The Marketing Ecosystem: Experience ManagementBy Monica Watson
November 15, 2012
Who have you worked for? Where? What did you do for them? How did it pan out? These are the kinds of questions prospective clients will invariably ask. Collecting marketing data demonstrates specific and relevant experience and is key to winning new business in this increasingly competitive market. Keeping your professional experience (and the experience of your professionals) organized and proposal-ready is therefore an essential tool in the marketing ecosystem.
There are many options when it comes to experience management software and most collect, organize and display data on your firm’s experience in a fairly simple way. The technologies we’ve recommended in our marketing ecosystem allow you to manage your brand effectively to provide the best client experiences. Using these technologies effectively to further the firm’s objectives is key. Experience management is an integral part of developing a strategy that results in improved client experiences and better business outcomes.
Let’s review some of the tools: Track Record (which is apart of our very own CMS, Point & Clique) and ANSOR are great for vigorous experience management organization, tracking and reporting information. Others, such as Firmseek, Sitecore and Saturno, help you build powerful databases that can be mined for proposals, web and client consultations. The quickest solution is to develop an eBriefcase that collects information directly from your website to pass onto clients and prospects. It’s a way to generate your own bundled PDF of documents from your website using a shopping cart system. As you browse the site, you can add pages to your briefcase. It’s a great tool to generate business development packets, proposals and prep for presentations. It’s a cost-efficient, quick mechanism to assemble and track your client experience.
Having the ability to sort your experience by any kind of demographic is critical to providing the kind of detailed, relevant information clients now expect. There may be an abundance of disparate marketing data within your company, but these tools will help you sort it into well-designed reports that explain to the client clearly why yours is the best firm for the job.