Marketing automation used to be simple. Send an email with an offer. Track which prospects clicked on the link and filled out the form on the landing page. Pass the right leads along to the sales team.

Now that many marketers are asked to drive the customer experience, they are taking a more sophisticated approach to their campaigns.

Well, not all of them.

Some 85% of B2B marketers using marketing automation platforms feel that they're not harnessing their full potential, according to SiriusDecisions.

Understanding and adopting the latest trends in marketing automation can help sophisticated marketers and the underachievers meet their business goals.

1. Dynamic Campaign Management

Modern marketing is organized around campaigns, and marketing automation manages those campaigns, such as welcome campaigns, nurture campaigns, event reminders, and onboarding campaigns. Sometimes, they are simple and follow a linear course of action.

But marketers are both artists and scientists, and sometimes they build out complex logic to handle multiple variations of results. When that happens, they can design campaigns that have the ability to adapt and respond to real customer activities, not some limited and prescribed customer journey.

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image of Kevin Akeroyd

Kevin Akeroyd is general manager and senior vice-president of Oracle Marketing Cloud.

LinkedIn: Kevin Akeroyd

Twitter: @akeroyd