Below column outlines the motif of - how data modulation in synchronization with marketing mix can build traction and drive customer experience through sales and account led programs.
Organizations that deploy a data-centric approach and build the strategic insight frameworks with their M³ (Marketing Measured Metrics) model are the one who attain competitive positioning Vs. the incumbents.
With the evolution of the technology landscape, buyers can easily wield the power of informed decisions, much in advance of the sales lifecycle – even with minimal interaction through sales. This has resulted into the necessity for marketers to keep revamping their content experience engine in a bid to:
- Propel demand and
- Identify potential opportunities.
However, with data deluge, the strategic insights maturing into the strategic intelligence - is what can make a content prominent and noticeable against ready-of-the-mill service propositions or a commoditized differentiating behavior.
So what to do to revitalize and strengthen customer experience?
The solution is simple but not easy: data analysis based on business goals needs to be embedded in each and every organizational process, so that insights can automatically drive customer engagement execution, leading to improved CSAT (Customer Satisfaction) metrics.
The redefined purpose of data-driven marketing is to allow organizations to focus and refine each step of their customer’s journey through meaningful conversations, carefully measured interactions and timely, strategic and innovative interventions.
Rahul Goswami proposes and articulates following 4-pronged strategic framework to develop an Intelligence-Driven Marketing strategy that can channelize sales efforts towards enhanced customer experiences and assess ROI measures.
- Stage 1 : Build content map for day 0 customer workshop
- Stage 2 : Build a strong information architectural dashboard
- Stage 3 : Build usage around technology matrix for customer journey optimization
- Stage 4 : Integrate Intelligence into CRM Workflow
Build content map for day 0 customer workshop
Today’s customers want knowledge driven data/content saliences for solutions that will freeze decisions and adoptions to the technology transformations as they plan to scale rapidly. Yet, lots of new potential customers have stated engaging heavily in knowing about the vendor partner (so, it is a reverse osmosis) through their empaneled research partners. Therefore, it goes without saying that you have to engage with these customers on day 0 to know their precise industry landscape, understand their buying criteria and build your personalized content armory for which you are being evaluated upon for technology solutions.
This mode of intelligent personalization entails to insights into 5W’ (What, Why, Where, When & With Whom) and make customers more receptive to converse with you. Decisions driven through data insights that you can maneuver into your sales pitches will enable you to map the customer wants with zero variance.
Build a strong information architectural dashboard
To implement data metrics into your sales funnel nurturing, ensure that your content is mapped in-line with the customer journey map, so as to eliminate the possibility of data toxicity. Buying decisions are taken based on not who you are-but what service proposition you are creating for your customer. When a customer benchmarks your content for his/her need analysis / decisiveness, they must immediately know, how your service offering maps to their hot buttons, business challenges or need vivification.
When you construct the information architecture with the hope of quickly tracing your customer footprints, you do not need to promulgate volumetric sightseeing, but need to include quality readings and evangelize it with data threads that fuels a top-down experience - 1. by popping out relevant content for them and second 2. by walking with them in their personalized journey path
Build usage around technology matrix for customer journey optimization
We all realize that potential customers are X% advanced in their buying journey before they take decisions in relationship management. So the trick for marketers is to help their customers by making content searcheability easy and smooth, and with trusted resources, where buyers navigate. Enable your content consumption easy to flow– to fasten the decision making ability and with ZERO complexity. The emphasis here is to understand the importance of customer mapping and wait for the apt time to push forward for the follow up dialogues, and do it on a real-time basis.
Integrate Intelligence into CRM Workflow for Customer Lifecycle Value (CLV)
The message to sales/marketing leadership is that, on an average, you only spend 10-15 % of your available time with the customer. So it becomes more essential to remain aware where the prospective customer is hiding. The capability to assimilate this information across accounts and with the knowledge that what kind of marketing tracks you should be deploying every day, could transform sales orientation with the customers more integrated. Consider for example, a consumer analytics tool that monitors buyer consumption pattern and purchase intent in key segments. It will also help you maximize the utility of your enterprise data product and streamline your contacts with the potential purchasing opportunities. It will help you nurture your pipeline become stronger or quantify Matured Qualified Leads (MQL) quicker than anyone else in the fray.
Outcome / Road to Data Driven Marketing
Customer journey approach helps to identify patterns. With patterns, you can prioritize customer experiences, such as who are your most important customers, which prospects have the biggest customer potential, which customer engagements are working, and which can be improved. This is then coupled with the increasing expectations of customers to be more connected and receive personal and compelling experiences prior to conversion. Pursuing the data-driven end result will yield continuous predictability, prioritization, attribution and automation. This can be integrated with the creative process to provide maximum impact and fast growth.