Technology trends impacting market automation
Digital marketing technology advances quickly. Here are some of the key trends that are changing the way marketing automation works:
- Artificial intelligence: As machine learning continues to progress, marketing automation software has begun to incorporate elements of AI to predict which customers will engage with your site and learn to interact with your customers on your site.
- Behavior-based workflows: You can monitor how your customers who are most likely to engage with your site so that their behavior will automatically trigger follow-up actions that can help drive up your conversion rates.
- Evolution of software as a service (SAAS): SAAS continues to constantly expand, meaning business leaders always have the opportunity to monitor their software subscriptions and purchase only what makes the most sense for them.
What you should look for in SMB and enterprise marketing automation software
Small and mid-size businesses need to look out for marketing automation software that matches their specific needs, without extra unnecessary features. Most software sellers offer different plans depending on your company’s size. For SMB, it’s most important to stay within budget and to minimize additional software expenses.
Larger companies often have some more room to experiment with different features and should be on the lookout for marketing automation software that integrates automated campaigns, analytics, and reporting to more comprehensively guide your company’s decision-making.
Getting buy-in for a marketing automation implementation
For companies who haven’t tried marketing automation, it’s important to highlight its benefits to all levels of the workforce. Business leaders should look to the increased revenue that follows from more strategic and persistent marketing campaigns.
Marketing professionals will have more time to focus on their bigger picture campaigns, instead of dealing with routine marketing tasks. Those who manage your business’s social media or create its original content will be able to target their work more effectively with access to better customer data.
Communicate these advantages clearly to everyone in your company so that everyone knows how marketing automation will improve and streamline their work.