Top Marketing Automation Trends For 2025

Every year, the marketing automation landscape surprises us with new tendencies. It’s growing fast and wide and, believe me, will continue evolving into something we can’t even imagine today.

I invite you to explore the trends in marketing automation that we are all about to meet in 2025. Learning about them now will help you format your business strategies accordingly. And who knows, maybe it’s you who will change the future of marketing and set new rules for the game!

What is marketing automation in today’s context?

In the ongoing business paradigm, marketing automation is all about streamlining branding and promotional processes. Specifically, it refers to the tools, strategies, and tactics you use to make your marketing activities faster and easier. 

Depending on how your customers get to your marketing funnel, you may apply automation to:

• Email marketing
• Digital marketing
• Social media marketing
• SEO marketing
• Content marketing
• Influencer marketing, etc.

According to recent research by Liana Technologies, almost 60% of companies still do not use marketing automation. Half of them think it is too expensive.

🤷 Is marketing automation really expensive? Expert note: Not all marketing automation services are costly. The problem arises when companies can’t find a single solution that covers all their needs. So, they jump from one tool to another, which, of course, may break the bank. Nowadays, the market is saturated with dozens of automation platforms. With so many options available, it’s easy to feel overwhelmed when deciding which one to choose. Look no further! Snov.io offers a variety of tools to automate your funnel stage by stage: lead generation with handy Chrome extensions email verification deliverability check with personalized recommendation on what needs to be fixed email warm-up automated multichannel campaigns with the powerful mix of cold email software and LinkedIn Automation Tool elaborate analytics features A free sales CRM comes as a compelling bonus.

Are you still among those who are hesitating about whether marketing automation pays off? 

Well, I’ve been prepared for such a scenario.

Let’s look at the new opportunities marketing automation can give you in 2025.

Why do you need marketing automation in 2025?

Here are the main marketing automation benefits:

• Higher efficiency and ROI
• Better message targeting
• Improved customer experience
• Increased web traffic
• More efficient lead generation

Higher efficiency and ROI

Automating your marketing workflows and using data-driven insights can increase your team’s productivity and enhance your business strategies. This, in turn, will help you optimize your investments and get more for less.

📊 The above-mentioned research from Liana Technologies proves this. 50.66% of companies report that marketing automation boosts their performance and return on investment.

Better targeting

Marketing automation tools allow you to track interactions across various channels and analyze customer behavior. This allows you to personalize your outreach and tailor it to every stage of the buyer’s journey.

💡 For example, Snov.io’s Sentiment Analysis tool uses AI to analyze the tone of prospects’ replies and determine their interest levels. The tool categorizes responses as Interested, Maybe, or Not Interested, allowing you to prioritize leads, adjust strategies, and enhance campaign effectiveness. Sentiment Analysis works for email and LinkedIn campaigns and offers both automatic and manual interest-level assignments for streamlined lead management.

Improved customer experience

Personalizing and refining your communication approach makes your interactions with prospects and customers more relevant.

Marketing automation allows you to send customized messages to the right people at the right time, encouraging them to engage with your email campaigns. Thus, you build stronger relationships with customers who love your approach, which results in more conversions. 

→ Learn how to improve customer experience with email in our post.

Increased web traffic

Adepts of inbound marketing will agree that marketing automation helps promote content, positively influencing user engagement. Marketing automation tools can also optimize SEO strategies through analytics and A/B testing, helping refine your approach and attract more people to your website.

Imagine combining it all with automated email campaigns or social media marketing. People will hear about your brand consistently from different sources and visit your product pages for more details. That’s how it works.

🤔 What is the difference between inbound and outbound marketing (in simple words)? Expert note: Inbound marketing aims to attract prospects by creating valuable, relevant, and engaging content tailored to their needs and interests. So, you don’t message or call them to offer your services. Instead, you put efforts into SEO, content creation, and social media marketing. So your leads may say, ‘Hi, I want to learn more about your product.’ Outbound marketing works differently. You find leads, get their contact information, and contact them through cold calls or emails. Your goal is to promote your product without being too pitchy. → We’ve collected handy email templates for both inbound and outbound outreach approaches. Find them in this article.

