How We Get To Know Our Customers

Knowing who they are is great, but knowing what they want is even better


Our marketing team at Innovation Enterprise consists of seven passionate professionals and we strive to do our best when it comes to creating an effective marketing campaign and delivering the right type of content to our customers. Today, we are going to give an insight into how we go about improving consumer engagement by using behavioral analysis to optimize specific email campaigns.

It is vital as marketers to know our customers. Our aim is to give people what they want, not what we hope they want, and certainly not just the latest summit we have launched. We have a very large database and with the diversity of summits we run and content we create, we want to send people what they want to see.

The first part of this is building an understanding of exactly who our audience are, which is fairly easy to determine using profiles and demographics which will tell us something about their interests.

We then use this information to tailor aspects of our campaigns and segment our database accordingly. This way we know that somebody who is interested in our sports content won’t receive an article from our finance channel. However, we then try to go deeper and know how they behave. This will tell us what our customers are specifically interested in, and provide a far greater knowledge over the kinds of interactions they want and will respond positively to. To do this, we use a marketing automation software called Marketo.

When we create emails, we make sure they are tailored not only to a certain audience of senior executives across our 9 channels, but also to what those within these channels are interested in. The messages are created based on our audience’s personas and behaviors and we try and incorporate the latest news and trends into our weekly messages, relevant to the recipients.

Here are some examples of what we can track using the tool:

1. Which emails did a reader open and/or click on?

2. Which emails did he/she NOT open and/or click on?

3. Which type of content does he/she respond to most often?

4. How long ago was his/her last interaction with an email?

5. Who responds frequently and who rarely interacts?

Because our customers’ interests are our number one priority, we carefully select the design of our emails depending on their interests. When composing the emails, we change the use of images, videos, and HTML whilst also ensuring that the content we send is selected based on an individual customer’s interest. This benefits us as it means that we are communicating with the people who want to be communicated with and we are sending them information that they are far more likely to be interested in.

As with all things, we may not always get it right (for instance we recently had a farmer in Nevada receive an email about a sports analytics event in Boston) but our system is getting better every day. We strive to engage with our audience in the way they prefer to be talked to and provide them with what they want. The only way to do this is through knowing them and with Marketo we are giving ourselves the best chance of this. 

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