Data management is critical as marketing teams move into a future without cookies. Improving your data management systems and finding new ways to leverage that data should be a top priority. Getting there is difficult because many marketers are reporting that dealing with disparate data sources is a top concern. But creating a unified data system isn’t an impossible feat.
Indeed, marketers can develop an effective strategy that allows them to:
- Unify and reconcile data across systems and units
- Strategize to create smart data segments for marketing campaign use
- Give teams the tools they need to launch stand-alone communications or prescriptive journeys and create effective, personalized, omnichannel connected campaigns
- Collect, manage and honor visitor privacy and consent settings for data use
Leveraging Across the Lifecycle
Marketers can create customized experiences at every stage by creating a strategy that moves patients, members and HCPs through a journey from awareness to engagement to understanding to, finally, activation.
In the awareness stage, patients, members and HCPs are browsing your website, trying to find more information. While they might be anonymous at this stage, their data is still extremely valuable. You can create a segment of anonymous users to strengthen your first-party data portfolio. This bank of user behavior can transfer into higher conversion rates since you can tailor your site experience to your prospects’ needs.
In the acquisition stage, you can leverage all the data you’ve gathered up to this point to create a seamless service and support experience. Empowering your support and care staff with customized recommendations for phone, email, or even in-person support can increase customer satisfaction while equipping your team to do the best job possible. Your patient, member, and HCP profiles and segmentation are useful for every customer touchpoint, even outside of the online pipeline.
Improve Lead Generation
In the engagement phase, you can guide your returning users through an ideal web experience through personalized next best actions. You’ll know a little bit about them since they’ve come to your site before and registered, and you can leverage that information to highlight the information they need. As you roll out these actions, you can measure their success to glean even more insight into their desires while enjoying the increased conversion rates from an experience that’s built to your patients’, members’ and HCPs’ specifications.
As you’re building loyalty with your patients, members, and HCPs, you should be focusing on building trust as well. As users begin to trust you more, they’re more likely to provide the information you need for further activation. Implementing progressive profiling forms for user-supplied data along the customer lifecycle is a great way to keep growing your first-party data storehouse so you can continue to fine-tune their experience. These forms will create the comprehensive user views you need to create experiences that keep them coming back for more.
Interested in learning more?
Dive into the State of Marketing dashboard or check out The Marketing Roadmap for Growing Relationships featuring Boston Scientific on Salesforce+.
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