Integrating Non-Traditional Marketing Automation Tools
MRP Global Marketing Team
Marketing automation is no longer just programmed emails, administrative tasks and daily maintenance but about end-to-end marketing solutions driven by AI. Because of this, response marketing automation tools were designed for businesses because they cannot solely rely on traditional marketing automation tools. These non-traditional tools come into play when integrated into a predictive analytics system.
The marketing automation technology landscape continues to grow and become more complex as the needs of companies grow. So how does a business effectively and efficiently reach and convert accounts that display buying intent? By supplementing these tools and integrating them into predictive analytics systems it will ultimately increase conversion rates.
Marketing Automation Meets Artificial Intelligence
AI is the biggest marketing automation trend and tool to watch as companies continue to navigate the ever-advancing technological landscape. As marketers continue to embrace AI and machine learning, they will be able to create more programs that incorporate machine-based decision-making and true personalization, rather than relying solely on rules-based automation. With the integration of AI, marketers can further develop and build infinite audience segments and embed machine-driven segmentations into their marketing automation technology stacks, helping save time and optimize the amount of money spent.
AI gives marketing teams the ability to uniquely customize to meet the needs and objectives of audiences. It’s not a one-size-fits-all solution. In fact, according to DMA, over 75 percent of email revenue is generated by triggered campaigns. AI creates a closed-loop system in which sales and marketing orchestration continually improve. As a result, AI helps marketing and sales teams better visualize demand units while simultaneously creating a long-term plan for impactful engagement. When AI is embedded into a strategy, the platform goes beyond marketing automation, therefore creating a non-traditional tool that utilizes real-time streaming data and delivers more immediate, stronger results.
The Evolution Of Marketing Departments
A shift is happening in marketing departments due to evolving technology. Customers and prospects have become more savvy, forcing newer marketing strategies to be well-timed, relevant and coordinated with different, specific touchpoints. Marketers have to pivot and expand their data-focused skillset to prepare for the changing roles in the landscape. Because technology advances and grows every day, the smartest and only option for marketers is to get ahead with AI.
Now, marketing departments are at the top of their game working to seamlessly integrate these non-traditional tools into everyday use. Geared towards treating each company with a highly personal and structured approach only targeting clients with the interest to buy, AI relieves marketing teams of this weight which allows them to collaborate with account-based marketing tools and strategies that develop stronger outcomes and leads.
AI provides the ability to scale account-based marketing outside of just a company’s top 50 or 100 customers while also providing a complete picture of what the client looks like and their specific needs. Leveraging machine learning and AI can automate this process for companies to deliver relevant content across 1,000 customers versus 100 customers. Marketing teams now complement and enhance these technologies with greater intelligence, turning sales data into actions and results.
Understanding The Intersection
Artificial intelligence combined with predictive analytics utilizes big data to deliver B2B opportunities and prospects for sales and marketing teams alike. Knowing the customer journey and specific needs helps better execute projects and campaigns in the long run. Additionally, predictive analytics provide solutions for customer prioritization to foster relationships and strengthen results. This alone shows how mature the technology landscape is and why it is so important for marketers to trust the machine.
In addition, marketing automation drives accounts towards the end of the sales funnel, fully capturing the pipeline. Along the way, marketers can tailor their exact approach while staying engaged with the product. Joining these AI and marketing automation tools creates an overall better strategy and design for the best possible result. With that in mind, non-traditional marketing automation tools are the key to attracting leads and maintaining the course with added functions that help generate successful outcomes.
Consolidating these aspects will help companies thrive. Companies will become more dependent on these marketing automation tools to help solve problems through the pipeline, and they will fare best when the tools are offered in a way that strategically combines all efforts into one. It’s important to look at the bigger picture. In this case, it becomes the sum of the parts that is greater than the whole.