Chat Bots

Chat Bots today are the ultimate virtual assistant, helping customers in answering their queries, find products, perform transactions, play their favorite song and much more. They play a big role in personalizing the experience and increasing engagement. Intelligent Bots use every interaction to learn more about the customer, which is then used as feedback to improve the personalization even more. They can play an important role at every stage of the customer journey. They can help qualify leads and assign the leads to the right sales representative. For existing customers, they help engaging with customers better and improve loyalty.

Business Intelligence Tool

To assess if all the marketing interventions are producing the right results, Business Intelligence plays an extremely important role in the MarTech stack. They aid in visualizing data, deriving insights and tracking every rupee spent across the customer journey.

If there is a central data repository, the BI tool can directly access the repository, else they can also integrate data from multiple databases. They can support a range of requests like deep dive into a business problem, slicing and dicing from different perspectives and so on. Many visualization tools can perform fairly complex data visualization in a very intuitive, drag and drop manner.

Lead Management System

A lead refers to anyone that could be interested in your product or service. This intent of interest could

be expressed based on certain actions performed by the lead – like sharing contact details, registering for a demo, subscribing for a newsletter and so on. Lead management refers to the process of capturing leads, engaging with them through the sales funnel and then eventually converting them to customers.

Lead Management Systems help marketers engage, qualify and nurture potential leads. They can also be used to prioritize the leads into various segments based on their sales readiness. They can also be used to plan an engagement strategy for lead nurturing. Typically, Lead management and conversion is a joint responsibility between Sales and Marketing. While marketing usually drives the process of capturing the leads, Sales is better placed for the final conversion. Nurturing is usually a joint effort.

Digital Asset Management (DAM)

Digital Asset Management (DAM) is a tool that stores and organizes digital assets in a central repository. Digital assets could be documents, photos, audio files, video files or any other media.

This is primarily relevant for large brands that manage multiple digital assets. DAM’s help in managing multiple assets with features like version control, access rights and so on. It provides security and allows searching of assets efficiently.

As content is a critical element for driving engagement, this plays a very important role in marketing efficiency and effectiveness.