9 Marketing Automation Trends For You To Follow in 2023

January 4, 2023
Ammar Mazhar
9 Marketing Automation Trends For You To Follow in 2023

Table of contents

2023 is nearly upon us. As the years have rolled on, so have advances in marketing techniques. From the days of analog marketing to digital marketing, marketers have truly taken a giant step for themselves.

Along with the development of marketing, marketers have developed methods for automating repeat tasks to improve their productivity. New marketing automation trends have helped businesses achieve their goals by running targeted and result-driven marketing campaigns.

So what new marketing automation trends their going to be in 2023? If you want to find out, keep on reading as we discuss some of the latest trends that are already, and going to be, talk of the marketing world.

What is marketing automation?

Marketing automation refers to the software and technology used to automate and streamline marketing tasks and processes through marketing automation tools. Marketing automation aims to make it easier for businesses to execute and manage future campaigns, analyze the results of those campaigns, and personalize marketing efforts to better target and engage with customers.

Some tasks that marketing automation software can handle include:

  • Email marketing: Helps in sending targeted and personalized emails to customers or leads and tracking the success of those emails
  • Customer segmentation: Aids in dividing customers into groups based on specific criteria, such as demographics, behavior, or interests
  • Social media marketing: scheduling and publishing social media posts, and tracking engagement with those posts
  • Lead generation: capturing leads through web forms and landing pages and nurturing those leads through automated email campaigns
  • Analytics: tracking and analyzing data from marketing campaigns to measure their effectiveness and make informed decisions about future marketing efforts

Businesses save time and resources by automating repetitive tasks. It can also help improve the effectiveness of future marketing campaigns by allowing companies to personalize their marketing efforts and analyze the results of those campaigns in real-time. It also allows marketers to explore the process of customer lifecycle marketing deeply. 

Marketing automation benefits

Marketing automation can provide several benefits to businesses. Understanding marketing automation trends can help set future goals by optimizing your campaign on auto-pilot. The marketing automation industry has seen a boom over the past few years and is proliferating. 

Here, we’ve described how marketing automation can provide you with multiple benefits at the same time: 

  • Enhanced analytics and reporting: Marketing automation software provides detailed analytics and reporting on the success of marketing campaigns, allowing businesses to track the effectiveness of their efforts and make informed decisions about future campaigns.
  • Increased efficiency: Marketing automation allows businesses to automate repetitive tasks, such as sending emails or posting social media updates, freeing up time and resources for more high-level tasks.
  • Improved targeting and personalization: Marketing automation allows businesses to segment their users and tailor their marketing efforts to specific groups of customers or leads, resulting in more targeted and personalized marketing campaigns.
  • Better lead management: Marketing automation helps businesses capture, nurture, and convert leads more effectively, increasing sales and revenue.
  • Increased customer engagement: Businesses can more effectively engage with their customers and improve the customer experience by automating and personalizing marketing efforts.

Marketing automation can help businesses streamline their marketing efforts, improve the effectiveness of their campaigns, and drive better results. Marketing automation can help businesses track the effectiveness of their marketing campaigns and identify all the necessary areas for improvement, helping to increase the return on investment of their marketing efforts.

Also, marketing automation can help businesses personalize their marketing efforts and deliver a more personalized experience to their users. However, marketing automation software can be expensive and may require an initial investment to set it up and run it effectively.

Marketing automation can be complex to set up, or the initial phase of investment can be a struggle; however, learning from top marketing automation trends and techniques can improve your lifecycle marketing process. Multiple channels can automate your future marketing campaigns, and various media can be automated for ease of use.  

Artificial intelligence has been hugely in the scene since last year. AI chatbots and artificial intelligence software auto-generate scripts by optimizing language scripts. By predicting future behavior, AI is helping businesses to identify potential upsell or cross-sell opportunities and tailor their marketing efforts accordingly.

AI-powered chatbots can engage with customers in real time and provide personalized support, helping improve the customer experience. Moreover, AI can score leads based on their likelihood to convert, allowing businesses to prioritize their efforts and focus on the hot leads.

