Marketing Automation Trends for 2022 According to the Pros

Marketing automation software automatically manages and streamlines processes within digital marketing campaigns. These can include email marketingsocial marketing, live chat, website monitoring, and lead scoring. Automation helps marketing teams do more with less and provides various business benefits, including improved return on investment (ROI) and lead quality. Here, several experts weigh in on marketing automation trends for 2022 and beyond.

When more capabilities are automated, marketing automation becomes more effective

One thing’s for sure—as automation technology evolves, so do marketers’ capabilities and expectations. Jonathan Bonghi, the marketing strategist with digital transformation solution-provider Apex IT, sees the future of marketing automation like this: “With the assistance of AI, marketers will be able to automate their omnichannel marketing and predictive analytics. Marketing automation will become the foundation of the new digital transformation revolution. Organizations that have a well-defined strategy and make investments into robust data management will be the big winners.”

Marketers can create authentic insight-driven engagements through marketing automation

Knowing how and when to use customer insights to your advantage is critical. Jonathan McClure, director of analytic and strategic services at Oracle Marketing Consulting, understands the value marketing automation delivers through insight-driven customer engagements.

“Marketers are at the point where it’s easy to surface insights via machine learning and AI, then act quickly through a fully automated and seamlessly orchestrated cross-channel experience. Tools like Oracle Infinity IQ and Oracle Eloqua Marketing Automation pick up on behaviors and patterns and allow marketing programs to harness that data and use it to send the right message to the right person at the right time in the right channel.”

Marketing automation empowers sophisticated customer acquisition

Marketing automation has changed how brands deliver value to customers and elevated the type of value they can offer. According to Sherene Hilal, SVP of marketing and business operations at Bluecore, a company that helps retail brands convert casual shoppers into long-term customers, “As more industries adopt autonomous technology, there’s increased pressure for AI applications to convert business intelligence into critical business actions. Discounts will become a thing of the past, or at least less of a go-to tactic. Brands will begin replacing blanket discounts that don’t keep shoppers around for long with unique offerings based directly on customer insight, as well as their unique selling points.”

Marketing automation that incorporates AI better determines future behavior

Companies that embrace AI and machine learning will gain a long-term competitive advantage. Konrad Feldman, cofounder and CEO of advertising technology firm Quantcast, agrees. “With AI and machine learning, marketers can gain insights in real-time and at scale, providing them with the ability to understand their audience better, what they need, and where they’re looking for it, empowering marketers to create better online experiences, improve business performance, and build brand trust. If a marketer or advertiser is not using AI-driven solutions to enhance their campaigns, they’re missing out on insights, new audiences, and productivity gains.”


Ready to stay ahead of marketing automation trends with the right tool?

Learn how Oracle Eloqua marketing automation can help you maximize campaign results in the years ahead.


Article written by: Waynette Tubbs, Director of Content Marketing, Oracle Advertising and CX with some insight from Jonathan Bonghi, Marketing Strategist at Apex IT, [email protected]

Understanding your Digital Transformation Capability Maturity Level

The way we use technology is changing daily, which can prove to be challenging for many marketers to keep up. How you engage your customers becomes a living organism that needs to be nurtured and analyzed daily. While great products and services with satisfied customers can still see revenue growth from word of mouth, new digital avenues for marketing and advertising reign are the keyways to engage new customers.

Positive reviews online can connect your brand to new groups, while dissatisfaction can spread like wildfire through social channels. We must make every effort to monitor our brand, create a personal experience for our customers, and inform the masses about our product or services.

How do we do this when there are just not enough hours in the day? How do we effectively monitor, nurture, and communicate today, but pivot with the constant changes of the digital age? The answer is with Digital Transformation.


Digital Transformation

So, what is Digital Transformation? Digital Transformation is the ability to create or modify business processes, customer experience, and market requirements: the overall revision of business in a digital era is Digital Transformation.

It helps change the way our organization operates by taking advantage of advanced processes and workflow automations.

