As a marketer, it’s very important for you to stay at the top of the competition, and keep abreast of the latest marketing automation trends.
We’ve done the research, and put together a comprehensive list of the 5 best marketing automation trends for 2021.
All you have to do is to read this list and think about how you can leverage these trends into your 2021 marketing strategy.
The sooner you adopt these trends according to your marketing strategy, the more advantage you’ll have on your competitors.
Top 5 Marketing Automation Trends
1. Giving customers an omnichannel experience
For those who aren’t aware of what “omnichannel” means, it refers to integrating your customer’s shopping experience across multiple channels and devices.
Say you have a prospect who wants to buy new software. This person might…
- Do a Google search and arrive at your website.
- Head over to your Facebook page to look at your recent updates.
- Email you or send you a message on live chat, enquiring about your software’s functionality.
Regardless of which channel your prospect uses, or what device they’re using, the goal is to provide them with a seamless, consistent experience across all devices and channels.
Omnichannel marketing has always been crucial, but it will become even more important to businesses moving forward.
2. Automated email campaigns will become more interactive
Automated email campaigns have already become every marketer’s bread and butter.
Pretty much every business understands the importance of email marketing and is utilizing automated email campaigns to nurture their leads.
So, what’s the next frontier when it comes to email marketing?
In 2021, we foresee that digital marketers will focus on fine-tuning their automated email campaigns and making them more engaging and interactive.
3. Predictive lead scoring
When it comes to lead scoring, many B2B companies are still relying on manual lead scoring (i.e. calling up leads and asking them qualifying questions).
But, in 2021, we predict that businesses will increasingly shift to using predictive lead scoring to streamline the process.
Manual lead scoring is an outdated method, and it’s a waste of time.
Instead of getting your sales reps to painstakingly call every lead and ask them a standard set of questions, you can simply use new technology to get the job done.
If you’re currently using the best marketing automation software, there’s a high chance that your software already comes with a predictive lead scoring feature built-in.
Predictive lead scoring takes into account various factors (such as demographics and personal information, behavioral data, and social information) to assign a score to each lead that enters your system.
This score tells you how high quality your lead is (and how likely they are to convert into a paying customer). This way, your sales reps can focus their efforts on serving hotter leads, instead of wasting all their time talking to cold leads who may or may not convert.
4. ChatBots will proliferate the web
Back in 2018, we saw many companies jump on the chatbots bandwagon.
Facebook chatbots, in particular, were a huge hit. These are easy to set up (no coding required!) and can help businesses in all industries take care of their customer service needs.
Moving ahead, we predict that chatbots will become even more popular and that even more companies will use chatbots to complement their marketing automation efforts.
Michael Peggs, the founder of Marccx Media, agrees, saying that chatbots are a key component of marketing automation and that companies should use these bots to “intelligently automate (their) customer service”.
5. Marketers will use chatbots to close more deals
On the same topic of chatbots: on top of our prediction that chatbots will grow more in popularity, we’re also predicting a shift to more sophisticated chatbots.
In 2018, chatbots were still a new concept, and most companies that did experiment with chatbots built bots that were pretty basic and straightforward.
These bots are able to provide information to users and/or answer basic questions, but that’s about it.
Now, as businesses are becoming more familiar (and comfortable!) with chatbots, they’ll start moving towards building more sophisticated bots that utilize the power of AI to recommend products and close deals.
If you’re wondering how this translates to real life, in retail, many companies are already using chatbots to provide information and recommend products to their customers.
H&M, for example, uses a bot to help customers build the perfect outfit:
It’s not hard to imagine how B2B businesses might make use of this technology.
For instance, say you own an SEO keyword research tool, and you’ve built a chatbot to help you generate more leads.
If your chatbot identifies that they’re speaking to a first-time user, it might serve up common FAQs to let your user learn more about your tool.
If it seems that it’s engaging a returning user, on the other hand, it could offer an extended trial or a product demo in order to move this user further down the funnel.
The marketing landscape changes rapidly every year, but here’s one constant: we get access to more technology and tools each year.
Now, it’s easy to fall back into the “if it ain’t broke, don’t fix it” mentality…
But if you want to generate more leads and revenue for your company, you’ll have to make use of new technology. No ifs, and, or buts.
So, now that we’ve entered 2021, make it a point to embrace new technology and tactics, and to keep pushing for better results.
Or, as Steve Jobs famously said: stay hungry, stay foolish.
Here’s to supercharging your marketing campaigns, and taking them to the next level!