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Tech-Enabled Engagement: Automating Buyer Conversations at Scale

Ardath Albee (CEO, Marketing Interactions, Inc.)

Location: Del Mar

Date: Wednesday, April 10

Time: 2:15pm - 3:00pm

Pass Type: All Access, Main Conference, Main Conference Plus

Track: Future of Content

Session Type: Breakout Session

Vault Recording: TBD

Audience Level: Intermediate

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous conversations that result in buying decisions that seal the deal.

Buyers say there’s too much content and much of it is too hard for them to understand, delaying their buying process, and often their decisions.

Given that Forrester finds as much as 90% of the buying process is digital, marketers must use technology to effectively grow engagement with buyers. Marketing Automation can help to orchestrate buying conversations and get salespeople in the conversation at the right time—if you use it as more than a glorified email blast tool.


In this session, you’ll learn what’s possible for automating conversations by:

  • Gaining precision with the nuances of content-driven conversations
  • Using marketing automation to increase the “turns” of conversations
  • Enabling sales reps to step seamlessly into the conversational flow