Our tenth year has just come to a close, and our wider position in the world of marketing technology has never been more central to our progression.
We work in an industry in which marketers are constantly presented with new and innovative technologies that will supposedly make their lives easier.
However, the sheer volume of technology that's appeared has both overwhelmed and frustrated marketers who are forced to adapt fast to the changing faces of martech.
These technologies are there to create opportunities for marketers to expand their capability, proving their worth to the rest of the business, not clutter up their processes and complicate the message they're trying to communicate.
Our brand and philosophy needed to reflect this simple fact. Essentially, Intelligent engagement didn’t quite cut it anymore.
The previous brand revolved around the central premise of Intelligent Engagement, in particular Digital DNA.
We focused on campaigns and tracking customer behaviour, believing that with the right technology in place, prospect interaction would leave a trace of this DNA behind, and marketers, much like forensic scientists, would then analyse this DNA to make sense of the customer journey and improve their experience.