Are traditional marketing automation and CRM platforms still delivering the value they once did, or have they become legacy solutions that fail to meet the dynamic needs of the modern B2B buyer's journey? The rapid evolution of marketing technology has prompted a critical evaluation of core marketing- and sales systems.
Does marketing automation actually work?
Organically chasing down tons of marketing-qualified leads (MQLs) with white papers, webinars, and all that "valuable" content just doesn't cut it anymore. Especially in long, complex B2B sales cycles.
Seriously, everyone and their mother are posting gated content now, trying to lure you into handing over your email address. Then, a few days later, you get a "semi-personalized" email—maybe it's relevant, maybe not. Most of the time, they don't know you well enough to nail the messaging.
When you look at it that way, marketing automation can seem totally outdated. And if your CRM is just functioning as data storage, it's definitely starting to feel like a useless legacy system. But here's the deal: I'd argue you shouldn't just toss your CRM. You need to rethink how you're using it. And your marketing automation strategies? They need a major facelift, too.
Amplifying results by combining ABM and inbound within your CRM-system
CRM systems continue to be vital as the single source of truth for all customer interactions. Modern businesses are augmenting CRM with Customer Data Platforms (CDPs) and other data solutions to gain a more comprehensive, real-time customer view. This enriched data is then fed back into CRM and automation workflows, enhancing their effectiveness.
Even while utilizing an inbound funnel, consider engaged leads within their account context. Thus embrace the Account Based Marketing approach. Build an account scoring model that aggregates company-wide activity for a clearer view of buying interest. Segment by accounts, identify key stakeholders, and use marketing to create account-specific nurture tracks. Focus on quality engagements with multiple individuals per account, measuring success through account penetration and engagement depth, rather than just lead volume.
From static funnels to dynamic engagement with AI and marketing automation
The rigid, linear funnels of traditional marketing automation are giving way to a more fluid, responsive approach. Leveraging AI, marketers can now move beyond pre-set drip campaigns and embrace dynamic engagement. AI algorithms analyze real-time customer behavior, intent signals, and contextual data to trigger personalized interactions across multiple channels. This allows for tailored journeys, adaptive content delivery, and proactive engagement, transforming static workflows into dynamic, customer-centric experiences that resonate on a deeper level.
4 steps to maximize the potential of marketing automation and CRM
1. Align marketing and sales for seamless customer experience:
- Ensure integration between marketing automation and CRM systems. And your other systems such as ERP. Customer data must be unified.
- Establish shared metrics and facilitate regular cross-functional collaboration.
2. Leverage AI for enhanced personalization and efficiency:
- Utilize AI for tasks like lead scoring, content personalization, and predictive analytics. We’ve listed five ways AI can transform messy data into insightful information in this blog post.
- Focus on augmenting human capabilities with AI, not replacing them.
3. Embrace Account Based Marketing (ABM) in addition to inbound marketing
- Segment your CRM by accounts and make sure sales reps identify the key stakeholders for each deal.
- Track account penetration and engagement depth rather than just MQLs.
4. Prioritize data quality and integration:
- Make sure your customer data is accurate and consistent across platforms and systems. You’ll need to integrate your martech stack to succeed.
- Integrate supplemental data sources to enrich customer profiles and insights.
The Future: Unified Revenue Platforms and AI-Driven Interactions
Looking ahead, the convergence of marketing automation, CRM, and emerging technologies will continue. We can expect:
- Unified revenue platforms that blur the lines between marketing, sales, and customer success technologies.
- An increased role for AI in automating tasks and personalizing interactions.
- The evolution of account-based marketing into account-based experiences (ABX).
The human element: authenticity creates competitive advantage
Despite technological advancements, the human element will remain a crucial differentiator. Creativity, empathy, and authenticity will be paramount in building genuine customer relationships.
Marketing automation and CRM are not becoming obsolete; they are evolving. By embracing modern strategies, integrating emerging technologies, and prioritizing the human element, businesses can leverage these powerful tools to drive growth and build lasting customer relationships.
