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Marketing technology does wondrous things. In our day-to-day lives we all experience the marvel of this, often without even realizing it. It can range from personalized emails to suggestions from Alexa about what shows to watch with our children on Netflix. It has come to our kitchen and soon will be in our cars. Or it could be what we see when interacting with our friends on social media or what is news aswe are on our way to vote.
Amazing marketing experiences maybe powered by technology, but in order to develop a successful, highly targeted and customized marketing campaign, your experience must first be fueled by some key ingredients to ensure success.
Size the prize: Start with the why and do this with the CFO and others who are responsible for marketing or selling your products. Do it in terms they understand, like “growing new customers” or “growing share of wallet.” It could be thatyour co-workers call it “growing the number of product lines” or “retaining customers.” Whatever your business purpose is, be sure to align what you are doing to simple, measurable business goals. This will provide you with the necessary resources to make this happen, andhelp you prioritize where to aim.
It’s imperative that you design marketing communications experiences that your customer would want. Make sure you design them so that they will understand why they are receiving your message, and how they will recognize that it’s immediately relevant to them.
Focus on data: Nothing can be done without “data, data, data.” It could be basic contact data or sophisticated GPS tracking, or what accounts and products they buy and don’t buy. This is the most important and most overlooked aspect of a great automated marketing experience. As data can be used to create a highly customized and personalized experience, make sure the data is good, relevant and will scale over time.
Whatever your business purpose is, be sure to align what you are doing to simple, measurable business goals
Engage the stakeholders: Lead marketing technology programs as a cross-functional initiative, not a marketing project. Find ways to get branch stores and salespeople involved with items such as priorities, goals, and advice on how to put things into operation. Ask for feedback. Plug in your category managers to help prioritize keywords and product categories. Give everyone a chance to feel they are part of the program, and you will see internal adoption of your program grow much more quickly.
Talent and teamwork wins: Select the right partners and align on vision while giving the team latitude to push the envelope. It’s important to have thoughtful discussion regarding the customer experience and build your program from the perspective of your target audience. Be sure that each of your teammates don’t lose site of the goals and how the customer’s engagement through this program helps your team accomplish these goals. Ensure accountability throughout the process and be surethat your team can executethese initiatives.
Go-live is just the starting line:There is no finish line. Measure, adjust and engage.
At FleetPride, a network of 280 heavy-duty truck parts stores and 50 service centers, we are revolutionizing how marketing is done in our industry by moving from vanilla, one-size-fits-all marketing, to targeted, personalized marketing. We gather information on what vehicles make up a customer’s fleet and how they procure products and services for those trucks. Then, we tailor digital solutions for them, including marketing programs. Tailored marketing places an emphasis on the needs and wants of a small set of customers, as opposed to a mass audience.
For example, FleetPride has invested in Vehicle In Operation (VIO) data to begin to understand where our customers physically need specific parts throughout the country, and is starting to tailor not only our marketing messages but also our physical inventory to be aligned with having the right parts, when and where it’s relevant to a customer. Using this data, the marketing team shares relevant content with customers in specific geotargeted locations.
As another example, imagine that we are looking to grow sales for a new product that is very similar to something we currently offer. Through dynamic content, FleetPride can now share new product information based on a customer’s previous purchases, as a new “featured” item, which has similar or greater benefits than that of the item typically purchased. This can be done as a drip campaign to provide awareness of features and benefits, and also include a promotion that will encourage action from the customer, including learning more or making a purchase. This can all be done through marketing automation with little human interaction, freeing up your marketing team to focus on other areas.
Tying together all the key ingredients for personalized marketing success is accomplished by a collaborative leadership team that drives innovation and is laser focused on what customers value, and directly aligns to their business.