CCO: Describe the marketing technology tools you rely on to ensure the entire system is tuned.
Panayi: I can't point to any particular tool and say, "This is the phone number list best tool." It is a set of elements that connect to each other - a system of interchangeable parts as technology adapts and improves. To give you an idea of the scale, we have an ecosystem phone number list of 53 tools connected to each other from 37 vendors. Of course, each varies in size and complexity. A few years ago, this kind of ecosystem wasn't possible without millions and millions phone number list of dollars for custom integrations. What makes this possible today is cloud connectivity.
The phone number list Content Management System (CMS) is at the center of the system. From this central node, we have our marketing automation platform and our CRM system. This integration gives us a seamless and comprehensive leads-to-cash process. We are able to follow a trail from a glint in the eye to the phone number list signing of a check. The phone number list last major system is our analytics engine, which includes predictive modeling, dashboards, and social tracking.
CCO: How do you make sure you're up to date, using the most efficient technologies?
Panayi: We are restless. This is how we stay up to date. We never assume we're done because then we'll be badly done. The phone number list extent to which we change has slowed down from the initial build phase to where we are today, which is more of a refinement stage. But it's a journey that will never end. We are always on the lookout for optimizations and fine-tuning. And again, it's easier because it's a cloud-based and cloud-centric system. The phone number list traditional barriers to entry are therefore not there - or at least not as high as they used to be.
CCO: How do you create a feedback loop to ensure your content creators learn from the technology?
Panayi: We have constant training for our content managers; they are essentially a sister organization to ours. Initially, this group was incubated as part of my digital marketing team and we recently centralized all content producers in marketing into what we call the phone number list content hub. The phone number list content center is now a peer organization of my digital marketing team and we work very, very closely together. We have excellent lines of communication and tight business processes to ensure the phone number list best use of the underlying technology.
CCO: Was there any rejection when you created this content hub? Was it immediately clear that this was the right way to go?
Panayi: Yes, it was immediately clear. We decided to create a content center, but it was a process. We have dialed more and more of the phone number list centralization element over time. As I mentioned, we literally just finalized the last piece of this centralization five months ago, when we made it a solid function where all the phone number list content producers sit.
To give you an idea of the phone number list transition, we started simply by hiring great ex-journalists – people who understand what good content looks like and how to package it. And we've created a very small center of excellence. We then took control of the CMS (before we started, different facets of the organization had access to different parts of the phone number list website, and they controlled those parts almost exclusively). You can imagine the website before centralization was almost like a quilt.