Barry Levine says, “Marketing technology these days is increasingly focused on the future, as marketing moves away from its traditional role of generating demand and more toward a new role of anticipating demand.

Instead of a focus on the “mechanization” of common processes like email management, marketing tech is becoming infused with a kind of “marketing intuition” — predictive scoring, predictive marketing, intent data, personalization and other techniques that focus on what the customer or would-be customer is going to do or want next.

That’s the premise I pitched to three marketing tech executives.

Marketing has changed its orientation toward the future because customers have changed, Salesforce’s director of product marketing for the Marketing Cloud, Meghann York, responded.

“Consumers were traditionally in the dark,” she said, so “marketing was about education.”

But now customers commonly do their research online and preselect their choices. Marketing has thus become “less about ‘let’s educate the customer,’ and more about meeting and anticipating the demand,” she said“.

Marketing Tech Evolves Beyond Automation — And Toward Intuition

Marketing Land

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