Activation-Based Strategies for the Digital Marketer

Feb 7, 2023

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In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with Don Schuerman, the CTO & VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.

Key Takeaways

True customer intimacy is hugely important and can only be achieved through frequent interactions.
Events are back but people are no longer focused on entertaining experiences. Instead, they’re looking for effective outcomes in the form of learning, training, or collaboration.
Measuring engagement with a holistic lens reminds marketers that it's not about getting clicks on the website—it's getting converts.

Quotes:

“That [high] level of customer intimacy and understanding is essential, especially from marketers in technology and enterprise technology where it's not enough to have a strong message and vision. You also have to continuously make that relevant to your customer and audience.”

“Measuring engagement across a holistic lens helps me as a marketer remind our broader team that it's not just our job to get a bunch of people clicking on the website—it's actually getting that website to convert.”

“Most organizations generate plenty of content—probably too much content. Really, what you really have is an activation problem. Can you effectively activate the content?”

Episode Timestamps:

* (01:41) - Don’s unique role as CTO & VP of Product Marketing at Pegasystems
* (06:50) - Segment: The Trust Tree
* (12:09) - Looking at engagement holistically
* (19:40) - Segment: The Playbook
* (28:24) - Segment: The Dust Up
* (31:23) - Segment: Quick Hits

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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