Smartphone Apps
As the modern world of technology continues to evolve, the growing prominence of no-code solutions has emerged as a thrilling and transformative advancement. The marketing automation landscape is no exception – it has undergone a dramatic change over the past few years as marketers step away from traditional packaged applications to embrace the new generation of tools powered with no-code.
The adoption of no-code technologies in a rapidly evolving business scene is well understood by Creatio, a global vendor of a no-code platform for workflow and CRM automation. I sat down with Katherine Kostereva, CEO of Creatio, to crack the code on customer engagement strategies and discover the secret formula for success in this new era of marketing powered by no-code platforms.
Gary Drenik: Why is no-code an essential part of every marketing team’s technology stack?
Katherine Kostereva: According to multiple sources, it’s well known that businesses will need to build 500 million apps in the next few years to meet automation demands. Frankly, there is no way software developers can do this alone. A good portion of those apps falls within the marketing automation scope. It comes as no surprise then that no-code has emerged in this space as marketing professionals around the globe are focused on time-to-market and the ability to achieve more with less.
So, what exactly is no-code? It’s a modern-day approach to software development that, instead of traditional coding, uses visual drag-and-drop tools to build business applications. Advanced no-code platforms come with a wide range of components (building blocks with ready-to-use functionality) that can be assembled into an application. Business users can deploy apps and automate workflows without the deep technical skills and special knowledge needed. The no-code approach works amazingly well for the marketing function – in most cases, marketers have a clear vision of what needs to be done and enjoy the freedom of doing that without the need to request external help. What types of marketing apps can you build with no-code? A wide range, really – from Customer Data Management Apps to Lead Management to even Digital Assets tracking.
Drenik: How can marketers better respond to rapid market changes and shifting customer demand?
Kostereva: Would you agree that the current times are about building resilience and being quick on your feet? Not only do we need to embrace robust digital strategies, but also – we should be able to change them overnight if the demand arises. I think a few previous years taught us that there is nothing constant in the world but change. The composable no-code code architecture is aimed at equipping go-to-market organizations to be change-ready. The apps you deploy on the no-code platform with a composable approach are built for change. You can quickly adjust the workflows, add additional integrations, or even build an entirely new app in days. This approach also brings a great deal of freedom as marketing professionals no longer need to wait until IT can free up some time to get a change request completed or assist them with a particular requirement. They can take over many of these responsibilities (without sacrificing data security and compliance) and deliver solutions immediately. This approach empowers businesses to rapidly respond to customer demands and expectations faster than the competition.
Drenik: How can no-code-powered CRM systems help companies better align data and people?
Kostereva: I believe that the answer is in the question. We need to provide the entire revenue function with access to unified customer data and organize a seamless and secure process of collecting, enriching, and sharing it at the right time with the right teams. From marketing to sales to customer service - everyone included in the customer processes should be able to see the relevant customer information and use it to maximize personalization and customer outcomes. Modern no-code-enabled CRM solutions should help aggregate customer data and introduce interconnected workflows ensuring smooth handoffs and collaboration. The users should be able to enjoy timely insights generated at every step of the engagement (for example, through the next best action recommendations when the platform suggests further steps that can be taken to increase the likelihood of conversion). The no-code approach brings a lot of flexibility to revenue leaders as they can tweak and configure the process along the way. No-code CRM platforms are focused on bringing value to the end users through the high level of customization and intelligence delivered within the automated workflows.
Drenik: How has the approach to digital transformation changed in the past years?
Kostereva: In many ways, digital has moved from being just another "nice to have" item on the executive agenda to an essential "staying alive" priority. More and more businesses around the globe treat digital automation as a way to deliver a superior customer experience and, with that, differentiate themselves in the marketplace. According to a recent Prosper Insights & Analytics survey, on average, 80% of mobile device users download apps directly to their phones, enjoying apps in the categories of entertainment, lifestyle, retailer, and social networking. This shift in data access has led organizations to prioritize the enhancement of customer experiences, personalization, and seamless omnichannel interactions with state-of-the-art tools that deliver results quickly and seamlessly.
Prosper - Download Apps to Mobile Device
Smart organizations build strong digital competencies, invest in cutting-edge technologies (such as no-code), and increase self-sufficiency through building Centers of Excellence. Companies that are able to embrace no-code quicker than the competition can build a powerful competitive differentiation as they can significantly increase the number of resources involved in the automation projects and deliver outstanding time-to-market.
They can launch workflows and apps in days or weeks, while their competitors may require months or even years to achieve the same. It’s very exciting to see how the markets will shape up thanks to the rapid adoption of new ways to deploy technology.
Drenik: After talking with Katherine, the benefits of no-code-powered marketing technology are clearer to me now and I hope it will help fellow marketers too. No-code-powered CRM is changing the way marketers approach customer engagement, breaking down barriers and opening new avenues for innovation. As the marketing landscape continues to evolve, staying ahead of the curve and harnessing the power of no-code technology will be essential for businesses looking to thrive in an increasingly competitive environment.
