Who knows how to combine all data in a useful way? That is the million dollar question for marketing automation in 2019. Because with the tools you can at least get more and more. From automatically approaching leads to fully personalized content. According to Forrester , the value of MA software doubles in 5 years Also look at how much money will be invested in marketing automation in the coming years. According to these figures from Forrester (!) The market doubles in just 5 years to a sloppy 25 billion dollars. Our martech investments will be in 2019 Source: SmartInsights But those who want more than just an abandoned shopping basket campaign or an automated newsletter, will soon be faced with the necessary challenges. Because how do you get all the useful data from different systems together? And how do your colleagues convince you of the benefit? In order to predict what will and will not work in the field of marketing automation in 2019, I have enlisted the help of Maarten van Ham ( 1412 Marketing & Media ), Ton Heerze ( Webton ), Remco van Meel ( Fingerspitz ), and Danny Oosterveer ( Burgers). ‘Zoo ), Jurino Figaroa ( Spotler ), Mariëlle Meijwes ( Spotonvision ), Jarik Oosting ( SmartRanking ), Etienne van de Boel ( Fingerspitz ), Wilco Verdoold ( Loyals ). Together they give you the 13 marketing automation trends for 2019. # 1 First goals than tools Etienne van de Boel : “In the field of marketing automation, we have seen some changes over the past year that predict the 2019 trends! Partly because many organizations had high expectations, but were not able to achieve the predicted results, convenience, strong partners & links in particular are things that we have to keep an eye on! ” https://www.youtube.com/watch?v=iJHcF87bihE “Before you start, however, it is important as an organization to gain insight into what marketing automation IS and what it can mean for your organization. Do not blindly choose a tool, but set goals, determine your buyer personas and customer journey and brainstorm (with a partner) about tight online campaigns that make your business a machine! ” Leestip: Marketing Automation in B2B: Successful in 5 steps # 2 From customers to fans Wilco Verdoold has an idea of ​​what you could have as goal: “Marketing automation anno 2019 is no longer just aimed at reaching and converting new customers as smartly and as well as possible. Of course, full, not settled shopping carts stay low hanging fruit, but also focus on the part after your conversion. ” “Warren Buffet expresses this nicely:” ‘Any business that has delighted customers has a sales force out of it. You do not see them, but they are talking to people all the time. ‘ “How do you turn ambassadors into your existing customers? And can you further optimize and automate that process? ” Make your customers fans? Loyals helps! Know how we do that? # 3 Start with enough data Source: Lightspeed ecommerce conversion popups Do you know that, of those automatic pop-ups after being on a site for 5 seconds? I find them pretty annoying. Wait now first if I find your content interesting before I sign up for something. Maarten van Ham thinks these tactics will change in 2019: “The most important trend in marketing automation will lie in waiting with the use of the funneling of the automated marketing. What I mean is that sufficient data must first be collected in order to be able to really help, advise or amuse customers. And even then we have to be careful that customers choose which content they take. Tasks to marketers to ensure that marketing is not a huge dirty word. ” # 4 Use data Facebook & LinkedIn That could be more specific – Source: Facebook Ads But how do you collect all that data? Do not forget that a number of superpowers (Google, Facebook, LinkedIn) already have a lot of information about your customers. Wilco Verdoold : “The targeting of campaigns based on look-a-likes of your current customers is technically still possible, but AVG-technical does raise some questions.” “Nevertheless, the enormous source of data that Facebook and LinkedIn have is super interesting. However, they are not going to tell you who you should be and what information they have from those people. ” “The targeting of campaigns based on look-a-likes of your current customers is technically still possible, but AVG-technical does raise some questions.” “What do they do? Sell ​​access to the timeline of those people. Your ads can be specifically targeted to demographic characteristics, but also to interests or – in the case of LinkedIn – functions, industry and, for example, company size. “How can you benefit from this? By including the targeting you use in your ads on a specific landing page and remarketing. ” “An example: Through a LinkedIn campaign on directors of companies with at least 50 employees in the retail you can come up with a landing page with a retail case, photo and quote and through a retargeting campaign on Facebook show ads to all those relevant directors with children from 0 to 6. ” # 5 User-friendly tools with links Etienne van de Boel sees great value in the emergence of user-friendly marketing automation platforms: “Despite the fact that marketing automation is still growing considerably in recent years, we also see that an ever-increasing percentage is no longer