Create Adaptive, Perpetual Campaigns

The traditional one-dimensional marketing campaign, in which a marketer defines a target market and sends a message to a list from this market, fails to capture the complexity of the target's many attributes or the importance of the stage that the target may be at. Essentially, the marketer is just hoping that they have happened to hit the right target at the right time with the right message.

The targets you reach may be at different educational stages about your product or service, or at different levels of readiness to buy. Meanwhile, the "target market" list that you use, while it may be segmented by one or two criteria, such as industry and title, probably fails to take advantage of the full spectrum of potential segmentation criteria—past interactions, answers to specific qualification questions, products purchased, e-mails opened, etc.—simply because it is too difficult and time consuming to perform the kind of analysis needed to segment lists by these criteria.

CDC MarketFirst makes this kind of advanced campaign targeting possible like never before. With CDC MarketFirst, you can:

  • Run campaigns that adapt to your targets: Refine your campaigns and increase their effectiveness over time by segmenting by greater numbers of criteria with each communication—collect more information about targets at each stage and use this to perform deeper, more meaningful segmentation and deliver more focused content, "adapting" to your targets' needs. With CDC MarketFirst, you can also design your campaigns to "react" to your targets—sending specific communications based on triggers such as time, lead quality, and more.
  • Improve message relevance: In marketing, timing and relevance are everything. With CDC MarketFirst, you can engage in true conversational marketing, responding to your target's "answers" with the appropriate follow-up message and increasing relevance with each marketing "touch," offering a personalized, valuable exchange.
  • Perform multi-platform segmentation: Combine the rich information in your CDC MarketFirst database with critical data from your ERP, CRM, web tracking, and other systems within CDC MarketFirst to allow sophisticated multi-dimensional list segmentation.
  • Create perpetual campaigns that run themselves: Trigger automatic, pre-programmed self-running campaigns when a target indicates, through a specific campaign response or action, that they are at the right stage. For example, target new customers with cross-sell campaigns, or enter cold leads into an educational nurturing cycle. This ensures you reach targets with the right message at the right time for them—not just when you decide to launch a campaign. Plus it requires no additional effort for the marketing or sales team—it perpetually "runs itself!"

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