The Power of Personalization and Dynamic Content Based on Segmentation | Interview with David Doughty from Integrated Computer Systems

Introduction

All heroes need the right tools and the right support. Integrated Computer Systems (ICS) make the mission-critical tools that many top-performing public safety agencies use to run their operations. David Doughty, director of marketing, discusses the company’s products and their target audience. ICS is a public safety software company that offers the Athena product suite, which includes computer-aided dispatch software, a records management system, a mobile data client, and incident command. The primary beneficiaries of their products are police and fire departments, sheriff’s offices, emergency communication centers, college universities, and independent school districts. David explains that word-of-mouth is the main way clients discover ICS, but they also leverage targeted channels such as trade shows to reach their audience. He highlights the growing importance of online platforms like Facebook and LinkedIn for outreach and mentions their efforts to establish thought leadership through long-form content. The company’s website is crucial in generating awareness and providing resources for potential buyers at different stages of the buyer’s journey. David sees the website’s strength in leveraging organic keyword searches to broaden their reach. Regarding driving conversions, he emphasizes the effectiveness of personalization and dynamic content based on segmentation.