Time to leverage Big Data and Machine Learning to create a winning SaaS Marketing Strategy
Digital transformation is disrupting the basic approach that companies have to business and their corporate strategy.
This change in mentality requires businesses to reconsider and redesign processes to comply with the new rules of the digital era.Innovation and speed are two important factors, but the main force that is shaping digital disruption is customer experience.
Digitization allows firms to tailor processes, roles and operations to meet their customer needs.
Once the process of transformation becomes formalized and standardized, companies often employ a chief digital officer to implement and structure changes. As son as these changes become systematic and institutionalized it is time for companies to implement the new strategy and actually move towards the new goals.
Since customer experience is the main driver of a digital strategy, marketing, being closest to customer expectations, becomes the unit responsible for leading digital transformation within corporations.
Marketing assumes a pivotal role in change management and a modern SaaS marketing strategy must be based on data-driven decisions that create the perfect substrate for communication, lead generation, product management, sales, and customer development.
The first important element of a modern marketing strategy that supports digital transformation is customer intimacy: the ability to interact with each single client at a personal level.
The classic marketing principle of segmentation is now completely outdated. Sure, there might be some common aspects that can be analyzed and used to address different portions of the population, but the basic concept of high-level data aggregation does not apply to digital strategy.
In the past, we didn’t have the means to collect specific data and we were forced to group prospects on the basis of simple demographics such as age, gender, income, geographic data and so on.
This classic segmentation can still be useful to identify promotional channels and values to design a solid communication strategy.But digital technology offers companies the opportunity to access granular data that allows us to address each single prospect individually.
The more hyper-personalized and individual the approach is, the more sophisticated our marketing strategy becomes.
Changes in a modern marketing approach are driven by big data, analytics, and customer intimacy.
The tools that enable the process are therefore connected to all those technologies that enable data mining, visualization, and analysis.
But the whole digital transformation for marketing doesn’t stop there.
Essential instruments of a digital strategy include automation, predictive analytics and modeling, Artificial Intelligence (AI), and Machine Learning (ML).
All these elements need to be carefully orchestrated to create a pleasant customer journey and a great customer experience while addressing customers individually based on their specific needs.
The aim is creating clear communication that leads prospects to become loyal customers without any friction.
New digital technology affects the way companies present their brand, create marketing campaigns and all decision-making processes connected to strategy and problem-solving.
Let’s quickly look at the main elements of the digital strategy to see what role they play in the new marketing approach.
Everything starts with data. Without data there can’t be any transformation.
A data-driven strategy leads to risk optimization and creates the substrate for a modern marketing approach.
Big data for marketing doesn’t simply refer to gathering a huge amount of random information about existing or potential customers. In order to make a dent in the whole marketing strategy, data needs to have specific characteristics and the approach to data needs to be systematic.
The first problem that SaaS companies often incur is data quality.
