In recent decades, automation has transformed almost every aspect of work and life. From automatic billing to self-driving cars, virtually no industry has escaped the wave of automation made possible by digital technology. Marketing is no exception, and modern marketers must now prepare to do business in a landscape defined by automation. Here’s what B2B marketers should know to prosper in a hyper-automated world.
What Marketing Automation Looks Like
In many ways, the hyper-automated world of marketing is already here. The global market value for marketing automation is expected to grow to $6.3 billion by 2026, driven in large part by the digital investments made in response to the COVID-19 pandemic. Automation has been especially transformative for B2B marketers. The constant changes in the B2B marketing world have made it essential to constantly stay one step ahead, rather than just beating the competition with the tools currently available to you.
Artificial intelligence (AI) technology is also transforming the field of marketing at a blistering pace. Using machine learning, modern AI marketing tools provide useful data insights from large, difficult-to-interpret data sets. Marketing AIs can help improve the ROI on your business’s marketing campaigns by drawing insights that would evade human marketing experts. AIs can also manage ads, aid in website design, and even help generate content, automating a massive set of marketing tasks that once required significant human input.
How to Prepare for the Future of Marketing Automation
The first and most important step B2B marketers must take to get ready for the highly automated future of marketing is to adopt tools for mining large, complex data sets. Business intelligence tools, such as Byonic.AI, allow you to find patterns in these data sets that can increase your marketing ROI. These tools allow your business to create campaigns optimized with data insights that will make the most of your marketing investments.
Your business should also embrace automated marketing across all channels in order to stay ahead of the game. Automated tools are now widely used for web, email, text, and social media marketing. Combining multiple marketing channels together in an omnichannel approach also gives B2B marketers the opportunity to create a consistent experience for all prospective customers. At the same time, marketers must always be on the lookout for emerging platforms that present new opportunities for generating leads and sales.
Finally, marketers must remember to balance the power of data insights with a human touch. Although data and AI tools can be invaluable for testing and optimizing campaigns, there’s still a role for storytelling and creativity in the marketing world. It’s important to remember that automated marketing tools are meant to enhance the productivity of human marketers, not replace them.
As you can see, automation and data have enormous roles to play in the future of digital marketing. In order to succeed, marketers must be prepared to adapt to a constantly changing landscape of channels, tools, and trends.
Reach out to the Bython team to understand how best to use data for better insights and keep your marketing campaigns ahead of the curve.
