The 5 principles of engagement marketing: engage people as individuals
Marketing is the wings of business. It takes a product or service, delivering it to the consumer to offer a choice of whether to buy it or not. Effective marketing will compel an empowered consumer to take you up on an offer. In the Age of Information, marketing cannot afford to continue on as it did before. It must adapt. Innovative marketers around the globe are, and have been, busy learning to market in the Digital Age. One of these innovators is Marketo, an organization whose mission is “helping marketers master the art and science of digital marketing.” In the following five days, Business Review USA, will discuss the “5 Principles of Engagement Marketing,” according to Marketo’s e-book.
Marketo’s marketing approach is based on the idea that buyers are forming opinions and drawing conclusions before they interact with a company. Decision making is no longer confined to the showroom floor or company website. Therefore, it’s up to the marketer to become the steward of the customer journey and build a bond with customers wherever they are.
According to Marketo, “engagement marketing is about creating meaningful interactions with people, based on who they are and what they do, continuously over time. It’s marketing that engages people towards a goal, wherever they are, and it’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more—and better targeted—programs.”
Principle 1: Engage people as individuals
Whether you’re talking to a CEO about hardware or a new mom about car seats, you need to be well versed on the buyer’s individual preferences, history, relationship to your company, stage in the buying journey and more.
In the case of a marketer for a large stadium that hosts football games, she wants to turn the individual ticket holder into a season ticket-holder and the latter into a lifetime ticket holder. “The marketer could us an ‘engagement marketing platform’ to learn all about their customers: which game tickets individuals have purchased, which teams individuals “like” or follow on social media, each fan’s favorite players—all of that information could become the fodder for marketing that speaks directly to individual customers” reads Marketo’s e-book.
“Next, the marketer could even identify specific indicators that a fan is likely to purchase season tickets and then nudge that person closer to a sale—maybe an email with a special discount code? The more you know about your audience, the more likely you are to make the best offer at the right time,” concludes Marketo’s primer.
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Dark Wolf: accelerating security for USAF
As a small company whose biggest customers are the Department of Defense and the Intelligence Community, Dark Wolf Solutions (Dark Wolf) is a triple-threat, specializing in Cybersecurity, Software and DevOps, and Management Solutions. Dark Wolf secures and tests cloud platforms, develops and deploys applications, and offers consultancy services performing system engineering, system integration, and mission support.
The break for Dark Wolf came when the Department of Defense decided to explore software factories. Rick Tossavainen, Dark Wolf’s CEO, thinks it was an inspired path for the DoD to take. “It was a really great decision,” he says, “Let’s pull our people together as part of this digital transformation and recreate what Silicon Valley startup firms typically have. Let’s get into commercial facilities where we have open windows and big whiteboards and just promote ideation and collaboration. And it creates this collaborative environment where people start creating things much more rapidly than before.”
It has been, Tossavainen says, “amazing to watch” and has energized the Federal Contracting Sector with an influx of new talent and improved working environments that foster creativity and innovative ways of approaching traditional problems.
“We originally started working with the US Air Force about three years ago. The problem was at the time you could develop all the software you wanted but you couldn’t get it into production – you had to go through the traditional assessment and authorization process. I talked to Lauren Knausenberger and she told me about Kessel Run and what eventually came out of this was the DoD’s first continuous ATO [Authority To Operate].”
The secret to Dark Wolf’s success – and its partnerships with USAF and Space Force – lies in a client-first attitude. “We’re not looking to maximise revenue,” Tossavainen explains. “We tell all of our employees, if you’re ever faced with an issue and you don’t know how to resolve it, and one solution is better for the customer and the second is better for Dark Wolf, you always do number one. We’ve just got to take care of our customers, and I look for other partners that want to do that. And let’s work together so that we can bring them the best answer we can.”
Rapid releases and constant evolution of software are common themes among USAF’s partners. Like many firms operating in the commercial and public sector spaces, Dark Wolf leads with a DevSecOps approach.
“Failure is tolerated,” says Tossavainen. “If it’s not going the right way in three months, let’s adjust. Let’s rapidly change course. And you can tell really quickly if something’s going to be successful or not, because they’re doing deployments multiple times a day – to the customer.”