As businesses are making a leap towards agility, the use of marketing technology has only gained traction. Thousands of entrepreneurs have seen their businesses change after they embraced marketing automation; they could save time, judiciously spend their money and scale their businesses. It’s not only the large organisations that are leveraging this boon; businesses of all sizes swear by the benefits of marketing automation. 

The big data is here, and it’s only through marketing automation that organisations can use it to reap the desired results. It’s extremely important for business owners to stay abreast of the latest trends in this emerging domain. To help them do so, here’s all they need to know about where marketing automation is heading in 2020 and beyond:

Personalised customer journeys

Personalisation will always be the doorway to digital marketing success. It’s no longer just a matter of competitive advantage but about customer expectations. But marketing automation in 2020 has to take it a notch higher, helping organisations to approach their prospects in a much more consumer-centric fashion. This is the time to foster meaningful relationships with consumers through omni-channel experiences. 

The rise of AI and chatbots

There’s a lot of buzz around artificial intelligence tools and their sister chatbots, but will they take over the world? Perhaps they will, to some extent. The use of AI and chatbots in providing prompt and effective customer service is already prominent. But the trend indicates that they will also be used increasingly for lead generation where they will automate a number of CRM tasks. So, organisations should consider investing in these technologies to catapult their business into the future.

Predictive lead scoring

Marketing automation tools are capable of analysing a range of factors like behavioural data, demographics, blog posts and social information relating to their business. It then assigns a score to their business to predict if a lead is qualified or not. This helps businesses in content creation as they can share information that’s most relevant to their audience. Businesses can now use marketing automation tools to direct their prospects to the right conversion track and craft a fulfilling customer journey.

Voice search

Last but not least, voice search is predicted to become the next big communication channel for messages sent through marketing automation. A large chunk of B2B marketers is already leveraging voice-activated personal assistants. The use of this technology is going to escalate in 2020, and it’s certainly going to take marketing automation to a new level. 

As closing thoughts, it can be said that marketing automation is more than just a bunch of tools that automate advertising. Whether it’s in the Indian market or global markets, marketing automation is surely transforming businesses by freeing them from the mundane, time-consuming processes.