First, find the right people!
- Has "PhD" in digital infrastructures
- Business savvy wrapped around tech core
- Web master, qc, coder, tester, security, networking
- Analytics jockey, modeling mad (wo)man
Then...ensure you have the right platforms..
A healthy database is a pre-requisite for success
Communicate, communicate, communicate!!
Exec level dashboards are critical
The power of modeling is within everyone's reach
start with lead scoring - right out of the box
Constantly run lead attribution models to predict best return on marketing investments
Predict the impact of content types based on combined variables
Use multiple metrics to model what "valued visits" look like (vs basic visits or visitors)
a personalized experience helps build stickiness and shortens route to action
Seamless Integration between marketing and sales systems is CRITICAL
...so you can build and nurture enduring relationships with customers
Study & Understand Behavior!
Nurture
Be Ready When THEY Are Ready!
DATA & MARKETING
A Perfect Match
Engage
Example: DHS ABM campaign
...with best -in-breed, multi-touch campaigns
Click to see our iPad app trailer
Click to see our CSC.com launch trailer
Your Website is the window to your company's soul...
Mapping prospects into one or more eNurture "streams"
so make it ROCK!!
Suggest
Marketing automation platforms allow you to "codify" demand generation
OUR DIGITAL ECOSYSTEM
Getting all the facts:
From Eloqua To Lead TeleQual To SFDC To Sales ...always available
40+ TIGHTLY ORCHESTRATED SYSTEMS
Digital Body Language
Social Forensics
Currently the "recommendations tray" is used to show "other people also viewed" content. In near future this will be the carrier for fully personalized content based on complex recency and frequency of signals which will also help provide account level insights into categories such as offering affinity and buyer's stage.
Company "Digital Body Language"
personalization
Takes into account pageviews, views of high value content (Success Stories, Insights, Offerings), commenting, social activities, form completions, video views, file downloads and Visitor Registration, Activation and Login