The Future of Marketing Tools, From AI To Automation

Earlier this week, I shared insights about where AI can help SMBs in their marketing strategies.

Today, from Pipedrive’s recent The State of Sales And Marketing Report, we can glean even more intel about businesses, their software, and how AI fits into current and future plans.

Of the nearly thousand global respondents, Pipedrive found that almost 9 in 10 businesses use CRM software. “Interestingly, CRM adoption is actually lowest in companies with more than 100 employees,” the report says, comparing the 84% of businesses with 100+ employees who use CRM to the 87% of companies with 10 employees or less. “Companies with up to 10 employees are among the most likely to have adopted CRM software, illustrating how much small businesses value it as a tool.”

Almost three-quarters (73%) were satisfied with the tools and tech they use, with 82% of those who were “very satisfied” showing a strong likelihood in always or mostly hitting their sales quota. “On the other hand,” the report says, “unsatisfied respondents are less successful (62%) in hitting their quota.”

CRM software remains the automation tools most commonly used, with 81% of respondents using its automation capabilities and tools. “Surprisingly, AI tools are currently already as popular as email marketing automation tools,” the report says, with each set of tools being used by 35% of respondents “although the latter have been on the market for much longer.” Breaking down the business-size differences, 42% of those in SMBs with up to 10 employees use AI tools vs. 23% of those in businesses with more than 100 employees. Overall, every third respondent said they used AI tools.

“This share is even higher among smaller companies, which are likely to be more interested in solutions that would help them save time, since employees perform many different roles on a daily basis,” the report says. “Bigger companies seem to need more time to adopt and onboard new tools.”

(Source: Pipedrive)

76% have a positive outlook on AI’s impact on their sales teams. Of the areas they believe will be unaffected by AI technology, 59% said building relationships with customers or business partners, 34% said selling, 33% said team management, and 32% said cold calling. 

“Even though AI might be trusted to prospect for and qualify leads in the future, respondents believe that salespeople will still play an important role, completing tasks that require soft skills,” the report says. “Only 7% would entrust both relationship building and team management to AI. Sales professionals will also be required to perform the most important job of all: selling. Just 12% of respondents believe that selling can be outsourced to AI technology.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: