Change is unavoidable, and marketing is an excellent example of this. The value remains the same, but the execution process has changed, thanks to the development of new platforms, policies, technology, algorithms, and changing customer behavior. Despite all the changes and evolution, one constant remain “Marketing is a difficult task.”
Marketing automation is the go-to technology for adopting and implementing these changes. Automating simple tasks frees up your team to focus on more critical studies, saving you time and money. As a result, the most preferred strategy of many modern marketers is automation. According to estimates, the global automation market will reach $25.1 billion by 2023.
What Is Marketing Automation?
Marketing automation refers to any solution, platform, or tool that “allows companies to streamline, automate, and measure marketing tasks and workflows to increase operational efficiency and accelerate revenue growth.”
Email automation, demand generation, and revenue attribution fall under this category. It’s a young market, but as we’ve seen, it’s on its way to becoming a cornerstone of every marketing team’s strategy before we know it.
Marketing is a dynamic field that evolves regularly. Marketing forces teams to look into innovations and improvements to give companies a competitive edge and build their brand, thanks to the development of new automation platforms, new software, and constantly evolving consumer behavior.
Over the last few years, marketing automation has kept businesses afloat amidst these shifting standards, an all-in-one solution that enables companies to adapt to changing market conditions and best leverage new changes to maximize ROI.
Emerging B2B Marketing Automation Trends For 2022
With marketing automation growing stronger with each passing year, the following are a few of the game-changing B2B marketing automation trends of 2022:
Ø Quality Data For The Customers
“Quality is the key,” which means that quality data is always the most critical requirement, regardless of the technique or strategy you intend to use.
Making an informed decision about your site, content, and which area to target is difficult without reliable data. As a result, in 2022, you should choose marketing automation because it provides upgraded customer data with quality scores.
For many marketers, scoring potential leads is still a pipe dream. This is why having such information helps your sales and marketing efforts. Furthermore, marketing automation allows both sales and marketing teams to focus on qualified leads.
The correct data will enable your teams to make data-driven decisions, allowing you to craft content and create flawless website designs and deliverables tailored to your qualified leads.
Ø Hyper-Personalization Is On The Rise
Hyper-personalization is the next step in the evolution of B2B marketing automation trends. Sending personalized messages to your customers keeps them interested in your company. Personalization must go beyond emails that begin with a ‘Hey’ to reach and retain your target audience’s interest.
Companies that use a hyper-personalized messaging strategy go beyond just using names, company names, or locations to cater to their customers. Instead, businesses rely on their customers’ behavioral data from real-time interactions with your brand.
Ø Funnel-Optimized Content
Seventy-five percent of all email revenue comes from personalized campaigns. Marketing automation combines personalization and automation to create a marketing automation experience that speaks directly to your customers.
You’ll need to create funnel-optimized content for your B2B content marketing to get the most out of this marketing funnel benefit. It’s important to remember that creating content takes time, whether a blog post or a video. Consider devoting more time to determining what types of content your target audience responds to and then converting them using content marketing.
Ø Value-Driven Retargeting
We’re getting closer to a world without cookies. In 2022, marketers who do not have access to cookies from potential customers will face difficulties. On the other hand, marketers must be inventive to reach new audiences.
Retargeting previous customers is a cost-effective way to ensure that your marketing efforts are successful. Marketers will most likely use first-party cookies and data-driven attribution models in 2022. First-party datasets are more potent than third-party cookies when increasing campaign success.
Ø Tailored Email Automation
When it comes to marketing automation trends for 2022, personalization is a critical component in the majority of them. This is since it provides quality, allowing your customers to feel like they are more than just numbers to you; you value their presence and are delighted to do business with them.
Personalization is the way to go forward and increase customer acquisition and retention, from social media to email marketing. Personalize your email marketing efforts if you want to succeed with marketing automation in 2022.
Ø Mobile-Driven Automation
One of the most important trends for 2022 is mobile-driven marketing automation. If you’re not using mobile marketing automation, you’re missing out on an excellent opportunity to engage leads where they spend their time.
You’ll need a strategy for reaching and engaging these users as mobile usage continues to rise. You can use mobile marketing automation to collect information about your mobile customers.
Put another way; marketers must develop mobile-based strategies to increase end-user value. To improve customer engagement, retention, and experience, in-app advertisements, push notifications, and SMS will all be used more frequently.
Conclusion
Marketing automation is a valuable tool for any marketer, as it has proven repeatedly. Even so, it is insufficient. It will be necessary to brainstorm creative ways to use it regularly.
Take advantage of these trends to take your marketing automation to the next level in 2022. Automate email content based on customer behavior or interests, automate tedious marketing chores, and use native automated marketing interfaces to unify your sales and marketing teams to kick off 2022 on the right foot.
