Customers. Content. Connected.
info@solosegment.com

SearchChat Podcast: Can You Do Personalization Without MarTech? Would You Want To?

Is martech marketing? Can you market without it? Do mature marketing organizations need to be including martech? 

In a recent blog post we mentioned that 67% of B2B companies doing personalization are either entirely or mostly using manual processes for content personalization. That’s an enormous amount of people engaging in manual processes instead of automation. Why does this happen?

Everybody who struggles with B2B personalization seems to struggle with 2 things:

  1. It’s going to be too expensive to configure, implement and keep up with this tech
  2. It’s too complex to implement or drive value from

We also recently learned from Salesforce data just how much people expect personalization. But it’s not just that they expect “personalization” — it’s that people still expect you to know them. That means you can understand their problems, and solve their problems. You have so many unique journeys — what are the end goals and how are people getting there?

The keys for today: focus, use your data, and measure goal achievement. You can make martech work.

0:00 Intro

1:45 Is Martech Marketing?

8:30 What’s the stumbling point for personalization

13:35 People expect personalziation

15:50 The problem is the grid

25:30 Wrap-up and outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Transcript

Tim Peter: Hi, I’m Tim Peter, and welcome to SearchChat, SoloSegment’s podcast dedicated to all things search, AI, and content marketing related. Who is SoloSegment? Well, we’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction, and unlock revenue for your company. SoloSegment, make your search smarter. You can learn more at solosegment.com.

Tim Peter: In this episode of SearchChat, SoloSegment’s CEO, Steve Zakur and I discuss MarTech and its effects on marketing overall. We also talk about personalization and how you can do it with or without technology. And of course if you want to use technology, we discuss some of the best ways to do that to personalize for your customers. All that and more on the latest SoloSegment SearchChat, coming at you right about now.

Tim Peter: Hey Steve, how are you today?

Steve Zakur: I’m great. And I’m actually really excited to be back on our afternoon recording schedules, because those early mornings, while they did help us get the deep radio voice, were a little hard, so happy to be in the evenings again.

Tim Peter: You’d rather be four or five cups of coffee in instead of just one, is that the deal?

Steve Zakur: Oh, absolutely. Yeah. You really need that.

Tim Peter: I get it. All right, cool. Well, we have some really cool stuff to talk about today. And I want to start, there’s this really, really great article from a guy I would consider something of a friend.

Steve Zakur: Mm-hmm (affirmative).

Tim Peter: He’s a guy you’ve talked to quite a bit, really smart guy, Scott Brinker-

Steve Zakur: Yep.

Tim Peter: … who’s over at martech.com, really good guy, who asked a really provocative question on their blog the other day. When he started asking “Is MarTech marketing? And more importantly, can you market without MarTech?”

Steve Zakur: Yeah.

Tim Peter: And I thought that was really thought provoking and really something you might have a thought or two about.

Steve Zakur: Well it is interesting. I talk, again, I probably say this phrase every time we talk, but I talked to a lot of digital marketing leaders and one of the things that I always try to talk about, especially it’s not a sales pitch or it’s not a customer pitch or discussion is just a discussion trying to get some thought leadership out of the market. And very often I like to talk about how they think about their digital marketing versus kind of traditional marketing. We’re always comparing and contrasting things. And one of the things that, if maybe a year ago when I started these conversations, the last question was, “Well tell me about your marketing technology stack” and-

Tim Peter: Right.

Steve Zakur: Well that doesn’t happen anymore, and it didn’t happen really often then to be honest with you, but-

Tim Peter: Sure.

Steve Zakur: Marketing technology is woven into everything.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: And I’ll probably talk a lot about a conversation I had this morning with a technology company in Europe. But it was interesting how he was talking about SEO and then he talked about the SEO technology and then they were talking about personalization. He was talking about the personalization talk and that led to us… So every time we talked about “Well I’m doing content marketing and my CMS does this and this, but not that.” Right?

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: So the technology was just totally interwoven with the business process, which is-

Tim Peter: Right.

Steve Zakur: … I guess the way mature business processes work, right? The technology is an enabler of that thing. But no longer do we think about, “Oh, I’m going to do marketing and I’m going to do MarTech.” And I think that’s the point of Scott’s post was most companies are way far along on that continuum. And I’m not sure too many of them are on “marketing is dominated by MarTech,” but I think embedded and absorbed? Sure. Those are things that I think a lot of companies recognize these days.

