Whatever the economic climate, investments in marketing technology are helping businesses meet increased demands for personalization and a need to collect, authenticate and analyze rapidly increasing amounts of consumer data to improve the customer experience (CX).

At the heart of those efforts for B2B marketers is the Marketing Automation Platform, which lets them execute, manage, automate and track the success of marketing campaigns through multiple channels such as email, mobile, social media and websites. By using this technology, marketers can nurture leads with highly-personalized content aimed at winning over the buying committee and retaining the customers they’ve gained.