CUSTOMER ENGAGEMENT PLAN

Playbook & Toolkit

Follow this step-by-step guide to improve how customers engage with your company and
to enable your organization with a customer-centric approach to drive revenue.
Table of Contents CUSTOMER ENGAGEMENT PLAN

Framework 03

Maturity Model 04

Introduction 06

stage 1 Initiative Preparation 08

stage 2 Journey Mapping 11

stage 3 Strategy Planning 14

stage
4 Technology Selection 18

stage 5 Engagement & Advocacy 21

stage
6 Measurement 25

Conclusion 27

About This Playbook 28

 CUSTOMER ENGAGEMENT
Framework
Leverage the framework below to quickly Click the buttons below to access all related
training, tools, templates, and other resources.
empower your organization’s customer engagement strategy.

1 PREPARE 2 JOURNEY 3 STRATEGY 4 TECHNOLOGY 5 ADVOCATE 6 MEASURE

Customer Advocacy & Loyalty Communications Touch Customer Satisfaction

Best Practices Guide Roles Matrix
Engagement Map Technology Overview Point Diagram Index Calculator

Content & Buyer’s Journey Maps Guide: Gamification Customer Customer Lifetime
Strategy Workbook
Journey Report Campaign Conversion Technology Overview Satisfaction Survey Value Calculator

Journey Maps Guide: Online Communities Key Account

Maturity Model Project Plan Metrics Dashboard
Sales Playbooks Technology Overview Planning Tool

Customer Engagement Journey Maps Guide: Advocacy & Loyalty Account Scoring
Program Budget
Maturity Assessment Content Strategy Vendor Matrix Template

Customer Journey Modern Marketing Gamification Vendor Decision Maker

Business Case
Map Department Structure Matrix Influencer Map

Buyer Persona Online Community

Key Account Analysis
Template System RFP Template

Customer Profile Personalization Customer

Template System RFP Template Advocate Database

Buying Process Personalization Referral Partnership

Stage Template Vendor Evaluation Agreement

Voice of the Customer

Vendor Evaluation
 CUSTOMER ENGAGEMENT
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Customer STAGE 1 - Undefined
Engagement
Defined, integrated strategy for
Customer Engagement exists across an
Defined strategy and processes exist for
Enterprise; Coordinated effort between
Strategy is uncoordinated; Aware of Customer Engagement across an Enter-
Marketing, Sales and Customer Care to
No defined strategy or process for need to create a customer journey prise; Touch points are coordinated across
provide closed-loop engagement
Orientation Customer Engagement experience; Projects are developed and functions to meet customer expectations
delivered ad hoc

Views Customer Engagement as the

Sees Customer Engagement as just
one part of traditional marketing,
Leadership not a focus
Views Customer Engagement as
important; Allocates budget & staff
resources to explore program and
campaign options to drive revenue
Views Customer Engagement as the primary marketing focus; Organization
primary focus of marketing; Long-term aligned around Customer Engagement
commitment to Customer Engagement; for sales and revenue impact
Willing participant; Resources for growth

