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Editor's Notes

• #7: - are you listening? ?Are you listening to what each of your customers have to say? ?Each time they interact with one of your touchpoints, open an email, click on a like, accept an offer they are providing you with valuable information. ?Good marketers will listen to this information and then turn that information into insight. ?
• #8: The 2nd question is, can you respond? Can you respond to them based on how they have interacted with you. ?Some brands have done this - such as Amazon and have set a really high benchmark for great customer experience. ?Marketing is not a one way street, its about understanding your customer as an individual and engaging with them in a relevant conversation, leveraging the information they give you.
• #9: Most marketers want to provide this experience for their customers but some common obstacles make it hard for them to get to this. ?I¡¯m sure you can resonate with one or many of these challenges: - The data isn¡¯t all in one place making it hard to get a complete view of your customer - Many of the systems holding that data are outside of the control of marketing, owned by other departments making it hard to access it readily - without this insight into the complete picture of the customer, it is hard to ensure the content you provide them with is relevant and delivered by the channel the customer prefers in real time to them - ultimately all this results a fragmented view of the customer making it hard to gain insight into who they really are?
• #14: Choice for marketers. All these systems have databases ¨C Silverpop can work with best of breed and custom systems ¨C to stich identity across, connect behaviors, make each system more aware of each other. Dis on the suites
• #15: Choice for marketers. All these systems have databases ¨C Silverpop can work with best of breed and custom systems ¨C to stich identity across, connect behaviors, make each system more aware of each other. Dis on the suites
• #20: Following are some examples of key Silverpop capabilities. The first is the ability to deliver highly personalized emails based on customer data and behavior. You can create messages that are relevant and engaging to each customer. Go beyond personalization to deliver the right message to the right customer at the right time. Use the Web- based Editor to easily create dynamic content directly within the body of the message using an intuitive point-and-click interface. Marketers can also test and preview these dynamic content blocks before sending out to their larger audiences. This is an example of the outcome¡­¡­massive personalization¡­.nearly every section of this email is based on data points collected through explicit data, backend systems and Web tracking.
• #26: Future of marketing in personal and intimate. ?With the proliferation of technology and channels, we now have endless ways to connect and interact with the brands that we love, we can do this anytime and anywhere. ?The relationship you develop with your customers, like any relationship is reliant on communication. ?And so marketers should ask themselves 2 questions:
• #28: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±
• #29: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±
• #30: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±
• #31: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±
• #32: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±
• #33: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It¡¯s goal is to drive operational efficiency in the marketing organization. It¡¯s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It¡¯s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO¡¯s goals). It¡¯s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It¡¯s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from ¡°what was¡± to ¡°what if¡±