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CloudCherry | Featured | February 4, 2019
Too often in my early career, I ran into a similar scenario like this. It’s Thursday afternoon and your CMO or VP calls you up and says, “Hey I need you to target a new segment of customers and start the new campaign we’ve been planning, to them before the weekend.” Panic might set-in as you realize, well crap that segment is not a true 1-to-1 pull and the weekend starts tomorrow. So, you put your Marketing hat on and realize that it’s going to take 3-4 smart lists, a quick data cleanse, a new field with picklist values, and a nested smartlist with complex and/or criteria. You realize that what the CMO/VP just asked for is not a small task. So, you plug away pulling in a few extra hours and get it done. Monday morning rolls around and the CMO/VP calls you up again and says, “So thank you for getting that campaign out. I really need to understand how this new segment is viewing our brand, are they performing well? what kind of data can you provide?”. So how would you do this if you didn’t have something in place to capture the data before you started the campaign, during this point in their journey with your brand? The simple answer is you can’t back-track data, you have to start now.
In 2018 Sirius Decisions ran a study that showed 54% of companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness. In 2018 85% of B2B marketers were not using their Marketing Automation to its full potential. While 33% of the marketing budget goes towards Martech according to Gartner. So how do we bridge that gap of optimizing our current tech, while bringing on new technology, and provide the reporting necessary? We master the data! I preach this to my own team here at CloudCherry. Master the data and you master the conversation.
The power behind marketing automation is the ability to tie technology and data insights, with marketing tactics. Marketing automation minimizes friction points in processes internally within a business but not necessarily for potential customers. Sometimes what gets lost in Marketing automation is how the customer feels about those automations. It’s why we see things like personalization making a strong comeback. We talk about persona’s and customer journeys as Marketers but we are still grasping to concepts of how we address our customers during certain phases or stages of their journey. Much like our CMO above wondering “What do they think about our brand?”. Or Marketers wondering, “Why is that email not performing well?” We have to be honest with ourselves. What if your customers don’t want your email drip delivered to them on a set bi-weekly schedule? What if they hate email all together but still want to be educated by your thought leadership in the space? Or even worse what if they really don’t find any value in what you are doing? As a marketer all of those insights would be extremely valuable, adjusting the drip schedule to be more personalized to their needs, adjusting the channel of communication so important information doesn’t get lost in email, and adjusting content and messaging to provide true value to them.
This is why we are so excited to announce our newest integration with Marketo. We are bridging a unique gap with marketing, tech, and data. Tying the customer journey together more than ever before. With the integration with Marketo we have the ability to trigger a campaign to specific audiences that have scored low with your NPS. That NPS data is coming from the CloudCherry platform into specific fields in Marketo. Based on those fields we can trigger flows, send emails, score them differently, etc. More importantly this means we can address issues with our brands at earlier stages. We can run promotional campaigns or win-back campaigns to those that score low. We build a program in Marketo with a drip and can have more than one touchpoint with that same audience. We have the ability to trigger a survey to those low scores asking them additional questions to gain more insight. Or how about just saying thank you, a lost courtesy business has gotten away from. All those that scored high with NPS let’s send them a thank you with a token of our appreciation.
With Marketo’s open API we can tie technology like Zapier into Marketo where we can optimize the channel in which we deliver the survey: email vs SMS. We can tie reporting directly back to the performance of the campaign based on those surveys
The proof is in the pudding. I can say first hand that the above is all possible because I did it in Marketo. This was as easy as tying our Salesforce to Marketo and doesn’t take near as long.