B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2106 · 2 months ago

3 Stages of the Personalization Journey and 2 Warning Signs

ABOUT THIS EPISODE

In this episode, we talk to Anna Luo, Senior Vice President of of Customer Innovation and Marketing Director at Jivox.

Yeah. Hi everyone welcome back to be to begrowth. My name is Olivia Hurley and today I am joined by Anna Lou Oh thesenior vice president of customer innovation and marketing ana how areyou doing today? I am well Olivia, nice to be on your show. Thank you. Oh wellthank you so much for coming on. I'm really excited to be able to unpacksome of your experience. Have a great conversation with you before we wererecording. You were chatting to me about the world of data andpersonalization and you were saying that we have the technology to do a lotin the world of personalization these days. But you would you like to thinkof advertising and messaging as a service. Can you tell me a little bitabout that? Sure. Let's look at it this way. Your job is a journalist andpodcast host. Mine is marketing but we both are also consumers. So what wouldwe or you rather see? Right as that chase you all over the internet forproducts that you have just viewed or purchased or say during a hot summerweek, when you're thinking about having a few cool meals, You receive a 20%discount offer from your favorite cooking service brand to try a few newcitrus salad meal kids. Well isn't that wonderful? So imagine this type ofpersonalized offerings um, coming to you a consumer when you're thinkingabout at the specific time. So say that's in the middle of the week Andseason. Oh, it's summer right now and the weather sunny and beautiful and thetemperature is maybe 80° or higher. It's a little hot. All of these aresignals that indicate that you may like something nice and cool and you preferhealthy salad varieties. So data like this can help marketers do amazingthings as a marketer or brand we need...

...to learn or to earn the consumers trustso that they see the value of sharing with us the data about them. So in thisexample this type of personalization can happen when the consumers allowedthis cooking service to know about their food preferences behavior wherethey are located in real tie. What's important is that the consumerswouldn't see these personalized at offers as frivolous. Just look at thisfrom our own experience as consumers. But rather this want one communicationis a real relevant service. Mm So part of what we were talking about beforeand I think that's so beautiful. And also I would like to say you chose agreat example to talk about food, first of all, so relevant. Second ball lovecitrus salad. But you were saying that we have capacity to do a lot. We havethe opportunity to make very personalized marketing, speak directlyto those signals from the consumer. But that doesn't mean as marketers, we getto change the rules of engagement. So I'm curious what you mean by that. Andthen I'm curious what are the terms of engagement these days? Yeah, that's agreat question. And you're spot on. So with new technologies at our fingertipsthese days, we marketers and sellers sometimes forget that we are stilldealing with human beings and we need to respect the rules of engagement. Theother day, you and I talked about the blurring of the slide and how it couldbackfire. So during prospecting, uh, it's like meeting somebody for thefirst time. Here's an example, a chatbots salesperson who was doing hisjob by introducing himself to me the an email I as a prospective buyer openedthe email and instead of clicking on...

...the link in the email, which then hecould track me, I open an incognito thinking that I could check out hiscompany without being tracked when I landed on his homepage a check butappeared and the message was, hello anna it's me. And he gave his name andhe wrote, I'm not the ai. It's really neat now. That was creepy. So whiletheir technology allows them to follow me to their website, I would muchprefer to be left alone to do my research. Right. We could engage. Butthat was the wrong place at the wrong time. So this is an example of becauseyou can doesn't mean that you should now on the flip side if I'm already acustomer and nothing could be more annoying than buying a product thatdoesn't work. So here I am calling customer service. I expect your systemto have all the information about this purchase purchase history andconversations with service agents that in tech support. Yet I get transferredto another department, another agent and yet another agent. And each time Idescribed my problems again and again. And I imagine that you two probablyhave this experience and this is where a personalized experience using dataand technology about my interactions with you know the brand and the peoplewho work there would be extremely useful. So the rules of engagementdoesn't change brands that understand how to use technologies to personalizetheir communications with each consumer based on where they are in the buyingjourney will win. Yeah. So to just put it in like super, super basic terms, ifyou don't have a relationship with a...

