Alongside this, Elaine explained how Marketing Automation helps convert and retain your customers whilst nurturing the relationship through the sales funnel and providing your teams with a better understanding of their needs. Although the customer journey through the ‘sales funnel’ may not be linear, with sporadic brand interactions such as social posts, blogs, events and other accessible content - but, as marketers, we must do our best to try and understand their journey. It’s more about understanding and educating the customer to add value and earn their trust, rather than simply selling to them.
When investing in marketing technology, it’s important to start with the spine that really addresses the needs of your business, explained Elaine – otherwise it’s easy to get daunted by all of the 8,000 marketing technologies out there. Once the MarTech spine has been established – CMS, CRM, MA and BI, only then should you build out the stack with other MarTech tools to support your marketing strategy. When working with our valued customer, Fujitsu, we ensured that the technology was really working for them and, more importantly, their customers. Elaine also outlined how we utilised the MarTech spine to pull customer data and inform every touchpoint of the campaign. There’s no point in creating beautiful content if it’s not presented to the customer in the right place and at the right time! With Fujitsu, every interaction at each stage of the campaign informed the next stage of the bespoke journey to ensure that the customer felt valued and understood, rather than spammed with pushy sales emails.
Building on this crucial idea of a bespoke customer journey, we also heard from Marketo’s Jack Ashman as he explored customer experience from the perspective of the Adobe family. Jack explained how customer experience management lies at the intersection of so many different technologies today, so, understanding where each customer is in their respective journeys can be a challenge.