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Three Current Trends in Workflow Automation for Growing Businesses in Fall 2023

  1. Launch automated email sequences and funnels faster with AI. 

We’ve all heard of the exciting but sometimes overwhelming ways of using AI in business. This trend has entered the business automation space in a number of ways, but the most practical and accessible use is the creation of content required for long term marketing and sales sequences. 

Imagine an email or text message sequence that is triggered by a specific event, that needs 10 items of copywriting created by you to encourage the prospect or customer to take a next step. Rather than spending hours deciding on what to write for each, new AI copy generators can serve as writing assistants or provide ideas and prompts for all of those messages that drive towards the ultimate relationship or sales goal.  

  1. Choose the best tool for a job, then integrate it.

This trend for 2023 is bucking an opposite trend from recent years where people were trying to find a perfect “all-in-one” solution to run an entire business. Companies that tried to sell their platforms as all-in-one for CRM, email marketing, appointment booking, e-commerce, document signing and more, quickly found that they were really good at some parts of automating businesses, but were “just okay” at others. As both business owners and technology suppliers see that a tool is only as good as it serves your specific business goals, there has been a new (and better) trend to select the right tool for a specific job, even if that means buying more than one. 

Subscribing to more platforms might make you worry you’ll become stuck with information in silos, but in fact this trend to pick best in class is supported by the improvement in integration tools like Zapier, Make and PowerAutomate. When planned properly, moving data between platforms is getting easier and better. 

  1. Pre-fill forms with dynamic content

One of my biggest pet-peeves in marketing automation is asking a contact to do something they’ve already done before.

For example, if you have a “Contact Us” form with an email address field that redirects to an appointment booking tool, but that tool asks for the email address again. In these situations the prospect or customer can become frustrated  or even  annoyed by the repetition. I’m seeing more website designers and automation experts add small bits of code to their flows that will transpose this information from one step to another. 

The customer doesn’t need to know how complex your technology tools are under the surface and can have one seamless journey on the surface of your website.  

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