Getting More Out of Martech
Houghton Mifflin Harcourt
This publishing powerhouse needed to better reach its customer base through marketing technology. Their goal was to prioritize a marketing technology stack that would enable their organization to build brand presence, streamline sales processes, and empower users.
The Problem:
“A website that does too little for too many people.”
Houghton Mifflin Harcourt had a wide variety of excellent marketing technology tools already, and a solid web presence, but they needed to figure out the best way to get everything and everyone working together to better serve their customers. Issues they wanted to address included:
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Siloed departments (people)
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Disconnected data
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Little to no communication between technology platforms
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Lack of personalization for customer interactions
The Solution
Assessment of the departments and people’s ways of working within them, as well as their processes, needed to be first. Next, assessment of all the current technology platforms and helping the team map out a plan to integrate them, along with an unraveling of the data puzzle.
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Employee Interviews
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Process Assessment
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Content Management System Assessment
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Integrations of Salesforce & Eloqua
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Marketing Automation & Personalized Web Experiences
Bottom Line
By focusing on alignment of the sales and marketing departments especially, Houghton Mifflin Harcourt could utilize the tools they had to gain real insight. That data means being able to personalize their customers’ experiences with the brand consistently.
With departmental siloes broken down and walls between tech tools evaporated, employees are empowered to make the technology tools they have work together cohesively, and to communicate with other departments and with their customers effectively.
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