Personalization and Sales: Becoming a More Efficient Marketer

by Jackie Davis

Marketing has evolved into a mostly digital venture. While the days of stuffing envelopes and canvassing are gone, marketers still struggle with an overwhelming workload. The pressure to connect marketing engagement to sales is more important than ever as customers demand an experience that is truly seamless and personalized.

How can the modern marketer tackle campaigns, sales initiatives, and customer experience with the teams they have? It’s all about finding the right tools.

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A recent study published by The Dept Agency polled over 1,000 people on their views of retail e-commerce personalization and the findings were clear – customers want personalized content that is seamless and non-invasive. This isn’t an easy task. With the help of innovative marketing tech platforms like the pairing of the Sitecore Experience Manager and Salesforce Marketing Cloud, marketers can become more efficient and personalized by automatically sharing data captured about customer demographics, preferences and interests across what tends to be the 2 most core components of the digital marketing technology ‘stack’: a company’s external facing websites and their marketing campaign management tools.

In the past, these two types of systems have often functioned in silos, but increasingly, they are set up to automatically leverage the learnings from each other part of the system in a way that increases the ‘system IQ’ – and ultimate effectiveness – of the entire stack, measured in core metrics like total visits, open rate, clickthroughs, leads and ultimately, purchase behavior and loyalty. Personalization translates to greater efficiency, because campaigns that do a better job of putting the right message and content in from of the right user at the right time are proving to be dramatically more effective, reducing the number of campaigns that must be run to reach a desired revenue goal. Additionally, automated information sharing reduces the amount of time-consuming manual importing and exporting of data between systems in the stack.

“Personalization is dominating digital marketing; with advancements in big data and Martech, brands are gaining valuable insight into their customers and tailoring marketing strategies based on individuals’ location, preferences, and digital footprint,” said Floris Oranje, Managing Director, Digital Marketing, The Dept Agency.

With the integration of these tools, marketers can manage content and digital tools in one interface. Software systems are no longer siloed, and data is aggregated in one place offering marketers a snapshot of their customers across systems. These tools not only save marketers time – they make personalized content achievable with insights on customer behaviors that are initially captured by one element of the ‘stack’ but then leveraged by the other elements. Marketers can then use these insights to refine current campaigns in real-time and craft future ones.

“Considering there are countless alternative choices at the click of a button, the consumer is more often the primary focus of marketing campaigns, instead of the product,” said Oranje.

With a focus on dynamic data, personalized content, and intuitive analytics, the marriage between Sitecore and Salesforce is a win for marketers.

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