As marketing automation comes of age, it is giving rise to greater, more accurately focused, customer engagement. This involves identifying specific needs of customers and responding to them appropriately. Technology then enables you to scale up your personalisation through marketing automation platforms, quickly and easily.
Since marketing—and the processes used—have transformed so quickly, we need to rethink how we classify the very technology that has been a catalyst for the change. It is no longer appropriate to take a company-centric approach to describe the technology. Because today’s sales and marketing efforts are becoming more focused around the customer, we should rename the technology to Customer Engagement Platform.