The transition from Marketing 4.0 to Marketing 5.0 was so fast that many were a little confused in the transition between one and the other, but it's not for less, the pandemic brought several changes to the market and, inevitably, these changes affected the way we do marketing.
And in this new reality of Marketing 5.0, how can we manage the relationship between our company and our customer? That's exactly what we're going to talk about in this post.
Marketing 5.0 in practice: technology to enhance customer relationships
Marketing 5.0 is the use of technologies that mimic human behavior to create, communicate, deliver and expand value throughout the entire customer journey, without losing the human focus. It combines the human-centric vision of marketing 3.0 with the technological power of marketing 4.0, using data, AI, automation and CRM to follow consumers almost in real time. This way, brands can make smarter decisions, personalize interactions and structure predictive and sustainable strategies, always guided by the customer experience.
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Combines human focus with data, AI and automation across the journey.
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Uses CRM to unify the lifecycle of leads and customers.
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Turns data into predictive, not only reactive, actions.
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Requires constant monitoring of market changes and trends.
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Integrates technology, inbound marketing and social/environmental responsibility.
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What you will see in today’s content
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How Marketing 5.0 combines human focus and technological power
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The use of CRM, automation, AI, chatbots, machine learning and IoT in marketing
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The role of LGPD, privacy and data governance in Marketing 5.0
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How inbound marketing and social causes support Marketing 5.0
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How Mkt4Edu applies Marketing 5.0 with HubSpot CRM since 2017
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Results from the Grupo Saber case using Marketing 5.0 and HubSpot CRM
Enjoy your reading!
After all, what is Marketing 5.0?
Before arriving at marketing 5.0 and making the necessary differentiations, it is worth remembering where we were a few years ago in order to understand what has changed in marketing 5.0.
In the book Marketing 5.0: Technology for Humanity, Philip Kotler defines the concept as the application of technologies that mimic human behavior to create, communicate, deliver and enhance value throughout the entire customer journey. It is not about using technology for its own sake, but using it to better serve people.
Marketing 5.0 blends the human-centric focus of Marketing 3.0 with the technological power of Marketing 4.0. In practice, this means using data, AI and automatio to support smarter, more inclusive and sustainable decisions, while keeping the customer experience at the center.
In other words, we noticed that the marketing phases were always focused on consumer behavior, what really changed from one stage to another was the way to deliver to the consumer what he already wanted and the way it was available, according to the moment.
The changes in the consumer's perspective regarding access to information and the different ways in which he is impacted by a brand or product demand marketing.
In this view, it is essential to follow the current market, as well as the trends that are to come, since changes are constant. In 1990, in marketing 1.0, in which internet access was walking timidly, marketing and advertising did not have the investment to expand branding thinking about IoT (Internet of Things), for example.
Nowadays, defining a strategy in any aspect of marketing and advertising without taking into account the use of automation and data analysis tools is already practically impossible and unfeasible, given the avalanche of touchpoints that a potential customer can have with our brand.
Marketing 5.0, conceptually launched by Kotler in 2021, was the unification of what the market already saw and used in other areas, but had not yet been associated with marketing/inbound marketing strategies: valuing the combination of technology and the human being.
In marketing 5.0, it is essential that brands are attentive to consumer needs almost in real time, that is, marketing is humanized, but data-centric.
And what were the strategic changes that Marketing 5.0 brought?
There were few! All because of Covid-19? No, of course not. The pandemic only accelerated a process that would be natural.
According to Kotler, marketing is in a "ready to change" moment, in which companies need to use creativity to get closer to the consumer in a world where everything changes very fast.
For this, it is necessary to identify the gaps and opportunities between the points of contact with this consumer through data analysis and, then, have a well-structured planning in actions.
Strategically, Marketing 5.0 changes the way we collect, store and analyze data. Like this? If before you used 2 or 3 tools to capture customers/leads and manually unified everything in a spreadsheet, currently, the ideal is that you use a CRM that unifies all stages of your customer's life cycle.
If in marketing 4.0 the search for connection was done through the digital world and relevant content, in marketing 5.0, there is the importance of linking value to technology, of working not only with the "reaction" to consumer needs, but in a predictive way. This is only possible through technology.
