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Using Data and Content to find the Ideal Customer


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This slide deck is from our May 15th webinar hosted by Gary Galvin of Galvin Technologies and Andy Clark of Right On Interactive. It's ideal for companies large or small, B2B or B2C, or those interested in best practices or in need of a solution today. Gary and Andy discussed how data can be captured and utilized to create highly personalized and targeted content – ultimately building the path to customer lifecycle marketing.

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Using Data and Content to find the Ideal Customer

  1. 1. AGENDA  Challenges facing marketers today  Smart solutions  Finding your ideal customer  The intersection of data & content o Data & Technology o Systems o Lifecycle Marketing Automation o Engaging Content  Summary  Questions
  2. 2. CHALLENGES  Consumers have changed o Access to more content than ever before o Access to other consumers o Economy  We are looking at the wrong data
  4. 4. DATA  INSIGHT  IMPACT  Knowing what data to gather  Quality of your content and what problems your customers are searching for  Knowing how to go from data  insight  impact
  5. 5. SMART SOLUTIONS: BIG DATA Big Data separates the winners from the losers.
  6. 6. FIND THE IDEAL CUSTOMER Every brand has multiple interaction points that help create the customer experience.
  8. 8. DATA + CONTENT  Attracting customers + Big Data  Knowing what content to write/produce o Social media o Blogging o Video and YouTube o Infographics
  9. 9. DATA + CONTENT Data & Technology / CRM  Converting  Databases (i.e.,  Personalization
  10. 10. DATA + CONTENT Systems  SiteCore or Kentico   Right On Interactive
  11. 11. DATA + CONTENT Lifecycle Marketing Automation  “Use this, then use that”  Use big data to create automated triggers based on user behavior.  Develop specific follow-up actions prompted by customer behavior. Source: The Mozy Blog. By James O’Brien. data-5-key-tips-for-bringing-them-together/
  12. 12. DATA + CONTENT Engaging Content  It’s so easy to hit “delete”  Are your customers and prospective customers interacting with your brand? Source: Hubspot. Marta Kagan. Every-Marketer-Should-Know.aspx
  13. 13. IN SUMMARY… DATA  INSIGHT  IMPACT 1. Identify ideal customer 2. Relevant content 3. Embrace technology
  14. 14. QUESTIONS? Gary Galvin President, Galvin Technologies @gary_galvin Andy Clark VP, Business Development, Right On Interactive @clarkao