In my last post, I touched on the importance of bringing the human back to marketing and that this would be the focus of our “war room.” I promised this post would give you a look into our first meeting and why it was nothing like NASA Mission Control.
First of all, no security protocol—no eyeball scanners, no retractable badges, nothing. We were able to waltz right into the conference room, no questions asked. Second of all, I have to imagine that if NASA was able to put a man on the moon, they must have their processes flawlessly developed. Unfortunately, at this early stage, we had no process developed. Our first meeting would turn out to be a giant brainstorm session. What capabilities do we have? What abilities would we need? And how can we use this to immerse ourselves in our brand experience?
Six of us marketers gathered around the conference table. At our disposal, we had one fairly large TV, a very fickle dongle to connect wirelessly, and all the coffee we could ever drink. We started brainstorming. We began with our lead generation platform. This tool, in real-time, can reveal the identity of our website visitors. It also gives us direct links to what they are looking at, how frequently, and how long they spend on each page. With this information, we can glean some insight into the types of problems our website visitors (potential clients) are trying to solve. In turn, we can determine the most relevant content to provide them in order build trust and to help them along through their buyer’s journey.
You are probably thinking that this sounds too simple. If it were this easy, there would already be a process in place, right? Well, yes, we have hit our first roadblock. While extremely useful, this lead gen platform can only give us this insight at a company level. This means that if we pinpoint a company with significant activity on our website, trying to solve a problem, we have no vision as to which specific individual within the company is making the visits. If we wanted to reach out to ask how we could help this person, we would have to cast a very wide net and hope we hit the appropriate person to start a dialogue. Immediately, a new discussion was ignited around what technology platforms we could potentially incorporate to further refine this process.
We are clearly not yet a well-oiled machine, but our first meeting sparked a lot of good ideas and excitement. If we keep this up, we could really begin to understand how to bring the human back to marketing (in which case, we would definitely need some sort of security protocol).
Join us next time to learn why we decided to change our name from “the war room” to “the boutique.”
Very humanly yours,
About the Author
Marla Schilling, Marketing Manager, focuses on digital marketing, demand generation and marketing communications. She earned her BS at Ithaca College, with studies in Health Sciences and her Master’s at the University of Northern Colorado, with studies in Exercise Physiology.More Content by Marla Schilling