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How Low-Code empowers B2B Marketing

Companies and consumers are embracing digital change at scale. With customer
experience turning more personal by the minute, technology-aligned frameworks are
saturating the functional landscape, streamlining and integrating business units into
a digital whole.

To keep up with evolving trends, businesses are leveraging virtual resources to
deliver well-architected digital journeys.

Marketing, for example, has cultured to accommodate the AI-powered automation
that underpins next-generation digital initiatives.

Sales and lead generation utilize insights generated through data deep-dive analysis
to navigate the hyperpersonalized customer relationship terrain.

B2B and B2C businesses use AI-powered software and automation to manage
products and services, customer experience, and brand awareness.

Said another way, low-code offers marketers autonomy through a digitized user
experience that has a causal effect on its consumers, clients, and the brands
associated with it.

Transmuting Marketing with Low-code

Marketing is part and parcel of the commercial stratosphere. It is a basic function of
all organizations, no matter the size. So there is a consensus when it comes to
technological advancements that augment marketing capabilities since it identifies as
a serviceable evolution.

One such technological development is the emergence of low-code. Marketers have
long used martech and no-code platforms; designing, creating, and implementing
workflows for crafting layered marketing campaigns.

Recent developments have put low-code at the frontline of marketing-approved
tools for driving automation and personalization.

Consider Canva, an integrated multimedia design platform that allows for content
creation along with content communication. It allows its users to curate all social
media creatives, presentations, posters, cards, and other visual content via a mobile
or web app.

Conversely, low-code development platforms from power players like Lansa and Mpower or low-code IDEs like Retool and Studio Creatio help developers build simple
as well as complex custom enterprise applications through minimal coding.

And since they accelerate application development and keep costs down compared
to traditional methods, they are an enticing alternative to developers.

Low-code allows for agility and collaboration. For marketing teams, this means that
marketing campaigns are not dependent on the availability, skill, and speed of the
developer(s). Marketers can drive the campaign pipeline unhampered, whether it be
the creation of a new landing page, email templates, or pop-up registration forms.

The ease of outfitting marketers with low-code training greatly reduces time-tomarket for content and design, establishing the gateway to greater innovation.

According to Gartner, the majority of technology products and services will be built
by professionals outside of IT by 2024.

“Digital business is treated as a team sport by CEOs and no longer the sole domain
of the IT department,” said Rajesh Kandaswamy, research vice president at Gartner.
“Growth in digital data, low-code development tools and artificial intelligence (AI)-
assisted development are among the many factors that enable the democratization
of technology development beyond IT professionals.”

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