Intelligent Marketing Solutions: Where to Begin and Why

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Intelligent Marketing Solutions — Where to Begin, and Why

An educational resource from Insight

Insight Proprietary & Confidential. Do Not Copy or Distribute. © 2015 Insight Direct USA, Inc. All Rights Reserved.Insight Presentation

The transformation of marketing & technology• Gartner predicts CMOs will soon spend more on technology than CIOs do• Gartner also predicts that by 2020, customers will manage 85% of their

relationships with enterprises without any human interaction.

This is a huge game changer, with far-reaching implications.


How will things change?• There’s a significant and urgent need for CIO/CMO collaboration.• New collaborative strategies should leverage marketing automation

across customer touchpoints in the sales funnel.• Automation really drives and empowers intelligent marketing.


Why intelligent marketing?• The buyer’s journey is built around

his/her online experience with your company.

• This includes your brand, marketing messages and value-added (educational) content.– Website– Blog– Webcasts/multimedia– Social

• Proof: Research data indicates that 70% of buyers are self-educating before engaging with sales.

William Freed, Jr.

See notes


But There’s a Catch.• Marketers face a crowded and confusing marketplace.• There are hundreds of vendors.

So, the challenge facing marketers is: Where and how to start with intelligent marketing?


How did we do it?• At Insight, we’re not only sellers of intelligent marketing;

we’re users of it.• We faced many of the same challenges as our customers.• So, how did we tackle solutions and approaches?


We used a best-practices approach.We broke down intelligent marketing needs by functional areas:

• Customer relationship management• Marketing automation• Social• Analytics

Needs analysis and recommendations for each functional area drove the implementation process.


Best practices by functional areaWe learned a lot by asking the right questions for our own company. Here are some functionally based tips and guiding principles for delivering on intelligent marketing:

• CRM — Evaluate needs for scale and integration with other systems, and ability to support future growth.

• Marketing automation — Make sure leads get moved into the funnel quickly. A good strategy drives “hands-off” lead nurture.

• Social — Driving a two-way conversation will serve you well throughout the customer lifecycle. Publishing platforms will help you be proactive, and listening tools can help spot trends.

• Analytics — Understand your analytics needs and give these users the tools to make better business decisions quickly, ideally in 15–30 seconds. User training is critical, or these tools won’t get used.


We get it!Insight faced the same ocean of choices on our journey to intelligent

marketing, and tackled the challenge — and you can, too.

Contact us to learn more about how Insight can help make intelligent marketing work in your organization (link).

Intelligent Marketing Solutions: Where to Begin and Why

Technology

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