Screenshot of the new Annotate and Collaborate feature of Autopilot.
Since customer choice is the key dynamic of modern marketing, the customer journey map has become the central document of strategy and management.
It describes marketing exposures and decisions for a given type of customer and is used to map alternatives, responses, and follow-up arguments.
To help teams work together on this vital organizational chart, Autopilot, based in Sydney, Australia, has updated its marketing automation platform for small and medium-sized businesses with what it does. Calls a real-time collaboration feature for customer journey cards.
"Google Docs on Steroids". This feature called Annotate and Collaborate and its CEO, Michael Sharkey, referred to it as "Google Docs on Steroids."
Team members can replace the members of the marketing team on a whiteboard and save the results in one trip, but they can also work remotely on the same trip card up to # It is locked.
In real time, several members of the team can collaborate on a visual canvas – create and move steps, add annotations or other text, attach stickers, images and emoji. The free design is not yet supported, but Sharkey added that it would be added soon.
He emphasized that this collaborative ability also meant that the sales team could contribute, such as annotations. He notes that modern businesses are increasingly using collaborative tools during their workdays, including the Slack, Dropbox, or Google Drive collaborative workspace for sharing files and Google Docs to jointly create new collaboration tools. content, and that autopilot fits this workflow.
Management of the customer journey. The resulting customer journey can also be used to manage the different components. If a welcome e-mail is indicated for new members, for example, the Autopilot user can compose the e-mail and configure the e-mail from the road map. Similarly, SMS messages can be written and sent, leads can be added to customer relationship management systems, and advertising campaigns can be configured from the map.
Interactive routes can be shared via a link. There is a library of typical path models for specific use cases. Sharkey pointed out that, as members of the marketing team frequently leave or join the organization, a detailed annotation helps explain the reasoning behind the steps of the journey to the following team members.
But, as the autopilot points out in this warning video, a generalized overbidding could be a danger to have so much remote access for the construction of the route:
Why this is important for traders. Since customer travel has become the central document of marketing campaigns and most teams have remote members, making collaborative travel seems like a natural choice.
In addition to allowing the participation of all members of the marketing team, it can also allow members of the sales team to participate, which is a big step towards reducing which is sometimes a chasm between the two departments.
Collaborative functionality, along with annotations, is also an additional step in transforming a customer journey map into an ever-evolving document, instead of remaining stuck – a significant evolution since the rapid reactions of field and agile marketing techniques have become so obvious. common place.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.