The practice of using data analytics in go to market strategy, already par for the course online and in mobile, is finding its way into channel marketing and real world engagement. Tracking data, identifying buyers and following leads throughout the entire sales cycle has become a conventional practice, even in areas like digital display signage.
To explain how all of this works, Jennifer Davis, VP of Marketing and Product Strategy at display and digital signage leader Planar Systems, joins Moneyball for Marketing to share how Planar is using marketing technology (martech) and data analytics to engage with sales channel partners, buyers and end users. Highlights include:
Pinball wizards: Jennifer explains how Planar tracks leads through its sales cycle. “It’s less like a funnel and more like a pinball machine,” she says, describing how leads are tracked from one engagement point to another with martech, allowing “a deeper and richer understanding of what we do and how we can help them run their business…. marketing is one of the flippers and sales is the other.”
Tools for trust: The key to winning the cooperation of sales partners in go to market strategy is trust, says Jennifer. She shares some of the sales tools Planar has developed for its partners to use, including a sophisticated design visualization tool that enables customers to fully spec and plan out their video displays online, and submit data to the cloud.
Display Data: The importance of martech in collecting user engagement data is not lost in the world of video displays. Jennifer shares how cameras attached to displays are capturing data about number of viewers, duration of access and even gender and age of viewers. What’s more, she shares how customized content is being broadcast according to the individuals viewing the display and how viewers are encouraged to engage further with social and mobile campaigns.
Jennifer serves as the Vice President of Marketing and Product Strategy at Planar Systems Inc. (NASDAQ: PLNR), a leader in differentiated display systems and digital signage with offices in North America, Europe, and Asia. Planar provides premier solutions for the world’s most demanding environments. Retailers, educational institutions, government agencies, businesses, utilities and energy firms, and home theater enthusiasts all depend on Planar to provide superior performance when image experience is of the highest importance. Jennifer can be found @jenniferdavis on Twitter and on LinkedIn at www.linkedin/in/jenniferbdavis.
Read the full transcript here
Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on Twitter, LinkedIn, Google+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.