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

Episode 2095 · 10 months ago

Why Personalization Tokens Aren't Cutting it for B2B Marketing and What to Do Instead

ABOUT THIS EPISODE

In this episode, we talk to Ryan King, Director of Demand Generation at Blueshift.

Yeah. Hi everyone welcome back to be to be growth. I'm Olivia Hurley with sweet fish media and I'm joined today by Ryan King, the director of demand generation at Blueshift tie, Ryan. How are you doing? Great. Thanks for having me Olivia. No problem. Well before we hit record we were talking about personalization and the way that people have begun to tokenize and you were saying that you just don't think that personalized tokens are enough anymore for B. Two B. Marketing. Yeah, that's right. I think from where what I've seen we we are very dependent and B. Two B. Marketing on those personalized tokens and it's not that they're bad, they actually are good, they're helpful and they are much better than nothing. I just think that we stopped short, especially on the B. Two B. Side compared to what customers are expecting and the experiences they get within B. Two C. Their studies out there epsilon did a study that said 80% of people will actually choose a brand...

...that personalizes the experience. Um there's other studies that have shown over 75, of people will spend more with a brand that personalizes their experience. So we're talking four out of five buyers where you would have a leg up by going above and beyond. Just that tokenization. Mm So if that's not cutting it anymore, what is true personalization in content marketing? Yeah. True personalization is thinking about that entire experience. What is the journey that someone's having and how are you relevant to them in a way that's meaningful and helpful? How do you provide content That note that shows that you know more about them than just the first name that they entered on a form. Especially when you have people like me who actually go by their middle name. So when you insert that first name token a lot of times it comes across wrong anyway. And so how do we think about who the person is, what they care about and make sure that we're tying those pieces together...

...throughout their by buying experience. Uh, so that were being helpful, um, and providing things that are going to move the needle for them in their organization. Is there a reason that you believe in that? So specifically? Yeah, I mean, like I mentioned, there's a lot of data around the impact that it can have and the magnitude of that impact, but also just seeing what that looks like as a as a consumer and a buyer and as a marketer. So as as we start to personalize those experiences, it allows you, I think to actually go higher in the funnel than you would be able to. Otherwise you're going to be able to reach more people because you're creating content that's more relevant to specific people, as opposed to just trying to create that one size fits all approach where you're waiting on people to get into more of a down funnel activity, which is sometimes that's too late. You're coming in in the 11th hour because you've only created that last mile of content or that last mile of messaging totally Ryan. Why do you think not everyone...

...believes or operates like that if it's so successful and there's so much data? Yeah, I think that, I don't think that people don't believe it. I think that I don't think that any marketers, especially ones listening to this podcast, are waking up in the morning thinking how can I make the most generic campaign possible. I think it's a lot more around the capacity to be able to do it. Doing this is hard. It takes intentionality. It takes it's a strategy not a tactic. So kind of going back to the token piece, like putting a token in an email or in a message is a tactic. It's easy to do. We can slide it in and we can check off the personalization box. But taking a step back and looking at the holistic experience is a strategy that involves a lot of people. It involves a creative team um and thinking about how we would execute something like this. It involves the data team because we are going to need to leverage the data to be able to identify who it is we're talking to so that we can have those relevant experiences for them. And it...

...requires thinking up front, which we've all had much imagine everyone listening is in a marking department where they feel under resourced, we are all in that boat. Um and so creating the capacity to think that way, much less execute that way is often a challenge definitely. So resources, bandwidth, that kind of thing. So what results have you seen from rejecting the personalized tokens and favoring a personalized strategy? Yeah, I think again, tokens aren't bad. So I don't want that to be the takeaway tokens are just a piece of the overall strategy. And to me it's it's the difference if we compare marketing and buying a lot to dating and marriage and those sorts of things. So I will over use the metaphor as well. But it's kind of expected on a first date that you know the person's first name, right? Like that's kind of where the token piece that's but you need to know a lot more about the person if you're going to develop a relationship with them and it's the same in the buying cycle, so making sure that we're capturing that...

...data to build those relationships. Um as opposed to building just a transaction. My recommendation is, as people think about this is really starting at the top of the funnel, starting with more of that content piece, it gives you more volume and more places to learn and more opportunities to iterate and then you can look at the metrics that come with that. So you should be seeing more engagement, you should be seeing more time on site as people consume the content that you've created because it was built for them. It's this piece of contents for Olivia, it's not for the entire market. Um and so we should see that manifest itself in those, in those data elements. And then the second piece of starting top of funnel is it doesn't put your lead volume at risk as your testing and learning. One of the pieces that I see where people stumble a little bit here is they'll do an Oar instead of an end, they will, will kind of pause some of the demand capture things that they're doing while they're working on some of this personalization...

