Beyond Marketing Automation – What’s next for B2B Marketing

In our April 2025 webinar, we were joined by our strategic partners at Adobe for a session led by Chris Fowler, Clevertouch’s Director of Research & Enablement, alongside Adobe’s Isabella Hargreaves and Kathrin Thorburn. Together, they explored Beyond Marketing Automation: What’s Next for B2B Marketing? – a future-focused discussion on how B2B marketing is moving beyond traditional automation platforms into a new phase of intelligent, connected marketing technology that seek to fully align marketing and sales teams on revenue growth.

Whether your organisation adopts Account-based Marketing (ABM) or Lead-based Marketing (LBM), finding an approach with technology platforms that works for marketing and sales teams, whilst providing a more customised, seamless customer experience is a real challenge.

How can you identify and prioritise the right customers and prospects at the right time, hyper-personalise content to those people in a helpful way, and provide relevant intel to sales people to give them the best chance of positively impacting pipeline? How can you use reliable data to inform this process? Where does AI fit into all of this? What is the best measure for success?