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With the digital age upon us, for marketers, the key to driving revenue is all about engaging customers by delivering exceptional omni-channel user experiences throughout the entire buyer's journey. The most effective approach is often one that harnesses the combined power of exercising both sides of the marketing brain'creative and analytical, chaos and order, art and science'to engage your customers on both rational and emotional levels.
In this presentation from the 2015 Marketo Marketing Nation Summit in San Francisco, two-time Marketo Champion, Gary DeAsi, shares insights on how the SmartBear marketing team has adopted an 'art and science' digital approach to drive conversion and revenue at every stage of the funnel, including initiatives that earned SmartBear back-to-back Marketo Revvie Awards in 2013 & 2014 for Most Dramatic Business Impact and Most Creative Integrated Marketing Campaign.
1. Digital content creation strategies optimized for engagement
2. Integrated multi-channel demand generation campaigns that resonate and move the needle
3. Getting creative with data! Custom, unorthodox applications of data & Marketo objects
4. Utilizing data to understand buyer personas, behaviors and dynamically dictate customer experiences