Digital Transformation uses algorithms and data to create unique, automated journeys that bring value to customers and your business. We have found that 80% of organizations that have a digital transformation program see increased profits. (SAP Center for Business Insights)

Understanding Capability Maturity Levels

By using a Capability Maturity Model as a foundation, organizations can build their strategic and tactical marketing capabilities rapidly, narrowing their gaps and capitalizing on their strengths. A Capability Maturity assessment becomes a guide for companies to connect all teams (Marketing, Sales, Services) and processes to enhance customer engagement in a single defined roadmap and collaborative workflow. Not understanding one’s Capability Maturity level and gaps can lead to a stagnant marketing program; or worse, a dissatisfying customer experience.

Over the years we have found that…

40% of companies do not have a Digital Transformation program in place to create an agile plan that allows them to pivot effectively with the constant changes in the digital marketing world.​

More than 54% of companies are not using their current Marketing Technology stack to its full potential. ​

Most companies believe that digital transformation will disrupt their current marketing program.​

On a scale of 1 (Novice) through 5 (Guru) most organizations’ overall marketing programs are a 2-2.5 and they don’t know how to progress to greater heights.

What is your Digital Transformation Capability Maturity Level?

At Apex Theorem, we use our Digital Transformation Analysis to help companies understand their Capability Maturity level. Our Digital Transformation Analysis service begins and ends with your customers in mind. With our flexible evaluation process, we create a proprietary roadmap that optimizes your current marketing efforts and innovates your organization’s future state.

Our award-winning Marketing Acceleration Advisors create systematic, proprietary solutions that convert more leads, boost customer engagement and drive revenue by defining, implementing, and optimizing your digital transformation program.​

Take our free Level 1 CMM quiz  or contact us to learn more about how Theorem can help you enhance your Marketing program using advanced Digital Transformation Methods.


Article written by: James Luck, Managing Director of Theorem, div. Apex IT, [email protected]

How Strategy Accelerates Business

Unfortunately, most businesses today bypass the disciplined process of strategic planning which can set a clear light on quantifiable benchmarks for stakeholders, partners, and customers. Many times, management plans are just a combination of past business experiences, anecdotal market knowledge, and intuitive decision-making.

However, to succeed, every organization needs to invest in a comprehensive marketing strategy to grow and prosper.

Remember, there is no one-size-fits-all. And strategy is not just performing campaigns. A real strategy begins with auditing current efforts and using the findings to discover what pieces are working, what pieces are missing, and if you’re heading towards success. It then morphs into an approved roadmap that marries channels and tactics to technologies to achieve short and long-term goals.

The first step of any business strategy process is the discovery stage. This is where your team really begins to understand what you’re trying to accomplish, what’s necessary to get you there, and what to look at differently. The next stage is to identify areas to optimize and any new areas that you should focus on. This helps eliminate any potential missed opportunities. Formulating this type of cohesive strategy allows you to then reach your target audiences more effectively on the platforms they prefer. Between the 5,000 ads that the average person sees every day, it’s imperative to stand out. And if you aren’t reaching your customers where they are, another company will.



For many, marketing is a necessary but separate activity from the primary work of the business, a task added to the end of the business process to communicate the availability of products or services through advertising. In other words, marketing is a set of tactics that occur after everything else is complete.

But as marketers, it is our obligation to keep an eye on evolving consumer trends and the social, economic, and political factors that drive them. We are expected to be agile, which means that we cannot afford to rest on our laurels. The market is ever on the move, and you ought to move with it by keeping your ears on the ground. Revamping your marketing strategies will ensure that your marketing efforts are ahead of the curve, whether it’s automating communications, exploring new channels, or optimizing through emerging technologies.


It’s hard to believe that over 47% of marketers have no digital strategy at all, according to SmartInsights.

Yet creating one is a critical component in marketing, since most prospects are constantly connected via their smartphone, laptop, or desktop. A strong digital strategy has many benefits, it can help you leverage automation technologies, utilize predictive analytics, and increase customer lifetime value by understanding your customers way beyond just analytics. Designing a strategy usually begins with a complete Digital Transformation Analysis. So, whether it’s testing out new digital tools, targeting new audiences, or trying a new tactic—without a clear strategy, it won’t be a cohesive experience, and you won’t stand out from the crowd. It doesn’t matter if you have a digital marketing degree or tons of experience, without a clear strategy you will easily underestimate a lot of things.


