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 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 marketing 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. Industrial B2B marketing has followed these strategies for years. So, where’s the need for digital?
In today’s podcast 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 personalization? Our answer: not really, but that isn’t what anonymous data really is.
A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is marketing. There is no difference between marketing technology like personalization and just plain 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.
Time and time again we see that people are uncomfortable with the ways companies are using third party data. GDPR was just the beginning. The latest move representing the new wave is Google’s recent adoption of ITP. This podcast episode tackles the move from personal data into anonymous data through behavior-based personalization.
Gartner’s prediction that personalization will be dead by 2025 was an attention grabbing headline. Irresponsible use of personal data continues to unnerve consumers. But if consumers increasingly expect companies to know them, how can personalization be dead? This podcast episode explores personal data and the possibilities for anonymous data.
Improving Customer Engagement for Industrial Marketers
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. B2B, especially industrial marketers, have been lagging.
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. In this episode of SearchChat we talk about the failures of SEO, and how marketers must improve their conversions to make up for decreased organic traffic.
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.