Faylene Bell of NVIDIA, Marissa Eddings of 7-Eleven, and Maxine Eiland of SailPoint discuss how to assign web visitors to audience segments, templatize email personalization modules, and use data to drive engaging experiences.
Filling in the Gaps: Building Smarter Campaigns With Better Data
Delci Organ of Nokia, Joe Quinn of NI, and Luke Mortensen of PayPal discuss how to best navigate, organize, and orchestrate powerful full-lifecycle data flows.
Advanced Campaign Architecture: Activating Multi-Channel Journey Experiences
Ali Rastiello of Cornerstone OnDemand, Marie-Laure Carvalho of SolarWinds, and Pamela Brungardt of Terminus discuss how to connect and optimize channels of communication when building multi-channel customer journey experiences.
Connecting Customer Experiences: Advanced Campaign Architecture
Adnan Khaleel of Dell and Sunny Yarrish of Essilor discuss the strategies and technology required to design advanced campaign architectures that deliver more engaging customer journey experiences.
Martechify August 2021 Survey
Virtual forum
Martechify Session Survey: Advanced Audience Segmentation: Leveraging Powerful Data
August 26, 2021
August 26th, 2021 — Please provide feedback on your experience attending the Martechify virtual forum, “Advanced Audience Segmentation: Leveraging Powerful Data” on August 26th.
Up Next: AdTech: Emerging Trends and Methods
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, “AdTech: Emerging Trends and Methods.”
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, October 7th from 8:30 to 10:00 AM CT:
Martechify August 2021 Recap
Session Recap
Advanced Audience Segmentation: Leveraging Powerful Data
August 26, 2021 — Martha van Berkel of Schema App, Chad Milligan of Frontier Communications, and Theresa Kushner of NTT DATA Services shared how their organizations are currently utilizing data to extract actionable insights tied to consumer behavior.
Featured experts
Framework: Alignment on advanced audience segmentation
When we say advanced audience segmentation, what does that really mean? Modern technologies provide organizations with more fine-grained management and modeling of their audiences and segments. The following framework was established at the beginning of our discussion to align on how to define approaches for advanced audience segmentation.
- Segmentation and data handling methods are now dynamic, leading to the development of new behavioral dimensions.
- Collected data allows organizations to predict behavioral actions such as who is in your audience and what they are responding to.
- Tracking responsive behavioral actions leads to inferring intent and discerning what they are showing interest in.
- Multiple new dynamic dimensions of data dramatically shift the conversation surrounding segmentation.
- Leverage dynamic data and content to effectively reach your customers within their unique journey stage in the buyer journey.
The stages of segmentation
Our experts shared the following insights on how to leverage data to drive data-driven marketing strategies within your organization:
Defining a new era of segmentation:
- The volume and velocity of data that comes at us move so quickly that segmentation must be dynamic, or continually being updated to move with the flow of information.
- Each customer's actions create the potential for the customer to fall into a new segment, and we must be ready to react and adjust accordingly.
- Messaging for each segment must be equally dynamic; therefore, your content and systems must be agile.
- Your data defines your segmentation strategies, but only if it’s leveraged and utilized properly.
Utilizing dynamic data for segmentation:
Graph technology and knowledge graphs allow you to define relationships to gain insights and answer future questions so your organization can continually delight your customers. You can execute this by:
- The volume and velocity of data that comes at us move so quickly that segmentation must be dynamic, or continually being updated to move with the flow of information.
- Each customer's actions create the potential for the customer to fall into a new segment, and we must be ready to react and adjust accordingly.
- Messaging for each segment must be equally dynamic; therefore, your content and systems must be agile.
- Your data defines your segmentation strategies, but only if it’s leveraged and utilized properly.
Key points for building and executing your segmentation scheme:
- Don’t ignore first-party data. This is your most powerful data source, and every element of your segmentation scheme should be at least partially driven from this data.
