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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 
E...
All About the Data 
Objective Data Subjective Data
Jane Robbins 
• Fortune 500 
general counsel 
• In need of IP 
litigation support 
• Huge Rush fan
Jane 
Robbins 
jrobbins@company.com
Marketing Data 
Name: Jane Robbins 
Company: Company, Inc. 
Email: jrobbins@company.com 
Profile: IP Litigation
Integrate on and 
offline activity
CRM 
Systems Used 
Email Web Platform 
Marketing
HOW?
Plan First 
Strategic 
Objective 
Marketing 
Objective Online Goals
Example 
Grow 
IP 
Practice 
Increase 
Event 
Attendance 
Grow 
Thought 
Leadership 
Register 
Online Download 
PDF Attend...
Increase Engagement 
Marketing Objective Increase 
Online Goal 
Tactics 
Event 
Attendance 
Register 
Online 
Inline 
Pers...
Recommendations 
Start Small Measure 
Adjust
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
#1NLab14: Revisit Digital Engagement
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#1NLab14: Revisit Digital Engagement

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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.

Published in: Internet
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#1NLab14: Revisit Digital Engagement

  1. 1. REVISIT DIGITAL ENGAGEMENT
  2. 2. Jeff Small @jeff_small
  3. 3. 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
  4. 4. All About the Data Objective Data Subjective Data
  5. 5. Jane Robbins • Fortune 500 general counsel • In need of IP litigation support • Huge Rush fan
  6. 6. Jane Robbins jrobbins@company.com
  7. 7. Marketing Data Name: Jane Robbins Company: Company, Inc. Email: jrobbins@company.com Profile: IP Litigation
  8. 8. Integrate on and offline activity
  9. 9. CRM Systems Used Email Web Platform Marketing
  10. 10. HOW?
  11. 11. Plan First Strategic Objective Marketing Objective Online Goals
  12. 12. Example Grow IP Practice Increase Event Attendance Grow Thought Leadership Register Online Download PDF Attend Webinar Strategic Objective Marketing Objective Online Goal
  13. 13. Increase Engagement Marketing Objective Increase Online Goal Tactics Event Attendance Register Online Inline Personalization Targeted Email Campaign Social Media Engagement
  14. 14. Recommendations Start Small Measure Adjust

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