During the Q & A session of my talk today at Drupal Camp Atlanta, one of the audience members asked the question, “where do you see marketing automation going?” Thinking about it for a second, I answered that I saw several trends on the horizon for marketing automation.
Here are three future trends for marketing automation:
- Benchmarking – With vendors like Pardot signing up a critical mass of customers, there’s an opportunity to benchmark results anonymously across different categories and become the Nielson Ratings of B2B marketers (e.g. for companies of this industry, size, and price point, here’s the average sales cycle, conversion rates, ROI, etc).
- Big Data / Machine Learning – Most lead scoring is done with a very static model of assigning values to certain web pages, forms, activities, etc. such that it doesn’t take into account actual data from previous prospects that turned into customers. Using big data tools and machine learning, marketing automation systems will be able to automatically build scores around a prospect’s propensity to buy that will be much more accurate.
- 3rd Generation Platforms – With Eloqua being a first generation platform and Pardot being a second generation platform, in the next few years a strong 3rd generation platform will emerge that’s simpler and cheaper, just like Mailchimp did to the email marketing space.
So, there you have it: three future trends for marketing automation. Marketing automation as an industry is still only getting started with less than a 10% adoption in the market. These three future trends are the natural evolution of the market and we’ll see them within three years, if not sooner.
What else? What your thoughts and these three ideas and what are some other future trends you see for marketing automation?