{"id":119731,"date":"2023-02-01T12:45:51","date_gmt":"2023-02-01T11:45:51","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=119731"},"modified":"2024-09-22T20:15:19","modified_gmt":"2024-09-22T18:15:19","slug":"whats-the-state-of-marketing-automation-in-2023","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/whats-the-state-of-marketing-automation-in-2023","title":{"rendered":"What’s the state of Marketing Automation in 2023?"},"content":{"rendered":"

Spotler and Smart Insights have worked together for 6 years to develop a broad understanding of the world of B2B marketing automation. To line up with our joint State of Marketing Automation<\/em> & Annual Trends<\/em> report\u2019s 2023 edition, Dave Chaffey shared some of the key highlights on a live webinar.<\/p>\n

You can watch the whole session including Q&A here<\/a>.<\/p>\n

 <\/p>\n

Adoption vs. Capabilities<\/u><\/p>\n

Last time we did this research<\/a>, only 5% of marketers rated their use of marketing automation as High (\u201cwe use all the features and optimize them to get the best results\u201d). This time around that has grown to 9%.<\/p>\n

 <\/p>\n

\"\"\"\"<\/p>\n\n\n\n\n\n\n\n\n\n
Rating<\/strong><\/td>\n2020 Score<\/strong><\/td>\n2022 Score<\/strong><\/td>\nChange<\/strong><\/td>\n<\/tr>\n
0<\/td>\n12<\/td>\n10<\/td>\n-2<\/td>\n<\/tr>\n
1<\/td>\n22<\/td>\n32<\/td>\n+10<\/td>\n<\/tr>\n
2<\/td>\n16<\/td>\n14<\/td>\n-2<\/td>\n<\/tr>\n
3<\/td>\n28<\/td>\n21<\/td>\n-7<\/td>\n<\/tr>\n
4<\/td>\n17<\/td>\n14<\/td>\n-3<\/td>\n<\/tr>\n
5<\/td>\n5<\/td>\n9<\/td>\n+4<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/p>\n

We also saw a hollowing out of the middle of the field, with the Moderate (2), Intermediate (3), and Good (4) groups shrinking. The most likely explanation for this is a mismatch between the growing capabilities of Marketing Automation platforms and the speed of adoption. If the technology hadn\u2019t developed, we would have seen a shift upwards as marketers spent more time with the platforms, got trained or experimented themselves. Particularly as Artificial Intelligence continues to make its mark in more and more ways, \u201cgetting the most out of the technology\u201d becomes harder and harder to do.<\/p>\n

 <\/p>\n

Having a (email) blast<\/u><\/p>\n

“I know from our own tests at Smart Insights, if you reference the role of a person, such as a marketing manager, or digital marketing manager, you will get really significant uplift on opens and clicks.”<\/em><\/p>\n

31% of respondents admitted that they don\u2019t do any form of targeting in their email comms. Sending identical messages to every contact is at best lazy, at worst actively chasing buyers away.<\/p>\n

Happily, 37% of marketers surveyed are segmenting their audience into 2-5 distinct groups<\/a>. This is a sensible level; targeted without getting too granular. In the case of Spotler, where exactly in the UK someone lives isn\u2019t important for how they would buy and use marketing tech. Knowing their industry, company size, and what department they\u2019re in (usually Sales or Marketing) is enough for us to get started.<\/p>\n

 <\/p>\n

Knowing the (lead) score<\/u><\/p>\n

Perhaps connected to this is the stat that only 17% of businesses are able to integrate website activity with their marketing automation platform<\/a> and take advantage of the resulting insights.<\/p>\n

If you\u2019re browsing an online shop for running shoes, but they keep sending you emails about ski gear, you would conclude that they don\u2019t really know you. On the other hand, if they were to send you an offer on running socks, you\u2019d be impressed they understand the broader intent behind your search.<\/p>\n

 <\/p>\n

Tools that will take your job (or maybe not)<\/u><\/p>\n

It\u2019s pretty much impossible to avoid talking about ChatGPT right now, so what are Dave\u2019s thoughts?<\/p>\n

\u201cI don’t see it at this stage at least as too much of a threat, because you still need to take the right decisions based on you really collaborating with the AI.\u201d<\/em><\/p>\n

Dave\u2019s example was asking ChatGPT to create a series of nurture emails. The results were \u201ca bit generic<\/a>, what I would call \u2018marketing happy talk\u2019”. In the A.I.\u2019s favour was that you can ask it to explain the structure of the output it has created, which is a good learning tool.<\/p>\n

 <\/p>\n

NFTs (New Funky Tools)<\/u><\/p>\n

On the topic of shiny new things, we drew on a GWI survey that showed only 17% of UK consumers can correctly define an NFT (non-fungible token). The correct definition is \u201ca file that establishes proof of ownership of a digital asset\u201d.<\/p>\n

If less than 1 in 5 people know what an NFT is, you probably don\u2019t need to rush to put together an NFT strategy. While there are big examples of companies putting effort into NFTs and other Web3 technologies, such as Starbucks, we\u2019re nowhere near mass adoption.<\/p>\n

 <\/p>\n

How will you win 2023?<\/u><\/p>\n

If it\u2019s possible to distill an hour of insights and predictions into a single summary; take what you\u2019re doing and do it better. None of the headline-grabbing stuff will upend the world of marketing by themselves; they require smart humans to wield them<\/a>.<\/p>\n

If getting more from your Marketing Automation platform is on your list of priorities for 2023, start by giving us a call<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

How is the world of marketing automation looking in 2023? Smart Insights’ Dave Chaffey explores the key stats and trends you need to know.<\/p>\n","protected":false},"author":25,"featured_media":95192,"template":"","cat_industry":[],"cat_topic":[],"class_list":["post-119731","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/119731","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/25"}],"version-history":[{"count":1,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/119731\/revisions"}],"predecessor-version":[{"id":119732,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/119731\/revisions\/119732"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/95192"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=119731"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=119731"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=119731"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}