Three steps for building a digital engagement strategy

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You’ve got the data. You’ve incorporated AI. You’ve personalized experiences. Now it’s time to set your digital engagement strategy up for success.

1. Map the customer journey
Customer journey mapping is a visual representation of a customer’s experience across your brand’s platforms.

Typically, marketers create a customer journey map for each of their buyer personas. Millennial personas, for example, tend to find products through social media, research about them on company websites, then make a purchase on a laptop. With this information, you can better predict and plan for prospects’ next steps across different digital channels, aligning your customer service, marketing, and sales efforts with it.

2. Lean into account-based marketing (ABM)
Let’s put those customer journey maps to good use. Account-based marketing — particularly for B2B brands — helps improve the customer journey by centering marketing, sales, and customer service around accounts. Teams work side-by-side to nurture leads to deliver personalized content at the right time.

One major ride-sharing company has used this approach to send retargeting america phone number list messages to different subsets of their audience, particularly those who have stopped engaging. The marketing team pushes CRM data into third-party advertising platforms to send relevant content to keep leads moving down the sales funnel.

3. Personalize the experience across every channel
More than 70% of customers expect brands to understand their unique needs. Harnessing first-party data is critical to ensure personalization for each interaction across every channel.

It’s how one automotive racing giant creates a consistent and personalized brand experience across in-person events and digital channels. When fans attend an event on race day, brand representatives know the fan’s name, driver preferences, and past purchase history thanks to CRM first-party data. Post-race, the marketing team can follow up with communications on their favorite driver or by recommending merchandise from the event.