Mappting Your Position on the Digital Spectrum
01 - Sharing Your Story 02 - Starting the Dialog 03 - Engaging in Conversation 04 - Understanding the Dialog 05 - Refining the Dialog 06 - Mass One-on-One Dialog
Keyword: Responding
07 - Become a Digital Business
assets

You're almost to the final step of being qualified as a Digital Business. Integration should remain at the top of your priorities if you want to achieve this important final step. You should be down to only two independent systems:

Marketing/CRM/ERP/Operations

You have reached nirvana! All your systems talk to one another and you should be seeing a very good snapshot / single view of the customer!

Financial

The only part of your system that may not be integrated is the Financial one. Work hard to finish this last piece. It may be the most difficult, but it will definitely be worth it when you become a TRUE digital business!

Key question: Can the Marketing and Sales team see a full picture of each customer's activity, from the point of first touch to a complete sale(s)? Is your team starting to grasp the notion of a "single view of the customer?" Does your team see the final remaining "holes" that will be accomplished with full integration and working as a true digital business?

marketing & sales

You've tested and the tests are conclusive - it's time to segment messaging to your respective audiences based on how they've reacted to your dynamic and personalized content. This is where strategy meets marketing automation. You should now be able to profile leads, serve up highly relevant and personalized content and qualify leads. Your marketing platforms should be set up to provide your marketing team:

Marketing Automation

You know you've arrived as a digital business when you can put some of your marketing on auto-pilot. Be careful because the human mind is still illogical. Don't set it and forget it. But at least if you are at this point, you can set some level of Marketing Automation. Congratulations!

Trigger Campaigns

If you really know your customer — and we mean REALLY — then Trigger Campaigns are a sub-set of marketing automation. These can be set based on events that happen during the lifecycle of your customer, or events in the LIFE of your customer (think Birthdays, Anniversaries, Oil Changes and more).

Big Data Insights

Imagine presenting to your CEO or Board and telling them you've conquered Big Data. If you are at this point, you may want to run for President of the Universe!

Key question: What metrics did you establish to determine the best-performing personalized and/or dynamic content? What response analysis methods are you using to establish a control message? Who is developing the tests against the control and how are they basing these tests?