Tim Peter: Well, I think you make a great point about the maturity curve, right? You think about when you first create any kind of process, when you first do anything, the first thing you do is you have to figure out “Does it work, is it effective?” Right?

Steve Zakur: Mm-hmm (affirmative).

Tim Peter: And then you figure out how to get efficient at it. And the way you get efficient is first you come up with a process for it and then secondly you go ahead and automate it. So it does seem to make sense that the more mature you are in any kind of marketing function, the more you’re going to move down that curve of, “Okay, do we know it works? Yes. Then we’re going to process-ize it,” I guess for lack of a better word.

Steve Zakur: Sure.

Tim Peter: And then we’re going to automate it. Right?

Steve Zakur: Yeah.

Tim Peter: So that makes a lot of sense. That makes a lot of sense. So with regard to that, it’s a really interesting thought. So what I hear you saying, and I don’t want to put words in your mouth, though God knows I do from time to time, is that any mature marketing organization really ought to be thinking about MarTech and what they do from a platform perspective and what they do from an automation perspective in all of the parts of marketing that they’re doing as they achieve a certain level of maturity, right?

Steve Zakur: Yeah. Yeah. You bet. And I think what happened, and it’s kind of interesting, there was a lot of fragmentation in the industry five to seven years ago.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: A lot of consolidation kind of up to about, I don’t know, two years ago, and I’m kind of making up these timeframes, so I’m just trying to get a feel of it.

Tim Peter: Yeah, yeah.

Steve Zakur: But if you look and Scott again does that kind of grid every year of “here’s all the companies and where they fit in” and there’s something like 7,000 companies in that MarTech list right now. We’re one of them, I’m happy to say. But if you just look at that grid, there has been a lot of consolidation. So some of those logos, I mean all logos are not equal, right? Our logo is the same size as the Adobe one.

Tim Peter: Right.

Steve Zakur: And nobody would mistake us for them. But what I think you’ve seen is a couple of things.

Tim Peter: Well, not yet.

Steve Zakur: Not yet. I’m sorry, yes, not yet. But what I think you’re seeing here is that that kind of rush to consolidation where Adobe bought up a ton of small people and a ton of big people, and by the way,-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: … IBM did the same thing and a bunch of other folks do the same thing, created these integrated suites. And so-

Tim Peter: Yeah, yeah.

Steve Zakur: That was the rush was “You know what? There’s so much stuff going on here, help me the marketing consumer figure out the MarTech landscape.” And I think that’s where we saw kind of the rise of the integrated suite. And I think because of this continuum that Scott talks about, where we went from, all our marketing was assisted by MarTech or MarTech was embedded in some of the processes.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: And now we’re kind of further along where marketing and MarTech are kind of absorbed by one another. That’s an interesting word. What I think is that the marketing professional is now much more comfortable with the technology, right? So, we’re at-

Tim Peter: Right.

Steve Zakur: A couple of years ago, they needed the large MarTech companies to help them understand the marketplace, help them understand what capabilities should be important to them and help them integrate them, which I think is the biggest problem. Now we’ve seen marketing executives who are a lot more comfortable with the technology.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: And also marketing vendors who are getting a lot smarter about integration. And so where they have to hardwire stuff together, they have the integrations. I mean there was one company I was looking at and they listed 70 applications that they integrated with.

Tim Peter: Yeah. Oh, yeah.

Steve Zakur: Other companies take kind of the public API approach, which we’re doing, which is-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: “Hey, if you want our data, take the data and make it available.”

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: So, I think that trend where marketing technology has now become kind of absorbed or at least embedded in MarTech processes where marketing professionals are a lot more comfortable with the technology and where marketing technology vendors are integrating or making integrations a lot easier. I think now that’s created kind of space in the market where integrated suite might start losing out to best in class where you’ve got a specific pain point-

Tim Peter: Right, right.

Steve Zakur: … and you can deploy your technology to really address that specific pain point.

Tim Peter: Absolutely. So let’s talk about a specific pain point-

Steve Zakur: Sure.

Tim Peter: … for the moment. Let’s talk about personalization, which obviously is something very near and dear to our heart.

Steve Zakur: Yes.

Tim Peter: And there was a piece, we put this up, Madeline on our team put up a great piece a couple of weeks ago about personalization is not just for B2C, and she had a great statistic in there. There’s a report from a company called Seismic that said “According to this report, 67%, so two thirds of the B2B companies who are doing personalization are either entirely or mostly using manual processes for content personalization.”

Steve Zakur: Yeah. Wow.

