Building information systems to optimize marketing efforts

Quotes

• “There’sa lot of different ways you can say what an information system is. A lot of people think of it differently just like when you ask people what CRM means to them, you’ll get ten different answers. I think it ultimately comes down to how are you managing theinformation you’re gathering about your leads and your customers.” -Lars“From a marketing perspective, we need to figure out where people are coming from, what are they doing when we interact with them, and what actually drives them to become customers. Once we are able to do that as marketers, we’re able to close the loop on the entire customer journey and to model how people go through that system.” -Lars“In most companies, on average, marketers use six different pieces of software in their daily work. Six different pieces of software mean that a marketer has to figure out how to pull out all that data together if those are all separate, disparate systems.” -Lars“You start by looking at your requirements, you look at your customer journey and yousay, how are we attracting customers, how do we get that information into the top of the funnel and into a centralized system, and where do we drive them so we can interact with them. It is finding ways to gather that data and pulling it into that centralized system.” -Lars“Once you have the data into the central place, that’s when you control the relationship better. You’re able to control how you’re sending messages out to them and the more you can control that from a central place, the more that you can model that. You can look and see how people are going through these various different stages of their conversion, this is what we know they’re doing with the emails we send them, we know how they are consuming content and now we can customize the journey map.” -Lars“I think you can do personalization in a way that is a little bit more general and not as creepy and keeping that information in your back pocket in terms of knowing you may now this person is a dog owner, for example, and you don’t bring it up until further down the funnel.” -Lars“Personalization is not just being able to say, Dear Benjamin. It’s also about understanding how to use more nuanced information.” -Lars“What goes into my head is, if you’re a dog owner you’re likely to be targeted for outdoor advertising because you’re going to be outside walking with your dogs. I think the placement is another variable that you can look at when you’re talking about personalization and mapping.” -Ben “When you build your journey, you put in those breakpoints, those decision points, or the things that will personalize the whole journey itself and not just the message but also how are you going to interact with someone as they go through this process of being a lead and becoming a customer.” -Lars“Most businesses are resource-limited. What we want to do is think about our company and take a step back. I always say, don’t pick a CRM until you do a step back and you do these three things: One, who your customers are. So you do the market segmentation analysis. The second part is to do the customer journey modeling at a very high level. The third and last is building the data model.” -Lars“It’s one of the things that we preach here at the MarTech podcast. When you’re trying to figure out how to scale, you should be using technology to replace the activities that you are already doing.” -Ben