2018市场营销自动化展望指南（英文版）_21页_1mb

The State of Marketing Automation: Summary

Core Content

The State of Marketing Automation report highlights key trends, challenges, and opportunities for B2B marketers in 2018, emphasizing the shift towards buyer empowerment and the role of technology integration, personalization, and data utilization in shaping the future of marketing automation. The report features insights from industry experts and practitioners at companies like Act-On Software, SiriusDecisions, Dell EMC, Forrester Research, G2 Crowd, HubSpot, Marketo, The Mx Group, Allocadia, and eTrigue.

Main Trends in 2018

• Individualization as the new personalization: Marketers will focus on creating one-to-one interactions using AI and machine learning to tailor messages, timing, and delivery channels to individual buyers.
• Renewed focus on data, process, and compliance: With GDPR coming into effect in 2018, there will be a stronger emphasis on managing customer data ethically and efficiently, with a shift towards permission-based marketing.
• Voice of the Customer (VOC): VOC is expected to become a central marketing strategy, driving demand through real user reviews and enhancing sales opportunities.
• All-in-one platforms: Marketers are moving towards integrated platforms that unify marketing and sales data, reducing the fragmentation of tools and improving overall efficiency.
• AI and automation integration: AI is becoming a key component of marketing automation tools, enabling deeper customer insights and more effective engagement.
• Messaging and chat: On- and off-site messaging will play a significant role in marketing automation, offering a more human and on-demand interaction model.
• Predictive AI: Predictive technologies will continue to offer value, especially in the B2B space, by enabling more accurate and timely engagement.
• Simplicity in operation: There is a growing demand for easier-to-use, more efficient marketing automation systems that reduce complexity and improve ROI.
• Third-party content providers: As direct engagement becomes more challenging, leveraging third-party platforms will become a key strategy for reaching audiences.

Key Opportunities in 2018

• Customer success integration: Marketers should partner with customer success teams to drive authentic referrals and create customer-focused content.
• Omni-channel messaging: Marketers will explore new ways to reach audiences through web chat, SMS, Facebook Messenger, and more, leading to increased engagement.
• SEO evolution: SEO will continue to evolve, especially with the rise of conversational search, requiring marketers to adapt their strategies accordingly.
• Off-site lead generation: Platforms like Facebook Messenger and Lead Gen ads offer lower cost per lead (CPL) and unique engagement experiences.
• Demand creation team maturity: Successful demand creation leaders are "quadruple threats" — they define and manage demand, execute programs, leverage both digital and non-digital tactics, and assess resources and effectiveness.

Major Challenges in 2017

• Technology overload: Marketers faced difficulty in keeping up with the rapid growth of marketing technologies and choosing the most effective ones.
• Fragmented data and systems: Integration between different marketing and sales platforms remains a challenge, leading to inefficiencies and reduced effectiveness.
• Irrelevant content: Marketers struggled with delivering content that resonated with customers, as irrelevant content was a primary reason for disengagement.
• Need for better data hygiene: Ensuring data quality and consistency across platforms is essential for effective marketing automation.
• Balancing people, process, and technology: Marketing teams need to invest in both technology and the right human resources to manage complex automation systems.

Predictions for 2018

• Microsoft buys Marketo: Industry insiders predict a major acquisition in the marketing automation space.
• Cubs win the World Series: A fun prediction from one expert, highlighting the excitement around sports events.
• GDPR impact: The regulation will reshape how companies handle customer data, especially in the EU.
• Cryptocurrency growth: The report predicts continued growth in the use of cryptocurrency by companies and customers.
• Consolidation in the industry: Larger players in the marketing automation space are expected to consolidate, leading to more integrated solutions.
• Bitcoin conversation: A prediction that Bitcoin will become a topic of discussion among friends and families in 2018.

Conclusion

2018 is set to be a transformative year for marketing automation, driven by AI, data personalization, and customer-centric strategies. Marketers must focus on integration, compliance, and team collaboration to succeed. As the industry evolves, the key will be to leverage technology effectively while maintaining a strong focus on the customer experience and ROI.