Triggered campaigns: The power to do more with less
With marketing budgets shrinking and an ever-growing pressure to do more with less in the wake of the COVID-19 pandemic, automation is no longer a nice to have, but a must-have. Here, Adobe’s Mike Madden explains how to get it right using triggered campaigns.
During his session at the Mumbrella B2B Marketing Symposium, Mike Madden, Adobe’s director of North America commercial and customer demand generation, Adobe Experience Cloud, explained how triggered campaigns can give marketers the power to respond to prospective buyers anywhere and everywhere, at any moment in time.
“You can listen for all sorts of behaviours,” said Madden. “You can listen for people opening an email, clicking an email, unsubscribing, visiting your webpage, which web page [they visited], and whether they filled out a form.”
Adobe’s director of North America commercial and customer demand generation, Mike Madden
Automation not only allows marketers to track current actions, but their entire path online, which includes where they came from, where they went, and what their next move is. This is critical when you consider that marketers today own a far greater chunk of the buyer’s journey than in decades past.
Marketo Engage, part of Adobe Experience Cloud, is the application of choice for marketers seeking to engage with audiences at scale, transform customer experiences and drive growth.
