— February 6, 2019
This year has started off strong on my end, but we’re also looking ahead towards what’s next. I’ve spent a fair amount of time talking to digital marketing professionals about what’s important to them, sharing some of our product roadmap, and seeing where there’s alignment and where there may be market opportunity.
While I try to structure these conversations to touch on a few specific topics, things usually don’t go as planned. The diversity of industries, experience and job roles of the people means that each conversation takes a unique journey through the landscape.
During the discussions, three themes have emerged. I’m sure you’ll see some of your challenges and focus areas in these. We’ll be paying attention to these as we build solutions and go to market.
AI/Machine Learning gets tactical in 2019. Businesses will stop waiting for some magic bullet and start taking very specific shots at specific pain points, starting small, going fast and iterating to find value.
Getting started with ML can be difficult. One executive I spoke to last week said that their way forward started with a domain where they had some expertise. They were in familiar territory. Familiar data, familiar business processes, and familiar business stakeholders made it easier to solve problems where they understand the value. The key learning point here is not to succumb to sales pitches for products that work on problems that you don’t fully understand. Find the familiar and start there.
For many of our customers that means their starting with visitor journeys. They have lots of data that can be explored and mobilized in interesting ways that reduce exits and improve the overall customer experience.
Mid-Funnel content gets the attention it deserves. When I speak to content authors one of the laments that I hear frequently is the fact that landing pages and top of site content get most of the attention from digital marketing. At the other end of the journey, conversions are instrumented and waiting to be counted. But the paths between the two anchor points aren’t well understood and thus don’t always get focus on their importance in the conversion process. Content owners also are discouraged that they’ve produced something that basically gets ignored both internally and by customers and prospects.
From a product perspective, this is a place where we’re looking at the data we have around what happens after those initial success, whether it’s campaign driven or search driven, and figuring out how to use mid-funnel journey data to get the right content in front of prospects to extend journeys. Early signal from the data should allow us to start some beta work with customers in 2Q/3Q to figure out if this mid-funnel problem is fixable.
Data-driven automation improves productivity. A lot of on-website marketing activity continues to be hand crafted. The placement of content on pages, whether that content is static or rules-driven, continues to be a big part of the workload of B2B marketing teams. A marketing executive at a large tech company spoke of the challenge of dealing with website pages that aren’t part of their current marketing cadence. Getting the right calls to action, content recommendations, etc. doesn’t scale beyond the team.
Content recommendation engines can help here. Enabled by algorithms that look at a lot of the data your already have about visitors, journeys and content allow them to suggest content allowing marketing professionals to continue to focus on top priorities while putting data to work to help improve visitors who are elsewhere on the site.
I’m sure I’ll find other common topics as I speak with digital marketing professionals but this seems like a good list to focus on during 1Q. What are you top predictions for 2019? What are you focused on improving? Where are you learning?