Marketing software’s spider web problem

December 16, 2015 | By

Marketing software’s spider web problem

Integrate what you have to address your current challenges

If you’ve ever taken a moment to step back and look at one of nature’s architectural marvels – the spider web – you’ve noticed that it derives both its beauty and its purpose from how the threads connect and weave together into the whole. Broken apart, you have a sticky, tangled mess that doesn’t accomplish what it was meant to. Marketing technology currently has its own version of this issue: we’ve got thread and endpoints and really clever people to set it up…but rarely does it all come together like it was envisioned to.

One could argue that the explosion of marketing technology has created as many challenges for the modern marketer as it has solved. Sure, there are some terrific new capabilities available, but the growth of the tech marketplace has not necessarily solved key challenges that marketers face. The growth has been in the number of point solutions that aim to do one thing really well, however these systems are generally disjointed from the rest of the marketing stack. Over the past year, my team and I have spent a lot of time working with our customers and engaged in discussions with prospects about key challenges and how they plan to approach them.

It will probably come as no surprise that the key challenges revolved around the customer lifecycle: acquisition, engagement, and retention. Questions like: How do I improve my advertising and acquisition processes and decrease costs? Once I’ve attracted an individual, how do I keep them engaged?  Once I’ve got ‘em, how do I keep ‘em for the long haul? And how do I tie events in one part of the life cycle to others?

These kinds of inquiries led us on a journey over the past few years. A journey whose destination was the cohesion of marketing processes – the same processes that our customers and prospects are challenged by.  We pushed ourselves to deliver a solution that is goal oriented vs. capability driven. What are you trying to do? What are your goals? What is a positive outcome? Which phase of the lifecycle is your priority? Our focus was on a solution that takes advantage of software that companies have invested in already, and make that software better by intelligently connecting it and have customer data flow across the marketing technology stack. For example, make sure website behavior can be added to a consumer record in a CRM database, or improve retargeting by leveraging first party data for campaign targets and the messages they receive.

To that end, we created a series of BluePrints in response to these complex challenges.  In order to make these BluePrints work, we have expanded the number and nature of the Connections that we have on our platform.

What’s a BluePrint? Think of it as a template – a template of a marketing program that helps you connect with your desired audience, helps you keep that audience engaged and ultimately paves the path to long-term customer value.

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These programs are not new, you and your team work on these challenges everyday. However, our BluePrints make your team incredibly effective and efficient. They drastically simplify the collection of data, the setup of the underlying connections needed to deliver the data, segments and insights to whatever tool you currently use based on your objective. Today’s release of BluePrints supports key objectives such as look-alike targeting, increasing the time users spend on your site, and improved retargeting – just to name a few.

Inherent in the BluePrints is the ability to enrich and then pass data from one piece of software to the next: what we call Connections. Wouldn’t it be great if your website spoke directly to your CRM, and then to your ad retargeting solution? Well, as marketers ourselves, we think so too. That’s why we have enhanced our existing Connections library, as well as increased the number of them – and new ones are going to be released every few weeks. These are API level integrations with the leading marketing technology tools on the market – both client and server-side, they can be scheduled in batches or set up to run in real time.

How does it all come together?  BlueConic is a customer data platform (CDP), defined by David Raab as a system that gathers “customer data from multiple sources, combine[s] information related to the same individuals… and use[s] the results to guide marketing treatments across multiple channels.”  With our new BluePrints, we have automated and simplified the process of first party and third party data collection and the distribution of that data to another tool(s) to execute an interaction. By operationalizing the collection of data and systematically connecting the data to other tools we help marketers address the challenges they face in a more efficient manner.

Words are one thing, but seeing it in action is another. I’d encourage you to connect with us and let us show you a demo of how we will help you simplify and weave together your customer acquisition, engagement and retention.

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