Marketing Automation: 5 trends to watch (from 2018)

Originally published in 2018 - updated to reflect current insights

Marketing automation is a constantly evolving field, with new tools and technologies providing marketers with new opportunities. When we first wrote this blog post in 2018, we saw the beginnings of many of these trends. Now, with a few years' perspective, we want to provide an updated version to maintain relevance and provide insights into how these areas continue to evolve.

1. artificial intelligence (AI)

2018: AI paved the way for predictive personalization, allowing us to analyse customer behaviour and create more relevant content. We also saw the emergence of chatbots and AI-powered support tools.

2024: AI has evolved to become a central part of Marketing Automation. Today, generative AI (e.g. ChatGPT) is used to create content, analyze large amounts of data and optimize personalized communications in real time. Predictive personalization has become standard across many industries, and AI enables hyper-personalized customer experiences that adapt dynamically to individual needs.

2. account-based marketing (ABM)

2018: ABM was a strategy that focused on targeting marketing and sales to specific, high-value accounts using personalized campaigns.

2024: ABM is now an established strategy in B2B marketing. With the integration of Customer Data Platforms (CDPs) and AI, it has become easier to identify key accounts and create tailored campaigns. Modern tools make it possible to track person-level engagement and customize communications to each individual within a target organization.

3. data-driven decision-making

2018: GDPR implementation was expected to lead to better data quality, helping marketers make more informed decisions based on integrated data.

2024: Today, data ethics and big data management are central. Companies use advanced business intelligence tools and CDPs to consolidate data from different sources and create real-time dashboards that visualize trends and insights. Data-driven decision-making is no longer a trend but a requirement for successful marketing.

4. integration between marketing and sales

2018: Marketing automation tools started to blur the line between marketing and sales teams, with better lead transfer and common processes.

2024: Today, integration between marketing and sales is often organized under Revenue Operations (RevOps), bringing all revenue-related teams together under a common strategy. Shared dashboards, common KPIs, and improved lead scoring make collaboration between departments more efficient and data-driven.

5. customer life cycle personalization

2018: The focus was on building long-term relationships and using personalization to maximize value from loyal customers throughout their lifecycle.

2024: The customer journey has become even more complex and dynamic. Personalized communication is a given, and companies using CDPs can analyze customer data in depth to deliver multichannel experiences tailored to individual needs. Automation, AI and human touch are used together to create relevance at every stage of the customer journey.

Are you on top of today's Marketing Automation trends?

The five trends we highlighted in 2018 are still relevant, but they have evolved and become more sophisticated. Keeping up to date with the latest tools and strategies can help you stay ahead of the curve in a rapidly changing industry.

At Leadfront, we are committed to understanding and sharing the latest trends in marketing and automation. Every year, we write a trend forecast to help you as a CMO navigate the opportunities of the future. Check out our blog for more insights, tips and inspiration to help you maximize the impact of your marketing efforts.

Want to know more about how you can adapt your marketing for today's challenges? Contact us or follow us on LinkedIn for more updates and ideas.