using it or even stopping it. One of the biggest causes is that there is not the know-how to really use it. ” “In addition, there are other reasons why it does not work, for example because an unknowable sample has been built, or there is too much leaning on what an MA tool can do, not on the objectives.” Reading tip: Why do large companies fail in their marketing automation? “Tools have also noticed this, and recently I see a hard split in two directions:” 1. A focus on ease of use A flow for visitors who do not want to buy yet – Source: Autopilot HQ “I think AutopilotHQ is a great example, which works super clear and user-friendly for marketers, without any real development knowledge. In addition, they use the “best-in-the-market” principle. This means that they prefer to collaborate with tools and software that can do something well, instead of building it yourself. This prevents the software from becoming too difficult. ” 2. The tool ensures that companies work with expert partners. Source: SharpSpring “Where Hubspot has been propagating this principle for a long time, other toppers (including SharpSpring , DRIP ) are also working to connect companies to specialists and agencies. Not without reason of course. Someone who is busy with it every day, in different branches or type of customers, sees much more than a one-sided project. Through reviews, a database with partners, support to specialists and knowledge sharing, they ensure that everyone benefits! ” # 6 Customer Data Platforms Etienne van de Boel : “Besides the fact that you need a strong online strategy, you often already work with existing tools such as CRM, CMS or ERP. And you do not always want to give this up for a new tool. The solution is extensive API links and preferably even a CDP (Customer Data Platform). ” “Where last year the trends focus on (anonymous) Data Management Platforms (DMPs), it is increasingly shifting to a platform where the customer is central and from which the tools function. Your conversion personalization tool, your smart mail & SMS campaigns, the order data and customer service you throw in one big (but smart) bin. ” Your customer data from multiple systems in one place – Source: BlueConic “To start you could use a sync tool like Segment to equalize all data, but if you really take steps then you come to tools like BlueConic, which really collect data and cross pollinate.” Gaining insight into large amounts of data requires more and more understanding – and therefore training – of complex business intelligence systems, such as Power BI from Microsoft . # 7 Personalized content Then the trend that several experts see for 2019: content is becoming more personal thanks to smart targeting and AI. Remco van Meel : “Marketing Automation is currently often used for personalization of e-mails, but it will go further and further.” “Users expect a complete User Experience, and something like dynamic content will be used more in 2019.” A product photo especially for young mothers as a visitor. Source: Pexels Ton Heerze : “Because of the rise of artificial intelligence and the Internet of Things, companies are collecting more and more data about consumers. This enables them to serve people with personalized content that makes the overarching marketing strategy much more effective. Think, for example, of personalized landing pages for visitors who are prepared to purchase or are still orienting themselves. ” “Or product photos that match the target group. For example, a young woman looking for a high chair sees a young mother in the picture and an older woman a grandmother. ” 88% of online marketers even believe that the modern consumer now expects a certain degree of personalization. “It is not difficult to imagine how these types of adjustments increase the conversion. 88% of online marketers even believe that the modern consumer now expects a certain degree of personalization. In 2019 we see personalized content more and more often. ” Jarik Oosting : “There will be an ever better integration of the different software packages that you can use for marketing automation. In addition, AI will also play a greater role. Marketing automation systems will make greater use of the large amount of data generated by the users. The AI ​​will generate content and put together content / modules, to personalize the content and to help the visitors / leads better. ” Who says that these recommendations work for me? Source: Booking.com Wilco Verdoold : “Very popular! Booked 4 times in the last 24 hours. Only 2 rooms available. Reserve now without obligation. Does that work? Or is it something too much of a good thing? ” “In 2019 we will use marketing automation more to also personalize the seduction techniques. Which triggers work with whom? Would the seduction Christmas tree get more style, attention and conversion with Booking.com? ” # 8 Natural Language Generation Ton Heerze sees another exciting trend: “Natural Language Generation (NLG) is a marketing automation tool that arises from developments in artificial intelligence. NLG extracts text and statistics from sources about a certain topic and makes it a nice readable text. ” Reading tip: The Ultimate Guide To Natural Language Generation “The NLG technology has become so good, that the texts are very similar to those