Magic and genius at the service of customer experience Camp N°3 / Demand Generation B2B Digital Marketing Maturity You are now in camp number three in your climb to the top of the marketing ladder. You have, in the previous stage, aligned your marketing and sales, automated your existing campaigns, integrated CRM and marketing automation and optimised email deliverability. Refining campaigns by chaining them You have gained confidence in your marketing automation solution and you have more and more data to work with, so you can start chaining your campaigns to refine the targeting. For example, you are going to do a webinar that only invites people who have downloaded your white paper, who have responded to a contact form or showed a commitment in this series of emails, and excludes, for example, competitors and your employees. Building your community of ambassadors Your content strategy should start to produce its first results, your first white papers, your first infographics. So, you're going to want to promote them on social media. This is a good time to think about building your community of internal or external ambassadors and think about how to automate campaigns to promote this content on social networks thanks to social media management tools. For example, at Merlin Léonard, we use Limber. These tools will let you take control over some of the social networks of your collaborators, for example, the marketing team, the sales team or management, to automate amplifications on social networks. Enriching customer knowledge via implicit data You're increasingly collecting explicit data, customers and prospects fill out forms themselves. You may have set up a preference centre which allows you to collect the interests of your visitors, of your customers. You can also deduce, from the digital paths of your customers, implicit interests. You can deduce from their IP address their location, or even their company and the company's sector. This is all data to be reused in campaigns to further improve your targeting and avoid sending messages to people who are not interested, and avoid damaging your brand. Conveying the customer's input on the fly So, the final task to be initiated in this camp is to start by conveying the customer's input on the fly, at certain points in the customer journey and to integrate the satisfaction or dissatisfaction of your visitors, your customers, your prospects, in your marketing automation to take into account in your campaigns. At the organisational level, at this point, you should have a social media manager coming to the team to start thinking about the organisation of your insight sales and the team that we're going to set up between marketing and sales to qualify hot leads. Next building site: