Focal Points: Marketing Execs Share Their Top Priorities for 2017
Tech, data, and flexibility remain front and center when it comes to growing and monetizing audiences.
VP of Marketing & Client Services, Questex
Folio: What’s your main area of focus for the new year?
Auseh Britt: Our main areas of focus in 2017 are audience data mining and growth in key target segments. We have a rich audience database that we have built over the years by offering relevant industry content through our publication websites, newsletters, and content marketing assets, and are marrying that with behavioral data, increasing audience targeting and segmenting capabilities. In addition to those efforts, we are focused on marketing effectiveness and operational efficiency by better leveraging our marketing automation platform.
Folio: Which channel is your most important, both as a source of revenue and for its value in supporting your marketing efforts?
Britt: Building traffic to our websites through a multi-channel digital strategy of search, social, and email marketing, and then converting that traffic to registrations, is key to our marketing efforts.
Folio: How much does technology play a role in your marketing? Will you be further investing in technology to support your marketing in 2017?
Britt: We will be investing further in technology to gain a more holistic view of our audience, which will enable us to further target and deliver highly-relevant content and offers.
Folio: Are you engaged with marketing automation or account-based marketing?
Britt: Yes, we are using a marketing automation platform but have the opportunity to leverage it further for both audience development and sales enablement and support.
Folio: How will data continue to evolve your marketing operations in 2017?
Britt: Improving our data quality and increasing our data usability is a core objective in 2017.