Align Your Second Generation MAP With Your Digital First Buyer’s Journey

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Presented by

Marianne S. Hewitt, Marketing Strategy and Technology Leader, The Growth Strategy Group

About this talk

Second generation Marketing Automation Platforms (MAPs) are not flexible enough with access to real time data to deliver the CX your customers deserve. They were not intended to deliver the customer experience expected by buyers today in an omnichannel environment. Today, it’s about orchestrating the journey – not optimizing the campaign! In this interactive webcast, we will exchange ideas about how to deliver a data driven journey for today’s digital first buyers. You will leave the exchange with: • An understanding of the limitations of legacy Marketing Automation Platforms • How Customer Data Platforms (CDPs) can orchestrate a journey based on a unified view of a customer using real time data to supplement your investment in your MAP • Why a CDP is a central component in your stack • An appreciation of the benefits of implementing a CDP to achieve journey orchestration instead of campaign execution • A view about how to maintain your investment in your MAP in the short term and migrate to a more effective platform in the long term

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