Utilizes comprehensive, end-to-end

Development; Point tools for Email,
Content and Social Media Marketing;
Tools & No Online Community, Personalization
Platforms or Loyalty tools/applications
Platforms, applications and workflows
that perform specific functions have
been implemented for the buyer’s
journey and personas, but little coordi-
nation exists across Sales, Marketing
and Customer Care
Tools and platforms for all customer
journey points, from problem identifi-
cation to advocacy development, have
been implemented; Maintain 360-degree
customer profiles and implement behav-
ioral targeting
system integration of all Customer
Engagement related platforms with
tight integration to Enterprise CRM, MA
and other legacy ERP systems
 CUSTOMER ENGAGEMENT
Maturity Model
Customer
Engagement STAGE 1 - Undefined
Relies on traditional engagement
tactics like website landing pages
with limited content targeting; Lack
Customer
of customer journey; One-way dialog
Success
from seller’s perspective
Alignment Marketing and Sales operate in silos
General marketing budget without direct
allocation for Customer Experience or
Budget &
Engagement; Staff is contracted or at
Staff the Coordinator level only
Metrics No formal measurements in place
Want to rate your organization’s Customer Engagement maturity
with an interactive tool? Download our Customer Engagement
Maturity Assessment and get started today!
STAGE 2 - Progressive
Understands need for creating buyer
journey and personas to better target
content; Has implemented point tactics
to improve conversion and close rates,
improve retention and reduce churn
Some Marketing, Sales and Customer
Care integration, but cross-functional
responsibility for sales and revenue
may not exist yet
Budget allocated; Defined point roles
and responsibilities for Customer Expe-
rience or Engagement
Analytics to monitor and track sales
success, such as % of Quota Achieved,
Renewal Rate, Revenue Opportunity
Metrics, Cost per Lead (CPL), etc.
STAGE 3 - Mature STAGE 4 - World-Class
Aligns programs and campaigns to consis- Focused on creating a differentiated
customer experience and operational-
tently deliver full Customer Engagement
izing it through all marketing, sales and
to drive loyalty; Supports robust external &
customer-care touch points, programs
internal online communities and advocacy
and campaigns
& loyalty programs
Fully aligned Marketing, Sales and
Cross-functional integration across
Customer Care with cross-functional
Marketing, Sales and Customer Care, but
responsibility for sales, revenue and
are not fully aligned
profit growth
Budget with business case to justify Budget connected to customer satis-
faction goals; Organization aligned
spend; Dedicated marketing/sales roles
for maximum impact of Customer
for Customer Engagement
Engagement
Enterprise-wide dashboard with visual
Dashboard tracks relevant customer
representation of user acquisition and
care, demand generation, communica-
engagement by behavior, experience,
tion and sales metrics; Metrics include
etc.; Metrics may include Customer
# Marketing Qualified Leads (MQLs),
Satisfaction Index (CSI), Customer Life-
Avg. Resolution Time, % Escalations to
time Value (CLV), Net Promoter Score
Tier 2 Customer Support
(NPS), etc.
VIEW RESOURCE
 1 2
Initiative Journey
Preparation Mapping
Introduction
How to Use This Playbook
This playbook consists of six stages, each with a description of
steps and action items. Action items include using our premium
tools and templates. Our goal for your use of this playbook is to
help you:
Understand the shift from Customer Experience to
Customer Engagement objectives
Plan & Develop a Journey Map to improve how
customers engage with your company
Select & Implement the results of your program
and foster an environment of continuous relationship
Identify Advocates & Measure results to increase
brand awareness and drive revenue
3 4 5 6
Strategy Technology Engagement & Measurement
Planning Selection Advocacy
What Is Customer Engagement?
Demand Metric defines Customer Engagement (CE) as the
strategies, processes, technologies, and tools that enable
an organization to attract, gain, retain, and influence the
behavior of customers consistently and effectively across all
touch points throughout the lifetime of the customer’s rela-
tionship with the company.
Equally important, from the buyer’s point of view, Customer
Engagement is the buyer’s on-going connection to and growing
appreciation of the company’s brand, people, products, and
services through every interaction and touch point during the
lifetime of their relationship with the company.
Done well, Customer Engagement fosters a lifelong advocate
(think Apple) who embraces the company and brand beyond
any one product or service experience.
CUSTOMER ENGAGEMENT PLAN 6
 1 2 3 4 5 6
Initiative Journey Strategy Technology Engagement & Measurement
Preparation Mapping Planning Selection Advocacy

Introduction

Customer Experience v. Engagement Outputs from This Playbook

Demand Metric positions Customer Engagement as the evolu- Stage 1 - Initiative Preparation
tion of Customer Experience (CX) and its corollary Voice of the Customer Engagement Maturity Assessment
Customer (VoC). and Business Case

This is based on the reality that companies cannot really control Stage 2 - Journey Mapping
the customer’s experience. They can influence it, but they cannot Customer Journey Map, Buyer Persona Template(s)
control it. Numerous studies have shown that the buyer completes
from 55% to 75% of their purchasing decision journey before they Stage 3 - Strategy Planning
contact the company or sales rep. Customer Engagement Strategy Scorecard,
Project Plan, Budget & Job Roles
That means marketers and customer success teams must be
creative in how they engage with potential customers. If customers Stage 4 - Technology Selection
aren’t coming to the company, the company must actively reach Customer Engagement System RFPs, Vendor
out to them with the right “touch” to create a connection for that Evaluations, and Vendor Selection
point of the journey.
Stage 5 - Engagement & Advocacy
Every touch across the omni-channel is crucial. This is why making Touch Point Diagram, Customer Satisfaction Survey,
Customer Advocate Database
Customer Engagement a corporate priority and not simply a sales or
customer-service issue is so important to revenue success. Stage 6 - Measurement
Customer Satisfaction Index and Customer
Engagement Metrics Dashboard