9 Marketing automation trends to look for in 2023

Let us introduce some general trends that will be observed in the field of marketing automation in 2023. These trends may continue to evolve and shape the field in the future.

Many marketing automation platforms now offer integrations with other tools, such as customer relationship management (CRM) systems and social media platforms, to provide a more comprehensive view of the customer journey. 

Marketing automation tools have become increasingly sophisticated, allowing businesses to deliver personalized, relevant content to individual customers based on their behaviors and preferences. Enterprises are using marketing automation to streamline and automate various marketing tasks, including lead generation, email marketing, and social media management. 

It is important to note all the latest trends in the field of marketing automation may change over time as new technologies and strategies emerge. Marketing automation platforms are being used to deliver consistent, personalized experiences across multiple channels, including email, social media, SMS, and the web. 

For businesses, staying up-to-date on the latest trends and making informed decisions about their marketing strategies is a very healthy practice.

Infographic: 9 Marketing Automation Trends In 2023

1. Use of artificial intelligence in email, content, and SEO marketing

Artificial intelligence (AI) can be used in email, content, and SEO marketing to automate specific tasks and improve the effectiveness of marketing efforts. Here are a few ways that AI can help with marketing automation 

AI is also being used to optimize website content for specific keywords, identify link-building opportunities, and track SEO campaign performance. Artificial intelligence has played a top marketing trend in recent years in generating personalized content recommendations for users, optimizing content for SEO, and automating the creation of social media posts.

Account-based marketing can personalize emails based on a recipient's interests and behaviors, optimize subject lines for higher open rates, and segment email lists for more targeted campaigns. For example, Open AI has recently introduced an AI software called ChatGPT, which understands and answers the queries of users in a precise manner, much like a search engine. Agencies are using ChatGPT to automate their content structures and generate relevant content for their email campaigns. 

Artificial intelligence in email, content and SEO marketing can help you save time and resources by automating tasks and providing more targeted and effective marketing efforts.

2. Personalized funnel stages

Personalized funnel stages refer to the different stages of the customer journey that a business can tailor to individual users. This can be done using data and insights about the user's interests, behaviors, and needs. 

Using personalized funnel stages in marketing automation can help businesses better understand and engage with their customers, leading to more effective marketing efforts. Here are a few ways that personalized funnel stages can help with marketing automation

By understanding the different stages of the customer journey, businesses can optimize their marketing efforts to meet the needs of their customers better. This can include creating targeted landing pages or offers, optimizing email campaigns, and more. 

Moreover, personalized funnel stages can segment users into different groups based on their behaviors and needs. This allows businesses to create more targeted marketing campaigns and messaging. This can lead to much higher engagement and conversion rates. 

3. AI chatbots

In marketing automation, AI chatbots can be used to engage with customers, gather insights and drive conversions. AI chatbots are computer programs designed to mimic human conversation and can be used to automate customer service and support tasks. Many conglomerates are using automated AI chatbots as their customer chat support. 

Automated software replies to the queries and chats of customers within no time with auto-generated replies. For example, many software like Tawkto provides AI chatbot services that automatically reply to your customers' queries when plugged in. 

AI chatbots in marketing automation can help businesses save time and resources by automating customer service and support tasks and providing valuable insights about customers.

4. Omnichannel marketing

Omnichannel marketing refers to a holistic approach to marketing that aims to provide a seamless and consistent customer experience across all channels and devices. Omnichannel marketing can aid in automating and refining marketing initiatives, improving outcomes, and increasing customer involvement. Here is an example that can make you understand omnichannel marketing better in comparison with multichannel marketing.

Multi channel vs Omnichannel marketing example
Image Source

Thanks to omnichannel marketing, businesses can segment clients based on their interests and behaviors across many channels and devices. This can support the development of more focused and successful marketing efforts. 

Companies can use omnichannel marketing to combine data from many channels and devices, giving them a more comprehensive understanding of the customer lifecycle journey.