Tim Peter: Which, what the hell?

Steve Zakur: And by the way, this company I talked to this morning, it’s funny, as we were thinking about what we’re going to talk about today, so many examples came out of my discussion this morning. And it’s not because that company is a unicorn, it’s because that company is exactly like every other company.

Tim Peter: Right, right.

Steve Zakur: And so we got to talking about personalization and that led us to visitor journeys, because really when you think about personalization, it’s driven by “What’s the persona?” And again, we can think about that persona in a lot more detail with some technology like visitor ID, right?

Steve Zakur: You can get really specific, not just a tech buyer- Tim Peter: Mm-hmm (affirmative).

Steve Zakur: But a tech buyer in this industry, in this region of the country, yada yada.

Tim Peter: Absolutely.

Steve Zakur: And some third party data. And you’ve got a lot of data about that persona that you can deliver content to.

Tim Peter: Right.

Steve Zakur: And he cited the two things that quite frankly, everybody I’ve talked to you about person… Everybody who struggles in B2B with personalization struggles with two things, right? The first is “I bought the technology and it’s part of my integrated platform, and…”.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: “Yeah, the sales guy told us it was in there and it sure was in there. But oh, by the way, it’s going to cost me…” And he quoted this morning, he goes, “We estimate about a million dollars a year in developer time to configure and maintain the personalized license software in their integrated stack.

Tim Peter: Wow.

Steve Zakur: It’s like-

Tim Peter: Wow.

Steve Zakur: “Wow, okay.” And that’s on top of the license fees he already pays for. So now again,-

Tim Peter: Right. So you’re talking a couple million deep at this point.

Steve Zakur: Oh, absolutely. And I mean they’re a multi billion dollar company, so I mean,-

Tim Peter: Sure, sure.

Steve Zakur: … it’s not going to kill them to make that investment, but you’re looking really hard at ROI and personalization before you pop $1 million into that function.

Tim Peter: Oh yeah. Yeah, yeah, yeah. For sure.

Steve Zakur: And so that was their big struggle. They couldn’t kind of make the business case work. And by the way, that’s likely because they also don’t have a very mature digital marketing capability.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: So, again, there are other companies who might find it a lighter lift from a business case perspective, but even if you could do that, the thing that’s going to kill personalization is the grid, right? And the grid is all of your personas and the various dimensions of persona, industry, and job role, et cetera.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: And then it’s the columns. Those are the rows, right? And then it’s the columns which are awareness… And I’m just over simplifying this, but awareness, content,-

Peter: Right, right.

Steve Zakur: … consideration content, yada yada.

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: And now you’ve got a ton of content. And it was funny, he did the math real quick. It was kind of like, “Well, if I have 10 steps and I have 14 personas, that’s 140, but then I’ve got a page template that has 10 elements on it. So that’s 1400.”

Tim Peter: Right.

Steve Zakur: Right?

Tim Peter: Right, right.

Steve Zakur: And so you begin to start multiplying these things and it gets pretty complex.

Tim Peter: Right.

Steve Zakur: And so I think between the IT lift that a lot of these integrated suites require and the content lift, which quite frankly nobody has budget for,-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: … that’s really the Achilles heel of personalization. And again, there are some people who can make that lift because they can identify the value very crisply and tag that to more revenue or more retention or more whatever. But many companies struggle with that. And that’s the challenge.

Tim Peter: Right.

Steve Zakur: That’s the challenge for personalization.

Tim Peter: Yeah. Well, it’s funny. I’m going to throw in a thing that I talk about all the time about when I talk to people who really do marketing well, the simplest way to improve your ROI…

Steve Zakur: Mm-hmm (affirmative).

Tim Peter: I shouldn’t say the simplest way, the fastest way to improve your ROI is lower the I. We always have-

Zakur: Right? Tim Peter: We always worked so hard on how do I drive more return, how do I drive more return? It’s like, yeah, but if you can do it for less investment, you’re automatically getting a better invest a better return on your investment as well.

Steve Zakur: Right.

Tim Peter: So, if you don’t have to spend a million bucks or two million bucks or three million bucks-

Steve Zakur: Mm-hmm (affirmative).

Tim Peter: … to do it, you’re starting off from a better place.

Steve Zakur: Yeah, no, absolutely. And I think that that leveraging, and we’ll get into this in a moment, but I think that that leveraging kind of what you have is always the first step, right? Looking at the technology and the content and the resources that you have, the people that you have and how can you make better use of that. There was,-

Tim Peter: So-

Steve Zakur: Yeah, just real quick, there was one other thing that was really interesting-

Tim Peter: Yeah, yeah. Please.

