One thing the most innovative marketers are learning is that mere personalization isn’t always enough to send messaging campaigns that truly resonate with your customer. You need to go beyond the behavior and understand the why. In our latest webinar, Michele Grant (CEO, co-founder of Block + Tackle) joined us to discuss the future of content as data, and why it’s essential that you contextualize the customer experience in order to send the types of messaging campaigns that really deliver results.
You don’t want your company to be treated like every other company. You have unique needs, depending on your industry, your target customers, and your size. It seems unthinkable that enterprise brands would just accept that the email service provider they’re working with was built to serve the mid-market, but that’s what so many of them do every day. They work with ESPs that were typically built decades ago with the broad mid-market customer in mind.
They do this even though they know their needs for data and scale are far different from smaller companies. But they accept it because they don’t know anyone is built for them. They deserve a messaging partner that understands what makes the Super Sender different, and why the marketing cloud ESPs aren’t set up to serve them in the manner they need.
Every marketer has faced challenges when creating what they hope to be successful, personalized cross-channel messaging campaigns. For those working in highly regulated industries like banks and other financial institutions, those challenges can often seem impossible to overcome, especially when data access is a primary factor.
The many and changing regulations that govern banks apply fully to their marketing departments. And while marketers have been able to work around those regulations to create amazing cross-channel campaigns, many still struggle with getting access to the data they need and using it to send highly personalized marketing and transactional messages.
But banks have a lot going for them when it comes to marketing. Not only do they have a lot of first-party data on their customers, but the right addition to their martech stack could give banks the data connection they seek, while maintaining the highest level of security.
When it comes to sending sophisticated, personalized messaging campaigns, the quality and depth of your customer data is going to drive everything. If your data is comprehensive and organized in a way that’s accessible to your marketing team when they need it, your cross-channel messaging results will likely reflect the work and resources you put into that. If not, though, the likelihood is high that you’re lagging behind your competition when it comes to delivering campaigns that your customers look forward to seeing in their inboxes and on their phones.
So what if you have a good deal of customer data, but there are gaps that are preventing you from executing the level of strategy that you want? Our recent webinar with AnalyticsIQ looked at how their data asset can help you fill in those critical gaps, allowing you to know your customers better than you ever have in the past. And the better you understand who your customers are, their desires and motivations, the more targeted you can be with the messages you send them.
Our exclusive new research into the enterprise marketing experience with modern data warehouses (MDWs) uncovered lots of interesting information about how those relationships are working from the marketing side. While the general tenor was quite positive, we received a wide variety of responses to our questions, as one would expect.
But the most consistent, resounding response came to our question about benefits to working with an MDW. No matter the size of the organization or their responses to other questions, enterprise marketers overwhelmingly said that they saw the benefits from having their data in an MDW.
Imagine a “hottest martech gift” list for marketers. With more than 7,000 marketing technologies to choose from, which ones would rise to the top? Which martech vendors deliver best on their promise to give marketers that coveted, almost magical, ability to deliver the right message, to the right people, at the right time?
As the martech landscape continues to expand, one category has grown particularly fast. In the first half of this year alone, 19 new vendors entered the customer data platform (CDP) space, including Adobe, Oracle, and Salesforce. In fact, the growing popularity of this category — and growing market confusion over what specific vendors mean by “CDP” — prompted the CDP Institute to create clarity with the RealCDP Certification.
For enterprise marketers, the dream when it comes to cross-channel marketing is to be able to easily access and utilize the data they have to deliver campaigns that feel personalized to the individual customer. But what’s been clear for some time is that’s a dream that’s rarely realized, with data hard to get out of various sources and nearly impossible to reliably get up to the ESP’s marketing cloud in order to build out those targeted campaigns. Response time lags, data feeds break, security is questionable, and everything’s often just generally a mess.
If this sounds familiar to you, you’ll want to watch for our upcoming research report, examining our Q4 survey in which we examined marketers’ experience with modern data warehouses, looking at the challenges and benefits they’ve encountered from their investment in consolidation and access for their customer data with a modern data warehouse.
For years, it’s been clear that syncing data back and forth to their ESP’s cloud has been a drain on enterprise brands, given the massive size of their datasets and the sheer volume of personalized messages they send on a monthly basis. It’s a business relationship that’s only been sustainable because the ESP marketplace doesn’t offer many alternatives that are truly built for the Super Senders rather than the mid-market.
Social media can seem like an ever-present part of our culture today, going far beyond our personal lives to become a vital part of the marketing strategy for most companies. Because of their large amounts of data on the individuals that use the platforms, social channels can provide an enticing way to reach the types of people who will buy your product, and enterprise companies devote significant resources to doing so. Some businesses even surrender their own websites in favor of using Facebook as their primary channel for providing information and interaction to their customers.
In today’s environment, there’s probably little risk or danger in doing this. LinkedIn, Twitter, and Facebook (and Instagram, by extension) are all publicly traded companies with massive users bases, and they’re entrenched as advertising platforms with access to troves of data voluntarily surrendered by the people you want to market to. It makes sense to be directing at least some percentage of your marketing efforts toward social media.
For marketers trying to execute a messaging strategy, customer data is going to be the lifeblood. And for that data to provide the impact they need, it needs to be thoughtfully organized and easily accessible when they need it in order to segment and target campaigns. For our latest webinar, Aptitive Marketing Analytics Practice Lead Cierra Valor joined our SVP, Growth, Walter Rowland to discuss steps teams can take today toward getting their data in order, and some of the benefits once you can get it done.