...prospective customer, you shouldn't actlike you do. And if you do have a relationship with a customer, youshould have all that information. Be using all the personalization that,that stalker over the chat bot was using to know your customer and theirproblems and how they're utilizing your product. Do you think that gets at it?Yeah, I think so. And when you are already a customer, so knowing thatinformation and trying to do something to serve to give you service thatwouldn't be stocking. So that's the key difference. Yeah, that's the beauty ofthe relationship is, is then they get to say, Hi ana, we're so glad to talkto you today. Let me pull up your file. You got it brilliant. So I'm curious. Iwant to get into your brain now and and kind of look at what you've seen andwhy you think those terms of engagement have been overlooked or bypassed? Howdo you think we've gotten from we have this awesome technology to now somebodyis in a chat bot on an incognito browser being like, hey, it's me, youknow me from the email, how do we get there? And I think sometimes we getcaught up in what we do using technologies and we forget that we aredealing with human beings on the other side and especially last year in thelockdown, most of our interactions are online. We may feel disconnected withpeople that we see on the screen versus face to face. And I imagine this iswhat a lot of the sales folks, marketing folks we're going through. Sowhat do you think marketers stand to lose by being too forward with theirpersonalization? Well, the experience I just share. Hopefully address thisquestion right, engage customers without understanding where they are inthe buying journey and not respecting the rules of engagement. And that couldbackfire now. An interesting question...

...we may also ask is what do market orstand to lose by not using personalization. I know you're thinkingabout that. That's really the flip. So the answer is a lot. We are seeing ashift in consumers behavior. They demand relevant messages from marketersas we often wish. Don't bombard me with ads and I don't care about, right? Sowhen you watch a video on Youtube or connect to Tv randomly, the program isinterrupted by a commercial and often promoting products that you don't careabout. What would you do Olivia? For example, two things I'd either waituntil I was able to skip the ad or I'd use it as an opportunity to go get asnack. You know, I think a lot of the viewers will probably agree and do thesame things with. Yeah, totally. It's kind of it's kind of a funny that thatsometimes I were aware that we see cookies on websites and variousdifferent things were aware of personalization and we appreciate it.We also want to walk that line of not knowing companies knowing too muchabout us, but then we get frustrated or at least I do when I'm like, that hasnothing to do with me. Haven't you been watching my, I only want ads aboutcooking shows and you know, whatever else close things like, like, you know,whatever. But, but anyway, that kind of cracks me up. Yeah, you're right. Yeah.And so what you just described is, um, you know, the days when marketers werefollowing a linear path of messaging, Those days are long gone. Savvy.Marketers today use consented first party data, which is the data abouteach consumer that you own. Um, and they opt in right. so combining thatwith contextual data which you know which we talked about earlier is thetime of day the season, whether pollen...

...counts sporting events. Any of these umdata triggers were bringing each consumer relevant product or serviceoffering using the right copy the right image at the right time through theright channel and the channel being facebook news site. Hoppy siteconnected tv wherever he or she may be at that moment. Hey everybody Loganwith sweet fish here. If you're a regular listener of GDP growth, youknow that I'm one of the co host of the show but you may not know that. I alsohead up the sales team here at Sweet fish. So for those of you in sales orsales ops I wanted to take a second to share something that's made us insanelymore efficient lately. Our team has been using lead I. Q. For the past fewmonths. And what used to take us four hours gathering contact data now takesus only one where 75% more efficient were able to move faster with outboundprospecting and organizing our campaigns is so much easier than before.I'd highly suggest you guys check out lead I. Q. As well. You can check themout at lead I. Q. Dot com. That's L. E A D. I. Q. Dot com. All right. Let'sget back to the show. So we have the opportunity to build trust with ourprospective customers if we use it right and the opportunity to lose trustquite quickly if we do it wrong. So what is your suggestion for getting themost out of personalization Without being disrespectful or creepy or justkind of really obvious? Yeah. I think the best way is by being transparentabout how we use their data. So when consumers see the value in theirrelationships with the brand, they choose to opt in and let us, you know,use the most precious information about them. Their preferences behavior to letus provide the most relevant service...

...and product offers in real time. Socombining their consent data and using automation, uh we can quickly scalepersonalization by knowing each consumer's preferences and being in theright context, wow. Yeah, absolutely. So for somebody wanting to implementwhat you're suggesting, want to walk that tightrope really well, What isStep 1? What's step 2? Yeah, great question. So to start thinking abouthow to scale personalization, we see a general progression from our customerbase where marketers begin with using creative automation to create thousandsof personalized ads with just one ad. And we call that a Creative Master. Andso once that automation either familiar with that process, the next step isusing more and more of the personalization triggers which you know,we just discussed. And so these could be the opt in consumer data about theconsumers and that the brand owns. And also the contextual data and trying afew more channels is another example, such as personalized. They start theymay start with display or social, you know social ads and then they'll add onvideos and email and website, right? So you personalize across all of thesechannels. So the same relevant message could be seen by the same consumer nomatter where they are. And this is what we call Omni channel personalization.And as marketers move up the learning curve And if they're selling throughdigital commerce which you see a lot today, especially last year with alockdown, a lot of the retail and consumer goods companies have movedonline to do set up online stores. And...