- Your organization has an expected customer journey that you want your customers to follow. At the end of the day, customers are the final decision-makers, so it is best to ensure your segmentation scheme can evolve along with the content your customers are engaging with.
- Ensure your segmentation scheme is built with flexibility in mind, and that it should be dynamic so you can shift course easily if necessary.
- Testing should be at the forefront of what you’re doing when developing and executing your segmentation schemes. If you’re not testing, then you’re not learning. The more you’re testing, the easier you’ll be able to pick up on any changes in customer behaviors.
Framework and discussion: Results-driven channel integration
Each of our experts discussed the unique ways their organizations have been utilizing data to develop advanced audience segmentations and dynamic content strategies. Here are the key takeaways they shared:
Kushner: Make sure the segments you allow to enter your marketplace are segments that you care about, but you also must make sure that if they’re not producing for you, you must eliminate them quickly.
Milligan: When developing your segmentation schemes, keep your customers front of mind. We all develop the perfect buyer journeys we hope our customers will complete, but at the end of the day our customers are the final decision-makers, so we must be flexible enough to continually adjust our segmentation scheme to align with the actions our customers are taking.
van Berkel: Segmentation is all about delivering the right message of the right length to the right person at the right time. Organizations should be future proofing their strategies and tech to answer future questions. By structuring your content in a common vocabulary and defining those relationships, you can start gaining insights and asking future questions which allow any team within your organization to delight your customers.
Related resources
Watch the recording
For more insights and takeaways from the session, watch the full recording here:
Previous sessions
Watch previous session recordings and read recaps of our past Martechify events to learn about a variety of martech-related topics straight from the experts.
Martechify June 2021 Recap
Session Recap
The Role of Martech at the Intersection of Marketing and Sales
June 3, 2021 — Martech experts— Allison Cerra of Alkami Technology, Jarrett Hollier of Dun & Bradstreet, and Dana Centola of Sabre— shared how their organizations are currently utilizing their martech stack to support the handoff between Marketing and Sales, as well as their visions for further expanding processes that enable attribution and accountability between the two departments.
Featured experts
Framework: Martech dimensions to reach end-to-end engagement
What should the intersection of Marketing and Sales look like? Is it a seamless relay or malfunction junction? The following framework was established at the beginning of the session to align on the five key dimensions of reaching end-to-end prospect and customer engagement with martech.
Giving structure to the process
Martech can give structure and accelerate the process of defining overall go-to-market strategy.
Equipping and enablement
Martech platforms carry a lot of data and content which can be used for equipping and enabling a sales organization and the sales process.
Process and automation
Martech is an automated toolset with multiple dimensions in which it can automate and accelerate processes and increase performance.
Data capture and insights
Martech platforms can capture a vast array of data and develop insights that are crucial in developing end-to-end engagement with the customer.
Performance management and optimization
By effectively utilizing martech platforms to the extent of their capabilities, processes can be continually monitored and optimized for improvement thus accelerating performance.
Marketing and sales processes: Martech in the middle
Our experts shared the following insights on how to leverage martech to further align Marketing and Sales:
Create a stream of constant and recurring communication between sales and marketing.
- The communication between the teams must be truthful, transparent, and open.
- Validate overall efforts with feedback from both the sales and marketing teams.
- Focus conversations around the data as a holistic view of the truth.
Determine the right tech stack that is easily accessible for both sales and marketing.
- The right tech stack should support the top priority objective of the organization.
- Communicate and ensure the transparency of the tech capabilities, and how the tech can support the sales and marketing teams.
- Determine that the tech stack provides alignment for key stakeholders on both teams.
- Ensure the tech stack provides an easy reporting system for key KPI measurements.
Develop an overall marketing strategy that supports sales and marketing efforts.
- Frame the content and collateral so that it supports the sales funnel and marketing strategy.
- Create channel tactics that enable the sales and marketing teams to deliver the messaging properly.
