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

Episode 2095 · 2 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 begrowth. I'm Olivia Hurley with sweet fish media and I'm joined today by RyanKing, the director of demand generation at Blueshift tie, Ryan. How are youdoing? Great. Thanks for having me Olivia. No problem. Well before we hitrecord we were talking about personalization and the way that peoplehave begun to tokenize and you were saying that you just don't think thatpersonalized tokens are enough anymore for B. Two B. Marketing. Yeah, that'sright. 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. Sidecompared to what customers are expecting and the experiences they getwithin 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. Umthere's other studies that have shown over 75, of people will spend more witha brand that personalizes their experience. So we're talking four outof five buyers where you would have a leg up by going above and beyond. Justthat tokenization. Mm So if that's not cutting it anymore, what is truepersonalization in content marketing? Yeah. True personalization is thinkingabout that entire experience. What is the journey that someone's having andhow are you relevant to them in a way that's meaningful and helpful? How doyou provide content That note that shows that you know more about themthan just the first name that they entered on a form. Especially when youhave people like me who actually go by their middle name. So when you insertthat first name token a lot of times it comes across wrong anyway. And so howdo we think about who the person is, what they care about and make sure thatwe're tying those pieces together...

...throughout their by buying experience.Uh, so that were being helpful, um, and providing things that are going to movethe needle for them in their organization. Is there a reason thatyou believe in that? So specifically? Yeah, I mean, like I mentioned, there'sa lot of data around the impact that it can have and the magnitude of thatimpact, but also just seeing what that looks like as a as a consumer and abuyer 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 beable to. Otherwise you're going to be able to reach more people becauseyou're creating content that's more relevant to specific people, as opposedto just trying to create that one size fits all approach where you're waitingon people to get into more of a down funnel activity, which is sometimesthat's too late. You're coming in in the 11th hour because you've onlycreated that last mile of content or that last mile of messaging totallyRyan. Why do you think not everyone believes or operates like that if it'sso successful and there's so much data? Yeah, I think that, I don't think thatpeople 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 morningthinking how can I make the most generic campaign possible. I think it'sa lot more around the capacity to be able to do it. Doing this is hard. Ittakes intentionality. It takes it's a strategy not a tactic. So kind of goingback to the token piece, like putting a token in an email or in a message is atactic. It's easy to do. We can slide it in and we can check off thepersonalization box. But taking a step back and looking at the holisticexperience is a strategy that involves a lot of people. It involves a creativeteam um and thinking about how we would execute something like this. Itinvolves the data team because we are going to need to leverage the data tobe able to identify who it is we're talking to so that we can have thoserelevant experiences for them. And it...

...requires thinking up front, which we'veall had much imagine everyone listening is in a marking department where theyfeel under resourced, we are all in that boat. Um and so creating thecapacity to think that way, much less execute that way is often a challengedefinitely. So resources, bandwidth, that kind of thing. So what resultshave you seen from rejecting the personalized tokens and favoring apersonalized strategy? Yeah, I think again, tokens aren't bad. So I don'twant 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 lotto dating and marriage and those sorts of things. So I will over use themetaphor as well. But it's kind of expected on a first date that you knowthe person's first name, right? Like that's kind of where the token piecethat's but you need to know a lot more about the person if you're going todevelop a relationship with them and it's the same in the buying cycle, somaking sure that we're capturing that data to build those relationships. Umas opposed to building just a transaction. My recommendation is, aspeople think about this is really starting at the top of the funnel,starting with more of that content piece, it gives you more volume andmore places to learn and more opportunities to iterate and then youcan look at the metrics that come with that. So you should be seeing moreengagement, you should be seeing more time on site as people consume thecontent that you've created because it was built for them. It's this piece ofcontents for Olivia, it's not for the entire market. Um and so we should seethat manifest itself in those, in those data elements. And then the secondpiece of starting top of funnel is it doesn't put your lead volume at risk asyour testing and learning. One of the pieces that I see where people stumblea little bit here is they'll do an Oar instead of an end, they will, will kindof pause some of the demand capture things that they're doing while they'reworking on some of this personalization...

