Verticals

We provide strategic marketing, sales and IT operations leadership and execute programs tailored to your vertical market. Accelent consultants have all held executive level and senior management roles with companies large and small and have domain knowledge about key industry segments.

High tech marketers are leading the digital evolution through technology solutions across multiple channels to drive customer engagement and sales. More focus in being put on analytics and dashboards that track marketing and sales effectiveness and customer lifecycle management to better measure ROI.

Programs must incorporate the use of smartphones, tablets, social media and other channels require more personalized interaction. Companies are challenged to track and report on the business to ensure multiple systems have a common view of the customer and that the data is accurate.

Aligning people, process and technology is essential to better “target” the right prospects, shorten the pipeline and keep the installed base active and engaged. Effective multi-channel marketing to build brand and create an integrated customer experience is also a high priority.

Consumers increasingly depend on online content to search for information, find deals, and become inspired before making a purchase online or in the store. Internet ubiquity, personal technology adoption, and the growth in e-commerce have produced new consumer requirements and behavior called cross-channel shopping.

The key for Retailers is to stay ahead of the competition, enhance the brand and enrich the customer experience. They must focus on how to capture, engage, and retain customers by triggering them to interact more frequently and buy more.

Mashing up physical retailing with the best of rich online content revitalizes stores by creating compelling “mashop” experiences. This requires marketers to incorporate the use of smartphones and tablets, rich media, cloud content, social media and interactive screens in an integrated way.

The Healthcare industry, as a whole, is a few years behind less risk-averse industries when it comes to social media, mobile, search, and other online marketing technologies. It can be difficult to innovate in an industry that is so highly regulated and the stakes are so high.

Yet, the interest and opportunities for digital marketing in the healthcare industry is growing. Social media marketing is starting to take hold. Community-based marketing is surging with a focus on content. Moving towards online medical records and improving the user experience are top priorities for many healthcare institutions.

This is an exciting and dynamic time to be a Healthcare marketer to help local communities create programs, manage and publish content, utilize social media, search, and mobile technologies, and collaborate better internally.

There is huge opportunity to leverage digital technology to market sports teams, athletes, fitness programs, retail products and professional services. The industry demands increased engagement with fans/customers in a multi-channel way to capture more of their sports dollar.

Many top franchises have incorporated marketing automation tools to reach and nurture prospective and established fans alike. They continually deliver information to build a trusted relationship and promote sales of season tickets, special events, and merchandise as they capture information and create personalized fan profiles.

This requires an integrated approach including social, retail, sponsorship, etc. Twitter and Facebook are established platforms to build brand and increase engagement; they are driving the need for compelling, real-time content. The creation of club or event specific Apps are becoming essential to interacting with fans.

The Financial Services industry has been an early adopter of technology to consolidate data but acquisitions have made getting a single view of the customer difficult. Firms must better align CRM and marketing systems to refine target marketing and improve service offerings.

Poor data capture from social and other digital channels, fearing reputation risk, make it difficult to promote the right offer to the right customer. This lack of integrated data and cross-channel experience, including Apps, is driving financial service firms to put a high priority on improving the personalized customer experience.

Compliance concerns have also limited the adoption and effectiveness of email marketing for fear of regulations and overwhelming customers. Improved data management, segmentation and personalization will allow firms to better interact with individuals and capture better analytics.

Companies in the “ industrial” category include oil and gas, manufacturing, chemical, mining, power and energy. These are highly regulated industries and companies who market products and services to them must focus on creating business value that will improve operational efficiency, reduce risk, ensure compliance, improve production and reduce costs.

The days of marketing through print (catalogs and ads in trade publications) and trade shows are over, vendors are investing in technologies and digital marketing programs to build awareness and demand and increase revenue.

Corporate websites have become increasing important and must be engaging and interactive. Outbound campaigns focus on solving business problems not pushing products. A robust inventory of customer success stories, tips and tricks, and thought leadership content is required in order to nurture prospects over typically long sales cycles.