When B2B Personalization is Too Hard to Implement

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.”

SearchChat Podcast: Key Marketing Lessons from MarTech East

Steve and I spent time together recently at both a Red Sox game but more importantly, at MarTech East in Boston. The shift in conversation was wildly fascinating: the focus seemed to be personalization, privacy, and security.

MartTech East 2019 Wrap-up

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.

Are you connecting your marketing to business results?

I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that:

  1. Measurement was really important
  2. Measurement was really, really hard

The eternal struggle for marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on analytics. 

Opportunities And Gaps In MarTech

Last week I was asked what the biggest opportunities and gaps are in the MarTech stack. It’s an interesting question when one considers all the technology that’s available in the market. While I could opine on features and functions that I’d like to see, what really bugs me is the fact that so much of the overarching promise of marketing technology remains unfulfilled.

Is your personalization for your visitors… or for you?

Let’s view personalization through your visitor’s eyes

Anyone who has kept up with me on just about any social media platforms knows I’m all about music, and my guilty pleasure – always – would be investing in a new guitar. Or, y’know, guitars. More is better. And if I were to visit a music store that collected data on visitors, they’d know I like a certain make of guitar (I do) and that, for example, I bought two last year and have only bought one so far this year. Maybe, the bright salesperson thinks, “this guy needs need another axe.” 

The Challenge Of B2B Personalization

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.

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?

SearchChat Podcast: Your Customers are Begging for (Better) Personalization

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.

What’s Inside Behavioral Data?

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.