Read too:
- What is Hubspot? See how the tool will help your company
- 5 things hubspot customers are different from others
- The 10 Whys of Having a Blog in Your Marketing Strategy
How to apply Marketing 5.0 in your organization?
Ever heard of marketing automation? So this process is one of the highlights of this new era!
But don't be alarmed, we're not just talking about automating your email marketing, we're talking about the use of chatbots, artificial intelligence applied to data intelligence, machine learning , in which we can customize customer service, even if be done by a machine (chatbots, for example), IoT, etc.
At the same time, all this intelligence must comply with Brazil’s General Data Protection Law (LGPD) and modern privacy standards. Working with AI, automation and data in Marketing 5.0 requires transparency, explicit consent and strong governance over the customer data lifecycle.
Bringing privacy-by-design into campaigns, cleaning and documenting lead databases, and following the official guidelines from Brazil’s National Data Protection Authority (ANPD) helps ensure that personalization stays within legal and ethical boundaries and builds long-term trust.
All these technologies must be linked to your marketing strategies, in fact, inbound marketing is a strong ally in this universe.
But there are things that go beyond that. Everything that we already know that happened in marketing 3.0 (age of value) and 4.0 (digital and participatory) should also be taken into account in marketing 5.0, such as support for social transformation, use and support of consumers as brand ambassadors (better known as influencers), social and environmental responsibility.
While it's technology time, customer relationships must be intense and support real causes. In addition, it is worth remembering that these causes must be genuine! There is no room for pretense or external positions that are not sustained within the corporate culture, the consumer is attentive and alert to everything.
Image: The combination of technology, data, and digital channels is the foundation of marketing 5.0 for reaching potential customers.
Marketing 5.0 has been on Mkt4edu since 2017!
That's right, you didn't read it wrong. While the marketing 5.0 concept has been in the spotlight in 2020, it existed before that.
How do we do that? By relying on tools focused on data analysis and customer relationships, such as HubSpot CRM, one of the leading global CRM platforms and a benchmark for inbound marketing and revenue operations.
The HubSpot CRM lifecycle covers the entire customer journey, from lead capture to nurturing, sales and post-sales. Every interaction is logged in the platform, making data management easier and enabling truly data-driven decisions.
At Mkt4Edu | 4RevOps, we have been using HubSpot since 2017. Over these years, we were awarded as Latin America Partner of the Year in consecutive years and are now recognized as Latin America’s largest HubSpot partner and as one of the most recommended HubSpot agencies worldwide for the education market.
The numbers don't lie, and that's what marketing 5.0 is all about (and that's okay!). With the use of the tool, we achieved a remarkable growth of our customers, we use Inbound with intelligence and focus on innovation and we managed to offer a high return on the investments made.
And to give you an idea of the results that this work can offer, this year we also had the privilege of having one of our successful cases recognized by Hubspot, the case of Grupo Saber, which is part of Kroton.
Even in the year of the pandemic, we developed an impeccable work that resulted in the following result:
- +187% new leads;
- +15.2% lead x enrollment conversion;
- -53% cost per lead.
To achieve these numbers, HubSpot's CRM made it possible to take actions that were essential; among them:
- Personalized dashboards to follow the results in real time of each institution of the Saber group;
- resources Artificial Intelligence for application of automations;
- Use of various integrations for paid campaigns.
Through these and other features offered by the tool and linked to the expertise of our team, we were able to better target actions and carry out effective work based on data and metrics generated on the platform.
Marketing 5.0 is efficient and effective, it just needs to be applied in the right way. The advantage is that having this result in your company can be much easier than you imagine! Take advantage of a recent post here on the blog and better understand how: What is hubspot? See how the tool will help your business.
Frequently asked questions about Marketing 5.0
What is Marketing 5.0?
Marketing 5.0 is the use of technologies that mimic human behavior to create, communicate, deliver and expand value throughout the entire customer journey. According to Kotler, it combines the human-centric focus of marketing 3.0 with the technological power of marketing 4.0. In practice, it involves using data, artificial intelligence, automation and tools such as CRM to support smarter, more inclusive and sustainable decisions, without losing sight of customer experience and real needs at each touchpoint with the brand.
