It is a well established fact that marketing automation aids in corporate growth. In fact, companies utilizing marketing automation have seen a 451% increase in qualified prospects as a result of lead engagement solutions that boost sales and marketing productivity and alignment.

But customer buying habits constantly change depending on social trends, economic growth, and personal preferences. Businesses need to understand buyer personas in order to provide customized content that meets their expectations and acquire a competitive advantage. But creating a customized campaign and putting it into action across several platforms is more difficult than it seems. This is when keeping updated with the latest marketing automation trends comes in handy. 

Before we lay out an elaborate list of all the marketing automation trends you need to watch out for, here is an

Overview of Marketing Automation Trends in 2022

The market for marketing automation is currently worth multi billions of dollars. And as the years went on, its uses have expanded from automating email campaigns to include lead generation, and even content optimization.

With the introduction of machine learning (ML) and artificial intelligence (AI), you can provide your small business a competitive advantage in marketing. And what's this? It's already being used by many businesses. Around 32% of participants said they used marketing automation and AI together for paid advertising.

Top 5 Marketing Automation Trends for 2023

1. User Data Quality

Marketing must include an important role of quality.

In comparison to all users, you want to determine how well your digital marketing plan performed for your target population. You can't decide on your site's design and calls-to-action (CTAs). The upgrading of user data with quality scores is a growing trend in marketing automation.

What if your company could evaluate leads and even potential leads automatically? Your marketing and sales teams would be significantly affected with that data. Your efforts and analysis would be concentrated on your qualified leads.

Additionally, you would make data-supported decisions regarding your marketing initiatives. The layout, calls to action, and copy of your website would be customized to appeal to qualified leads the most. The outcomes? More leads and sales for your company.

2. Omnichannel Marketing

Customers can interact with your brand through a variety of channels, including websites, social media, mobile devices, and more. No matter how many channels your audience uses to interact with your business, they still want a consistent experience. This diversity offers marketers a fantastic opportunity to increase their reach.

Because of this, omnichannel marketing will continue to be one of the most important developments in marketing automation in 2023. You may create a cohesive experience across many marketing platforms using omnichannel marketing.

You can see how complicated such a feat would become, which is why automation is essential to its successful implementation. You may automate customer interactions and keep track of your sales pipelines with the aid of technology, such as your CRM.

3. Data-Driven Decision Making

A number of decisions go into executing a marketing campaign successfully. Your decisions determine everything from the infographic's design to the call-to-action (CTA) button's color.

But concrete data must support these decisions. It won't be as effective to change things on instinct as it will be to make informed choices.

Although many firms now use data-driven decision-making, this trend is anticipated to pick up steam in 2023 as more small enterprises adopt it. In fact, organizations this year already ranked developing a data-driven business culture as their second-highest priority.

4. RPA for Marketing Automation

RPA scraping technologies can be used by marketers to gather customer public data from a variety of websites. Businesses can automatically obtain client contact information and update the customer database in a CRM system by using web scrapers and RPA. Also, RPA bots collect data on customers to better understand their demands and help customer service employees solve issues quickly and effectively. 

An RPA bot with OCR and NLP capabilities can scan customer reviews and extract this information from a variety of sources. A consumer data report is created by organizing and converting the gathered consumer data into spreadsheets.

5. Lead Capture

The stage of the sales funnel where leads are generated and nurtured is possibly the most important. It is the action that has the potential to significantly impact your revenue and conversion rates. However, acquiring and cultivating a lead is not a simple operation, and traditionally, it frequently required a lot of hard labor.

But monotonous, manual operations can now be automated with marketing automation, and 2023 will witness a rapid adoption of automation at every stage. You can quickly create high-converting landing pages with lead capture forms using automation technologies like Act! to collect crucial lead information like email addresses, names, and phone numbers.

Wrapping Up

The most important marketing automation trends for 2023 involve the use of AI, ML, and data analytics to boost campaign effectiveness, internal workflows, and productivity as well as consumer engagement, repeat business, and revenues.

Looking to optimize your marketing automation strategy? Growth Natives can help you! Our marketing automation experts can help you implement the latest trends into your marketing automation strategy or completely draw you a new one. To get in touch,  write to us at info@growthnatives.com.