SearchChat Podcast: How Marketers Can Use Data to Keep Your Seat at the Table

There’s major power for automation within marketing, and not everyone is harnessing it. This episode of SearchChat Steve Zakur and I ask: how can CMOs use both automation and data to keep their seat at the table as companies evolve?

Now matter how long it takes to perfect, your work it will never be done. That’s because everything requires data and feedback. 61% of marketers said creating an automation strategy for their practices is a top priority, according to a recent study. The amount of data available to us defies human capability to process it. What’s more, people often struggle to believe that the data they are seeing is more accurate than their intuition.

Letting data lead often produces results we can’t get any other way. This year we saw a 6 year high in the percentage of time data is used in decision making–and it’s actually still a low number. In our last podcast we saw a similar trend, where most CEOs agree that AI will be bigger than the internet and yet 20% said they had no plans to do anything about it.

The DNA of marketing teams is creativity — but sometimes means data gets lost among unfounded opinions. One of the most powerful moments you can have as a marketing professional is refuting an executive’s intuition with hard proof.

Speak in the language of data to get your seat at the table.

0:00 Intro

1:50 Let the market tell you when you get it right

5:48 Automation is a top priority

10:55 Are you letting data lead?

21:40 Why CMOs need tech alliances

30:28 Outro

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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.

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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.

Warning: You’re ignoring your company’s best salesperson

Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their deepest concerns, telling your salesperson everything you’d want to know about how to help them — and how you can sell them what they need.

But you ignore everything this salesperson wants to share with you about what they’ve learned. You simply say, “Nah, I’m not interested in providing a better experience for these prospects. I’m not curious about their needs. I don’t care what they’ve told you.” That would be ridiculous, right? And yet, if you’re like most companies, you’re probably doing this every single day.

You may have guessed that your company’s best salesperson is, of course, your website. This brilliant salesperson who knows what matters most to your prospects and leads might still surprise you: website search. That is, the searches customers conduct directly on your site. What customers tell you in those searches will make the difference between successful enterprises and the also-rans.

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.