Digital transformation has fundamentally reshaped marketing by placing data-driven processes and automation at the forefront. In this context, low-code and no-code platforms are becoming increasingly significant, as they enable companies to develop customized software solutions without requiring extensive programming expertise. This accelerates processes, reduces costs, and minimizes dependency on IT departments. This master's thesis examines the role of low-code and no-code platforms in marketing, analyzing their potential and challenges based on empirical data. Through qualitative interviews with experts from IT, marketing, and controlling, key use cases, implementation strategies, and success factors were identified. The findings reveal that these platforms significantly enhance efficiency, particularly through the automation of campaigns, optimization of lead generation, and data-driven decision-making. However, challenges remain, especially regarding system integration, employee training needs, and organizational acceptance. The analysis emphasizes that low-code and no-code platforms go beyond being mere technological tools, they function as strategic enablers for data-driven marketing. Companies that implement these technologies effectively and integrate them with clear governance structures benefit from greater agility and long-term competitive advantages. Finally, this study presents practical recommendations for successful implementation and outlines future research directions to maximize the full potential of these platforms in marketing.