As experts in B2B customer relations , we closely follow the trends in Marketing Automation tools , which are now essential to managing today’s commercial relationship . Indeed, thanks to these tools, the B2B or B2C commercial relationship can be more qualitative: Marketing Automation allows you to maintain the link with the prospect or customer without making them feel pressured, and allows you to engage in a personalized discussion with each one. What are the major new developments 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 allows you to collect each prospect or customer action, to analyze their journey and 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 claim in a study to have bought more online) , it is increasingly evident that part of the actions of marketing or sales must be automated , in order to be able to make the customers or leads progress as much as possible in their purchasing experience .
In addition, a good marketing automation phone number library tool allows you to better understand customer behavior 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, tailored to each prospect or customer in the purchasing journey, a Marketing Automation strategy feeds on itself in order to advance the customer relationship.
Marketing Automation also has another advantage: that of creating a coherent sales pitch throughout the customer experience while reducing the number of interlocutors and making your voice unique, regardless of 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 to promote human exchange in the most favorable circumstances.
What are the trends for Marketing Automation?
Hyperpersonalization
As we have seen before, despite the secondary target markets are not a priority increase in the volume of digital conversations , it is essential for customers to get out of the standardized discourse . Also, automation tends more and more towards a hyper-personalization of messages , which is made possible thanks to increasingly active listening systems and 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 automation.
Artificial Intelligence at the service of chatbots
Chatbots (automated messaging systems) are developing and are becoming more and more intelligent , to the point of making behavioral recommendations . Their ability to collect questions, requests or complaints is increasingly adapt and their analytical mind is increasingly sharp.
In 2021, 47% of marketers say ar numbers they use bots in their marketing approach , compared to 45% in 2020. Bots are now much easier to use and integrate into websites, as is AI [1] . Artificial intelligence
is establishing itself as an essential tool in terms of conversion and optimization , and its use by marketers increased by 190% between 2018 and 2020.
Integrated multi-channel strategy
Nowadays, the trend is towards using multiple marketing mediums while creating campaigns. Engagement through multiple mediums gives the brand greater visibility and impact.
At Phone Partners , we support you in adopting a Marketing Automation tool , starting from your objectives and developing specifications up to training your teams in the use of this tool. Partner of SMEs and major accounts in industry, construction and services, since 1986, Phone Partners supports Directors, Sales Managers and Customer Relationship Managers in managing remote commercial relationships, by integrating all these specificities into its solutions.
