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Adobe Unleashes a New B2B Marketing Automation Roadmap

Martech users are innovating faster than ever to meet global shift in consumer behavior. Demand generation executives rely on a plethora of data-powered marketing technologies to unlock new opportunities. Marketing automation platforms (MAPs) have always been pivotal investments for CMOs that closely integrate with a CRM, CDP or a marketing analytics platform. In the recent years, MAPs have emerged as a number one Marketing Technology solution for B2B marketing campaigns, delivering very high ROI on every dollar spent digitally. With so much happening in the marketing technology space, B2B marketing teams should proactively prepare to develop an innovative approach using marketing automation. Adobe, a leading martech innovation company, has identified the role of MAPs in influencing B2B marketing strategies with its new B2B Marketing Automation roadmap for 2023. In an era where B2B marketing teams are constantly endeavoring to achieve best-in -class customer experience, their dependence on innovative marketing strategies and tactics, and Martech tools like MAPs and CDPs is bound to generate a lot of interest in the industry. Marketing teams are unable to move forward or find it hard to se eyes on what areas to prioritize despite so much information available on Martech stacks and their benefits. What Adobe has done to counter these challenges? The have proposed a B2B Marketing Automation roadmap to achieve these top-rated objectives:

  • Stay relevant to the CX demands by investing in marketing techniques and tools
  • Grow sales pipeline
  • Improve marketing ROI
  • Embrace experimentation as a means to achieve Marketing Performance

Leaders in marketing field step up their reliance on MAPs and use these capabilities to further refine their martech management using data analytics and business intelligence. Martech tools like Adobe Marketo Engage provide a highly-evolved martech platform to users who are looking to add account-based strategies and tactics to their repertoire and extend the scope of their existing lead-gen strategies using AI and marketing analytics.

Why do Martech users need a B2B Marketing automation roadmap?

High-growth companies derive 40% more revenue from personalization efforts compared to their competitors. Content management, creation and promotion remain major issues in generating revenues without personalization. Marketing automation has changed that for CX teams that use MAPs for centralized customer data management, omnichannel experience management, content creation and marketing analytics. Therefore, you will find that CMOs are now spending almost one-fourth (23%) of their total marketing budget on Martech stacks alone. Business leaders could triple the investments in these stacks, trying to navigate through the choppy weathers of disruptive market forces, ever-changing customer experiences and re-consolidation of their existing Martech stacks with next-gen AI and automation capabilities.

The rise of AI chatbots, metaverse, headless commerce, conversational marketing, and other virtual experience technologies have inspired CMOs to change their vision and explore newer features in Marketing Automation Platforms, Customer Data Platforms and Customer Experience Management Platforms (CXMs or CXPs). This has led to the growth of an integrated marketing cloud ecosystem, called the Digital Experience Management platforms like Adobe that make working with various Martech solutions so much easier and ROI-centric. Adobe’s roadmap to embracing a new benchmark within Marketing Automation roadmap focuses on the varying degrees of pressures and challenges faced by Martech users when it comes to justifying ROI, growth, customer experience and sustainability efforts as part of automation and operationalization.

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Today, 98% of the global marketing leaders and professionals with varying degrees of experience in working with martech consider marketing automation as “very or extremely important” to their success. MAPs are extremely effective in orchestrating personalized buyer journeys and measuring customer engagement at various stages of Martech usage.

B2B Marketing and Sales Alignment: Tapping AI-powered Automated Personalization

B2B marketing automation roadmap can’t be sustained without discussing the scope of AI in marketing. According to the Adobe Marketo Engage survey, 91% of the martech users are “extremely satisfied” with the results generated by embedded AI capabilities in the MAPs. These capabilities allow B2B teams to use MAP with AI features for lead generation as well as ABM tactics, demonstrating continuous improvement in the area of marketing automation and sales automation. This level of automation with embedded AI within MAPs also help in closing the perennial gaps existing between the Marketing and Sales efforts. If this can be achieved, it would fulfill the wishes and demands of the 98% of the marketers and sales leaders who think closer marketing and sales partnership would be needed in the years to come. Marketo Engage’s Sales Insight is a very relevant option for B2B teams looking to operationalize their efforts in building a fully-streamline marketing-sales alignment.

Improvements in data management and data operations have enabled users to bring sales processes closer to Marketing activities for effective targeting and personalization. This is ably assisted by the inclusion of Customer Data Platforms or CDPs in the Marketing automation roadmap. In the last 5 years, 18% of the marketing teams have integrated their MAP with CDP giving them more precise targeting and personalized engagement.

Conclusion

It will take more than just AI-powered marketing automation capabilities to transform B2B marketing teams. It will take massive effort from the CMOs and their marketing professionals in reinvigorating the lost opportunities from COVID-19 months. With analytics-powered multi-touch attribution and CDP-driven personalization, marketing automation could influence the roadmap of B2B marketing and sales alignment, tying revenue generation and constant brand amplification for best outcomes. It’s an exciting time for AI developers to train their models for the next-gen marketing and sales technologies. The future is here.

[To share your insights with us, please write to sghosh@martechseries.com]

 

 

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