Thinkers360 2023 Predictions are member-sourced from our opt-in B2B thought leader and influencer community with 100M+ followers on social media combined. The 2023 Predictions are part of a series to provide actionable insights for business and technology executives.
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We asked a selection of our Thinkers360 global thought leaders and influencers about their predictions for MarTech in 2023. Here’s what they told us…
What are your predictions for MarTech in 2023?
MarTech is going to become more and more about the experience. The internal experience for MarTech functions who are building, implementing and leveraging the tech (which must become more and more like nodes on a connected network) is of equal importance to the experience of those clients, customers and prospects consuming the campaigns enabled by optimized MarTech (which also must become more hyper optimized, personalized and cross-channel in nature). Data, and its flow, will fuel the overall experience and necessitate more sophisticated marketing strategies and the most agile of marketing organizations moving forward.
– Matthew Lieberman, CMO at PwC US/Mexico.
Email has celebrated over 50 years of existence and is the preferred communication medium with 72% of people choosing it over other channels. In 2023 expect the next generation of email engagement to rise. This advancement in communication will include a progressive increase in motion, animation, and primarily video-in-email experiences in both the inbox and mobile. Attention spans continue to shorten, it remains important to capture attention, engage and deliver compelling storytelling moments in the email inbox. Video provides a way to show emotion, tone and to personalize a communication experience, and exemplifies the importance of building and sustaining the need for human connection. Global brands and organizations in various industries will continue to explore, experiment and adopt sending an increase in video in email messages that are both impactful and meaningful to recipients. The goal is to ‘inspire not drive’ viewers to a call to action. Additionally, to ensure inclusiveness in communications and to reach a broader audience, expect to receive more closed captioning on video content both online and in email marketing campaigns.
– Lisa S. Jones, Chief EyeMail & Technology Officer at EyeMail Inc.
Ten years ago, we didn’t have enough data on buyers. Today, we do. So it’s no longer about gathering data on buyers to determine a good “fit” but creating intent through your marketing. To do this, companies have to adjust their metrics. They can’t rely on metrics that are easy to move around depending on circumstances but instead use metrics that correlate to increasing their business: Making sales. So its no longer about creating a scoring model, but scoring according to driving more business. To do this, marketing should focus on creating demand through content, influencers, social media, events, PR and communities. Great tools already exist, so companies need to put those tools to use in ways to measure business impact, not measuring marketing metrics that either do or don’t correlate to that. Dial it all in and focus.
– Tom Augenthaler, B2B Influencer Marketing Specialist at 551 Media, LLC.
Machine Learning (ML) and Artificial Intelligence (AI) will go completely mainstream in 2023. If you’re not already leveraging the power of these technologies to fuel a variety of aspects of your marketing from targeting to response time to content generation to optimization, now is the time to start. These advances in AI will start to blend marketing and sales technology as the lines will continue to blur driven by product-led growth expansion powered by AI. That means you’ll also want to investigate and use a variety of iPaaS, or platform as a service, technologies to manage APIs, data, and more between all the various other technologies you’re using. I think most everyone is primarily in the cloud as much as possible so these shifts will be easier to take advantage of as a result. If you don’t have most of your technology as cloud-based services or SaaS-type solutions then you have some catching up to do quickly. Of course all this requires that you have the right talent in your marketing, IT, and ops organizations. Make sure you have market-leading skills in your team because without that, no technology can save you.
– Katrina Klier, Founding Member at Chief.
The number of marketing technologies and tools still keeps growing, while we can already see numerous M&A activities in the field, consolidation of MarTech has started fast. MarTech will become significantly more important in bridging sales and marketing, as even the SMEs are learning to use these tools efficiently. Among startups growth marketing (growth hacking, really) tactics are making great and novell use of MarTech, ways of working the global bluechips are trying to copy as well as they can. Some marketing agencies are already gaining reputation in helping the bluechips to learn and use growth hacking techniques.
– Tom Laine, Principal Consultant at tomlaine.com – Linkedin, B2B Marketing, Social Selling, Employer Branding.
Big data and AI. Brands are going to want to emulate ByteDance’s success with TikTok and that means replicating their impeccable algorithm system. According to a May 2022 Salesforce report, 73% of respondents expect companies to understand their unique needs and expectations, and 62% believe companies should be able to anticipate their needs. So now more than ever, personalisation is important for consumers. In fact, personalised experiences when it comes to marketing has been on the rise and will continue to be so in 2023. What better way for brands to personalise their customers’ experiences than through big data and AI?
– Ashley Dudarenok, Founder at ChoZan.
We assume that most larger companies are advanced in their marketing automation, but I don’t always see that. There is much work to be done, especially in gathering and analyzing customer data to better understand their needs and motivations. Customer surveys at every click can be cumbersome; customers tell us what they want through clicks and typing. We need to access that type of data more often. As always, the customer journey is a key element of any great marketing program. If that isn’t in place, it’s hard to execute on the rest. I also notice that companies continue to be challenged building awareness and creating the right relationship with customers for conversions and advocacy. Content is always king to solve those problems, and I think we’ll continue to see companies invest in developing great content programs that follow Google’s guidelines, solid email marketing or text marketing nurture programs, and more early-stage funnel activities and goals.
– Mary Brodie, Founder and Digital Strategist at Gearmark.
Consolidation and Composable will Both Grow
With 8000+ marketing technology platforms, there is a wealth of choices out there, but that can often lead to a fragmented infrastructure for brands. Consolidation will continue to happen in the marketplace, meaning more platforms will gain more features, though that may not always benefit brands if those individual features are not as robust as best-of-breed offerings. Composable platforms, on the other hand, offer brands a unique way to stay with some of their current platforms while incorporating the best elements of marketing technology components that offer this functionality.
– Greg Kihlstrom, Principal at GK5A.
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