In recent years, marketing automation tools have been gaining traction across various industries, with many companies deploying or planning to deploy advanced technologies. The solutions generated through automation tools are very agile, allowing for enhanced ROI, improved performance, and more flexible customization options.
Marketing automation technology can help B2B manufacturers and industry professionals gain greater business stability while allowing them to better know their consumers’ behavior patterns and unique needs. From here, companies can offer buyers exactly what they want, in the form of multichannel engagements and directly useful digital resources.
Below are four of the most important marketing automation trends to keep an eye on in 2019, along with some helpful tips on how to get started.
1. Predictive Lead Scoring
Predictive lead scoring takes into account various consumer factors, such as behavioral data, demographics, and social information. Predictive lead scoring tools use an algorithm to assign businesses a score that helps predict whether a lead is qualified.
One global B2B research firm claimed that the number of B2B organizations using predictive lead scoring strategies has grown 14 times over the last four years. In addition, 88% of B2B professionals acknowledged that predictive lead scoring is driving significant value creation.
InsideSales, EverString, Mintigo, Infer, Wise, Salesfusion, Lattice Engines, and QIWare are a few popular lead scoring software options. B2B manufacturers and other industry professionals can use these predictive tools to enhance performance across various marketing and sales channels.
To employ predictive lead scoring tools in their businesses, users must run trials with one of the above-mentioned vendors. These tools will access data collected and create a set of key consumer factors in order to pull out the lead profiles identified to be of value.
In addition to assisting in weighing prospective client profiles and predicting the best leads, predictive lead scoring can help manufacturers and industrial businesses accelerate consumer engagement and implement optimized workflows, which will ultimately help in finding and converting the right leads.
2. Artificial Intelligence and Chatbots
In 2019, artificial intelligence (AI) integrated with chatbots will help to boost businesses’ lead generation efforts, allowing industry professionals to digitally connect with individual potential customers.
After defining specific business goals, companies can create a list of activities and functions that a chatbot needs to execute. Businesses must choose a channel for interacting with their target audience, select the method of chatbot creation (i.e., using readymade chatbot software or building a custom bot from scratch) before launching.
In this way, B2B manufacturers can convert huge amounts of customer data into actionable insights, paving the way for more informed decisions regarding buyers’ purchasing journeys.
Chatbots can help industry professionals in multiple ways — enhancing lead generation, predicting potential customers, improving efficiency, driving sales and revenue, and personalizing various online campaigns.
3. Personalized Content
Today’s B2B professionals can connect with their ideal customers using personalized content, helping to build trust and nurture continued communications with the target audience.
One survey reveals that more than 60% of B2B professionals have adopted a content personalization strategy.
Manufacturers and industrial businesses can employ tools like Segment, Certona, RichRelevance, Adobe Target, and Optimizely, which collect data and analyze it based on consumer behavior, social listening activities, and previous purchases in order to generate personalized content.
These tools enhance companies’ ability to create, manage, and track personalized email marketing campaigns, event marketing campaigns, webinars, and more.
4. Cross-Channel Marketing
More and more B2B manufactures and industry professionals are implementing cross-channel marketing strategies to enhance engagement across all marketing touchpoints.
Cross-channel marketing can be employed using “contact us” forms, lead generation forms, email newsletter sign-ups, blog comments, and digital shopping carts, to name just a few common tactics.
Integrating cross-channel marketing campaigns, such as Google Ads PPC ad extensions, shows that you are engaging with your target audience in a range of different ways. And by generating interest among a target audience, businesses increase the chances of converting that audience into solid leads.
The Future of B2B Marketing
Keeping these marketing automation trends in mind as we enter 2019 will allow you to better engage your target audience, make better decisions, and create a top-notch customer experience — all while driving revenue at various steps of your business journey.