Post-Conference Workshops – Thursday 30 November
09:00 – 12:00
Journey-driven engagement and content management go hand-in-hand. Once you understand the journey that your customer wants to take, you need to deliver the content that will advance him or her along the path. Many organizations are investing in developing journey maps – but they have yet to connect their maps to their content in ways that enable those journeys to be really effective and satisfying for customers, yet manageable and efficient for marketers and content managers.
Instructor Cathy McKnight leads this practical workshop that will show you how to overlay your journey maps onto your content management infrastructure and evolve your CMS as a true hub of engagement. Cathy starts the workshop with a brief journey mapping exercise, using a scenario developed in real time by attendees. After a brief review of the technology landscape for experience management solutions, attendees will learn the how to leverage their CMS and other marketing technology solutions to support the customer on his or her journey.
As a result of attending this workshop, you will understand the basics of the customer journey mapping process, and youll be in a position to speak knowledgeably with colleagues, managers, technology partners, and service providers about your organizations infrastructure requirements for executing journey mapping strategies and tactics.
Presented by: Cathy McKnight