This is my first post on this blog so let me introduce myself. I am Will Waugh – I am responsible for campaign management, channel optimization and marketing investment for Financial Services in the US. I am a B2B marketer with some big time business challenges.
Traditional campaign management means running a campaign with a specific beginning and end, hopefully with a transaction tied to it. Digital technologies have changed everything. Not only have the channels increased, but buyer behavior has forever changed.
Here is a sampling of the challenges we've faced:
- Our ability to respond to online behaviors, specifically inbound leads at different points in the buy cycle, was cumbersome.
- The ability to identify hot leads from cold leads needs more rigor and science.
- Campaign management needs to be multichannel.
- The need to deliver personalized content or offers at the right time is becoming an absolute must
A report by Forrester gave us strong guidance and insight and we embraced a Lead Management Automation Framework after a successful lead nurturing pilot opened our eyes to the possibilities. The whitepaper embedded at the end of this post , "Solving the Challenge of Lead Management Automation," tells our story.
We are interested to know what other challenges B2B marketers are facing - specifically when it comes to the online world. Please let us know your thoughts by posting a comment, sending an email (email@example.com) or a tweet @willwaugh - whatever suits your fancy. We are constantly refining our strategy - something I will write more about -- as well as looking at our data and technology differently - which my colleague, Matt Fulk will talk about in future posts.