MMK710 Fundamentals of MarTech - Assessment Task One (Part 3)

Description

Motivation

The working environment faced by modern day business professionals is becoming increasingly enhanced by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges between organisations and individuals, plays a significant role in any organisation. To be an effective member of the organisation, you must therefore be aware of the breadth of marketing technologies available to business professionals and must embrace the use of these tools for accomplishing your work tasks.

Purpose

A central principle that most people agree on is that the technology applications available to marketers in their MarTech stack should serve business needs. Yet, many applications and features of modern MarTech stacks go underutilized simply because they have not considered business needs carefully enough. By applying a marketing technology solution to specified business needs, you will get the opportunity to think about the business needs of the organisation that will later improve your decisions on marketing technology applications to include in the stack.

This assessment task will get you to think about the business needs first and will assess you on your availability to use this thinking to execute and present the marketing technology solution to a business problem. Your availability to apply marketing technology to the business problem will improve your marketing technology skillset specifically to the technology platform used. Students must use the HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to other marketing technology (e.g., Adobe, Salesforce, Google) suites.

The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2; GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also require you to explicitly consider real world contextual requirements including ethical and moral considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals working in a technology enhanced environment.

Part Three: Nurturing and Retaining Customers

Objective: Develop strategies to nurture leads into long-term customers through ongoing engagement and advanced automation, further refining your customer journey.

Instructions: Complete the following activities using HubSpot for any technological applications:

Plan Your Marketing Strategy:

Design your marketing strategy for nurturing and retaining customers, focusing on the MarTech channels you will use.

Develop activities and content useful for engaging customers and nurturing them along touch-points in their customer journeys, such as blog posts with calls to action, retention interventions, email newsletters, or campaigns, and so on.

Implement Nurturing and Retention Activities: examples include:

Use the same technology and implementation as you used for Part 1 and 2 to implement activities identified in your marketing strategy. Use of any other technology solution will result in no mark allocation for your MarTech solution. 

Examples include:

Set up automated email (or other) direct communications, based on some determination of user defection.

Set up personalised content (e.g. as a drip campaign).

Presentation Requirement:

Your presentation should clearly demonstrate and evaluate the purpose of the main activities to nurture and retain customers.

Prepare a visual representation of your ideas to nurture and retain customers (screenshots, flowcharts, live links).

MarTech Enhancement:

Propose and evaluate a potential further development for your solution, to enhance nurturing and retention of customers.

Explain how this enhancement could improve lead qualification or content personalisation.

Be specific with your recommendation to your business context, and application elements for attracting and converting customers.

Submission: A 5-minute Panopto presentation (maximum 10 slides) for your customer nurturing and retention MarTech solution that includes:

Summary of the MarTech strategy to nurture and retain customers.

A description of the main activities designed to nurture and retain customers.

Visual evidence (screen captures, flowcharts/workflow screenshots, live links, etc.) of activities designed in your application, aimed at nurturing and retaining customers.

A description and evaluation of the recommended MarTech enhancement.

How any available feedback from Parts 1 and 2 has been incorporated.