With so much to do within B2B marketing — including more research, segmentation, and personalization — marketers’ available time seems to be shrinking by the minute. This leaves you with a dilemma: either expand your marketing talent pool or invest further in technology. The answer is to add marketing automation, which can allow you to do more with what you have.
Customers now expect a unique, connected, and seamless experience across all channels and instant gratification. You only have a micromoment to capture their attention and hold it with a strong message and delightful and engaging experience. If you don’t, they will move on to the next offer. Modern marketers must adopt a mobile-first approach with their global audiences and utilize both marketing automation and data to their fullest extend to get ahead of the curve.
When it comes to company roadmaps for marketing, part of the journey to engage with customers still relies on the art of marketing. Yet, marketing needs technology to reach the right audience at the right time. That’s the intersection between the two where companies need to drive toward to meet their goals for 2019 and beyond.
For email marketers, AI can be used to help find the optimal send time. Send Time Optimization (STO) capabilities are integrated into the Oracle Responsys and Eloqua marketing platforms today. Oracle’s AI-based Send Time Optimization solution utilizes proprietary algorithms, crunching historical data to determine the optimal day and time to send to email recipients on your list, removing the need to pick the one best time for your whole list.
While some trends may be a holdover from the previous year or are taking on a bigger role, there are also new B2B marketing trends that need your attention in order to attract and maintain your customer base in 2019.
Companies need to find an all-important balance between marketing’s desire for creativity and the need to push technology. When dealing with marketing automation, you might find yourself sitting between the marketing and the technical delivery teams. Thus, you have to become used to balancing the needs and preferences of both creative and technical personalities
Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The lack of internalisation is something we have witnessed first hands with several clients in their Digital Transformation journey. Unless the business realises the imperative to have subject matter experts from within, the project is likely to be incomplete or even fail.
As a CMO, your job is to be ready for every marketing development. You’re never allowed to stand still, because the moment you do, something in your industry will change, and you’ll fall behind the competition.