there are No code tools that are transforming marketers into makers

Can marketers do “what if” without code and artificial intelligence? Accept “how are you?” This was the culmination of the MarTech speech from Scott Brinker, the chiefmartec.com editor at HubSpot and VP Platform Ecosystem.

The context is the digital workspace, which is sure to survive the pandemic borders. This workplace is characterized, for example, by flatter and faster organizational structures, distributed (remote) teams, fast decision-making, and of course more technology. According to Brinker, especially for marketers, the workspace will be activated without any coding tools, which in turn will be powered by rapidly evolving AI.

No “superpower” code

Three major interconnected functions no longer require programming skills.

1. Automation: the ability to automate routine activities and processes;

2. Integration: learning new creative and analytical skills; Her

3. Integration: the connection with other tools and data in the workspace.

At the intersection of these attributes, we face the growing challenge of Big Ops: the challenge of effectively orchestrating the various programs and tools we use every day (leading to the growing role of Ops teams).

Conductor: the internal vision of the processes

This type of professional has an internal view with attention to processes. As orchestrators, they help control how data flows through a stack and the organization. They work with stakeholders to determine the needs of the whole. It requires them to communicate with a variety of people and teams to determine their needs. For example, a team does not collect contact information, but a strong use case for it. For example, the manager can help defend the necessary integrations between systems or facilitate the rights and privileges in a system to provide the data the team needs.

Tenants should also contact the Legal Department and assist the wider marketing and IT team in transferring the necessary regulations. For example, managers can help collect laws such as the CAN-SPAM Act to collect contact information. While overseeing the entire stack, they can also identify needs and solutions to determine if someone is not communicating with one system and it is affecting other systems the person comes into contact with. It requires teamwork with marketing professionals, manufacturers, and pattern makers to achieve effective performance.

Marketing professional: the external view of processes

This type of profession has an external view of processes. They are the ones who focus on campaigns, messages, and strategies. As such, they work closely with modelers to determine who and how to connect, including how to measure effectiveness. Through this collaboration, they determine which information systems they must register (module registration and device information, IP address, website/application behavior, etc.). Therefore, they must work with the manager on legal and flow issues, create technical constraints and models for quantitative and qualitative guidance. Ultimately, they are the ones who take the initiative to determine where information is collected and where it should go to support business goals.

Maker: the external view of technology

This type of profession has an external outlook with a focus on technology. They do things like websites, forms, and integrations. These can be IT developers or “city developers” using content management systems (CMS), form creators, and iPaaS tools (integration platforms as a service). Because it is a technical issue, it works best to determine the mechanisms used to collect information and to meet necessary legal requirements and other needs, such as the accessibility standards outlined in the Web Content Accessibility Guidelines (WCAG ).). This means that you need to include technical and design skills (UI / UX).

Automation and integration are possible without code

There are now many tools available for workflow automation, business process automation, and automated process information – tools that don’t require any coding skills to implement. Major marketing platforms, such as HubSpot, Marketo, and Salesforce, now have automated workflows. Complex workflows can be defined by managers (think of “drag and drop”).

But this type of tool is not used in silos; integrated. And what’s more, they become

The magic of climbing

Research from Zapier, a well-known no-code IPaaS provider, says 42% of US digital marketers plan to launch six or more new applications by 2021. This is an indication of how they plan to expand their non-code-related functions. . In simple terms, this means that non-developers can create websites, landing pages, web applications, mobile applications, bots, virtual assistants, and so on.

The new challenge, of course, is dealing with the potential explosion of creativity. “The challenge isn’t the challenge without coding tools,” says Brinker, “it’s the challenge of this new business environment.” Smaller and faster organizations need “decentralized self-service”. Projects no longer need to be managed by central institutions, such as IT. Eliminate bottlenecks and create opportunities for all team members with the idea of taking action instead of adding it to a dev unit.

Risk management

Yes, something can go wrong when “urban developers” create and distribute products, but common sense can reduce the risk. No coding tool is very suitable for creating products for internal use and relatively simple external products, such as landing pages. No code is suitable for single temporary applications designed for specific use cases.

In fact, the most appropriate use cases without code are exactly the kind of project that failed in the past because it wasn’t worth the time and expense of professional developers.

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