How to bridge the customer gap with data-driven marketing

Our team recently attended the Marketing Sherpa Email Summit in Las Vegas. During the conference, our VP of Sales Scott Schnaars sat down to speak with Clark Buckner atTechnologyAdvice to talk about equipping marketers with the tools to better understand their data, marketing trends, and the challenges that modern-day marketers face today.

Exciting news – the interview will be posted this coming Tuesday on Technology Advice, which you can see by clicking here.

During the talk, Scott and Clark discuss how marketing automation software has evolved over the past few years, and why personalization is so important to the marketing experience. Today’s marketer has evolved from merely identifying segments and automating through triggers to a holistic view of the customer. One-to-one marketing is based on all the data that has been collected, creating a true personalized experience. Whether it’s time of day, specific offer, or most appealing content, marketers can decide this based on data, not just basic segmentation. The irony is that we now have all the tools to create a personalized marketing experience, but a technology-induced gap has developed between the marketer and customer. The marketer’s job is to bridge that gap, and the best way is through data-driven marketing.

We’ve listed some of our favorite highlights from the interview below. Remember to check back onĀ Tuesday, March 17th to tune in!

1. Understanding your customers better means you can nurture the lead process more effectively. For example, for longer sales processes, crafting your content and messages along the path to purchase is key to getting them to the end of the journey.

2. Data is key to figuring out how to orient your marketing in a way that most appeals to each customer. Find out what part of your business is most attractive to each customer. You might be surprised at what you find.

3. Every aspect of customer journey is important. Engaging your customer along the way helps build brand loyalty. Personalization and attention to customer details is the only thing separating your customer from being focused on finding a cheaper alternative elsewhere. If you’re only getting into personalized marketing now, it’s not too late. It’s only recently that marketing automation has been able to get down to the individual level. While you may not have the data scientists and engineering power of Amazon, you can take the steps to ramp up your marketing so that personalization becomes a focus. In the end, people just wanted to be treated like people.