Data-Driven Campaign Strategies
Marketing and sales teams are often not aligned for campaign execution. Content must be tailored for target audiences. 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. It is a continuous process that aligns sales and marketing. Begin with analysis to develop insights and shape campaign opportunities, then integrate and launch campaigns to drive conversions and optimize campaign performance using the right systems foundation.
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
Building a 360 View of the Customer
Modern marketing uses the data and insights about the customer to deliver highly targeted and relevant communication and enhance and deepen the customer relationship. Critical systems include data management, business intelligence, marketing automation and CRM. Campaigns are targeted across both online and offline channels.
Riaz Adamjee, Senior Client Partner