Virtual Forum

Martechify Session Recap: Activating Multi-Channel Journey Experiences

August 13, 2020

August 6th, 2020 — In our latest Martechify session, we explored “Activating Multi-Channel Journey Experiences” and continued the dialogue around Advanced Campaign Architecture, a series topic that was introduced during our June 25th inaugural kickoff.

The virtual discussion featured 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 Martechify Experts

Ali Rastiello Headshot

Ali Rastiello

Head of Marketing Operations at Cornerstone OnDemand

Marie Laure Carvalho Headshot

Marie-Laure Carvalho

Vice President, Marketing Technology at SolarWinds

Pamela Brungardt Headshot

Pamela Brungardt

ABM Solutions Consultant at Terminus

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

Framework and Discussion: Results-Driven Channel Integration

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 Full Recording

Please fill out your information below to access the full video recording of the session and explore how to activate and deliver results-driven campaigns using advanced multi-channel approaches.

Up Next: Building Smarter Campaigns With Better Data

Martechify is all about continuous learning, and we can all learn from each other.

We created Martechify to be a growing and ongoing forum series with content that will evolve and build to bring additional value upon repeat attendance. We’ll continue the dialogue in our next session, “Filling in the Gaps: Building Smarter Campaigns With Better Data.”

Now that you’re all caught up, we’d love for you to join the conversation.

Join us live at the next session on Thursday, September 17th from 8:30 to 10:00 AM CDT:
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