ion interactive Marketing Technology Stack
AGILE MARKETING MANAGEMENT
ion uses Slack for communication, collaboration and transparency. We have a face-to-face stand-up meeting every day to keep things personal.
Our marketing works in three-week sprints. Our backlog of ideas is prioritized in Trello. It also operationalizes our sprint and hot lists. We love its fluidity and discoverability.
We use Box for file management. We chose it for its robust team and role-based access control and use its web-based interface and selective client sync.
DISTRIBUTING ENGAGING CONTENT
90% of the content ion puts out is interactive and highly differentiated. We leverage our content in our website as embedded experiences and also as standalone microsites. We use many social, organic and paid channels to extend our reach and we drive traffic from passive assets like videos and presentations to interactive destinations that start our buyer dialogue.
INTERACTIVE CONTENT MARKETING PLATFORM
The basis of our foundation is interactive content. We create, test and measure interactive infographics for engagement; eBooks for education and lead generation; self assessments for lead qualification and demand generation and configurators for sales enablement. This content is used across our entire sales & marketing dialogue (just follow the orange ribbon.)
DELIVERING RELEVANT FUNCTIONAL CONTENT
Leads generated by our platform instantly flow into Pardot, which subsequently syncs with Salesforce. The ion platform continually updates buyer profiles with digital dialogue feedback like calculated budgets, self assessment results, content consumed and solutions configured. Profiles are segmented, targeted and personalized — making each educational touchpoint more relevant.
HIGH FIDELITY MARKETING AUTOMATION
Pardot is the second leg of our foundation. The ion platform’s digital dialogue data lets us execute extremely high fidelity marketing automation using Pardot’s segmentation, targeting and personalization. This specificity makes our nurture programs more efficient.
FITS AND MISFITS
Our prospects use rather than read our content. As active participants, they affect their outcomes; gain specific and relevant content; and shape their profiles. We match our ideal buyer criteria against these highly accurate prospect profiles to find our best matches.
BRINGING IT TOGETHER FOR SALES & ACCOUNTS
Leads sync from Pardot to Salesforce, our last foundational leg. The buyer’s journey is surfaced in Salesforce via ion’s Sell-Side, enabling a frictionless transition from marketing to sales. The CRM provides continuity when customers transition from sales to our accounts team.
GOING FROM MACRO TO MICRO
Once we have a buyer profile that aligns with our offering, we need to get more specific. The ion platform delivers solution builders that assess a specific buyer’s needs. Outcomes are surfaced in Salesforce for our sales team to use as foundations for discussions and proposals.
ACCELERATING LEAD-TO-REVENUE VELOCITY
Most of our buyers’ journey takes place digitally. Before a buyer transitions to personal selling, they’ve shared their pains, needs, opportunities, budgets and purchase authority. ion’s Sell-Side Timeline surfaces that information to our sales reps to help accelerate the sales cycle.
ELIMINATING FRICTION TO CLOSE
Once we have a solution packaged, we still have to get it approved and the deal closed. Our sales team has many helper tools at this stage. Everything from meetings, to quotes, to signatures, to performance insight is provided by these tools.
We leverage our product’s strong performance and customer satisfaction by nurturing passionate advocacy using email marketing and in-platform promotions.
SEAMLESSLY FROM PROSPECT TO CUSTOMER
We work hard to help our new customers feel heard and understood. Salesforce plays a big role in preserving a prospect’s interactive and personal dialogue as part of their customer record. This helps us keep onboarding efficient and focused.
We have analytics everywhere, but Google Analytics provides a centralized, organization-wide view of high-level KPIs like lead activity and qualified inbounds.
We provide company-wide transparency into marketing’s performance. Geckboard brings key data points together from Salesforce, Google Analytics and social media.