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What Does the Future of Marketing Automation Look Like?

by Amber Tayama

The future of marketing automation is looking extremely bright. Not only can marketing automation help marketing leaders reach current and potential customers more efficiently, it’s also effective at streamlining workloads for both in-house and outsourced marketing teams. There are many aspects to the marketing automation process, but a few are absolutely necessary for marketing leaders to be successful in the future.

Consider the following for successful marketing automation:

  1. Timely and Relevant Content
  2. Solid, Quantifiable Data
  3. True Omnichannel Marketing


Timely and relevant content will remain important as personalization and segmentation trends continue. Marketing leaders will be able to execute delivery of messages at pivotal moments in the marketing funnel. Coupled with a predictive model, marketers can increase ROI while serving personalized data and relevant content to consumers, ultimately increasing conversions. Content will continue to rule even as marketing automation becomes more prevalent as the automation will aid with the delivery more than the creation.


Results a marketing leader can count on are critical. While building solid, quantifiable data is not a new idea, the reason behind needing clean data is. In order to quickly take advantage of new AI services being offered, marketing leaders will need to meticulously record and store a good baseline of information for future implementation. Along with implementation of future AI services, ongoing automated marketing, like correct email addresses or mailing lists, benefit exponentially from clean data, giving marketing leaders the edge.

Omnichannel Marketing

Almost all marketing leaders have heard of or use an integrated marketing approach. However, true omnichannel marketing is still emerging. As more consumers prefer their own individualized communication mix, technology will inevitably advance to incorporate and invigorate how marketers leverage these channels. Despite how automated omnichannel marketing may become in the future, it will still rely heavily on relevant content and a foundation of clean data kept by marketing leaders.

Marketing leaders looking at the future of marketing automation will need to use relevant content, clean, recorded data, and move toward omnichannel marketing. Planning carefully in these three areas will enable easy transitions into new automated technology and drive current conversions.

While marketing automation can seem overwhelming to plan and implement, Workhorse can help. We give marketing leaders the resources and industry experience they need to reach their goals.

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