Omnichannel marketing in marketing automation can help create more seamless and consistent customer experiences and drive better results from marketing efforts.

5. Mobile Optimization

Making the application responsive so that it adjusts to the size of the device screen and optimizing the loading speed and performance of the application on mobile devices is how mobile optimization can be helpful in marketing automation efforts. 

Mobile optimization is important for marketing automation because many internet users access the internet through their mobile devices. Suppose an application is not optimized for mobile. In that case, it can be difficult or even impossible for these users to access and use it, which can lead to a poor user experience and potentially result in a loss of potential customers.

Optimizing your mobile application can significantly improve the user experience for their mobile users, which can help increase engagement and conversion rates and ultimately drive more sales and revenue. 

In addition, mobile optimization can also help businesses to improve their search engine rankings, as Google prioritizes mobile-friendly websites in its search results.

Because it enables companies to connect with and engage with their mobile audience and increase sales and income through their mobile channels, mobile optimization is a crucial component of marketing automation.

6. Social media management automation

Marketing automation can benefit from social media management optimization in several ways. The first benefit is that it can make the process of writing and planning social media postings easier. This might help you save time and ensure that your social media channels are regularly updated if you have a lot of social media content to maintain.

Additionally, analytics and reporting options are frequently included in social media management software, which may help you monitor the success of your social media initiatives and comprehend how your content is connecting with your audience. Making data-driven judgments regarding your content and targeting using this information will help your marketing automation tactics.

Finally, it is frequently possible to combine social media management tools with other marketing automation technologies, including email marketing platforms and customer relationship management (CRM) systems. This can simplify overseeing your entire marketing activities and assist in building a seamless workflow between various marketing channels.

7. Value-driven retargeting and retention

Both value-driven retargeting and retention can be effectively implemented through marketing automation tools, which allow businesses to automate and personalize their marketing efforts. By using these tools, businesses can better target their marketing efforts and improve their overall customer experience, leading to increased customer loyalty and improved business results.

Targeting marketing initiatives toward customers who have shown high value to the organization in purchase behavior or other indicators, such as involvement with the company's marketing materials, is known as value-driven retargeting. This can improve the targeting of marketing campaigns for businesses and boost conversion rates. 

Retention, on the other hand, involves keeping existing customers engaged with the business and encouraging them to continue purchasing from the company. This can be done through personalized communications, special offers, and other tactics designed to show customers they are valued and appreciated.

Value-driven retargeting and retention are two strategies that can be used in marketing automation to help businesses better engage with their customers and improve their overall customer experience.

8. A/B testing

Comparing two iterations of a marketing campaign or marketing automation approachs with A/B testing allows you to see which performs better. It enables marketers to choose the strategies and tactics that will best help them accomplish their marketing goals.

A/B testing can be applied to marketing automation in the following ways:

  • Email subject lines: A/B testing can compare different email subject lines to see which one has a higher open rate.
  • Email content: To compare two different versions of an email, with each version having a different layout, tone, or call-to-action (CTA).
  • Landing pages: A/B testing can also be used to compare two different landing page versions to see the one with a higher conversion rate.
  • Website banners: If you want to compare two different versions of a banner ad to see which one has a higher click-through rate (CTR), A/B testing can be helpful. 
  • Social media ads: A/B testing can compare two different versions of a social media ad to see which one has a higher CTR or conversion rate.

Organizations can refine their marketing automation plan by running A/B tests to determine which strategies and methods successfully reach their marketing objectives. 

9. Sales and workflow automation

By leveraging tools and technologies that assist in automating and enhancing sales and marketing operations, marketing automation can be combined with sales and workflow automation. This can include tools for sales forecasting, email marketing, customer relationship management (CRM), and lead generation and qualifying.

Businesses can better plan and allocate resources by using sales forecasting tools to predict future sales based on historical data and current market trends. Also, businesses can save time and money while improving the efficiency and efficacy of their marketing and sales activities by automating these and other sales and marketing procedures.

