How Are You Managing The Changing Nature Of B2B Customers?

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?

SearchChat Podcast: A Data Backlash Is Coming

There’s a serious need for changing the way we deal with customer data. How you can use data and still maintain a good relationship with your customers, even among the distrust? We also take a look at who has failed at that, so you can learn what not to do. Take a listen.

First: There’s a data backlash coming. Steve and I discuss Scott Monty who wrote recently on preparing for the gathering storm. We’ve all seen talk about the tech backlash, with firms like Amazon, Google, and Facebook in the cross-hairs of pundits and government officials. That’s centered around their consolidated power and use of data. And it’s a topic that deserves consideration. The backlash I’m predicting is a different one. It’s rooted less in operations and more in culture.

Is there a role for government in this? Google recently abandoned their “don’t be evil” motto and seems now… fine with being evil? More than half of the nation’s state attorneys general are readying an investigation into Google for potential antitrust violations

Meanwhile, who is doing data poorly? Instagram’s latest assault on Snapchat is a messaging app called Threads. Facebook wants more of your data by turning Instagram into Snapchat. 

Lastly, after decades of a focus on short-term quarterly profits and outlandish pay packages, The Business Roundtable execs proclaim that maybe shareholders aren’t the sole beneficiaries of company’s actions.

What is the future of trust in digital marketing? Is it possible to personalize without creepy data? There’s so much that marketers need to learn from GDPR. At the end of the day, we need to make substantial changes to business models built on data for customers to trust not only your brand, but also businesses altogether.

0:00 Intro

2:30 Prepping for a gathering storm

7:05 What is the role for government? For marketers?

14:30 How not to do data: Instagram

17:40 Do stakeholders matter the most?

28:10 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.


Why AI Has Come a Long Way Since HAL in 2001

January is a special month in AI history. Because in both the novel and movie 2001: A Space Odyssey, January 12 is when the HAL 9000 sentient computer — (spoiler alert!) the story’s antagonistic artificial intelligence — goes live. Depending on whether you date HAL to its “birth” in the film, the novel, or when those media originated, HAL is anywhere between 22 years to 51 years old now (For trivia buffs, of which I’m one: The book and film were released in 1968, making HAL’s conception over 50 years ago; if you go by the dates given in the film or the book, respectively, HAL is either 27 or 22 years old). HAL is then placed aboard the Discovery One spacecraft to participate in a journey of, well, discovery to the planet Jupiter.

Google: Frenemy?

Can you imagine not caring about how you rank in Google? Maybe someday something will replace Google as what is arguably “the” most important source of top-of-funnel traffic but today much of your marketing activity is rightly focused on SEO and SEM. Having a strong Google game is critical to many companies success. But is Google your friend? I’d argue that Google as Frenemy is the proper way to look at the relationship; Google is critically important at some points but dangerous to rely upon later. Let me explain.

Four Things to Improve Your Site Search

You know your site search isn’t good. You’re in good company. A recent survey we did of leading healthcare companies showed that 47% of the industry’s top keywords performed poorly on site search. That’s consistent across industries, more so in B2B enterprises. Why is it so bad? Well, some of that is because search owners don’t know what to fix. The good news is that getting started is easy and there are four things you can work on today that will improve your site search success rates.