The Growing Impact of Omnichannel Engagement on Enterprise Martech

The growing importance of omnichannel consumer engagement is having a huge impact on all levels of the enterprise martech stack. Outbound marketing technology has traditionally been used for proactive messaging with aims for immediacy, actionability, measurement, and flow. This technology is typically divided into two categories: Mass-market B2C email services providers (ESPs) and B2B and high-end/high-touch B2C marketing automation platforms (MAPs).

However, the martech world is changing, with a new architectural pattern emerging that decouples shared, foundational enterprise services from specific customer engagement channels. This new approach, known as “legless”, is broadening beyond data to include enterprise content and personalization services. This shift is being driven by the need for customer-centric strategies, as well as the need for greater omnichannel urgency.

Decoupling data management from campaign management is a big win for enterprises, as well as decoupling content management from outbound marketing platforms and decisioning from messaging platforms. This trend is being driven by the need for automation and scalability, and it has the potential to totally disrupt the market as simple message-sending is becoming a commodity.

It is likely that legacy, higher-end MAPs will be replaced by the late-middle 2020s, if not sooner. Enterprises are increasingly using AI-fueled messages at an enterprise level, with fewer ad-hoc campaigns and more always-on listening and better response. As this trend continues, firms will need to reconsider their choice of outbound marketing platform.

Originally reported by Martech: https://martech.org/the-future-of-outbound-marketing-in-an-omnichannel-stack/
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