Shake Up the Marketing Mix: Say Goodbye to CRM, and Say Hello to Marketing Magic!
In the last decade, the CRM (Customer Relationship Management) and Marketing Automation (MAP) combo has dominated as the cornerstone of an organization's go-to-market tech stack. This duo has revolutionized the way businesses engage with their customers, utilizing customer data to create powerful outreach workflows and a map of prospect and customer’s digital body language signals.
However, the only constant in the tech world is change, and in the immortal words of Scorpions:
“I follow the Moskva down to Gorky Park
Listening to the wind of change
An August summer night, soldiers passing by
Listening to the wind of change”
One provocative viewpoint gaining traction is the idea that the value of a CRM may soon be eclipsed by a newer system of record. Enter the new go-to-market stack, driven by Intent Data or Account Based Marketing platforms such as 6sense and Demandbase complemented by a content activation platform like Uberflip. This combination may be poised to reshape the buyer journey, allowing firms to target their audience with unparalleled relevance ensuring that the right content reaches the right place at the right time.
Let’s explore the evolving landscape of go-to-market strategies, the role of Intent Data and Account Based Marketing, and the impact of this could have on marketing and sales professionals.?
The Traditional CRM and Marketing Automation Era
For the past decade, the CRM and MAP tandem has been the defacto foundation of best practice go-to-market strategies. CRM systems helped manage customer relationships, providing valuable insights into customer preferences and behaviours. A MAP, on the other hand, streamlined marketing efforts, automating tasks, and helped to deliver personalized message sequences to customers at scale. The combination of these two technologies was like chocolate and peanut butter. Companies could not only collect customer data but also utilize it effectively.
However, as technology progresses and markets evolve, the traditional CRM and Marketing Automation tools, while still valuable, may not be sufficient to meet the ever-increasing demands of the modern business landscape, and the modern business buyer.
The Rise of Intent Data and Account Based Marketing
Enter a contender to challenge as the new go-to-market data hub -- Intent Data or Account Based Marketing platforms. These platforms have gained prominence due to their unique approach to targeting and engaging customers. Platforms, like 6sense, Demandbase, Terminus (by DemandScience) and others utilize data signals to identify potential customers who may be actively searching for specific products or services. This information allows businesses to tailor their marketing efforts precisely when prospects are most receptive.
Account Based Marketing (the motion), or ABM, takes personalization to the next level. It focuses on targeting specific high-value accounts rather than casting a wide net. This approach is ideal for B2B organizations looking to connect with key decision-makers in their industry. ABM allows for highly tailored and personalized content and engagement, resulting in higher conversion rates.
It’s like hunting with a sniper rifle rather than a shotgun.
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The Power of Content Engagement Tools
To complement the precision of Intent Data, content engagement tools like Uberflip | A PathFactory Company are becoming increasingly essential. These tools empower businesses to ensure that the right content reaches the right audience at the right time. Content activation involves strategies for organizing, delivering, measuring and optimizing content across various channels. This not only streamlines the customer journey but also enhances the overall user experience.
By integrating tools like this into their GTM strategy, companies can maintain a consistent and cohesive brand image while catering to the specific needs and preferences of individual customers. This level of personalization is essential in today's highly competitive market, where customers demand relevant and timely content.
From a buyer, or customer perspective, it takes the experience of finding the right content to help you make a decision from the world of finding music from a thousand radio stations on Sirius XM to the curated listening experience of a Spotify personalize music playlist.?
Embracing Change in the Go-to-Market Strategy
The evolution of the martech stack from CRM + MAP to Intent Data + Content Activation is a significant shift, and it's not without its challenges. However, it may soon be crucial for businesses to embrace this change and adapt to the evolving landscape to remain competitive.
The benefits of this new dynamic duo are substantial. Companies can:
The evolution of GTM is in full swing, with Intent Data and Content Engagement at the forefront. This shift offers businesses an unprecedented level of precision, personalization, and effectiveness in engaging with their audience. As we navigate this exciting era of change, we can watch our go-to-market strategies reach new heights. It's time to embrace the future with open arms and watch our businesses soar. ?? Would love to hear what you think about this topic?
Back to Scorpions:
"Take me (take me) to the magic of the moment
On a glory night (a glory night)
Where the children of tomorrow share their dreams (share their dreams)
With you and me (with you and me)"