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February 23, 2022 34 min

Digital marketing has opened the door to a new world of potential customers who were once off most B2B sellers’ radar. But with these new audiences comes the challenge of quickly engaging them with information that’s relevant to their daily work. A customer service manager might become a great advocate for your ticketing solution, but they aren’t likely to make it to page 15 of that C-Suite whitepaper to see what’s in it for them.

Kathi Gray, Digital Marketing Manager at OpenText, says expanding her target audiences to include influencers and other Buying Group personas has been a key challenge in the information management giant’s push to digital-first marketing. A relationship with OpenText represents a major investment for most customers, and so the focus has always been on the C-Suite and their need for the big picture, Gray says. But channels like social and programmatic display are driven by quick-but-powerful messaging that starts a conversation – or sometimes lets a smart marketer edge into an ongoing discourse.

Gray says intent data is more important now than ever in identifying what prospects really want to talk about. Marketers have to be eager to listen and adapt, she says, and they need to regularly revisit their increasingly complex digital campaigns to optimize for what’s working.

Kathi Gray, Digital Marketing Manager, OpenText

Listen to learn the following:

✅ How optimizing multi-channel digital strategies is a continuous process of reviewing performance metrics and finding the best ways to engage key Buying Group members.

✅ Why digital marketing is moving away from its classic mission to “educate” and is focusing on “engaging” prospects around quick, compelling messages.

✅ Why digital-first communication has actually led to building stronger relationships with customers and co-workers.

Connect with Kathi Gray on LinkedIn

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