CUSTOMER ENGAGEMENT PLAN 7

 CUSTOMER ENGAGEMENT PLAN

STAGE 1

Initiative Preparation
In Stage 1, you will focus your efforts around understanding your organization’s strengths and
weaknesses as relateds to Customer Engagement, documenting your goals and objectives, and
developing a business case to gain buy-in from senior management for this initiative.
Key steps in this stage include:

STEP 1: Understand Customer Engagement

STEP 2: Review the Levels of CE Maturity
STEP 3: Identify Your Organization’s Level of Maturity
STEP 4: Build a Business Case
 2 3 4 5 6
Introduction
1 Journey Strategy Technology Engagement & Measurement
Mapping Planning Selection Advocacy
Initiative
Preparation

STEP 1 STEP 2
Understand Customer Engagement Review the Levels of CE Maturity

Action Item Action Item

Read our Customer Engagement Best Practices Guide Review our Customer Engagement Maturity Model to learn
to learn about the practice area, obtain key insights for how Demand Metric defines four stages of maturity based
program development and implementation, and review on the seven key components of Customer Engagement.
the vendor landscape.

VIEW RESOURCE VIEW RESOURCE

This Best Practices Report: The seven components of Customer Engagement are:
Details the benefits of Customer Engagement Orientation
Describes the shift from CX to CE Leadership
Highlights vendor research for the five CE technologies Tools & Platforms

Also Download our Content & Buyer’s Journey Benchmark Customer Success
Report to get relevant research on the customer’s journey. Alignment
Budget & Staff
Metrics

CUSTOMER ENGAGEMENT PLAN 9

 2 3 4 5 6
Introduction
1 Journey Strategy Technology Engagement & Measurement
Mapping Planning Selection Advocacy
Initiative
Preparation

STEP 3 STEP 4
Identify Your Organization’s Maturity Level Build a Business Case

Action Item Action Item

Complete our Customer Engagement Maturity Assessment Use our Customer Engagement Business Case to ensure
to understand where your organization falls on the four tiers of senior management that Customer Engagement initiatives
Customer Engagement maturity. align with current business goals and objectives.

VIEW RESOURCE VIEW RESOURCE

The four levels of maturity are defined as follows: Sections of your business case should include:
Undefined Executive Summary
Progressive Opportunity Overview & Key Success Factors
Mature Assumptions & Decision-Making Criteria
World-Class Business Impact Analysis
Risk & Contingency Plans
Recommendation

CUSTOMER ENGAGEMENT PLAN 10

 CUSTOMER ENGAGEMENT PLAN

STAGE 2

Create Journey Map

In Stage 2, you will learn more about how your customers engage with your organization. You
will identify the key buyer personas for your business and map out how each of those personas
interacts with your organization. Key activities for this stage include:

STEP 1: Review the Customer Engagement Map

STEP 2: Learn More About Journey Mapping
STEP 3: Create Journey Map
STEP 4: Identify Key Buyer Persona(s)
 1 3 4 5 6
Introduction Initiative
2 Strategy Technology Engagement & Measurement
Preparation Planning Selection Advocacy
Create
Journey Map

STEP 1 STEP 2
Review the Customer Engagement Map Learn More About Journey Mapping

Action Item Action Item

Use our Customer Engagement Map to follow the buyer’s In order to successfully complete Engagement/Journey
journey from problem identification to brand advocacy and Maps for your organization, read our series of How-to
which technologies work best at each stage of the journey. Guides (listed below) on the use cases and impact of
Journey Maps.