Discussion and Takeaways: Advice from our Experts
Each of our experts discussed the unique ways their organizations have been re-strategizing to align marketing and sales efforts. Here’s how they summed up their advice:
Cerra: It’s a journey, not a destination. We will always be evolving on this, and continuing communicating because the buyer continues to shift, the technology continues to shift, and the relationship between Sales and Marketing continues to shift.
Hollier: When facing challenges and friction, understand that it starts with Sales in terms of growing the business and paying the bills. And if you can get into that mindset when it comes to collaborating with your sales team, then it becomes paramount in guiding those conversations from a marketing perspective. It is key to remember that your sales team is under a lot of pressure and that they carry a lot of weight for the company.
Centola: Making sure sales is a part of the process all the way along. Making sure there is validation and buy-in from the Sales team whether it’s a new piece of technology, or a process, or standing up a new form of communication. Making sure there is partnership along the way. By including them in the conversations, it is going to make crossing the finish line much easier if sales and Marketing agree and are on the same page.
Related resources
Watch the recording
For more insights and takeaways from the session, watch the full recording here:
Previous sessions
Watch previous session recordings and read recaps of our past Martechify events to learn about a variety of martech-related topics straight from the experts.
Martechify March 2021 Recap
Session Recap
Marketing on the Road to Post-COVID Recovery
March 25, 2021 — Martech experts— Holly Moreland, Director of Customer Engagement Platforms and Martech at Hilton, and Brandy Butler, National Director of Marketing at Jason’s Deli— shared how their organizations pivoted to meet customers’ demands during the COVID-19 pandemic.
Featured experts
Framework: Maximizing martech through recovery
The following framework illustrates how to approach an elevated martech strategy through an assessment of technological and organizational resources:
Be prepared to make changes at a moment’s notice.
With the pandemic, the need for speed has become crucial in terms of utilizing your martech stack to keep up with the rapid pace of change in the current environment. Although staff and resources may be reduced, it is important to ensure customers’ needs and demands are met with both speed and efficiency— martech can help save valuable time through automation.
Implement your martech stack to assist in overcoming multi-faceted challenges.
Making crucial decisions on rightsizing and refocusing within the organizations to meet customers’ ever-changing demands is challenging. Martech platforms can help you keep consistent communication with your customers while also sharing the most relevant information regarding updated safety regulations.
Ensure precise marketing communications to aide in recovery process.
Plan for long-term sustainment and recovery by maintaining targeted communication in terms of:
- Where? Create marketing communications which align with individualized locations in accordance with privacy regulations and guidelines.
- To whom? Send your marketing communications to the proper segments/audiences who are in the right stage of their recovery process and ready to go back to business.
- With what offer? Maximize marketing offerings to encourage a quick and purposeful bounce-back of business from targeted audiences.
Framework and discussion: Advice from our experts
Each expert discussed the ways their organizations pivoted when the pandemic hit and how they utilized their martech stack to stay connected with their customers. Here’s how they summed up their advice:
Butler: In terms of our marketing, the pandemic and shift of business shined a light on how little data we had regarding our customers. It presented a huge problem and we realized how crippled we were in terms of data — we did not know who our dine-in customers were and what their buying habits were. This business shift exposed a huge hole in our data that we needed to fill and gave us the opportunity to do so.
Moreland: The road to recovery for us means we are relying on our people, our processes, and our technology as we approach the return to travel. We needed to constantly check in on these components to make sure they are being optimized and utilized in a manner that supports our customer experience and us operationally.
Related resources
Watch the recording
For more insights and takeaways from the session, watch the full recording here:
Previous sessions
Watch previous session recordings and read recaps of our past Martechify events to learn about a variety of martech-related topics straight from the experts.
Martechify February 2021 Recap
In our latest Martechify session, we explored key industry trends in content marketing, as well as how marketing leaders have adapted to shifting expectations in content personalization.
Martechify October 2020 Recap
In our latest Martechify session on October 22nd, we explored the strategies and technology required to implement effective personalization tactics across multiple channels.