Patrick Kitchell
Patrick Kitchell 25 February 2015
Categories B2B, Social Media

How Digitally Intelligent Is Your Company?

All companies have a digital personality and digital intelligence that needs to be understood

Digital Personalities and Digital Intelligence. All companies have a digital personality and the traits of this digital personality can be defined by how and what organizations decide to do in the digital world.


A digital personality also includes how responsible a company is with the data they handle from the digital world. Part of the digital personality of any organization is their digital intelligence; how smart they are to understand and use the various aspects of the digital world towards creating value as they define it.

Like most intelligence it consists of a “brain” and an organization’s digital brain is a mixed of its creative ability in the digital world and the organizations logical aspects around how it uses the data. For example, like humans have the brain split into two hemispheres that include the right and left brain that perform specific functions. The digital brain has its right hemisphere that drives the creative side of things, things like various marketing campaigns, various away to attract attention in the digital realm. It is not only marketing related but more importantly it is not concerned with data and facts. The left hemisphere of a company’s digital brain is the one strives to measure outcomes from the digital world with analytic, logic, KPIs and tries to drive meaning from the measurable.


I would argue to understand how digital intelligent an organizations is we would need to measure some of the above.


One measurable outcome is the data we receive from the digital world through form submits and through single sign on of social networks like facebook, google and twitter.

If you take the latest numbers from Google that in the B2B world -- over 57% of the buying journey is complete by the time a person reaches out to vendor:

Patrick Kitchell - digital intelligence


Also, that vendor’s website is only visited 1 time in 75 % of the cases:

Patrick Kitchell - digital intelligence

Interested in more statistics --Here are the latest statistics from Google presented at a B2B conference in Copenhagen, Denmark January 2015

Therefore, the fact that people are giving you data is a BIG DEAL and how an organization deals with this data shows how digital intelligent they are as they decide what to do with the data given to them. I would say that learning how to deal with data from form or registration submissions is like playing Sudoku for an organization.


So The Big Question is How Data Intelligent is Your Organization?


Let’s Start With Systems

Let’s get up in the helicopter and first see the landscape. In the organization where I work, we a use a digital marketing systems built on Sitecore. This is a system of sophisticated tools that allow companies to manage how the content marketing creates is presented to visitors in the most relevant way. It helps marketing by systematically controlling the data and helping marketing display the most relevant content at the right time. Most marketers consider marketing an art and they are good at the creative side of things but they struggle with data side. A digital marketing system like Sitecore helps tremendously.

We also have a hand in glove relationship with our Microsoft Dynamics CRMsystem. The CRM is our system of record and the system that drives the business process around our marketing and sales integrated lead and sales pipeline. It is this system that we are using to create a 360 degree of the customer and create actionable outcomes from the end users. It is here that the data from the web becomes an active and living and where we show how digital intelligent we are as an organization.


The Tool Box


The Digital Marketing Tool Box

If you haven’t heard of the book: Connect - How to use Data and Experience Marketing to Create Lifetime Customers - Connect the Experience then I recommend that you do.

Find it here: I would call this book the digital marketing handbook for the 2015 where it goes into the perfect level of detail about how to create value from your website and how to measure the current state of your digital maturity.


Patrick Kitchell - digital intelligence

The digital marketing system purpose is to drive digital campaigns in the most efficient, relevant manner. It takes the analytically data about the campaign and all the session related data for each visit on the website and uses this data to create measurable value. It does this through personalizing content, email campaigns, creating digital profiles and analyzing the digital behavior of your visitors while they are on the site and then in any follow up visit or email . This is an important and necessary trait in digital intelligence.


The CRM Tool Box

Once the data has been submitted then the next set of tools needs to take over. The CRM toolbox is the set of tools that take all this great information from the web and push the data before the organizational actors to take action. This is where an organizations shows the strength of their digital intelligence by applying their tools to create value.


What Happens on Form Submit?

Patrick Kitchell - digital intelligence

Hit Request a DEMO - What Happens

  1. Grab DNS location information from a service and store it.
  2. Store the internet traffic point – where the session actually started – google, twitter etc.
  3. Store the Digital Campaign Information From Sitecore - what marketing campaign trigger the session when marketing was involved – PPC, Email, etc.
  4. Check the email address in the CRM – if new create new contact, if not update.
  5. Create a receipt in the CRM that the form or registration has happened. – we use a CRM entity called a Campaign Response and populate data from 1 -4.
  6. Bind the Campaign Response to the Contact – lives as an activity on the Contact.
  7. Create a Lead – some marketing campaigns create leads, some don’t.
  8. Assign the Contact to an owner – owner logic in the CRM pushes the new contact to an owner based on country.
  9. Assign possible lead to the right Lead Sales Team Automatically.
  10. Auto bind a Contact to an Account Automatically where possible.
  11. Set a Recent Field on the Contact – shows the last time the contact was actively on the web page.
  12. Push in all web analytics from each session for each contact into the CRM – Once every 24 hours.

What is the Value?

The value proposition here is very clear and here are some of the outcomes that lead to revenue:

  • All data gets a clear owner and
  • All contacts and leads get driven to the right geographic location and into the right team member for intelligent handling and
  • All contacts contain in one view a list of combined CRM activities and web analytics for a holistic view of this contact is doing on the both online and offline( sales related and service related) channels.
  • All Form Submits have a receipt that contain session and campaign data
  • All this data once in the CRM Is available for searches, dashboards, workflows and KPIS


Organizations have digital personalities and digital intelligence. How organizations use the data that is given to them defines how digitally intelligent they are in the current environment where they operate. There are more aspects to an organization’s digital intelligence like how well they listen in the social space and how well they understand the digital path of potential customers. As you can see from the above we create data with a wide array of data points that feed CRM Users with information that bring value both to the single user but also to the organization as a whole. Sales people can look on contacts and accounts and see a list of web analytics and they can use this information to have intelligent conversations with potential customers and upsell to existing customers. Add to this that from the web we are feeding directly to our lead pipeline which is not new but what is interesting is that the lead record itself has a relationship to the receipt created and we are able to measure which channels are creating which type of leads. Add to that we have a direct relationship from our leads to our opportunities and marketing can see which campaigns are participating in existing sales opportunities and creating new ones. All of this data gives power insights.

Please feel free to comment and on your own organizations digital intelligence and if there is anything you do that increase value from the data your receive.


Originally posted on Patrick’s LinkedIn page


You can read more of Patrick’s investigations with his article How To Inflate Your Klout Score



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