Content marketing campaigns are increasingly becoming more personalized, thanks, in part, to technology advancements. Never before has it been easier to connect with leads and customers. Unfortunately, the tools designed to help foster these relationships are actually causing marketers to become more robotic in their campaigns. This can be especially common for B2B marketing companies that deal with data on a daily basis.
Darren Guarnaccia, the chief strategy officer at integrated marketing platform Sitecore, discusses in an interview on Forbes how marketers can get the most out of technology without risking customer relationships.
And to do that you have to create an aggregate data platform that understands the individual customer and then use that information across every one of your touch points. Then you can orchestrate the multi-touch experiences to take into account specific customer intents. Where are they in the buying cycle? What is their need right now? What personas are they behaving like today? We can create these user journeys in a way that marketers have never been able to do before and to do this at scale. You do need some technology automation to help.
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