What is Modern Marketing Automation
As experts in b2b customer relations, we closely follow the trends of Marketing Automation tools, which are now essential to the management of today's commercial relations. Indeed, thanks to these tools, the B2B or B2C commercial relationship can be more qualitative: Marketing Automation makes it possible to maintain the link with the prospect or customer without making him feel pressure, and makes it possible to engage in a personalized discourse with each one. What are the major innovations in this sector? After a quick overview of the benefits of these tools, let's discover the emerging trends.
Why use Marketing Automation?
A good Marketing Automation tool makes it possible to collect each action of a prospect or customer, to analyze their journey and their behavior, in order to be able to accompany them towards the purchase. Thus, marketing automation is used to deliver the right message, to the right person, at the right time.
The major consumer trend being the increase in online purchases (54% of customers say in a study that they have purchased more online), it is increasingly obvious that part of the actions of marketing or sales must be automated, in order to be able to advance customers or leads as much as possible in their buying experience.
In addition, a good marketing automation tool helps to better understand customer behaviors and segment the market.
Marketing Automation is also a great way to maintain or strengthen a marketing relationship with prospects. By creating scenarios, or workflows, adapted to each prospect or customer in the buying journey, a Marketing Automation strategy feeds on itself in order to move forward in the customer relationship. call center services
Marketing Automation also has another advantage: that of creating a coherent commercial discourse throughout the customer experience while reducing the number of interlocutors and making your voice unique, whatever the channel used.
Finally, Marketing Automation has a direct effect on your teams since it allows you to automate tasks, which allows them to focus on the essentials and enhance human exchange in the most favorable circumstances.
What trends for Marketing Automation?
Hyper-personalization
As we have seen before, despite the increase in volumes of digital conversations, it is essential for customers to break out of the standardized speech. Also, automation tends more and more towards a hyper-personalization of messages, which is made possible thanks to increasingly active listening systems and to the finesse of the data collected, customer profiles are more and more precise. and detailed. This of course serves a discourse adapted to the needs of the customer and makes it possible to give a much more human dimension to the automation
Artificial Intelligence at the service of chatbots
Chatbots (automated messaging system) are developing and getting smarter, to the point of making behavioral recommendations. Their ability to collect questions, requests or complaints are increasingly adapted and their analytical skills are increasingly sharp. In 2021, 47% of marketers say they use bots in their marketing efforts, up from 45% in 2020. Bots are now much easier to use and integrate with websites, as is AI. artificial intelligence has established itself as a must-have tool for conversion and optimization, and its use by marketers has increased by 190% between 2018 and 2020. HubSpot Study 2021
Integrated multi-channel strategy
Now, the trend is to use several marketing materials during the creation of campaigns. Engagement through multiple mediums gives the brand greater visibility and impact. EmpireOne Contact Center supports Executives, Sales Managers and Customer Relations Managers in managing the commercial relationship remotely, integrating all these specificities in its solutions.