What Life is Like After Marketing Automation?
Posted by Kim Walsh at February 22nd, 2013
Marketing Automation is a hot topic right now along with big data, social media and Inbound Marketing, iPads, self-driving cars. Have you ever thought, what it will be like after Marketing Automation?
We believe the next logical step is Customer Automation. As Marc Benioff stated in his latest interview with Bloomberg, the new trend is about creating “customer companies.” It is all about reaching and understand the buyers. Today, the power is in the control of the customer.
I recently read an article in the WSJ, that talks about how in the past customers had few methods of learning about a product or product category beyond reaching out to salespeople, but now as they’re more able to do their research and find information about products online, a whole category of software is taking shape to help reach, track and land those customers. And after this category of software companies have conquered successfully land those customers, the need is there to manage the customers. The needs is there now, as more and more companies focus on CHURN metrics and customer success, it is critical to be proactive, understand what are the inputs to drive these metrics and capitalize as an organization.
“These days the customer controls the [marketing] experience, not the marketer,” said J.D. Sherman, HubSpot’s chief operating officer. While this is true, the customer not only controls the marketing experience, they control sales and most importantly REVENUE.