of journalists and are also SEO-proof. Marketers can use NLG mainly to create more valuable content in an easy way. Consider for example trend overviews with a lot of statistics or product pages in webshops. In 2019, companies will increasingly use NLG-based platforms and software. ” No affordable texts without NLG? Try CopyRobin for free # 9 Automatically access leads at the right time Remco van Meel : “At the moment lead scoring is still done manually, but more and more factors will influence this score. Think of demographic, economic or social factors. This ensures better leads, which you can also follow up better. ” Etienne van de Boel : “Data is becoming increasingly important for tools to find the right triggers and touchpoints. It is not certain whether this will really get off the ground in 2019, but it is certainly in full development! ” This is where HubSpot bases the Predictive Lead Score “For example, HubSpot already offers Predictive Lead Scoring in their enterprise package. What does this mean? That AI itself finds interesting touchpoints to assign scores. Handy! ” “Smart contact moments are also becoming more important. For example the “Next best offer”, in which Marketing Automation tools can make a relevant offer based on your behavior. Do you read two blogs about CDPs? Then the system automatically offers a whitepaper about CDP implementations. Do you read the pricing & over-us page? Then the system can automatically offer you a proposal, linked to your lead owner. If that is not a great Marketing Automation! ” Finally, an important nuance: “For now all this with a lot of tools is still future music, but it will not last long :)” # 10 Predictive analytics And that prediction also works with social media, Mariëlle Meijwes sees : “Where machine learning and static models are integrated into marketing automation and make it possible to make predictable and impact marketing possible. Think, for example, of forecasting models that show when your posts on social media in your target group have the most impact on conversion. ” # 11 Conversational Marketing https://www.youtube.com/watch?v=D5VN56jQMWM The best-known example: Google makes an appointment for you Mariëlle Meijwes : “1 to 1 approach to accelerate the sales process and create a personal approach. More and more technology is becoming available to send real-time messages and to replace forms with more personal channels such as chat. ” Reading tip: Copywriting for conversational interfaces: a handy introduction # 12 AVG / GDPR is not really an issue Etienne van de Boel : “Getting back to an event in 2018: AVG / GDPR. Where we all squeeze or if this was the death of marketing automation, it was fortunately all very bad. Most tools were compliant (at the last minute) and offered quite a few remedies and ointments to work through AVG / GDPR proof. ” “It is still not the time to sit back, but when you get to work with it, then there are at least enough possibilities to do this compliant.” # 13 From pop up pimples to push notification Wilco Verdoold : “Pop up! Enter your e-mail address now and receive our e-book for free! That ‘e-book’ then turns out not to be much more than a few A4 pages where you quickly feel that more attention has been paid to creating a seductive cover than to the actual contents of the e-book. Result: pop up pimples! ” “In other words: I do not want a pop up again because you want to have my e-mail address, first let me see who you are and what you have to say.” “Yes, but it works very well. We have a conversion of almost 10%. You can hear it say to your data driven marketer. But more than 90% of your visitors click away more or less frustrated. And yet we will propose to ask your visitors to register for your push notification in addition to your AVG / cookie notification. ” WPlounge also wants to send push notifications Source: WPlounge “Why? Because not only many visitors do that, but especially because they actually read these messages when they actually push messages. But beware: use it sparingly. Prevent pimples and only push good content to the right people. ” Conclusion: First intelligence, then AI So far the most important marketing automation trends for 2019. Compared to previous years, only more is possible. Think of automating your lead scoring, social media posts at the right time, generating reports, letting product photos depend on your visitor, sending personal CTAs and customized offers. “Start with intelligence instead of artificial intelligence.” But as Etienne van de Boel rightly pointed out, a multitude of tools and high expectations do not necessarily make you more effective. So first think of what you want to automate and why. Wilco Verdoold summarizes it once again: “Start with intelligence instead of artificial intelligence. Why spend a lot on an all-encompassing tool in an attempt to become personal if you can also be personal? Send an email yourself. Go online, chat yourself with promising customers. That is also the best way to learn what and how you can automate. ” What are the most important marketing automation trends for you for 2019? Share them with us in the comments below. Smart content for your martech? CopyRobin helps. Place a free trial Let’s block ads! (Why?)

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