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Bryan Ehrenfreund, Televerde Nearly every piece of recent research that I have seen indicates that the adoption of marketing automation platform technology will continue to expand this year, moving beyond the traditional technology sector that has been its early home. As the footprint pushes past the estimated 20% adoption rate that exists today, we must ask: Are marketers in other industries ready? The answer is a resounding no. I have had a number of discussions over the past year with corporate executives who still are looking to achieve the return on investment that MAP technology promises.

Michele Grieshaber serves as VP-demand programs at IBM North America, where she leverages Big Data and marketing automation capabilities to feed a $20 billion sales pipeline. She will share her experience with SoCal BMA members at the November 12 B2B Rising conference. BMA Buzz: How has data helped you better understand your audiences? Michele Grieshaber: We use data obtained through primary and secondary research to create personas.



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