Don Schuerman
DEMAND GEN VISIONARIES
/
EPISODE
122
Activation-Based Strategies for the Digital Marketer
In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with the CTO & VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s most leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.
Pega provides a powerful low-code platform that builds agility into the world’s leading organizations so they can adapt to change. Clients use their AI-powered decisioning and workflow automation to solve business challenges – from personalizing engagement to automating service to streamlining operations. Since 1983, they’ve built a scalable and flexible architecture to help enterprises meet today’s customer demands while continuously transforming for tomorrow.
INDUSTRY
Software Development
FOUNDED
1983
WEBSITE
www.pega.com

Don is the Chief Technology Officer and Vice President of Product Marketing at Pegasystems. He’s responsible for Pega’s platform and customer relationship management (CRM) applications. He has 20 years of experience delivering enterprise software solutions for Fortune 500 companies, focusing on digital transformation, mobility, analytics, business process management, cloud, and CRM.

He’s a self-described architect and evangelist for intelligent automation, robotics, and decisioning technologies. He specializes in AI, robotics, BPM, low-code, microservices, aPaaS, case management, Java, Enterprise Architecture, CRM, and app development. Don holds a BS in Physics and Philosophy from Boston College.

Episode Summary

In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with Don Schuerman, the CTO & VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s most leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.

Key Takeaways

  • True customer intimacy is hugely important and can only be achieved through frequent interactions. 
  • Events are back but people are no longer focused on entertaining experiences. Instead, they’re looking for effective outcomes in the form of learning, training, or collaboration.
  • Measuring engagement with a holistic lens reminds marketers that it's not about getting clicks on the website—it's getting converts.

Quotes

“That [high] level of customer intimacy and understanding is essential, especially from marketers in technology and enterprise technology where it's not enough to have a strong message and vision. You also have to continuously make that relevant to your customer and audience.”
“Measuring engagement across a holistic lens helps me as a marketer remind our broader team that it's not just our job to get a bunch of people clicking on the website—it's actually getting that website to convert.”
“Most organizations generate plenty of content—probably too much content. Really, what you really have is an activation problem. Can you effectively activate the content?”

Episode Transcript

Episode Timestamps:

* (01:41) - Don’s unique role as CTO & VP of Product Marketing at Pegasystems
* (06:50) - Segment: The Trust Tree
* (12:09) - Looking at engagement holistically
* (19:40) - Segment: The Playbook
* (28:24) - Segment: The Dust Up
* (31:23) - Segment: Quick Hits

‍Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

‍Links