...strategy and that's inevitably going to cause things to slow down. We need to be continuing to focus on the things that are driving that down funnel demand and then adding this as a layer on top of it while we learn and personalize the rest of the journey. Oh man, right, and this is so good. So you touched on this a little bit, but for someone who's trying to follow what you're suggesting, what would be step one, what would be step too sure. So when I think about starting this, the first is its basic marketing, but like, it's identifying who your persona is. I personally, I take that one step further as well. It's looking at your data to understand how you're going to know when you're engaging with that person. So, for example, if your persona is heavily based on someone being data savvy, you need to have a way to know that the person on your site is a data savvy person, so you can recommend the right content and so understanding the relationship between...

...not only who that target persona is, but also how you're going to be able to identify them in the moment. Step two is then I mapping out that customer journey, that's the ideal journey for them from their point of view. This is huge. It's not about us, it's not the ideal journey from our point of view, it's the ideal journey from their point of view. How do you get the customers what they need when they need it? Not when you want them to have it necessarily. Those can be different things, then it's looking at what the content gaps are and there's personalization opportunities. It may be that you have a great content lineup, but you need to go through and actually personalized to make them relevant to that persona. So instead of having one variation of any book, you've actually got five variations of any books so that you're hitting those different people. The 4th 1 is looking at your fourth step is then taking a look at your technology. So one of the pieces is understanding how you're going to implement something like this. Do you have the tech? Um that's going to allow you to do dynamic experiences or content recommendations on the site or you're going to need to create manual...

...individual landing pages. Your creative team will thank you for having the perspective of this is going to be 10 unique new landing pages or we're going to be able to use one landing page with dynamic content. Understanding that going into that conversation Will be much better because you'll know if you need to bring them gifts as you ask for 10 new landing pages. So having that perspective is helpful and then the last pieces identifying checkpoints and iterating. I think it's important that this is not a set it and forget it. You need to say we're going to check in in two weeks. This is what kind of data volume we're looking for. These are the KPI s that we're going to measure it off of and having a clear delineation and definition of what that hypothesis and success metric would be and then knowing that no one's arrived. I mean amazon netflix, all of the people who are great at personalization. They have algorithms that are updating daily. They haven't arrived either. They're always getting incrementally better. And so I always challenge anyone who thinks they've arrived on personalization. Have someone else...

...audit your campaigns and make sure you're aware of your blind spots because there's always a way to get incrementally better and find new ways to get additional personalization out of the experience that will drive better results for you. That was so helpful. I love a step by step process that was awesome. So how could someone trying to follow this four step plan? Get it wrong for me. The going back to what we talked about a little while ago, like this is a strategy, not a tactic. So if you stop doing some of the tactics while you're trying to execute the strategy, if you try to land the plane before to change the wings rather than doing it while it's flying, you're going to see your lead volume plummet. You have to do this in parallel. I think of we've obviously got lots of different steps of the funnel, but I think of the top of the funnel being your demand generation, how are you getting people interested in what you're doing and the bottom is your demand capture, it's your net, how do you make sure that you're getting as...

...much of that as you can, You can't stop doing demand capture while you're focusing on demand generation during this? So making sure that you're doing both, which goes back to the capacity piece. I know it's a it's a tough but you've got to do both to get to the right place and then that second piece would be just remembering again, no one's arrived. It's something where you're going to continue to learn, you're gonna continue to get better. So don't, don't feel like you have to do it all on day one, but also don't feel like you're going to be done at day 45, there's going to be continued opportunities to get there. So what is the one big takeaway you want listeners to get from this episode, your B2B buyers or people to a lot of times we feel like people leave emotion at the door as soon as they step into work. That's not the case. They still expect personalization, just like they do. And be to see those expectations are only increasing. Um and they're going to reward your brand with relevance or when you provide that relevance, uh and...

...that personalization, they're going to reward you with their business that the data shows that out also. We've gotten really good as marketers and collecting data a lot of times we don't talk about what we're going to do with it. How are we going to add value back to the customer? There's a lot of conversations around making sure the asset that you're providing is equals the value of the data that you're requesting. We also need to make sure that the data that we've requested is going to provide value in the future uh to that customer that needs to be part of the value exchange as well. Because if you're just collecting data for yourself, then then what's the point, what are you doing to actually drive value and drive your business forward with the data that you've got Ryan? You are a powerhouse. Thank you so much for joining me today. Where can people go to learn more about you and your company? Yeah, absolutely. So would love to connect on linkedin. If you search for Ryan King and Blueshift, then it should be the first one that comes up and then obviously check out...

...our website Blueshift dot com to learn more about blue shift and the smart hopes Cdp. Thank you again for joining me on GDP growth. My pleasure. Thanks for having me. Mhm for the longest time I was asking people to leave a review of GDP growth and apple podcasts but I realized that was kind of stupid because leaving a review is way harder than just leaving a simple rating. So I'm changing my tune a bit instead of asking you to leave a review, I'm just gonna ask you to go to be be growth in apple podcasts, scroll down until you see the ratings and reviews section and just tap the number of stars you want to give us no review necessary. Super easy. And I promise it will help us out a ton. If you want a copy of my book, content based networking, just shoot me a text after you leave the rating and I'll send one your way, text me at 4074 and I know 33 to 8.

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