Session Recap
Advanced Campaign Architecture: Activating Multi-Channel Journey Experiences
August 6, 2020 — The virtual discussion features a campaign framework from martech leaders, Ali Rastiello of Cornerstone OnDemand, Marie-Laure Carvalho of SolarWinds, and Pamela Brungardt of Terminus, on how to connect and optimize channels of communication when building multi-channel customer journey experiences.
Featured experts
Campaign implementation challenges
What are some campaign challenges to be solved by activating an advanced multi-channel strategy? Our Martechify experts began the discussion by describing a few of their own:
- “Spaghetti Marketing” — when a marketing strategy is not coordinated; CX is broken
- Data sources need to be brought together to create a seamless CX
- The task is daunting, and a big chunk of the budget will have to be spent on the marketing technology tools
- The right talent and resources in need to be in place to successfully and efficiently execute the strategy
The stages of segmentation
Each expert demonstrated the ways they’ve led the integration and execution processes of multi-channel campaigns for their organizations. Here’s how they summed up their advice on accomplishing seamless multi-channel integration:
Rastiello: “Whatever solution you build, your marketing automation platform is the center of the universe. And if the strategy doesn’t play nice with the marketing automation platform, you’re going to struggle all day long. You really need to find an ecosystem around whichever platform you’re on that will integrate seamlessly.”
Brungardt: “You can accomplish a lot with a very lean team if you have the right tools in place. Your tech should always be evaluated to make sure it’s not complicating your processes, and then it really helps you become a force and accomplish what you need.”
Carvalho: “The pace to add more technology has to be aligned with the maturity of the marketing tactics and the marketing operations team itself. Take it one step at a time — it can become a monster pretty quickly, otherwise.”
Watch the recording
For more insights and takeaways from the session, watch the full recording here: