The “Amazon Effect” means today’s buyers are expecting better digital buying experiences, yet direct and human engagement remains vital. Each decision making team will value different engagement experiences and channels. How do you select the right mix of marketing and sales media and channels and engage buyers both digitally and personally along their journey?
- Envision Access: Consider strategic paths to market for offer/persona combinations and identify campaign archetypes with the right marketing and sales mix.
- Align Channels: Develop campaign architectures – mapping paid, owned and earned media and playbooks for target personas and campaigns.
- Plan Engagement: Manage the portfolio of buyer engagement campaigns and programs and maintain a campaign calendar.