Improving email marketing with data (DGS4 Recap)

Improving email marketing with data (DGS4 Recap)

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Improving email marketing with data
How does a marketer stay in front of the technology without taking on a second job? What are some tips and tricks to communicate better about technology needs between the IT team and the marketing team?

Find a good friend in IT. Someone that you can easily communicate with that speaks your language and who can help liason between you and the technology. They can understand where you are coming from and understand what IT needs to know in order to get their job done and meet your goals. If you can find that person, hold on to them. Honestly. – Justin Freeman, LegalZoom

The thing is you already know what you want and so if you can find that one person that you can communicate with and say, “This is what I’m looking for and I’m looking for all of the people that have ‘x’ and I’m looking for it in the CRM but I can’t pull it” then this person can help you. That is the number one thing that you need. If you know what you are looking for then you have half the battle. You don’t need to know how it’s created or how it’s done. Have a clear objective of what you want done or what you are looking for and that’s a huge part of it. – Sheena Graham, Relationship One

I would also say that if you are from a start-up and you are a marketer, you don’t have the luxury of being just a marketer. It behooves you to learn a little bit about technology, learn how to code HTML, learn how to code CSS, learn Sequel. You don’t have to be as good as your IT guys, but since they often don’t have time for us, you will do yourself a service so that you can get half of the job done on your own. – Anita Taylor, Hopscotch

One of the things that has helped me a lot is that I do a lot of the creative things under my role, but I know how to do Illustrator programs and I’ve coded my own website just because I find it interesting. The key is that when you are talking to your IT team or people who are going to try to get you what you need, you need to express to them what you are trying to get to and how you are trying to get to it. They need to understand. Make sure that they can speak it back to you because at the end of the day, people do not like to look stupid. I mean that with love. If they don’t know what is going on, they won’t always ask questions and then it will be a problem. Make it safe for people to ask questions and not feel stupid. For me, with our Executive team who have been around for a long time because it’s a 60-year-old company, a lot of times that is one of their biggest fears. So understanding that and making it safe for them can go a long way. – Rikke Alderson, Big 5 Sporting Goods

When I hear words like “code freeze” or “data lockdown,” as a marketer you have to understand that you are directly responsible for revenue just as much as a sales person. You are being judged on engagement, conversion, things like that, etc. Sometimes your technology teams do not understand that and they are focused on security, but that’s just really maintaining the status quo and making sure that everything is working properly. I like to get people from buy-in to put pressure on the IT teams to make sure that I am getting the attention that I need to launch something or do something. So if I have a marketing program that requires integration, some data points, whatever it is then I will actually put out there, “Hey, this program is looking to do x% more engagement, x points for revenue. If I don’t get this going, then that is all forfeited so I really need the support from other divisions. In the start-up, it is a little bit easier because there is more energy towards growth and growing quickly, but as you get into bigger businesses you can find yourself moving at a snail’s pace. You start to wonder what are you doing day-to-day here so you really want to get that buy-in to push everyone and help yourself out. (buy-in??) – Justin Soni, Silverpop Systems

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