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Corey CraigExperience Design and Innovation Lead@CJCraig12
Designing & Operating an Always On Marketing Program at Scale
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Designing & operating an always-on marketing program at scale
• Design your customer experience
• Create a content engine to support the experience
• Be a great storyteller
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Start with the experience first
Browses Dell.com, submits email address to download white paper
Clicks through Dell Security email, Engages video
Clicks through Flexible Data Security email, engages content, shares case study w/peers
Customer sees related event OA on various web sites
Sees related event OA, registers and attends event
Clicks “Thanks For Attending” email, requests Security Consultation
Talks w/Sales
Clicks through Dell Security email, saves infographics
Receives Security Event Invitation and Event reminder emails
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Break the experience down
Browses Dell.com, submits email address to download white paper
Clicks through Dell Security email, Engages video,
Customer sees related event OA on various web sites
Identify intent through data
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Break the experience down
Browses Dell.com, submits email address to download white paper
Clicks through Dell Security email, Engages video,
Customer sees related event OA on various web sites
Nurture the intent with content
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Break the experience down
Browses Dell.com, submits email address to download white paper
Clicks through Dell Security email, Engages video,
Customer sees related event OA on various web sites
Automate reactions to intent
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Modular content example
Content stored externally
Logo
Headline Promo
Top CTA
Headline Short
Image/Icon
CTA Text Short
Promo Subhead
CTA Text Long
Body Copy Promo
Thumbnail of asset
Body Copy Long
Flexible content blocks
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Logic informs personalization
Acquisition lead
Viewed brand webinar
Tom
Lisa
Expired SRL
Storage event attendance
Pain point identified: Storage
Engagement scored: Compare
1. Compile source data: Previous activity and interest
Pain point identified: Unknown
Engagement scored: Identify
2. Derive pain point identification and engagement score
3. Deliver relevant content
Flex
Flex Flex
Flex
Flex Flex