Marketing Data Enablement Strategies with Data Cloud, Lusine Grigoryan
One of the biggest challenges in enterprise organizations is the disconnect of Sales and Marketing Teams when trying to align interactions with the customers. Marketing teams need to know how often Sales Reps are interacting with customers and outcomes in order to personalize marketing campaigns. The core of the issue lies in sharing the data from CRM to Marketing platform and in many organizations it is a manual process. Data Cloud gives the opportunity for the marketing teams to access marketing relevant data without having access to CRM or requesting data manually. Correctly configured Data Cloud can give limitless opportunities to create segments based on their personas, interactions from CRM, engagement on emails, on websites, from offline and online events. Before configuring the data model in Data Cloud, there are few questions to answer: What is customer experience on different touchpoint with the company (how data is captured and where is it stored) How does the company identifies Sales Qualified Leads and how to nurture them via personalized marketing Data enablement through Data Platform is giving marketing teams the opportunity to have access to the customer data and create a solid foundation for personalized marketing campaigns.
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Marketing Data Enablement Strategies with Data Cloud, Lusine Grigoryan
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Editor's Notes
- Slide 4 Rollercoaster of global event Changed consumption behavior More demanding customer Customer wants to put less effort with highest satisfaction Businesses are adapting to customer needs Taking into consideration stakeholder capitalism Customers are drown to brands who priorities convenience and provide seamless digital experience
- So what challenge does this changing customer behavior creates for us supporting marketing division of organizations? Demand for more personalized communication Marketing strategy should consider customers experience and previous interactions before targeting with marketing campaigns Sales information if any should be considered to offer more relevant products and services Categorization of customer data and take into consideration also behavioral data For example of event invitation
- Slide 6 Strategic alignment, defined role of marketing during different stages of customer life cycle Send customer or potential customer marketing campaign at the right time What we were advocating in the past few years was to integrate and bring data to marketing automation tool As a result the platforms became more data management tool
- Slide 7 Why CDP? One of the first or maybe the first data platform designed for marketeers Gives opportunity for marketers to access relevant data without being experts in other systems Provides the 360 view of a customer, including all categorization of the data How does it work? Look at the slide How does it work in Salesforce ecosystem or stand alone
- Strategies Ask questions first before starting the configuration 1st question - what are the customer touchpoint and channels Which source is relevant and what data is relevant Do they have MDM solution? 2nd - what are the marketing use cases Having more data is better than less 3rd - what is the strategy from business perspective. What use cases might be and how to identify flags in the data 4th - segments, automate segments that are used in recurring journeys Example Welcome journey or
- It is not May 4, but May the Salesforce be with you.