In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the needs and expectations of our customers are seriously far off from where companies think they are.
I had a conversation several weeks ago with a large data company, discussing behavior based personalization. The VP of Marketing heard me out for a few minutes, and then said “Woah, wait a minute. So it’s personalization? I already have that.”
So I said “Oh, how’s that going? What are you seeing?”
And he said, “Well, we haven’t turned it on yet.”
There’s an old joke about two guys walking through the woods. All of a sudden they see a bear, and the bear starts moving towards them. The first guy sits down, pulls a pair of running shoes out of his backpack and slides them on. The second guy says, “What are you doing? You’re not going to outrun that bear.” And the first guy says, “I don’t have to outrun that bear. I just have to outrun you.”
I thought I’d just capture a few thoughts on MarTech East 2019. This summary isn’t representative of the conference, it’s representative of my experience at the conference.
This was my first MarTech East. It was an excellent conference for practitioners of marketing technology arts. Kudos to Scott Brinker and the Third Door Media team. The following are my key takeaways from the conversations that I had with presenters, attendees, and vendors.
What do customers want, and are you delivering?
Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want?
As summer hits its hot, vacation-filled days the work world slows down for a minute. In these slower moments, there’s a chance to reflect on the speed of business.
Since the beginning of the year, I’ve had 147 conversations with B2B marketing leaders. These aren’t sales calls. I’m not pitching anything. They’re conversations about the issues that are top of mind for these professionals. I guide these discussions with questions around areas we’re interested in, but the main goal is to get a sense of the market. It turns out that personalization is a top of mind issue.
In today’s episode of SearchChat, Steve Zakur and I tackle the TopRank blog and what skills B2B content marketers need to have. How do you take those people coming in the front door, the first interaction on your site, and engage them so it’s not the last page they look at? At the end of the day — no matter what your marketing techniques are, if you can’t measure them, you don’t know for sure how much they even mattered.
Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so… 2015. The rise in personalization has revealed both the limits and challenges of persona-based content creation — creating and maintaining content for every persona is a lot of work and getting that content in front of the visitor at the right time is tricky.
Your content marketing is too valuable to waste
How findable is the content on your site? If the answer is that you aren’t sure — you may have a problem. And you aren’t alone. Many marketers spend great lengths of time on content marketing. But a lot of that content goes unread. The main problem is that the people you want to read it can’t find it.