Cigna is evolving their content management strategy - a long term project intended to analyze the customer journey and increase understanding of when and how to deliver meaningful content that matches each customer’s unique needs and preferences.
In this session, you will see how Cigna is realizing business value from experience-driven marketing efforts - made possible by utilizing DAM.
- Marketers and Sales Partners are able to find, re-use and personalize content rather than re-create from scratch.
- The technology enables a streamlined process with a single source of truth for all final, legally approved content.
Melissa Teitler, Marketing Operations Director at Cigna, will share best practices on implementation, roll out and governance, specifically focusing on:
- A measured launch, including a content audit
- The importance of a taxonomy strategy
- Driving policy adherence
- Delivering compliance process efficiencies
- ROI delivered through increased capacity of content creators
Melissa shares lessons learned about DAM implementation and driving senior leader support.
