Intuit Mailchimp has announced a new suite of AI-driven marketing tools at its flagship event, FWD: London, aimed at helping marketers and SMBs improve lead generation, customer engagement and campaign efficiency in a more challenging growth environment.
Unveiled by parent company Intuit, the updates reflect a broader effort to position Mailchimp as a central platform for managing both advertising and customer relationships across the full marketing lifecycle. The newly released features are designed to support better segmentation, more accurate targeting, and easier execution of personalised marketing campaigns across channels.
Speaking at the event, Ken Chestnut, Director of Global Partner Ecosystem at Intuit, said: “Mailchimp is evolving into the essential bridge between advertising and customer relationships for businesses. We’re closing the loop between ad campaigns, marketing automation, and customer insights.”
Product updates reflect broader shift towards integrated data and automation
Among the key updates are new lead generation integrations with Meta, TikTok, Google, Snapchat and LinkedIn. These integrations will enable marketers to automatically bring lead data from ad platforms into Mailchimp, helping to build richer customer profiles and trigger personalised journeys in real time.
Mailchimp is also launching over 100 new pop-up form templates, particularly for sectors such as education, non-profit, health, and arts, as well as enhanced custom reporting through its new Metrics Visualizer. This tool offers access to 40+ performance metrics across email and SMS, enabling users to generate more detailed insights into campaign effectiveness.
Freya Doggett, digital marketing officer at London’s Serpentine Gallery, said the connected ecosystem is already having a tangible impact: “It feels like we’re not having to do as much digging or joining the dots. Mailchimp really simplifies things that are complicated by nature.”
Upcoming features further blur the line between ad and CRM systems
Looking ahead, Intuit Mailchimp will soon roll out new Custom Audience Tools, allowing segments to be sent directly from Mailchimp to platforms like Meta and Google for retargeting or building lookalike audiences. This will help bridge performance ad spend with CRM-driven personalisation.
Mailchimp is also preparing to introduce SMS Contact Import via API, letting marketers bring in SMS-only contacts without requiring email addresses. This aims to support coordinated omnichannel campaigns and enable communication with customers on their preferred channels.
Meanwhile, broader Intuit updates are on the horizon. The company will soon introduce a range of AI agents into QuickBooks, including tools for finance, project management, and customer support—each designed to proactively solve problems and deliver data-driven recommendations. Intuit claims 56% of its users already report faster and better decisions using its AI systems.
Context for B2B marketers
Mailchimp’s updates come at a time when B2B marketers face mounting pressure to drive more from less. According to research cited by Intuit, 71% of SMBs are worried about customer acquisition, a concern reflected in the company’s product roadmap.
For B2B marketing teams looking to close the gap between ad performance and long-term customer engagement, the expanded Mailchimp-QuickBooks ecosystem could offer a more joined-up alternative to managing disparate platforms. The integrations—particularly with platforms like LinkedIn and the planned API-led SMS capabilities—are likely to appeal to marketing teams operating in resource-constrained environments who want clearer ROI across channels.
The updates were launched as part of Mailchimp’s FWD: London event at Magazine London, featuring speakers including Tom Goodwin, Joe Wicks, and Fearne Cotton.
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