...so they would benefit from using AI topredict purchase intent. So those are three stages that we see our customersand you know, progress through this personalization journey. What's awarning sign? People might be getting it wrong. Um Okay, so I would sayconfusing retargeting for personalization. So the assumption isthat if a customer has a consumer has looked at a pair of running shoes, sowe assumed she must be interested in bounds. So when consumer leaves theathletic shoe brand site and goes to another site, like a news site orsomething and she sees the ad for the same shoot. Um This is how we marketingretargeting works, reminding consumers to go back and by these shoes notknowing sometimes that they have already purchased issues. So in theearly days this form of simple retargeting was consideredpersonalization and got a bad rap for being super annoying and giving all ofadvertising a bad name. Personalization is really about having a holisticpicture about the consumer. So she looked at the product, does she buy theproduct? If so don't show her the same product but show her a related sets ofproduct that is relevant to her right now. And data and machine learning cansignal the purchase intent. So as marketers we should all usetechnologies and data to get a better picture of each consumer and use a moreintelligent way of engaging the consumer. I'm curious since that was Ato B to C. Example. I'm curious if there is a specific way B. Two B.Marketers can apply that. Yeah. So being A B is a little different, right?Because um you, instead of, you know,...

...buying products and you really, thesignals might come more from, you know, what are some of the things that theyread? What are they come to your website? What are some of the assets?You know, whether it's a webinar on demand webinar that they download orwhether it's an e book or a research paper and you can also look at thecontent whether it's about, you know, some aspects of personalization orwhether it's more about identity or it maybe it's more about how topersonalize e commerce marketing. So from those, those other signals that weget and you could do use a similar process to figure out, you know, whatis the right content, what is the right conversation to have with specificmarketers? Brilliant. It really is fun to have this conversation and to stepback and be like the things we can do that is really fascinating and reallycool. So, if you were to boil all of this down and there was only one thingthat somebody could take away from this episode, what would it be? Well, Iwould say, look at how we consume information and how we've shifted,right? So in the past, um, the direction of the communications reallyfrom the company, the marketers going through this linear process and justbroadcast it out. But today, a lot of the buyers, B to C&B, two b. Um, whatdo we do we first research, Right. And much like the process that I wentthrough. Um, I want to first find out what this chatbots services and youknow, how I might incorporate that into my marketing strategy. And so all thatresearch is done. And, um, by the time the mark, the salesperson understandsit gets the call, the potential buyer already knows a lot about your product,possibly. And so it's important for marketers to actually provide a lot ofinformation, looking at different...

...stages of the purchase a journey. And Iwould say be able to use all that information and start thepersonalization journey today because people look for information differently.They do a lot of the research. It's important to understand what thejourney looks like and how to personalize that journey with the datathat you have. Oh man, well you have taken me on a personalization journeyin this conversation and I really appreciate all that you've shared andI've learned so much. And also I'm going to definitely continue to go getsnacks when ads are incorrectly targeted towards me. Hi, everyone elseto do the same on a how can listeners connect with you? Yeah. So the easiestway to connect with me is through this email address Java X D C O J I V O X DC O at dropbox dot com. And you can also come to our website, java's dotcom and uh learn more about personalization. We also have a lot ofexperts who can you know, have a one on one conversation with you to look atwhat your specific needs are. And so there are many ways to contact us. Sodefinitely please, you know, reach out and by the way, if you're interested ingetting a copy of the uh cost savings, how to use automation, uh for costsavings and how to uh you know, realize our oh I I'm happy to send a complimentmentally copy to you. So again, you know, kovacs PCO at dropbox dot com andlet you know well on a once again prevent you are incredibly generous,not only as a guest but also as a market or two. So I'm so glad we wereable to have this conversation. Thank you again for joining me on VTV growth.Hey, thank you Olivia. That was so much...

...fun. Are you on linkedin? That's a stupidquestion. Of course you're on linkedin here. Sweet fish. We've gone all in onthe platform. Multiple people from our team are creating content there.Sometimes it's a funny gift for me. Other times it's a micro video or aslide deck and sometimes it's just a regular old status update that sharestheir unique point of view on B two B marketing leadership or their jobfunction. We're posting this content through their personal profile, not ourcompany page. And it would warm my heart and soul if you connected witheach of our evangelists, we'll be adding more down the road. But for nowyou should connect with Bill Read, our ceo Kelcy Montgomery, our creativedirector dan Sanchez, our director of audience growth Logan Lyles, ourdirector of partnerships and me, James Carberry. We're having a whole lot offun on linked in pretty much every single day and we'd love for you to bea part of it.

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