Marketing Technology Advantages And Disadvantages

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One of the primary initiatives for each B2B Marketer is to generate, nurture, and convert leads. And in order to increase the probability of growth, Marketing Automation Platforms empower Marketers to track visitors, automate campaigns, and synchronize activities across a variety of applications. The DMN3 team of Marketing Strategists successfully implemented an online marketing campaign for a B2B organization and the focus of this article is to review the technologies used to optimize conversions.

Let’s review the building blocks of a Marketing Automation Platform:

Visitor Tracking

As traffic is generated from a variety of Marketing Channels, it is advantageous to have the ability to capture the identity of each lead in order to properly nurture opportunities towards a qualified state.

Each visitor landing on a web page that contains a snippet of tracking code will typically be identified (anonymously) by IP Address. This alone can be useful in generating a daily digest of visiting Companies or alerting a dedicated Sales Representative of this anonymous visit. However, ...

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