CUSTOMER ENGAGEMENT MAP

MARKETING
Advocacy &
SALES
Loyalty

CUSTOMER SUCCESS

Problem
Identification
Advocacy & Loyalty
Platforms
VIEW RESOURCE VIEW RESOURCE
Account Expansion
Online Feedback,
Communities Surveys
Advocacy & Loyalty
& VOC
Platforms
Personalization
Platforms
Personalization Benefit Assessment
Platforms
Relationship Building

Product/
Social Media & Service Gamification
Research
Online Communities Acquisition

Technology Product/ Service Implementation

Validation
Evaluation
VOC & Chat
eCommerce
Sites

Personalization Social Media &

Platforms Online Communities

This map includes the following key touch points: How-to Guides on Journey Mapping included in the Demand
1. Problem Identification 6. Implementation Metric library are:
2. Research 7. Relationship Building Developing Sales Playbooks from Journey Maps
3. Technology Evaluation 8. Benefit Assessment Developing Content Strategy from Journey Maps
4. Validation 9. Account Expansion Improving Campaign Conversions with Journey Maps
5. Purchase/Acquisition 10. Advocacy & Loyalty

CUSTOMER ENGAGEMENT PLAN 12

 1 3 4 5 6
Introduction Initiative
2 Strategy Technology Engagement & Measurement
Preparation Planning Selection Advocacy
Create
Journey Map

STEP 3 STEP 4
Create Journey Map Identify Key Buyer Persona(s)

Action Item Action Item

Use our Customer Journey Map to identify typical Use our Buyer Persona Template to define common char-
engagement touch points, which will enable you to align acteristics, buying behaviors, and pain points for each of
buyer personas to their journey. your target buyer personas.

VIEW RESOURCE S TA R T L E A R N I N G

This tool helps you define the buying process at the following stages: Other tools that may assist you in identifying your audience are as
Discovery/Research follows:

Evaluation/Comparison Customer Profile Template

Decision/Purchase Buying Stage Process Template

Implementation
Support/Renew

CUSTOMER ENGAGEMENT PLAN 13

 CUSTOMER ENGAGEMENT PLAN

STAGE 3

Plan Your Strategy

In Stage 3, you plan out your Customer Engagement strategy, programs, and initiatives by learning the
important aspects of the Customer Engagement Framework and identifying key roles, responsibilities,
processes, technologies, content, and metrics. The key activities in this Stage are:

STEP 1: Understand CE Roles and Responsibilities

STEP 2: Create a Customer Engagement Strategy
STEP 3: Establish a Project Plan
STEP 4: Identify Budget Allocations
STEP 5: Define Roles & Responsibilities
 1 2 4 5 6
Introduction Initiative Journey
3 Technology Engagement & Measurement
Preparation Mapping Selection Advocacy
Plan Your
Strategy

STEP 1 STEP 2
Understand CE Roles and Responsibilities Create a Customer Engagement Strategy

Action Item Action Item

Review our Customer Engagement Roles Matrix to learn Use our Customer Engagement Strategy Workbook to
how all of the departments and components of an organiza- provide senior management with a one-page document that
tion come together to develop, coordinate and operate with clearly outlines your action plan for this project.
Customer Engagement best practices.

VVI IEEW
W RREESSOOUURRCCEE VIEW RESOURCE

This framework defines Customer Engagement efforts across six This document will also allow you to track your strategy progress
categories: throughout the year. Key information to include in scorecard:
Roles Objectives
Responsibilities Programs & Initiatives
Processes Metrics & KPIs
Technology Timeframes and Goals
Content Goal Achievement Tracking
Metrics

CUSTOMER ENGAGEMENT PLAN 15

 1 2 4 5 6
Introduction Initiative Journey
3 Technology Engagement & Measurement
Preparation Mapping Selection Advocacy
Plan Your
Strategy

STEP 3 STEP 4
Establish a Project Plan Identify Budget Allocations

Action Item Action Item

Utilize our Customer Engagement Project Plan to Employ our Customer Engagement Budget Template to
establish a clear scope, to identify decision rights, and to track the overall costs for your Customer Engagement
secure executive sponsorship for the initiative. programs, initiatives, staffing, and resources.

VIEW RESOURCE VIEW RESOURCE

Sections of your project charter should include: The key components of this budget are:
Project Overview Project Stakeholders Technology, Implementation & Support
Description Communications Plan Staffing
Key Success Factors Decision Rights Training & Education
Risk Identification Approval Promotions & Marketing Campaigns
Content Development

CUSTOMER ENGAGEMENT PLAN 16

 1 2 4 5 6
Introduction Initiative Journey
3 Technology Engagement & Measurement
Preparation Mapping Selection Advocacy
Plan Your
Strategy

STEP 5
Define Roles & Responsibilities

Action Item

Use our Modern Marketing Department Structure

to assemble your Customer Engagement team. Our
Customer Engagement Roles Matrix can help you define
responsibilities by role.

