By yaldahhakim on Dec 13, 2013
written by: Amanda Batista
In the modern marketplace, no longer can customer and prospect engagements be relegated to generic, templated messaging. Because technology has, and continues to, evolve at a rapid pace, consumers are kept connected, informed, and empowered to make smarter decisions to support their goals. The Amazon.com “You Might Also Like Approach” consumers have become accustomed to as consumers has translated to our professional roles, and they expect relevant and compelling offers and communications from the brands they engage with.
Organizations also need to meet more demands for programs, such as digital marketing and social media — with fewer resources — but the lack of access to customer information can make it difficult to create and deliver compelling campaigns. While this has challenged organizations to rethink their engagement strategies to refine the alignment of marketing and sales communications, the digitally fueled ecosystem also presents unique and exciting opportunities for marketers and sales people to interact with consumers across more channels, enhancing the ability to garner important behavioral data to build out detailed profiles.
Moreover, organizations are challenged to take a metrics-based approach to better serve these more informed consumers. To deliver on the promise of relevant and value, marketing and sales teams must be aligned in their strategic measurements and engagement communications.
Cloud technology facilitates greater access to customer information, enabling you to have greater top-line revenue and return on your company's marketing investment. A modern marketing approach — with the right mix of process technology (science) and creative content (art) — can transform your business.
To help you think outside your traditional marketing box here are 3 “building benefits” — or a phased approach — to integrating marketing communications in the cloud:
1. Understand your buyer with a universal customer profile- The proliferation of engagement channels has ushered in a massive outpour of valuable data that organizations can use to expand their prospect and customer profiles. For example, marketers can include activities relevant to digital assets, and track customer activity through earned, owned, and paid media during the engagement process.
2. Align organizational business practices- Organizations that have done the hard work to agree on definitions must collaborate to set shared goals for their sales and marketing teams. To make this process easier and more transparent, they need a shared set of metrics to define the Sales/Marketing pipeline – and form “one view of the truth." This shared sales and marketing dashboard can be a “holy grail” because it allows organizations to understand the velocity and shape of the sales pipeline and make real-time adjustments if they see an opportunity or issue. In addition to optimized efficiency and more seamless execution, a key benefit of alignment is that the end user experience is optimized as a result of that united front.
3. Demonstrate value to your audience- With the buyer in the driver seat, marketers have to find a way to comfortably ride shotgun rather than being left in the backseat, or worse, not have the opportunity to ride along at all. To optimize customer acquisition and retention, marketers must continually demonstrate value and commitment to their customers. With the proper understanding of how today’s digital marketing technology enables you to know your buyer (and appropriately action the right marketing engagement).
4. Improve campaign results by leveraging digital body language and real-time data
Tracking marketing effectiveness helps marketing departments determine whether their campaigns have been successful in compelling prospects to take a desired action. Marketers can then fine-tune their strategies in the midst of a campaign while keeping executive management posted on how Marketing is helping to fill the sales pipeline.
Rethinking how to modernize your marketing technology tactics? Join us at Oracle CloudWorld for best practice insight, Jan. 29 in San Francisco.