Steve Zakur: … in Maddie’s blog posts and it was some Salesforce data, which basically talked about the fact that people expect personalization, right? Because-

Tim Peter: Oh, yeah. Yeah.

Steve Zakur: … that’s something we shouldn’t lose is the reason we’re doing it is not only because it can deliver a more relevant user experience, but I mean, you go back 20 years and if you looked at any like, “here’s what people are saying about your brand,” and 20 years ago they wanted you to know them right?

Steve Zakur: They wanted you to know them, not only so they could get the product that they wanted that was relevant to them. So if you are a sales guy walking into, go back to the IBM blue suits, right? If I’m an IBM blue suit-er walking into some company in 1995, the person sitting across the table wanted me to know them, right? At a minimum, I know who they are, I know what their company’s about, I’ve done all this research, right?

Tim Peter: Right.

Steve Zakur: And that exists today as well. That thing hasn’t changed. That thing is human nature. And so when we say-

Tim Peter: Right.

Steve Zakur: … people expect personalization, what we’re really is people still expect for you to know them. That is the most important thing as a vendor selling to somebody is I can only sell to you if I understand your problems, if I have empathy for your problems and if I can solve your problems. And in order for me to do that, I have to know you. And that is only going to increase. I think the Salesforce data was something like 75%- Tim Peter: Yeah. Yeah.

Steve Zakur: … of people will expect to a personalized experience by 2020 and so the clock is running.

Tim Peter: Yeah. And by the way, I wouldn’t be doing my job as podcast host if I didn’t remind those of you listening that Steve and I had a great discussion about that very topic about a month ago in an episode called Your Customers Are Begging for Better Personalization,-

Steve Zakur: There you go.

Tim Peter: … which we will link to in the show notes.

Steve Zakur: Perfect.

Tim Peter: But bringing us back on topic from this perspective, is this, Steve, you said the problem is the grid.

Steve Zakur: Yeah.

Tim Peter: Right? You’ve got all of these content holes you have to plug, you have all of these different pieces, stages in the journey you have to address and the like and manually that just isn’t easy to do, right?

Steve Zakur: Yeah.

Tim Peter: And clearly, clearly doing that manually is a heavy, heavy lift.

Steve Zakur: Yeah, nobody’s going to do that.

Tim Peter: Right.

Steve Zakur: And that’s interesting. So now you peel that back. So what do you do? Right? So you’re stuck, right? And now you got to figure out what to do. And when you go back to that 67% number who are doing it manually, well the reason they’re doing it manually is because they’re focusing… Well, either they’re doing it wrong or they’re focusing,-

Tim Peter: Right, right.

Steve Zakur: … and I think they’re mostly probably focusing, right?

Tim Peter: You mean they’re able to do it manually because…

Steve Zakur: Exactly. Exactly.

Tim Peter: Yeah, yeah, yeah, yeah. Yeah.

Steve Zakur: So what they’re doing is they’re staying laser focused on “What what are my top campaigns?” Right? That’s always going to get attention. That’s your kind of top of funnel activity. That’s where you get your MQLs from. So that’s where you’re going to-

Tim Peter: Yep.

Steve Zakur: … absolutely laser focus on. I’m sure they’re handcrafting the experiences around that religiously.

Steve Zakur: And that’s the right thing to do, right? That kind of focus. And you can also do a bit with that with your top content, with some of your top of funnel content. So you can,-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: … you can focus on those few things and kind of get by.

Tim Peter: Right.

Steve Zakur: The challenge is of course with the rest of it and what do you do?

Tim Peter: Right. So the rest of it, Steve, what do you do?

Steve Zakur: Good luck. Well part of the top content and top of funnel discussion is going to get you there, right? Because it’s going to be kind of a couple of concentric circles, right? So the first will be the most critical and that’s the obvious stuff, everybody probably can recite it verbatim. And then the question is what’s the next circle, if you were to expand beyond that and focus? And it really is beginning to get at what does the data tell you?

Steve Zakur: Right? So what are the various places-

Tim Peter: Yep.

Steve Zakur: … that you can go to get data about it, right? Because if you just ask your content teams, whether that’s an agency or people who work for you, they’ll get those first three categories, right? Top campaigns, top content, top of funnel. They know that stuff cold. Now you’ve got to go look at some data, right? To get that kind of next concentric circle that you should focus on. And so-

Tim Peter: Yep. Yep.

