In B2B marketing, a concept generally comes up to generate leads and translate them into customers. This is marketing automation which represents important techniques especially when these leads are at a high level. Marketing automation has become a real trend today, most of the time part of an inbound marketing strategy at the enterprise level.
So if this concept is so popular in the business world, it is because it has many advantages and challenges. In this article, focus on marketing automation, its definition and these main trends in 2020.
What is marketing automation?
The marketing automation is a concept commonly used in a marketing campaign to automate a set of actions. And to be able to perform this automation of actions, and thus generate marketing leads, marketing automation uses software and web services. For example, it can be useful for setting up an automatic sending system of personalized e-mails that will depend on the attitude of the user.
The action automation process will be implemented through a set of scenarios designed in advance. And it will depend on this personal behavior. In B2B marketing, the objective of marketing automation is to optimize and generate visibility, but also leads. It can be used to analyze the data collected as well as the effectiveness of the actions.
Trends in 2020 for marketing automation
There are many trends in 2020 when it comes to marketing automation.
The use of voice search increasingly present
A trend that is in vogue in 2020 is voice search which contributes to the evolution of smartphones and connected objects. Indeed, brands are putting more and more emphasis on voice objects like Google, Microsoft or Apple. These aim to make mobile web requests more fluid and more optimal to better respond to them.
The emergence of podcasts in content strategies
In recent years, the use of podcasts in content strategies has left many actors perplexed. But over the years, it has proven to be much more useful than expected. The brands have appropriated it. Indeed, a new type of user is putting more and more emphasis on podcasts to stay connected. This is the case, for example, with more and more women.
Hyper segmentation and hyper personalization
In 2020, hyper segmentation, which consists of offering tailor-made services and products, seems to reach its limits. It’s now hyper personalization that is taking place and experiencing a boom in 2020. Now, content becomes personalized and addressed to the consumer for a renewed customer experience. And of course, direct marketing is the first concerned by this concept.
Predictive sending for emailing
Predictive sending is based on Big Data functionalities and optimizes emailing campaigns, which is still a very effective strategy in 2020. Predictive sending will allow your emailing campaign to appear in your inboxes. target when it has the best chance of opening it. So the goal is to increase opening rates.
Predictive analysis in Marketing strategy
To better meet the needs of users, you have to interact with them by understanding their behavior. And that goes through the use of the predictive analysis tool. It makes it possible to set up optimal scenarios by controlling and anticipating the reactions of customers linked to the brand or the company. It is based on data from AI and Big Data.
Chatbots are innovative tools used by many web platforms to better manage their customers and increase their activities. This chatbot computer program allows you to query a database using human language. In 2020, most companies have made it an essential tool for optimally managing their customer services.
In 2020, we must also count on the trend of dynamic forms. Users need to be always reassured when delivering certain information. This is all the interest of dynamic forms which allows the entry of a set of data with ease through a set of fields. The brand can define the elements that it deems useful or not, to offer to users.
Content is always king
Whatever type of service or product you offer on the internet, always create content in order to give customers relevant information. This content is very important since it satisfies customer requests and guides them towards the best possible solution. This content must be of good quality, well referenced to attract your customers.
Putting in place a marketing automation strategy can be quite complex. However, there is a set of tools that allow it to be set up optimally. While some of these tools have had their day, in 2020, others continue to be particularly scalable and effective.
And it is on these that brands and companies focus in order to optimize their relationships with their different users. In view of the performances obtained, these trends still have good years ahead of them. These tools will increasingly diversify and prove to be more and more efficient, this is in the interest of companies.