What is the difference between Marketing 4.0 and Marketing 5.0?
In marketing 4.0, the search for connection with consumers was mainly driven by digital channels and relevant content. Marketing 5.0 keeps this foundation but adds a strong layer of technology and data to act in a predictive rather than merely reactive way. Instead of relying on a few tools and manual spreadsheets, companies work with complete CRMs, automations, AI and advanced data analysis. This allows brands to anticipate needs and offer more personalized experiences throughout the customer lifecycle.
How does Marketing 5.0 use technology and data in the customer journey?
Marketing 5.0 uses technology and data to monitor the entire customer journey in an integrated way. CRM tools gather information from lead capture to nurturing, sales and after-sales. Automation and artificial intelligence resources allow for personalized communications, dashboards to monitor results in real time and the identification of gaps between touchpoints. Instead of decisions based on gut feeling, actions are guided by metrics and detailed records, making strategies more efficient and scalable.
What is the role of LGPD and privacy in Marketing 5.0?
In Marketing 5.0, LGPD and privacy play a central role because intensive data use requires responsibility. Working with AI, automation and data analysis demands transparency, clear consent and governance over the entire lifecycle of customer information. Including privacy from the campaign design stage, reviewing lead databases and following practices aligned with the Brazilian data authority helps ensure that personalization respects legal and ethical boundaries. This strengthens public trust and supports long-term relationships with the brand.
What types of technologies are used in Marketing 5.0?
Marketing 5.0 leverages a broad set of technologies focused on data intelligence and automation. These include CRM platforms, marketing automation tools, chatbots, artificial intelligence, machine learning and solutions linked to the internet of things (IoT). Such technologies make it possible to personalize service, track results in real time, integrate paid campaigns and record each interaction with consumers. When connected to a clear strategy, they help make marketing more efficient, predictable and data-driven.
How can Marketing 5.0 be applied to customer relationship management?
To apply Marketing 5.0 to relationship management, it is essential to integrate technology and human focus. This includes replacing manual controls with a CRM that centralizes the customer lifecycle, using automation to nurture leads with relevant content and employing AI and chatbots to personalize service. At the same time, LGPD must be respected, working with consent and using data to identify gaps between touchpoints. In this way, the company builds an ongoing relationship based on real value, closeness and trust.
What is the role of inbound marketing in Marketing 5.0?
Inbound marketing is an important ally of Marketing 5.0 because it provides the content and relationship foundation on which technology operates. Attraction, nurturing and conversion strategies are enhanced when connected to CRMs, automations and artificial intelligence resources. This makes it possible to track the lead journey, tailor messages to each stage and measure results in real time. By combining inbound and Marketing 5.0, companies work with a focus on data, innovation and continuous value delivery to customers.
Why are social causes and environmental responsibility still relevant in Marketing 5.0?
Even in a highly technological era, Marketing 5.0 maintains the relevance of social causes and environmental responsibility. Elements already present in marketing 3.0 and 4.0, such as support for social transformation, customers as brand ambassadors and social and environmental responsibility, remain essential. Causes must be genuine and aligned with the company’s internal culture. Consumers are attentive to superficial positioning, and consistency between discourse and practice is a key part of relationship management in this new phase.
How does Mkt4Edu apply Marketing 5.0 with HubSpot CRM?
Mkt4Edu applies Marketing 5.0 by using HubSpot CRM to follow the entire consumer journey, from lead capture to nurturing, sales and after-sales. The tool records each step, enabling data-based decisions and integrating automation, artificial intelligence and several paid media integrations. With this, the agency can better direct actions, build personalized real-time dashboards and use inbound marketing with a focus on innovation. The result is more efficient relationship management, supported by metrics and concrete data.
What results did the Grupo Saber case achieve with Marketing 5.0 and HubSpot?
In the Grupo Saber case, which is part of Kroton, the use of HubSpot CRM combined with a Marketing 5.0 approach generated strong results even during the pandemic year. The numbers presented include: +187% new leads, +15.2% conversion from lead to enrolled student and -53% cost per lead. These results were achieved with actions such as customized dashboards for each institution, AI resources applied to automations and several paid campaign integrations, all based on data and metrics generated by the platform.
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