Steve Zakur: … where are you going to get the data? Well search is the first place you go. So, whether that is organic site search, your SEO teams, they know-

Tim Peter: Mm-hmm (affirmative. Mm-hmm (affirmative). Steve Zakur: … what’s resonating out there. You can go to paid search, and by the way, paid search, expand that to include paid social and almost any paid mechanism. But paid search and paid social are probably the two biggest ones there.

Tim Peter: Well, and if I can jump in. And your paid team really ought to have a good idea of what content is working, right?

Steve Zakur: If they don’t, you may need a different paid team. Tim Peter: If they don’t, hmm.

Steve Zakur: There’s an ROI that is measurable, right?

Tim Peter: Exactly right.

Steve Zakur: And the third search category that I’d go after is site search.

Tim Peter: Yeah, yeah.

Steve Zakur: And the great thing about site search, I guess paid searches do this to a certain extent, but also site searches, you have great data, right? You know on a website-

Tim Peter: Right. Right.

Steve Zakur: … what people are searching for and you know what they’re clicking.

Tim Peter: Yep.

Steve Zakur: And if you have the right metrics you know what’s making them successful. And so-

Tim Peter: Yeah.

Steve Zakur: … you can kind of tie these things together and get a good sense of, from a search domain, what’s the right content out there. So I think that’s kind of another area that folks can go after to get a sense of what’s the content I should focus on and where are those journeys starting, right?

Steve Zakur: Because those can also be the starting points for what people are doing, what people are trying to achieve on the website. What this guy this morning said was that’s where he starts from an intent perspective, right? If he-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: … tries to get some sense of intent from all of those search domains.

Tim Peter: Right. Right. So, you’ve got to focus, right? You got to use your data. What else, what else do they need to do?

Steve Zakur: Well, I think there’s another place, and I think, again, everybody has this, it’s just sometimes these things are siloed, but clearly your analytics are going to tell you a lot. And the most important thing that your analytics are going to tell you is the relationship between content and task completion or goal achievement.

Tim Peter: Mm-hmm (affirmative). Mm-hmm (affirmative).

Steve Zakur: And I’m not talking about goal achievement in kind of the classic, “I’ve got a marketing campaign, it’s got a campaign code, it’s got a call to action,” but I’m thinking kind of in the broader sense where somebody comes onto your website from some organic place, some organic search, it’s going to be Google of course.

Steve Zakur: So they come onto your website-

Tim Peter: Mm-hmm (affirmative), mm-hmm (affirmative).

Steve Zakur: … from Google search and two clicks later, they’re on a page where they fill out a form and they say, “Contact me.” Right? So-

Tim Peter: Yeah, yeah, yeah.

Steve Zakur: … you can begin to see those. Now what’s hard is there’s not a straight line.

Tim Peter: Right.

Steve Zakur: I’d like to say, and I kind of make this data up, but anybody who’s done analytics for any length of time knows this to be true, right? If you’ve got 50,000 visitors on your website, excluding one page bounces, but all those journeys that are two or more pages, if you have 50,000,-

Tim Peter: Oh, yeah.

Steve Zakur: … you have 49,000 unique journeys, right?

Tim Peter: Yeah, that’s right.

Steve Zakur: Nobody follows the same path. So you really have to focus on the end point, which is what are the tasks and how are people-

Tim Peter: Mm-hmm (affirmative).

Steve Zakur: … are getting there? And that’s where the analytics gets a little harder because Google is not going to tell you that-

Tim Peter: Yeah.

Steve Zakur: … Google analytics, Adobe analytics probably not going to tell you that. You’re going to need a little more advanced skills.

Tim Peter: Certainly not as effectively as as you’d like them to, right?

Steve Zakur: No, and if you have a good data science-y sort of person you can probably begin to make the data dance in ways that help you understand. We call it vector analysis, which is kind of the technical term, but you’re doing vector analysis on all the possible ways to a point and how do you identify-

Tim Peter: Right, right.

Steve Zakur: … the important basically cells in that vector that help lead to, or movable vectors,-

Tim Peter: Mm-hmm (affirmative), mm-hmm (affirmative).

Steve Zakur: … that help lead to a specific task. Just a fancy way of saying there are basically two or three important pieces of content on your website that lead to your important topics. And if you can identify-

Tim Peter: Yeah.

Steve Zakur: … those and then direct those people to those two or three important pieces of content, that’s going to increase the likelihood that they get to the task as opposed to what happens on many sites today, which is just a random walk through the content.

