3 Ways Personalization Drives Omnichannel Marketing, Initiates Customer Journey Orchestration

Marian Sahakyan
Marian Sahakyan

Content Manager

About the author

Published on: February 3, 2022

Last updated on: November 2, 2022

Marketers are the keepers of a brand’s identity. They are the communicators of the product and service relevant to consumers, and they’re the generators of leads and prospects.

On the flip side, salespeople are relationship builders, problem solvers, and those who generate revenue for their respective companies.

While the two have much in common, the sales and marketing departments don’t always work hand-in-hand. These two verticals are arguably at even more of a crossroads lately due to emerging technologies and the general concept of personalization.

Personalization can support varying marketing strategies and campaign initiatives as a tool and marketing ideology.

All of these ideas and concepts shaped Deloitte Senior Manager Christine Duque’s session at MailCon Las Vegas, where she recently discussed the indicative role of personalization in the always-on marketing model.

Here are some salient points from Duque’s session, which was titled “Unlocking Seamless, ‘Always-On’ Marketing Personalization.”

Stay tuned and connected to learn more about MailCon’s next event.

  1. Marketing Today vs. Marketing a Generation Ago 

The constantly-growing SaaS technology arena prompts the new ways marketers do marketing; there’s a considerable change in the overall discipline of the concept.

Duque identified four areas a modern CMO must excel at:

  • Master an increasingly tangled and interdependent ecosystem of technologies and capabilities
  • Drive constant improvement through talent strategies
  • Partner relationships and business processes
  • Comply with a growing list of regulations around data privacy and use

Of course, this is all while a marketing executive shuttles the time to be creative and innovative to add more value to any tech-driven marketing strategy.

With more detail-focused and tech-centered marketing activities, a change of trends in the modern consumer journey also emerges.

  1. From the Marketing Funnel to the Modern Consumer Journey

The original business model that used to lead consumers from brand awareness to conversion has grown manifold in how it drives and convinces consumers to commit to the goods or services of a given brand.

While the driving factor was based on a single direction, was transactional and channel-based, it has become a dynamic mix of experiences and connectivity to make the needed change en route to conversion.

The modern consumer journey’s core drivers have become experience, engagement, emotion, and empowerment, all navigated by people, digitization, modernization, and the power of technology.

All of these combine to create that bi-directional and omnichannel marketing model that caters to all consumers interested in journey-based marketing empowerment. None of which would be as effective if it wasn’t for the power of making personalized connections with target audiences, prospects, leads, and current customers.

It’s also the result of the collective effort and teamwork of sales and marketing teams to ensure that the transition from an outdated customer journey to a dynamically interactive one is seamless and practical.

  1. When Brand Experiences are Disconnected, Customers Disconnect from your Brand 

The idea of a disconnect between any sales and marketing team within an organization is a daunting reality to many. So, to avoid a deep internal disconnect between these departments, the two teams have to work in tandem to provide an efficient and seamless customer journey and experience to prospects.

“To leap the gap, experience-focused leaders are working to break down silos between marketing and sales by providing sales agents — both internal and external — with tools, assets, and processes that create a connected brand experience across the full lead-to-loyalty life cycle,” said Duque.

By backing what sales agents say and promise with consistent, personalized, and detailed content and campaigns, marketers engage in distributed marketing. The latter accelerates the path from brand awareness to purchase and opens new opportunities to cross-sell, upsell, and service the aftermarket needs of their customers.

Christine Duque’s Tips on how to Elevate Omnichannel Marketing 

  • Activate high-end technology that responds to your organizational needs for marketing.
  • Ensure that your customer journey strategy and design align with the tech capabilities your marketing platform provides.
  • Get ahead of the content explosion required by personalization and implement the fundamental principles of omnichannel customer journey orchestration.
  • Connect marketing and sales to distribute personalization at every stage of your omnichannel presence.

Stay tuned and connected to learn more about MailCon’s next event. Follow MailCon on LinkedIn for announcements, news, and updates on upcoming events and community initiatives. 

About the author

Marian Sahakyan
Marian Sahakyan

Content Manager

Marian Sahakyan is a Content Manager at MailCon. She’s a journalism graduate from California State University, Long Beach with a background in marketing, technology, as well as writing for Business-to-Business audiences.


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