About the Client

A global publishing company’s healthcare division.

Challenge

The healthcare business unit of a global publishing company was in
an early stage of its marketing maturity. They knew there they had
room to improve, but were not sure how to get to the next level in
their marketing.

Concurrently, they had just completed implementing a marketing
automation platform. With the new platform, they wanted to move
past the old “batch-and-blast” email tactics they had used previously
and instead reach customers with personalized messaging and fully
connected experiences.

Strategy & Solution

To help the client grow in its marketing maturity, Ciberspring led a
multi-day workshop with a cross-functional team that included
members of the client’s content, strategy, web and SEO, marketing
operations, and IT teams.

With a wide range of digital marketing knowledge present on the
team, we set a baseline, going over what marketing personas are,
what a customer journey map is, and considerations to think about
with each. The workshop also trained the client team to think of
campaign process around a multi-channel framework.

Using the client’s target audience, we guided them through the
customer journey, creating a complete map of the journey. The team
also learned how to dive into specific stages of the journey and build
campaigns to reach customers at those points.

Results

When the workshop was complete, the client’s marketing team a full
customer journey map built out and campaign strategies to meet
customers at specific points in their journey across different channels.
Most importantly, the training empowered the client to create their
own marketing campaigns for themselves in the future, based on their
new knowledge of the customers they needed to reach and the bigger
picture of the customer journey.