Tim Peter: What I hear you saying, it sounds like you could do this somewhat manually, it’s going to be tough to scale, but as long as you have the right focus, as long as you identify those right vectors in the content, in the journeys rather, so long as you have the right analytics around what’s going on there, and as long as you’re thinking about the content that’s actually being effective, you could start to put that in front of people at a certain point in the process. Right? I mean, at least in theory that’s a doable thing.

Steve Zakur: Yeah, I think so. Again, if you’re focused on those top, I mean it comes back to the focus thing. You’re going to have to choose your battles if you’re doing it manually.

Tim Peter: Right. Right. Steve Zakur: And, of course, that thing gives you the opportunity to think about, “Well, what should I be bringing into my technology stack?” Back to Scott Brinker’s point. Marketing is MarTech, and so if you’ve got a marketing problem,-

Tim Peter: Right.

Steve Zakur: … there is a marketing technology that’s going to help you solve that. And so how do you begin to look at, “Well, what can I overlay on my analytics to better understand the journey data? What can I overlay on my search data to better aggregate and understand search? What can I overlay on my content to better understand what content is about? And then how can I use those three things to improve the customer experience to the point where when somebody comes to my website, I can understand what they’re after, I can interpret that in ways that make sense from a content perspective, and then deliver the right content to help them progress on the journey.”

Tim Peter: Now, Steve, if only there was a piece of technology that would help people do this and whatever could it be?

Steve Zakur: Have you heard my pitch, Tim? I mean it is a place that we’re focused on. I mean, this is our market thesis, and it’s something that we believe very strongly in that those three things,-

Tim Peter: Right.

Steve Zakur: … the data just trapped in your search, whether that’s site search or paid search or organic, the data trapped in your content, which is mostly “What is the content about? Can you describe that in data-driven ways to really understand the content?” And then the journey that the information is trapped in the journey.

Tim Peter: Right, right.

Steve Zakur: Can you unlock those in ways? It is shameless plug time. So I will say that it is something that Guide Box is focused on, is to try to-

Tim Peter: Right.

Steve Zakur: We’re starting with content recommendation, because that’s a use case that I think everybody’s familiar with. But how can you bring forward, at the right moment, the right piece of content to help your prospects, your customers achieve the task they’re trying to achieve. And again, it really is based upon fundamentally the things you already have. And that’s part of our goal, right? Is to solve that “I’ve got finite resources, finite humans, finite money, finite attention. How do I then take those things and direct them in a way that allows me to make the best use of the things I already have, the content that’s already out there, to deliver that experience that people expect, that experience is going to help me grow my business and bring it to bear on the problems so that those things actually happen.”

Tim Peter: That’s fantastic. I mean that’s, what a nice way to put a nice little bow on it, Steve.

Steve Zakur: I think we have, look at that.

Tim Peter: That’s fantastic. So the key takeaway is make sure we’re thinking about MarTech when we think about marketing, make sure we think about how we personalize, make sure you focus and use the data you have available to you to put the right content in front of the customer when they come to you. And if you struggle to do it manually, there are MarTech solutions such as Guide Box from SoloSegment. Did I accurately sum that up?

Steve Zakur: That’s a beautiful summation. Thank you, Tim.

Tim Peter: Well, it’s my pleasure. Steve, any last words before we let you get on with the rest of your day?

Steve Zakur: No, I think we’re good to go. Thanks very much for hosting us this evening.

Tim Peter: It is my pleasure. Thank you so much and we’ll look forward to talking with you next time.

Steve Zakur: Take care.

Tim Peter: SearchChat is brought to you by SoloSegment. SoloSegment is a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction, and unlock revenue for your company. SoloSegment, make your search smarter and learn more at solosegment.com.

Tim Peter: If you like what you’ve heard today, click on the subscribe links you can find at SoloSegment.com/podcast, on iTunes, Google podcasts, Stitcher Radio, or Spotify or wherever fine podcasts can be found. You can also find us on LinkedIn at linked.com/company/solosegment, on Facebook at facebook.com/SoloSegment, on Twitter using the Twitter handle @SoloSegment, or you can drop us an email at info@SoloSegment.com. Again, that’s info@SoloSegment.com.

For SearchChat, I’m Tim Peter. I hope you have a great rest of the week. Thanks so much for joining us and we’ll look forward to chatting with you next time here on SearchChat. Until then, take care everybody.


Author

  • Avatar

    Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

  • Steve Zakur

    Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.