The first step of the customer lifecycle is traditional inbound marketing, says Atri Chatterjee, CMO of Act-On Software. It’s not just how to attract people, he says, but the first chance to take a look behind the scenes and analyze what’s going on with the (potential) customer. What are they clicking on? What content are they engaging with? Travelink began sending weekly emails specifically targeting different audiences, and analyzed how consumers were engaging with the content to see how they could better capture their attention. Get the full story at Media Post