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Lead Liaison Adds Custom Activities Feature To Marketing Automation Platform

Lead Liaison unveiled a new Custom Activities feature for its marketing automation solution that enables users to tailor and track specific buyer activities based on marketing needs.

Standard buyer activities, such as email engagement and page visits, are common in marketing automation platforms. The Custom Activities solution enables users to track unique buyer engagement through JavaScript or Lead Liaison’s API, according to the company. This brand-valued buyer engagement can then help personalize marketing offerings, and increase customer experience.

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"[Users] are not limited to standard activity tracking, like emails, documents, forms, etc.,” said Jen Worsham, Director of Marketing at Lead Liaison, in a statement. “Anything they imagine can be tracked.”

Worsham also said that the company has connected Custom Activities to its Fulfillment Actions feature, an automation tool which can “trigger immediate actions when a custom activity happens."