In short, a solid strategy helps outline a clear path to strategic goals and establishes a unified vision that is aligned with every department.

To design one, you need to determine what success looks like and create your strategy around it to help you get there. One of the biggest benefits to a good strategy is the ability to track ROI, ensuring that you can support the operations behind your plans.

For example, you can avoid time and resource wasting, such as different parts of a marketing department purchasing different tools or using different agencies to accomplish similar marketing tasks. You can eliminate such costly duplication with an effective strategy. You can also avoid the risks that come with disintegration, this occurs when marketing is accomplished in silos. If your digital marketer sits in the IT department, it is a disaster just waiting to happen.



Not sure what your strategy should look like? Or maybe you don’t have the time or bandwidth? Connect with an Apex IT Theorem Marketing Acceleration Advisor. We’d be happy to discuss a customized ‘next level’ strategy with you and show you where you stand on our proprietary Capability Maturity Model (CMM).





Blog post written by:

Jonathan Bonghi
Marketing Strategist
Theorem, div. Apex IT
[email protected]


Your Email Program Has Been Ghosted

In a world where email is still one of the most effective digital marketing channels, marketers should make sure they pay attention to every metric they can to ensure they are creating content that engages their subscribers. What if I told you that there is a metric that isn’t so easy to see? It’s there, but not always as clear as the ones you are seeing in your everyday reports. Before I dig too far into this, let’s look at one metric that NO ONE wants to see but we monitor it very closely to make sure our email program is not turning away our subscribers. I’m talking about unsubscribes.

We’ve all heard it. We’ve all seen it. We all want to prevent it. Keeping an overall unsubscribe rate below 0.5% is the goal, right? If you have unsubscribes, you need to pay CLOSE attention and analyze why subscribers are hitting that button. Some companies use double opt-ins to make sure that the quality of their list is filled with actual subscribers that actually want their content. Most marketers try to make compelling content that keeps the subscribers engaged. We all try to ensure that we personalize and tailor our emails to the individual. With all the work you are putting into the email program you’ve kept the unsubscribe metric low, but don’t pat yourself on the back just yet.

We need to look at something else. The unsubscribe metric is becoming more outdated and is not a true measurement that indicates the percentage of users who have opted-out from your email program. We need to look at the new unsubscribe metric that isn’t initially on every out-of-the-box report. You need to look at the subscribers that have ghosted your email program.

I’m not talking about how your email program may be haunted, even though it could if you don’t pay attention. I’m talking about a new-age definition: to end a personal relationship with (someone) by suddenly and without explanation withdrawing from all communication. Simply put – disappeared. In today’s fast paced world, everyone wants everything 10 seconds ago. Most subscribers don’t even have the time to open your email, scroll to find your unsubscribe button and then click it. It is so much easier to leave you on unread and let your email just waste away in the inbox, piling up for months sometimes years. Eventually they’ll select all and delete. This doesn’t help you when you are looking at your reports.

The good news is that you can see this, but it’s going to take a little effort. There are some tools out there that can identify subscribers that haven’t engaged with your brand in a certain number of days. With some platforms, you may have to write some code to find this yourself. No matter what, you must be aware of this group of subscribers, but you don’t want to classify subscribers as inactive too early. However, you don’t want to go too long, either.

Unlike those subscribers that have unsubscribed, you still have a chance with this audience. Segment them out from your normal communications and create campaigns tailored to winning these subscribers back. Don’t push too hard or you’ll find that they may just find that unsubscribe button after all. Apex IT has experts standing by to help you identify these subscribers and create campaigns to engage them in a more meaningful way to remind them why they subscribed in the first place. Reach out us to get started today!

Article written by James Luck, Managing Director, Theorem, div. of Apex IT, [email protected]

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