VIEW RESOURCE

Crucial job functions to consider for your Customer Engagement

team are:
VP, Customer Success
VP or Director of Customer Engagement
Customer Success Manager(s)

CUSTOMER ENGAGEMENT PLAN 17

 CUSTOMER ENGAGEMENT PLAN

STAGE 4

Technology Selection
At this point, you have learned about Customer Engagement and developed Journey Maps and
strategies to properly interact with your audience. Now you will evaluate the technology landscape
in order to implement your strategic initiatives. This stage includes the following steps:

STEP 1: Read Demand Metric’s Vendor Research

STEP 2: Evaluate Vendors and Create a Short List
STEP 3: Submit RFPs to Short-Listed Vendors
STEP 4: Conduct Evaluations and Make Decisions
 1 2 3 5 6
Introduction Initiative Journey Strategy
4 Engagement & Measurement
Preparation Mapping Planning Advocacy
Technology
Selection

STEP 1 STEP 2
Read Demand Metric’s Vendor Research Evaluate Vendors and Make a Short List

Action Item Action Item

Review the “Vendor Solutions” section of our Customer Use our series of Vendor Matrices (listed below) designed
Engagement Best Practices Guide to learn about the tech- specifically for Customer Engagement to evaluate the top
nology landscape. This report covers all five technologies but 10-30 vendors for each technology platform. Make a short list
highlights Personalization and Voice of the Customer (VoC). of the vendors you will be considering for implementation.

VIEW RESOURCE VIEW RESOURCE

For more information on the other three technologies, review the These matrices are as follows:
following reports: Advocacy and Loyalty Vendor Matrix
Advocacy and Loyalty Technology Overview Gamification Vendor Matrix
Gamification Technology Overview Online Communities Vendor Matrix
Online Communities Technology Overview Personalization Vendor Matrix
Voice of the Customer Vendor Matrix

CUSTOMER ENGAGEMENT PLAN 19

 1 2 3 5 6
Introduction Initiative Journey Strategy
4 Engagement & Measurement
Preparation Mapping Planning Advocacy
Technology
Selection

STEP 3 STEP 4
Submit RFPs to Short-Listed Vendors Conduct Evaluations & Make Decisions

Action Item Action Item

Use our series of System RFPs (listed below) designed Use our series of Vendor Evaluations (listed below) designed
specifically for Customer Engagement to document your specifically for Customer Engagement to compare vendors
requirements for each technology and to send your short- against one another based on up-to-date technology require-
listed vendors to receive more information on their solutions. ments. After this exercise is complete, decide on your solution(s).

VIEW RESOURCE VIEW RESOURCE

These matrices are as follows: These matrices are as follows:

Advocacy and Loyalty System RFP Template Advocacy and Loyalty Vendor Evaluation
Gamification System RFP Template Gamification Vendor Evaluation
Online Community System RFP Template Online Community Vendor Evaluation
Personalization System RFP Template Personalization Vendor Evaluation
Voice of the Customer System RFP Template Voice of the Customer Vendor Evaluation

CUSTOMER ENGAGEMENT PLAN 20

 CUSTOMER ENGAGEMENT PLAN

STAGE 5

Engagement & Advocacy

Now that you have selected the technologies that will assist you with your Customer Engagement
programs, you can begin connecting with your prospects and customers. This stage will help you enhance
and track interactions as well as identify key advocates for your brand. In this Stage, you will:

STEP 1: Build Long-lasting Relationships

STEP 2: Prove Product/Service Value
STEP 3: Expand Account Size and Partnership Duration
STEP 4: Identify & Track Brand Advocates
STEP 5: Engage Advocates & Request Referrals
 1 2 3 4 6
Introduction Initiative Journey Strategy Technology
5 Measurement
Preparation Mapping Planning Selection
Engagement
& Advocacy

STEP 1 STEP 2
Build Long-lasting Relationships Prove Product/Service Value

Action Item Action Item

Download our Communications Touch Point Diagram to Ensure your customers are getting the full value out of your
ensure you plan your customer contact points strategically. product/service by offering a Customer Satisfaction Survey
Each touch point is crucial in building a solid, long-lasting along with your planned Customer Success calls to get feed-
relationship with each client. back. Use the data obtained to enhance customer interactions.