...strategy and that's inevitably going tocause things to slow down. We need to be continuing to focus on the thingsthat are driving that down funnel demand and then adding this as a layeron top of it while we learn and personalize the rest of the journey. Ohman, right, and this is so good. So you touched on this a little bit, but forsomeone who's trying to follow what you're suggesting, what would be stepone, what would be step too sure. So when I think about starting this, thefirst is its basic marketing, but like, it's identifying who your persona is. Ipersonally, I take that one step further as well. It's looking at yourdata to understand how you're going to know when you're engaging with thatperson. So, for example, if your persona is heavily based on someonebeing data savvy, you need to have a way to know that the person on yoursite is a data savvy person, so you can recommend the right content and sounderstanding 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 twois then I mapping out that customer journey, that's the ideal journey forthem from their point of view. This is huge. It's not about us, it's not theideal journey from our point of view, it's the ideal journey from their pointof view. How do you get the customers what they need when they need it? Notwhen you want them to have it necessarily. Those can be differentthings, then it's looking at what the content gaps are and there'spersonalization opportunities. It may be that you have a great content lineup,but you need to go through and actually personalized to make them relevant tothat persona. So instead of having one variation of any book, you've actuallygot five variations of any books so that you're hitting those differentpeople. The 4th 1 is looking at your fourth step is then taking a look atyour technology. So one of the pieces is understanding how you're going toimplement something like this. Do you have the tech? Um that's going to allowyou to do dynamic experiences or content recommendations on the site oryou're going to need to create manual...

...individual landing pages. Your creativeteam will thank you for having the perspective of this is going to be 10unique new landing pages or we're going to be able to use one landing page withdynamic content. Understanding that going into that conversation Will bemuch better because you'll know if you need to bring them gifts as you ask for10 new landing pages. So having that perspective is helpful and then thelast pieces identifying checkpoints and iterating. I think it's important thatthis is not a set it and forget it. You need to say we're going to check in intwo weeks. This is what kind of data volume we're looking for. These are theKPI s that we're going to measure it off of and having a clear delineationand definition of what that hypothesis and success metric would be and thenknowing that no one's arrived. I mean amazon netflix, all of the people whoare 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 onpersonalization. Have someone else audit your campaigns and make sureyou're aware of your blind spots because there's always a way to getincrementally better and find new ways to get additional personalization outof the experience that will drive better results for you. That was sohelpful. I love a step by step process that was awesome. So how could someonetrying to follow this four step plan? Get it wrong for me. The going back towhat 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 executethe strategy, if you try to land the plane before to change the wings ratherthan 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 ofdifferent steps of the funnel, but I think of the top of the funnel beingyour demand generation, how are you getting people interested in whatyou're doing and the bottom is your demand capture, it's your net, how doyou make sure that you're getting as...

...much of that as you can, You can't stopdoing demand capture while you're focusing on demand generation duringthis? So making sure that you're doing both, which goes back to the capacitypiece. I know it's a it's a tough but you've got to do both to get to theright place and then that second piece would be just remembering again, noone'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 doit 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 isthe one big takeaway you want listeners to get from this episode, your B2Bbuyers or people to a lot of times we feel like people leave emotion at thedoor as soon as they step into work. That's not the case. They still expectpersonalization, just like they do. And be to see those expectations are onlyincreasing. Um and they're going to reward your brand with relevance orwhen you provide that relevance, uh and that personalization, they're going toreward you with their business that the data shows that out also. We've gottenreally good as marketers and collecting data a lot of times we don't talk aboutwhat we're going to do with it. How are we going to add value back to thecustomer? There's a lot of conversations around making sure theasset that you're providing is equals the value of the data that you'rerequesting. We also need to make sure that the data that we've requested isgoing to provide value in the future uh to that customer that needs to be partof the value exchange as well. Because if you're just collecting data foryourself, then then what's the point, what are you doing to actually drivevalue and drive your business forward with the data that you've got Ryan? You are a powerhouse. Thank youso much for joining me today. Where can people go to learn more about you andyour company? Yeah, absolutely. So would love to connect on linkedin. Ifyou search for Ryan King and Blueshift, then it should be the first one thatcomes up and then obviously check out...

...our website Blueshift dot com to learnmore about blue shift and the smart hopes Cdp. Thank you again for joiningme on GDP growth. My pleasure. Thanks for having me. Mhm for the longest time I was askingpeople to leave a review of GDP growth and apple podcasts but I realized thatwas kind of stupid because leaving a review is way harder than just leavinga simple rating. So I'm changing my tune a bit instead of asking you toleave 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 thenumber of stars you want to give us no review necessary. Super easy. And Ipromise it will help us out a ton. If you want a copy of my book, contentbased networking, just shoot me a text after you leave the rating and I'llsend one your way, text me at 4074 and I know 33 to 8.

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