Marketing operations professionals need to brace themselves for a dynamic landscape in the coming years. So, strap in, put your high-speed goggles on, blow up your life jacket, and get ready for a wild ride.
(Don't worry, we've consulted with our Chief Time-Travel Officer (CTO) and he's assured us that these predictions are 100% accurate.)
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Fake Content Will Mean More Human Monitoring
The first prediction concerns the increasing volume of fake content and the need for constant monitoring. With the proliferation of generational AI and user-generated content (UGC), the variety and volume of content that brands must monitor will dramatically increase. As a result, by 2027, it is predicted that 80% of enterprise marketers will establish a dedicated content authenticity function.
Marketing operations professionals will need to manage the scale and complexity of AI-generated content and accurately address massive content volumes.
This will require both technology and focused teams to monitor multiple concurrent topical threads for inaccurate or defamatory content in real-time. Moreover, choreographed marketing efforts will enable them to respond better to social toxicity and content authenticity issues.
The opportunity for marketing operations professionals lies in assessing their current capabilities for monitoring content authenticity and social toxicity issues. This will help them identify the need for resources, implement a more holistic approach to reputation management, and prioritise investments in reputation and social toxicity response resources and technologies.
The Growth of B2B Influencer Marketing
The second prediction focuses on the spotlight on B2B influencer marketing. B2B influencer marketing is catching up to the consumer space, and subject matter experts and thought leaders are becoming great sources of knowledge and advice for businesses to tap into. In fact, according to ResearchAndMarkets (via Business Wire), 38% of B2B companies are exploring influencer marketing as a new lead-generation strategy.
Marketing operations professionals will need to work closely with their B2B marketers to leverage the power of influencers. The goal should be to have these influencers make genuine recommendations about their product or service, as this can be an effective way to get a credible boost from trusted voices within the industry.
In conclusion, marketing operations professionals need to stay ahead of the curve in 2023. They will need to adapt to the increasing volume of fake content and be vigilant in monitoring content authenticity and social toxicity issues. Plus, individuals in these job roles will need to work closely with their B2B marketers to leverage the power of influencers to gain a credible boost from trusted voices within the industry.
A Spotlight on Organic Traffic
With the rise of AI-driven content and the introduction of ChatGPT by Bing, the traditional approach to SEO may no longer be effective. As a result, marketing operations professionals will need to adapt to these changes to stay ahead of the game.
One of the main impacts of this tectonic shift in SEO is the need for ambitious brands to work harder to secure a top spot in AI-driven search results. This presents an opportunity for those willing to put in the effort, but it may also be detrimental to companies that have worked hard to establish their ranking through organic SEO.
To achieve success in this new landscape, marketing operations professionals will need to possess a range of skills. These include the ability to write error-free, well-researched, and persuasive copy, as well as a basic understanding of keyword research tools like Google Ads or Ahrefs. Additionally, technical literacy in using a Content Management System (CMS) and tools like Google Analytics to track the performance of website pages will be essential.
While this may seem like a daunting amount of work, the benefits of a well-executed SEO strategy can be significant. High-quality, keyword-optimised content can attract traffic and generate leads at no extra cost, as long as marketing operations professionals track the performance of their pages and adjust their content when necessary.
The changes predicted for SEO in 2023 will require marketing operations professionals to be adaptable and proactive in their approach. By staying up to date with the latest trends and technologies, and by honing their skills in writing, research, and analytics, they can position themselves and their brands for success in the new era of SEO.
A New Era For Revenue Operations
In the current economic climate, businesses are under pressure to do more with less, and revenue operations will become even more critical in 2023. The ability to generate predictable revenue across sales, renewals, expansion and marketing through transparency and execution rigor will be crucial to success.
To achieve maximum potential, businesses need to understand the key technologies that will help them reach their target customers. However, this can be difficult to achieve without connected resources in place. This is where marketing operations and revenue operations come in.
In 2023, we can expect to see more B2B teams creating an interconnected ecosystem within their sales, service, marketing, and CMS systems. To capitalize on this, marketing teams will need to rethink their organizational structure, which may involve reorganizing their organizational chart and establishing processes that leverage data-driven insights to increase efficiency.
As part of this process, businesses may need to make changes to roles, hire new employees, or adjust their team structure to support their business goals. To make this transition easier for their teams, businesses should foster a culture that encourages frequent, minor shifts. Smaller, regular adjustments are less disruptive than a major overhaul of the entire organization every couple of years.
In summary, 2023 is poised to be the year of marketing operations and revenue operations. By creating an interconnected ecosystem, leveraging data-driven insights, and fostering a culture of frequent, minor adjustments, businesses can position themselves for success in the years to come.
Artificial Intelligence Will Be Bigger (and Better) Than Ever
You knew this one was coming.
As we move into 2023, the role of AI in marketing is set to become even more pronounced. AI has the potential to automate tactical processes such as sorting marketing data, answering common customer questions, and conducting security authorizations, freeing up marketing teams to focus on strategic and analytical work.
Platforms and tools such as Metadata.io, 6Sense, and ChatGPT are already making waves in the world of marketing. As businesses increasingly explore how AI can help them meet their sales and marketing goals, we can expect to see more companies jumping on board in 2023.
However, it is important to keep in mind that AI has its limitations. While it is capable of accomplishing specific tasks, it cannot manage an entire marketing function or process. Human touch is still necessary to ensure the success of marketing efforts. Nonetheless, the capabilities of AI are rapidly advancing, and it will undoubtedly play an even more significant role in marketing operations in the years to come.
As we navigate the unknowns of 2023, it is crucial to view emerging trends and technological advancements as opportunities rather than challenges. By embracing AI and other emerging technologies, we can deliver better results and stay ahead of the competition. So, rather than being overwhelmed by the changes to come, let us harness them to our advantage and propel our businesses to greater success.
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