mtech14: marketing automation for the new buyer's journey - linda west
DESCRIPTION
In response to the marketplace, leading marketing automation vendors are expanding beyond their original goal of providing a front end lead generation platform and beginning to augment their offerings to enable customer-centric, multichannel, personalized marketing across all stages of the Customer Life Cycle. This session will explore how marketing automation can be used to track and report digital behavior across all channels and across all stages of the customer lifecycle – from attracting to capturing to nurturing to converting and finally to expanding the customer relationship. This presentation was given by Linda West, Act-On Software's Group Manager of Demand Generation, at NEDMA's 2014 Marketing Technology Summit.TRANSCRIPT
