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Five Minutes With: Andy MacMillan, CEO of Act-On Software

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Charlie Warren
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One is to expand the reach and impact of the CMO in B2B companies through bringing funnel-based engagement strategies into new areas of the company, such as brand or stakeholder management and in-customer success.

Second, we believe many of the scoring, targeting Account Based Marketing , and other powerful, yet hard-to-consume, technologies will start to integrate with and be part of marketing automation solutions, making it much easier for marketers to implement and use these capabilities.

There is an incredible amount of marketing technology available to CMOs today and their focus needs to be on having a balanced, well-thought-out approach to how they engage their customers.

At the same time, however, our clients need a solid, easy to use foundation to provide a consistent approach to their marketing efforts, and it's important that businesses strike the right balance between innovation and utility.

I think there is a big opportunity for LinkedIn to become a place where people do business, not just recruiting.

--Andy MacMillan is CEO of Act-On Software

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