“Modern Marketing” approach requires to connect all customer touch points, gaining behavioral insights, understanding customers and create personalized communications. Hence, we are talking about digital analytics, customer journeys, marketing automation, adtech / martech and customer experience almost every day. Companies who invest more on these platforms, may get benefit by completely integrating them within their marketing strategies. But what if these platforms are not linked and do not communicate with each other? Would it still make your marketing operations measurable and optimizable? Or would it make you miserable when it comes to personalization and customer experience?
Let’s think about an organization that collects leads from online channels and try to convert it from offline channels like a call center or via salespeople on field. At a very minimum, this organization would probably have a website, a web analytics tool, an online advertising tool, a CRM system and a marketing automation system to send emails/SMSs etc.
These platforms often are not connected out of the box, especially when the vendor of each product is different and hence commonly used without any connection between themselves by the brands. From a customer journey point of view, we would clearly miss some touch points and attributes during any journey when the tech stack is disconnected. Thus, we, as a brand, would not be able create a personalized omnichannel communication, thus leaving us with a very low-level engagement and a disconnected channel management. Let’s have a closer look and try to understand what the benefits of connecting digital assets and analytics would be with CX and CRM tools.
See the schema below to see what a customer journey look would like and what kind of attributes would only be gathered if there is no connection between environments. This approach would only create a single directional flow of data, while no feedbacks about full journey path exists to enrich customer data and to create a better customer experience by offering personalized communication on both online and offline channels.
On the other hand, a connected environments’ schema would look like below.
Connected environments will let us associate every touch point and unify user’s online and offline attributes. This will let us gain more insights about any user’s intent and to see improvement areas on conversion paths. Thus, will also let you retarget your related customers with personalized content.
A kind of your very own CDP.
In most of the cases, a lead is created online, and the rest of the process would belong to an offline process. A Marketing Qualified Lead (MQL), with the lead’s source known, would provide a higher rate of closure and to reach a profitable customer base, while improving the overall conversion path. In order to achieve this, first, you’ll need to know what exactly is happening. This is only possible with collecting related data and gathering insights. So, this connected experience will let you track the journey from the very beginning by hooking up all touch points and will let you see the gaps and opportunities.
Marketing ROI calculation becomes a bit complex when it comes to an analysis of a multi-step conversion path. Besides, it is almost impossible to calculate it based on channels, if you don’t have a connected infrastructure. When you have connected environments, since you would be able to know the lead source of the closed opportunity, you would also be able to calculate its ROI, whether the opportunity is closed offline or online.
When you have all the attributes and behavioral details of your customer in a journey, you may address any problems on journey flow for cross/up-sell promotions or since you know their lead state, you may look to crack any points in journey design, where leads stuck on a single node, with a counteroffer via a social media post or with a YouTube video or may even be with a display banner.
Now, this is the power of creating a connected martech stack in order to boost marketing qualified leads (MQLs) into your sales funnel.