More efficient lead management

Marketing automation boosts lead generation by driving more web traffic and refining message targeting. But it’s not just about the quantity—it’s about improving the quality, too.

Marketing automation tools and CRMs are the go-to solutions for lead management. They can gather up-to-date information about your leads, providing you with timely follow-ups and helping with lead qualification. 

Top marketing automation trends you should try in 2025

Now, let’s discuss the tendencies that will rule the marketing automation industry in 2025: 

1. Omnichannel automation
2. Advanced personalization
3. Better focus on the customer journey
4. More effective use of AI
5. Chatbot advanced capabilities
6. Optimization of voice search for long queries
7. Augmented reality (AR) and virtual reality (VR) alignment
8. Social selling surge
9. Mobile marketing automation growth
10. First-party data as a key privacy solution
11. Eco-friendly marketing automation

1. Omnichannel automation

Omnichannel marketing automation leverages various tools and technologies to coordinate and manage marketing campaigns across multiple channels. It ensures that every audience interaction is consistent and tailored to their needs.

For B2B companies, this means creating the same positive customer experience via desktop and mobile.

How to stay ahead of the trend:

• Know which channel your customer prefers to communicate with your company
• Ensure your messages are consistent regardless of your channel.
• Synchronize the channels to bring all communications under one roof.

💡 With Snov.io Campaigns, you can align email and LinkedIn outreach in one place. Your automated LinkedIn activities (post likes, profile follows, connection requests, messages, and InMails) may further trigger personalized emails or vice versa. This creates a seamless customer experience. But is it safe to use automation? Yes. Snov.io takes extra steps to ensure data security: For each LinkedIn account you connect, you get a built-in proxy Automation is cloud-based, so it works even when you are on vacation Smart limits and delays are implemented to ensure you don’t get into LinkedIn jail Warm-up will help you prepare your account for bulk sending.

2. Advanced personalization

Studies continue to prove that customization is a cornerstone of sales and marketing. According to HubSpot, 96% of marketers claim personalization leads to repeat purchases, while 94% say it boosts sales and business growth.  

Meanwhile, many email marketers still underestimate the power of tailored campaigns. According to Liana’s research, which we mentioned earlier, about 43% of businesses limit personalization to simply addressing recipients by their names. And check this out: 21% of companies don’t use personalization at all!

Luckily, there’s some good marketing automation news for you. Now that customers become pickier, more advanced personalization techniques will be required in 2025. Automation tools will have to analyze customer data more thoroughly and come up with dynamically changing personalized content.

How to stay ahead of the trend:

• Collect customer data in one place and segment your audience thoroughly
• Use dynamic content features to automatically alter your messages based on customer information.
• Leverage triggers in automated sequences to enable the natural flow of communication based on customer behavior.

💡 This feature is neatly incorporated into Snov.io Campaigns tool. It allows you to automatically personalize emails based on prospects’ data, such as location, position, etc. You just set the conditions, and emails are automatically adjusted to every prospect while your campaign is launched. While building your campaigns, you can set up a Trigger element to send follow-ups based on recipient actions. Say not all prospects on your list have clicked on a link. Those who did will get an automated email, which will move them to the next stage of the funnel. Those who didn’t will get another follow-up reminding them to click on a link. This way, you can create alternative flows for the engaged recipients.

3. Better focus on the customer journey

Business processes are getting faster every year. This naturally requires prompt reactions from companies that want to focus on their leads at all stages of their journey.

We believe that marketing automation transformation will also address this aspect in 2025. Automation tools and CRMs will enhance their features to provide detailed information about how customers progress through pipelines. Additionally, they’ll focus on improving transparency to foster better collaboration across teams.

How to stay ahead of the trend:

• Map the customer journey efficiently to see all the stages a prospective customer takes.
• Ensure marketing and sales teams are aligned by sharing pipeline and customer data.
• Choose CRMs and tools that clearly show how prospects move through the pipeline.

💡 For instance, the free Snov.io CRM provides a clear view of the customer pipeline. You can see how leads move from stage to stage and act immediately to catch interested leads. Moreover, you can add notes and tasks to each deal to streamline the workflow.