VIEW RESOURCE VIEW RESOURCE

Touch points can include, but are not limited to: Use this survey to get feedback on the following elements of your
Sales Cycle Calls organization:

Customer Success Calls Buying Process Customer Service & Support

Email Campaigns Value Proposition Website/Customer Portal

Social Media Contact Products/Services Brand Preference

Online Community Interactions Strategic Direction

CUSTOMER ENGAGEMENT PLAN 22

 1 2 3 4 6
Introduction Initiative Journey Strategy Technology
5 Measurement
Preparation Mapping Planning Selection
Engagement
& Advocacy

STEP 3 STEP 4
Expand Account Size & Partnership Duration Identify & Track Brand Advocates

Action Item Action Item

Implement our Key Account Planning Tool to track the While implementing your Advocacy & Loyalty platform to
progress on each of your important accounts. This tool identify your advocates, use our Customer Advocate Data-
allows you to document important information on the client, base to track key information on these customers.
opportunity size, and action plans for growth.

VIEW RESOURCE VIEW RESOURCE

Other tools that may assist you with this step are: Other tools that may assist you with this step are:
Account Scoring Template Customer/Company Name
Decision Maker Influencer Map Demographics
Key Account Analysis Buyer Persona
Touch Point Discussions
Feedback & Referrals

CUSTOMER ENGAGEMENT PLAN 23

 1 2 3 4 6
Introduction Initiative Journey Strategy Technology
5 Measurement
Preparation Mapping Planning Selection
Engagement
& Advocacy

STEP 5
Engage Advocates & Request Referrals

Action Item

Once you have identified the most influential advocates in

your client base, use our Referral Partnership Agreement to
begin a referral relationship with them. By generating leads
from customers, you will create a new funnel of business.

VIEW RESOURCE

Benefits of Referral Partnerships:

Generating pre-qualified leads
Gaining leads that will be hearing your praise from current
brand advocates
Driving profits from a new revenue stream

CUSTOMER ENGAGEMENT PLAN 24

CUSTOMER ENGAGEMENT PLAN

STAGE 6

Measurement
Now that you have executed your strategy, implemented technologies, begun engaging users,
and identified potential brand advocates, you can start to measure the results of
your Customer Engagement program.

In this Stage, you will:

STEP 1: Calculate Key Customer Metrics

STEP 2: Measure Your Customer Engagement Program
 1 2 3 4 5
Introduction Initiative Journey Strategy Technology Engagement &
6
Preparation Mapping Planning Selection Advocacy
Measurement

STEP 1 STEP 2
Calculate Key Customer Metrics Measure Your CE Program

Action Item Action Item

Use our Customer Satisfaction Index Calculator to Use the Customer Engagement Metrics Dashboard
determine the CSI for your product(s), service(s), company, to track the Key Performance Indicators (KPIs) for your
and/or brand based on the responses to your Customer program. Update this dashboard on a monthly basis to
Satisfaction Survey. generate high-quality graphs that will show your progress.

VIEW RESOURCE VIEW RESOURCE

Use these two tools in conjunction to get an accurate CSI Some of the key metrics we suggest analyzing are:
analysis. # MQLs Created Cost Per Lead (CPL)
Other important metrics to consider for your Customer Engage- SQLs v. MQLs Customer Lifetime Value (CLV)
ment program are the Net Promoter Score (NPS) and Customer
Lifetime Value (CLV). Avg. Deal Size Net Promoter Score (NPS)

Our Customer Lifetime Value Calculator is also available within Renewal Rate Customer Satisfaction Index (CSI)
the Demand Metric library to help you complete the calcula-
tions for that specific metric.

CUSTOMER ENGAGEMENT PLAN 26

CUSTOMER ENGAGEMENT PLAN

Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.

Demand Metric has the tools and expertise to help you build an effective
Customer Engagement program:
Create or audit your existing Customer Engagement strategy plan
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals
CUSTOMER ENGAGEMENT PLAN

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 CUSTOMER ENGAGEMENT PLAN

About Demand Metric

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Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

Through strategic partnerships with the AMA, ANA, and AIPMM, our 1,000+
time-saving tools & resources have become the industry standard. Don’t
start from scratch! LEARN MORE
Sign up for a free trial at www.demandmetric.com
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