Today's marketers are focused on more than just lead generation. Aquiring new leads is still a top priority, however, marketing departments are also spending time and resources nurturing the customers they already have in order to build long term relationships with them. Modern marketing consists of 3 core segments:
Until now, marketing automation has been used primarily to aid only 1 of these segments-demand generation. Marketing automation has evolved and now can be used across the entire customer lifecycle. An article, written by McKenzie Ingram from Act-On, lists 7 new ways to use marketing automation to build your brand, drive demand, and increase customer retention.