4. More efficient use of AI

We all saw the boom in AI in 2023. Today, the trend continues, and it will continue to win the hearts of marketers in 2025.

Next year, special attention will be dedicated to generative AI, as companies are still interested in creating quality content. They will use artificial intelligence excessively, from blog posts to images and videos.

AI will also be used more frequently to optimize marketing campaigns. Businesses will seek tools that help them create personalized messages based on customer behavior.

Data cleaning is another area where AI will be actively used in 2025. Companies will rely on AI to automate the detection of data anomalies, errors, or duplicates.

Finally, AI-powered software will be needed to help businesses standardize information and fill predictive data. Predictive AI will help companies foresee how many leads might convert or customers might churn over a specific period. Likewise, it will predict your business’s income for the year.

How to stay ahead of the trend:

• Identify areas where you can leverage AI, whether content generation, data analysis, etc.
• Train your team to use AI ethically. Don’t entirely substitute AI for human power.
• Monitor ROI to ensure your AI usage aligns with your business goals and brings you real value.

AI will also expand to conversational marketing automation, specifically chatbots. Since the B2B industry is waiting for exciting shifts in this perspective, I’ve decided to focus on them in particular.

5. Chatbot advanced capabilities

In 2025, AI chatbots will remain one of the best solutions for customer service automation. Furthermore, they are expected to become more advanced in recognizing colloquial language. 

Besides, these AI conversational monsters are expected to remember the context of communication with users and their preferences and queries. This will help maintain communication without the need to start from scratch.

What is even more astounding is that in 2025, chatboxes may become more emotionally intelligent. That means they might be more handy in detecting sophisticated emotions like sarcasm, excitement, or disappointment.

How to stay ahead of the trend:

• Prepare all necessary links and contacts that will address users’ pain points.
• Power the chatbots with dynamic learning and sentiment analysis.
• Transfer complex issues to human agents and do it swiftly.

The last recommendation especially makes sense. Your AI-automated customer supporters may be great, but they still won’t be able to solve complex issues like humans could.

Including a feature in the chatbot that seamlessly transfers complex issues to a specialized team of human support agents can really give users a sense of elevated customer service. Also, incorporating sentiment analysis to detect frustration and promptly involving human assistance can enhance their experience significantly.

Ajay Prasad

GMR Web Team

6. Optimization of voice search for long queries

In 2025, voice search optimization will remain one of the top inbound marketing automation tendencies, not just in B2C but also in B2B. We believe voice searches will become more conversational, handling longer and more complicated requests.

How to stay ahead of the trend:

• Focus on conversational keywords in SEO strategies.
• Prepare for long-tail queries typical of conversations.
• Develop special FAQ pages that answer the common users’ queries naturally and precisely.

7. Augmented reality and virtual reality alignment

In 2025, augmented reality (AR) will integrate with virtual reality (VR) to help businesses present their products more impressively. 

For instance, B2B furniture manufacturers will be able to use AR and VR to help customers design office spaces. Clients could visit virtual offices, test various furniture layouts, and then overlay the chosen designs on their actual spaces.

How to stay ahead of the trend:

• Invest in AR and VR technologies to come up with competitive presentations.
• Learn how to use immersive presentations to simulate real-world scenarios.

8. Social selling surge

Social media marketing automation news still announces social selling expansion as one of the forthcoming trends. LinkedIn will continue to be the dominating platform for B2B marketing and sales, but Twitter and YouTube are expected to gain momentum.

How to stay ahead of the trend:

• Create professional profiles for your sales team on LinkedIn.
• Publish expert content and participate in discussions to gain a reputation.
• Use handy tools to reach LinkedIn leads, grow your network, and improve your SSI (Social Selling Index) score.

💡 With the Snov.io LinkedIn Automation Tool, you can build your social selling strategy from A to Z: The LI Prospect Finder Chrome extension will help you find LinkedIn leads from company and personal profiles, as well as from the search page. The contacts will be transferred to the CRM, where you can set up multichannel campaigns, warm up your account, and grow your SSI automatically.

