#1nlab14: revisit digital engagement
DESCRIPTION
Jeff Small, One North Director of Technology Solutions, shows how B2B marketers need to rethink their ideas of client interaction, understanding your website and the technology behind it to deliver relevant content to your users at the right time in the way they want it. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1rcEh8Z.TRANSCRIPT
REVISIT DIGITAL ENGAGEMENT
Jeff Small @jeff_small
Marketing Has Changed
90’s 00’s 10’s
Website Email
Website Email Paid Search Blogs Podcasts Intranets
Website Email Paid Search Blogs Podcasts Intranets
Social Mobile Web Apps Targeted content Content Strategy
Manual Tools
Monolithic Platforms Web CMS Email Marketing CRM Manual Tools
Web CMS SaaS Platforms API Integration Marketing Automation Email Marketing CRM Social Monitoring Content Profiling
All About the Data
Objective Data Subjective Data
Jane Robbins • Fortune 500
general counsel • In need of IP
litigation support • Huge Rush fan
Name: Jane Robbins Company: Company, Inc. Email: [email protected] Profile: IP Litigation
Marketing Data
Integrate on and offline activity
CRM
Web Platform Email Marketing
Systems Used
HOW?
Plan First
Strategic Objective
Marketing Objective Online Goals
Example
Grow IP Practice
Increase Event Attendance
Grow Thought Leadership
Register Online Download PDF Attend Webinar
Strategic Objective
Marketing Objective
Online Goal
Increase Engagement
Tactics
Online Goal
Marketing Objective Increase Event Attendance
Register Online
Inline Personalization
Targeted Email Campaign
Social Media Engagement
Recommendations
Start Small Measure
Adjust