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While many businesses use marketing automation systems, they may consider also incorporating CDPs to use personalization, organization and insight that marketers can act on much further. Here are a few of the key differences between CDPs and marketing automation systems.
CDPs pull together user data from all over, including the web, online channels, customer profiles and contact centers. Marketing automation software collects customer information from CRM systems. Marketing automation platforms can link some channels -- such as email -- to drive targeted marketing campaigns. However, a CDP can deliver personalized experiences in real time and use data from many sources to recognize the customer and adjust the experience accordingly. CDPs aim to provide actionable insights to marketers to fuel campaigns, while marketing automation systems aim to drive campaigns without generating insight for marketers.
With so many avenues for advertising and lead nurturing, effective martech tools for lead management, data collection, email tracking and marketing automation have never been more important. And there is no shortage of tools in the market to help businesses meet those demands.
Here are some lead generation tools that businesses can use to engage customers and fill their sales funnel.
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- Voice technology is being widely adopted, thanks to the global distribution of voice assistants like Google Assistant, which is installed in over 1 billion devices as of 2020.
- Improvement in voice recognition accuracy is also helping with widespread adoption of voice technology. Google achieved a 95% accuracy rate for the English language as of March 2017. This is the same threshold for human accuracy.
- 82% of consumers expect an immediate response on sales or marketing. Voice recognition technology, which enables the immediacy of customer service responses, is addressing this need for many businesses.
- Voice-enabled tools are increasingly being employed within an organization’s martech stack, to facilitate internal operations. Examples include speech-to-text transcription tools, real-time conversational analysis, and automated call listening/conversational analysis platforms.
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Given the above, it’s not surprising that the primary no code use case reported in our survey was implementing workflows and processes (82%), often across multiple apps and platforms within a martech stack. Next most popular, but significantly lower at 37% and 35%, were publishing web forms and setting up databases. Essentially: collecting, routing, and storing data.
In looking at a lot of different no code tools — and there are a lot of no code tools out there now — I noticed that many fell into one of three “patterns” of how they worked:
Design & Content (UI) — web and mobile app builders, bot flows, interactive content Spreadsheets (Data) — if you can use Excel or Google Sheets, you can build an app Automation (Logic) — workflow and integrations (iPaaS) with event-driven models
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Which consumes which, because you really shouldn't need two separate systems. Eventually MASs must have CDP capabilities, even if not as feature-rich as standalone CDP solutions.
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