9. Mobile marketing automation growth

Can you imagine that the number of mobile users in 2025 is predicted to reach 7.4 billion? That definitely sets mobile-first marketing as the trend. Companies will focus on optimizing mobile versions of their landings, emails, and interfaces for a comfortable view from smartphones and tablets.

How to stay ahead of the trend:

1. Prioritize the responsive design to adapt your content layouts to screens of different sizes.
2. Focus on mobile UX to ease page navigation, create larger buttons, etc.
3. Use the technologies to grow the page loading speed on mobile.
4. Regularly test how your automation campaigns look and perform on various mobile devices to ensure everything works fine.

10. First-party data as a key privacy solution

With the emerging rules and regulations, customers have become more aware of privacy concerns. The first-party data trend is a solution that helps businesses establish trust and stronger relationships with their clients. It allows companies to collect information directly from customers with their consent and use it to personalize marketing automation campaigns.

The first-party data approach enables businesses to uphold privacy standards while enhancing customer engagement.

How to stay ahead of the trend:

• Make the data collection process transparent, telling customers how their information will be gathered, stored, and used.
• Use the tools that automate the process of obtaining and managing the customer’s consent.
• Offer customers incentives (discounts, special offers, free content, etc.) to provide value while collecting data.
• Ensure you always stay updated on emerging data privacy regulations to maintain compliance.

11. Eco-friendly marketing automation

Every email or webpage consumes energy while being stored or transmitted. In this context, marketing automation strategies are positioned as environmentally unfriendly.

2025 will be the year of eco-consciousness. Businesses will focus on reducing their practices’ negative impact on the environment. More attention will be paid to lightweight digital content, cloud platforms powered with renewable energy, and smarter advertising.

How to stay ahead of the trend:

• To reduce the weight of your digital content, minimize code in emails and websites and compress marketing videos without sacrificing quality.
• Choose website hosting services that use renewable energy.
• Segment your audience properly before launching your ad campaigns. Focusing on ad quality rather than quantity will help reduce the digital clutter.

Challenges of marketing automation

Okay, you’ve got the direction of your marketing automation journey for the upcoming year. There’s a little more you should be prepared for — the obstacles you may face on your way to success. Let’s take a look at these challenges and find the solutions so you can face them with the calmness of a marketing guru.

Lack of expertise

According to Liana’s data, about 45.7% of marketers feel they don’t have enough knowledge on how to do marketing automation effectively. 

What’s the solution: 

Find training programs that will help you improve your skills. Some might cost money, but you may find plenty of free platforms and courses. In Snov.io Academy, for example, you may grow your marketing automation expertise without investing a single cent. It offers various courses. I’d recommend trying a good one for LinkedIn automation:

Lack of human resources

With the growth of artificial intelligence, many businesses started reshifting their focus to technology as the key resource. That often resulted in the human power cut-off. Marketers require efficient support while implementing automation tools, which chatbots often can’t provide.

What’s the solution: 

Choose automation tools that offer human support to help onboard and implement the software. In addition to training resources and video guides, an agent must always be available during live chat.

They should be ready to provide highly personalized help as quickly as possible. Snov.io has a team of live customer service, and clients value that.

I appreciate the Snov.io team for their friendly and helpful approach in educating me to enhance my marketing campaigns.

Bob Wahlen

CEO and Founder of Techs in a Sec LLC

Lack of financial resources

For the first time, insufficient financial resources have become the main obstacle to adopting marketing automation. Today’s global economic situation isn’t favorable enough for many small businesses to invest in marketing automation tools. 

What’s the solution:

Now we’re back to the question we discussed at the beginning of the post: “Is marketing automation really costly?”

Not at all, if you invest in the needed automation toolset smartly. Define your goals and look for the solutions that meet your goals in the package, not separate tools for different targets.

🎁 Thank you for reading our blog! You can download our free guide on how to do social selling on LinkedIn like a pro here.

Final word

Whether you want it or not, every business needs marketing automation today. It boosts productivity and takes your marketing operations to the next level of growth and success. 

If you need tech support to master the upcoming marketing automation trends, Snov.io is always at your disposal. This platform offers multiple outbound marketing and sales automation features and is affordable for startups and small businesses.

May it help you meet 2025 with confidence and genuine marketing curiosity. 💜