Rather than trying to house everything in one monolithic marketing automation system, tomorrow’s platforms will be more intelligent and thinner, plugging in many smaller specialized applications. They’ll use a wealth of data to deliver relevant recommendations across your key customer touchpoints.
- Predictive intelligence is now table stakes for all businesses, and new platforms in combination with niche apps will make it more accessible and actionable end-to-end.
- Predictive systems can learn, adapt and improve on their own with every customer action.
Just as the rise of cloud computing has ushered in the “end of software,” predictive platforms are poised to revolutionize the marketing automation category. In the future, marketing will be about much more than managing campaigns and tracking prospects’ behaviors.
New platforms will help you reimagine your workflows, programs and actions in the context of increasingly powerful predictive insights. They’ll bridge the gap with sales by bringing CRM and marketing automation closer together with predictive as the glue.