, storefronts, ads, and paid advertising—to engage consumers.
One of the biggest mistakes that causes many campaigns to fail is the lack of consistency across channels. In 2023, many SMEs are embarking on marketing automation and integrating omnichannel communication campaigns. From e-commerce to physical stores and social networks, multichannel sales require data consistency and communication automation, and aim to offer a consistent experience to buyers.
You can start with an
integrated Marketing Automation and CRM solution designed specifically for SMBs, enabling sales and communications teams to collaborate more effectively. As soon as a new lead is entered into the CRM, the workflow you programmed is triggered and starts by sending a welcome email.
For example, let’s say a potentia l bw lists buyer reached out via LinkedIn. Your system will send them an email inviting them to schedule a phone call with a seller. But if the buyer reached out via Instagram, it’s probably a better idea to encourage them to read your blog posts.
