The Rise of the Relationship-First Platform: How Brevo Signals the Future of CRM
The customer relationship management (CRM) landscape is undergoing a quiet revolution. It’s no longer enough to simply *manage* relationships; businesses must actively *build* them. Brevo, recently achieving unicorn status with over 200 million ARR, exemplifies this shift and its B Corp certification underscores a growing trend towards purpose-driven business practices. But what does this mean for the future of CRM, and how can businesses prepare?
Beyond Software: The B Corp Advantage
Brevo’s commitment to social and environmental impact, formalized through its B Corp certification (achieved in March 2025), isn’t just good PR. It’s a strategic advantage. Consumers are increasingly prioritizing brands that align with their values. A recent study by Deloitte found that 57% of consumers are willing to pay more for products from companies committed to positive social impact. This demand is driving a wave of businesses seeking B Corp status, and Brevo is leading the charge within the marketing and sales technology sector.
This focus on purpose extends beyond consumer perception. B Corp certification requires rigorous assessment of a company’s entire operations, fostering internal improvements in sustainability, employee welfare, and ethical sourcing. This holistic approach translates to a more resilient and responsible business model.
The All-in-One CRM: Consolidating the Customer Journey
For years, businesses have juggled disparate marketing and sales tools – email platforms, SMS services, CRM systems, and more. Brevo’s strength lies in its consolidation of these functions into a single, unified platform. This isn’t merely about convenience; it’s about creating a seamless customer experience.
The ability to track interactions across email, SMS, WhatsApp, and chat within a single CRM allows businesses to gain a 360-degree view of the customer journey. This unified data enables more personalized and effective communication, leading to increased engagement and conversion rates. Brevo’s 75+ integrations further enhance this capability, connecting the platform to existing business systems.
AI-Powered Personalization: The Next Frontier
Brevo is embracing artificial intelligence (AI) to further enhance its platform. AI-powered features, such as personalized product recommendations and optimized send times, are becoming increasingly crucial for cutting through the noise and capturing customer attention. The company’s “Aura” AI agents are designed to automate tasks and provide data-driven insights, freeing up marketing and sales teams to focus on strategic initiatives.
This trend towards AI-driven personalization is expected to accelerate. According to a report by McKinsey, companies that excel at personalization generate 40% more revenue than those that don’t. AI will not only optimize existing campaigns but also enable businesses to anticipate customer needs and proactively offer relevant solutions.
The Growing Importance of Multichannel Communication
Email remains a cornerstone of digital marketing, but it’s no longer sufficient on its own. Brevo’s support for SMS, WhatsApp, and other channels reflects the growing need for multichannel communication. Customers expect to interact with businesses on their preferred platforms, and businesses must be able to meet them where they are.
SMS marketing, in particular, is experiencing a resurgence, with open rates significantly higher than email. WhatsApp is also gaining traction as a customer service and marketing channel, especially in international markets. Brevo’s integrated approach allows businesses to seamlessly orchestrate campaigns across multiple channels, maximizing reach and impact.
The Rise of the Field Marketing Professional
Brevo’s recent job posting highlights a growing demand for skilled field and event marketing professionals. These roles require a blend of project management, stakeholder alignment, and ROI analysis. As businesses invest in building relationships, the need for individuals who can create impactful in-person and virtual experiences will continue to increase.
The ability to manage budgets, negotiate contracts, and track leads is essential for success in this field. Strong communication and collaboration skills are also crucial, as field marketing professionals must work closely with sales, marketing, and other teams.
FAQ
What is a B Corp certification?
A B Corp certification signifies that a company meets high standards of social and environmental performance, accountability, and transparency.
What channels does Brevo support?
Brevo supports email, SMS, WhatsApp, Chat, and Marketing Automation.
How does Brevo use AI?
Brevo uses AI to optimize campaigns, personalize recommendations, and provide data-driven insights.
What is the importance of an all-in-one CRM?
An all-in-one CRM provides a unified view of the customer journey, enabling more personalized and effective communication.
What industries does Brevo serve?
Brevo serves a wide range of industries, including retail, SaaS, and non-profit organizations.
Did you recognize? Brevo currently serves over 500,000 businesses across 180 countries.
Pro Tip: Focus on integrating your CRM with other key business systems to maximize data visibility and streamline workflows.
What are your thoughts on the future of CRM? Share your insights in the comments below!