Apart from that, a CRM can help sales and marketing teams to manage and track interactions with leads and customers and to identify opportunities for upselling or cross-selling. Using the tips mentioned above, you can automate your sales and marketing workflows to let your business perform at the maximum threshold. 

What is the future of marketing automation?

Increased intelligence, deeper interaction with other corporate networks, and a focus on delivering a smooth and personalized user experience are predicted to characterize marketing automation in the future. This is the future of marketing automation. 

In the near future, marketing automation will take over the traditional sales and marketing processes. Digitized and automated processes will save the day soon. Marketing automation is expected to continue to expand its reach beyond email marketing to include a broader range of channels such as social media, mobile, and web. 

Another cutting-edge marketing automation trend is to change the emphasis from only obtaining customers to producing a pleasant client experience, including engagement and post-purchase support. Integrating marketing automation tools with customer relationship management (CRM) systems is anticipated to increase, enabling more efficient and effective administration of client interactions and data.

Marketing automation is a rapidly evolving field that is expected to continue growing and changing. Marketing automation solutions must develop to meet users’ increasingly innovative and tailored demands. This can entail using machine learning and artificial intelligence to evaluate client data and develop more highly individualized advertising. 

How many companies are using marketing automation?

Many companies from various industries use marketing automation to increase the efficacy and efficiency of their marketing efforts. Automation is used by at least 79% of businesses in marketing, compared to 45% in sales and 33% in finance. 26% of companies who don't already use automation intend to do so soon. 

Here’s a list of businesses that use marketing automation: 

  • B2B Companies: B2B (business-to-business) organizations are particularly fond of marketing automation because it enables them to target precise audiences, monitor and assess the success of campaigns, and create leads. Salesforce, Adobe, and Hubspot are a few examples of businesses in the B2B sector that use marketing automation.
  • eCommerce businesses: eCommerce businesses utilize marketing automation to target their clients more precisely and personalize their marketing campaigns. Amazon, eBay, and Shopify are examples of eCommerce enterprises that use marketing automation.
  • Healthcare organizations: To interact with patients and advertise their services, healthcare organizations employ marketing automation. Mayo Clinic, Cleveland Clinic, and Johns Hopkins Medicine are a few examples of healthcare organizations that use marketing automation.
  • Financial services companies: Financial services companies use marketing automation to target specific customer segments and promote their products and services. Examples of financial services companies that use marketing automation include Bank of America, Capital One, and Wells Fargo.
  • Nonprofit organizations: Nonprofit organizations use marketing automation to reach and engage their target audiences and to promote their causes and campaigns. Examples of nonprofit organizations that use marketing automation include the Red Cross, World Wildlife Fund, and Amnesty International.


Marketing automation trends are rapidly taking over marketing practices. Companies tend to spend more on automating campaigns and testing them to attain better results as a fruit of their marketing efforts. 

You are sorely lacking if your business is still not using marketing automation tools to attain better results. Opt for the best marketing automation tools to help your business grow, and don't forget to devise your marketing strategy for automation so it can better reap the fruits of your efforts. 


What does marketing automation include?

Marketing automation includes automated email campaigns, including newsletters, abandoned cart emails, and lead nurturing emails, Scheduling and publishing social media posts, as well as tracking and analyzing social media metrics, segmenting and targeting customers based on their behavior and characteristics, such as demographics, purchase history, and interest, Managing and tracking customer interactions and data across multiple channels, including email, phone, and social media. 

What is B2C marketing automation?

B2C (business-to-consumer) marketing automation refers to using technology to automate marketing tasks and processes for businesses that sell products or services directly to consumers. This can include automating email campaigns, social media posts, ad targeting, and tracking and analyzing customer behavior and preferences to personalize marketing efforts.

Author Bio

Ammar Mazhar

Ammar Mazhar

Content writer by day and a book nerd by night, Ammar Mazhar has been writing for 3 years for B2B and B2C businesses. As a wordsmith, Ammar knows how to write SEO-optimized content that your users will find insightful, igniting results for your business.

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