Steve Zakur, Author at SoloSegment

COVID-19 doesn’t have to ruin your B2B pipeline

Posted on March 13, 2020 by Steve Zakur

The second quarter is often the peak time for you and other large enterprise B2B marketers to be out at events telling your stories to prospects. Due to COVID-19, we’re seeing many cancellations in industry events during 2Q. The few events that continue on will no doubt be sparsely attended due to travel restrictions at the very companies with which you want to connect. Does this mean the death of your pipeline for 2020 business? It doesn’t if you’re able to get a disproportionately larger output from your other sources of leads.

SoloSegment Announces Acquisition of Thematically’s Industry-Leading AI-Powered Discover Platform

Posted on March 3, 2020 by Steve Zakur

SoloSegment announced today its acquisition of Thematically’s artificial intelligence models and underlying assets, marketed as Thematically Discover, further cementing the company’s position as the leader in B2B behavior-based personalization.

Industrial B2B marketers have an untapped digital opportunity

Posted on February 26, 2020 by Steve Zakur, Madeline Moran

B2B lags in digital. In some places more than others.

Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. If a client needs something, an account exec gets a call, whips out their cape and flies over to the client to solve the problem or make the sale. So, where’s the need for digital?

SearchChat Podcast: Is Anonymous Information Really Anonymous?

Posted on February 17, 2020 by Tim Peter, Steve Zakur

Podcast: Play in new window | Download

Subscribe: Android | RSS

In today’s episode Steve Zakur and I respond to a recent article that criticized anonymous data, with the main critique being that it isn’t really anonymous. If you can grab the IP address and dig further to find identities, is that really anonymous? Our answer: not really, but that isn’t what anonymous data is.

Marketing and MarTech: What’s your approach?

Posted on February 12, 2020 by Steve Zakur, Madeline Moran

A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is marketing. It used to be you’d ask the question “Tell me about your martech stack.” That’s no longer the case today–it would even be perhaps a weird question.

SearchChat Podcast: Cookies are Dead. Now What?

Posted on February 10, 2020 by Tim Peter, Steve Zakur

Podcast: Play in new window | Download

Subscribe: Android | RSS

Time and time again we see that people are uncomfortable with the ways companies are using third party data. The latest move representing the new wave is Google’s recent adoption of ITP.

SearchChat Podcast: Gartner Predicts the Death of Personalization

Posted on January 16, 2020 by Tim Peter, Steve Zakur

Podcast: Play in new window | Download

Subscribe: Android | RSS

Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline. If consumers increasingly expect companies to know them, how can this be?

How Heavy Industry Marketers Deliver Relevant Customer Experiences in a GDPR World

Posted on January 2, 2020 by Steve Zakur, Madeline Moran

Improving Customer Engagement in Heavy Industry Use Cases

Marketers working in machinery, chemicals and other heavy industries have long been behind the digital curve. For many companies, digital hasn’t become part of your repertoire as quickly because of the complex distribution channels and analogue ways of engaging with clients.

SearchChat Podcast: Google Is Evil

Posted on December 12, 2019 by Tim Peter, Steve Zakur

Podcast: Play in new window | Download

Subscribe: Android | RSS

Google’s business model was built on a symbiotic relationship between companies who want their content to be seen, and Google rewarding them for quality content. To be fair, this was so Google could sell ads, but it worked out well for mostly all parties involved.

That’s broken down.

SearchChat Podcast: Marketers Succeed at What They Rehearse

Posted on December 2, 2019 by Tim Peter, Steve Zakur1 Comment

Podcast: Play in new window | Download

Subscribe: Android | RSS

On this episode of SearchChat, SoloSegment’s CEO, Steve Zakur and I talk about personalization and the lessons we’ve learned from working with clients. We talk about the data that you need to get started and lessons that you can learn about how to deliver on a personalization initiative from both musicians and the military.