Actionable Insights in a Digitally Dominant World

Implementing the right marketing technology to complete, or progress toward digital transformation does not need to be daunting or overwhelming.

In 2020 we learned the urgency behind establishing a digital strategy, but unfortunately, not everyone was able to make a quick pivot. We believe 2021 provides ample opportunity for those who couldn't pivot in 2020 as well as those who are looking to take the next steps in their digital journey.

In this webinar, we walk through how you can build a future-proof framework to support your current and future digital projects. We share how our own 6 person marketing team transitioned from an in-person events driven approach in 2019 to a completely digital strategy in 2020, utilizing the Jahia DXP and other foundational marketing technologies.

What the video shows

The video explains how the marketing organization rapidly adapted to disruption by shifting from event-driven strategies to a fully digital model.

It shows:

  • A sudden stop of in-person events in 2020 forcing a complete reallocation of roles and responsibilities
  • Marketing team members reskilled into digital, design, and program operations roles to reduce external costs
  • Budget reallocation from physical events to low-cost, high-impact digital initiatives
  • The rollout of marketing automation through tight integration between Marketo, Salesforce, and the website
  • A strong focus on the website as the central growth engine, supported by analytics, SEO, and content optimization
  • A forward-looking 2021 strategy centered on webinars, PR, personalization, and account-based marketing

The video highlights how operational discipline and adaptability enabled continuity and long-term growth despite constraints.

Why it matters

This approach demonstrates how marketing teams can stay effective and resilient with limited resources.

It enables organizations to:

  • Maintain momentum during crises by reallocating skills instead of cutting talent
  • Build sustainable, long-term demand generation rather than relying on short-term event-driven leads
  • Increase efficiency through automation, better data quality, and tighter sales–marketing alignment
  • Turn the website into a core conversion and visibility platform rather than a static showcase
  • Prioritize scalable channels such as SEO, webinars, and content for durable ROI
  • Lay the foundation for personalization and ABM to improve relevance and lead quality

By focusing on flexibility, digital fundamentals, and collaboration, marketing teams can turn disruption into a catalyst for transformation.

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