• Role names: Head of Demand Generation, VP/Dir Digital Marketing, VP/Dir Digital Experience, VP/Dir Digital Product, Content Marketing , Performance Marketing
  • Levels of Permisisons Granted: Basic (Recipient/Viewer)
  • Department: Marketing

This Archetype is can be described by others as the strategists. They deliver comprehensive marketing strategies to create awareness of the company’s business and shape the future of the customer journey across channels.

Marketing Led Triggers

  • Need to better utilize customer experiences to create loyalty and compete against the Amazons and Googles of the world
  • Need to eliminate data silos
  • Needs to prove the value and impact of the marketing team to the business

My goals

  • I want to own and drive digital vision, strategy, and roadmap, driving digital transformation and customer experience to make an impact and be seen as a leader within their organization
  • I want to be on the cutting edge of new technology, customer behavior, and trends to be seen as a thought leader in digital innovation and customer experience leveraging new, best of breed solutions to drive better experiences and revenue
  • I want to own the holistic customer profile to truly understand each individual and their journey, owning the customer engagement strategy and connecting and activating digital and physical touch points across the customer journey
  • I want to gain agility to test and adapt engagement strategies faster than ever before, showing quick results (30-days or less). Wants to eliminate IT bottlenecks by gaining operational independence

Decisions I must make

  • Early Funnel: Understand current context and DXP landscape and how it can solve business challenges
  • Mid-Funnel: Understanding of the solutions that are best suited to their business’ challenges
  • Late-Funnel: Understand TTV, technical, process, and use case fit
  • Post Purchase: Proof of value and vision

What delights this archetype?

  • Painting a vision for how this can be used at their company.
  • Data that helps them justify their purchase
  • Minimizing risk (security, legal compliance, etc)
  • Increasing company revenue
  • Decreasing time to value
  • Sandbox sites prior to purchase

My Pain points/ Challenges

  • Traditional channel-oriented, outbound demand gen models have broken. Exposing the cost, complexity, and inability to plan, execute, and optimize joint inbound and outbound campaigns 
  • No unified view of the customer across engagement channels
  • Can’t see how all of these things interact or get a holistic view of my customers
  • Cannot identify what touchpoints are most imperative along the way
  • Unable to identify what content is needed to help the buyer along his/her journey
  • Meeting KPIs and delivering ROI within department budget
  • Lower brand value and overall marketing ROI as consumers as brand communications do not stand out (A)
  • Impossible to consistently engage customers to drive meaningful conversion and loyalty (A)
  • Risk of customer fatigue leading to attrition through non-optimized campaigns (B)
  • Lack of line of sight leads to difficulty aligning marketing objectives to sales targets (C)
  • Marketers work off of fragmented customer data, creating multiple low-value touchpoints that can lead to fatigue and inconsistent experiences (D)

Key Measurements & KPIs

  • Click-through rate
  • Time on page
  • Conversion rate
  • Keyword ranking
  • Customer acquisition costs
  • Traffic to lead ratio
  • Cost per lead
  • Channel mix
  • NPS
  • G2
  • New user vs. returning