Data-Driven Campaign Strategies
Execution requires a range of complex software, channels and media. Customer analytics is critical, yet data is typically not clean or harmonized. The Closed Loop Marketing Architecture™ is a blueprint to help design and deliver effective campaigns. The right analysis helps develop insights and shape campaign opportunities, then you can integrate and launch sub-segment campaigns to drive conversions and optimize campaign performance.
Mark Janowicz, Solution Architect
Defining the Buyer Journey
Campaigns begins with an understanding the customer journey. The journey map defines buyer personas and buyer steps. It becomes clear what content and processes are needed across the funnel. We implement lead scoring and align marketing and sales around the MQL (marketing qualified lead), SAL (sales accepted lead) and SQLs (sales qualified lead). Once the programs are in place, we continually adjust to adapt to changing experiences and performance.
Nan Hill, Marketing Programs Manager
Campaign Production and Integration
Programs include creative content, social media and PR, marketing automation integration, websites and landing pages, and the mix of paid and owned media. We enable sales conversions and manage reporting and analytics. A good place to begin is building a campaign roadmap for a multi-channel, multi-touch program.
D. M. Thérèse Byrne, Client Partner