The anonymous web is coming

The anonymous web is coming.
Are you ready?

B2B Marketers can no longer rely on using personal data.

Every day leads to another privacy regulation. GDPR and CCPA are just the start. Now third-party cookies are gone as well. 

Face it. No one wants to be tracked, so regulators and browsers are removing the ability to track people. People are sick of having their data misused and mishandled. This is not a trend that’s going away.  There is a relentless movement to an anonymous web that is only accelerating.

Stop only reacting.

You can’t just respond to each event that takes us closer to an anonymous web, as though it is the last change there will ever be.

If all you do is take another half step back from the new line, you are waiting to be knocked off balance from the next announcement.

Get ahead of the curve and check out our anonymous personalization.

Focus on what is staying the same.

Jeff Bezos once said that a lot of people ask him about how he responds to all the constant changes.  He said that he instead focuses on what stays the same. For Amazon, customers will always want more selection, lower prices, and faster delivery. Bezos constantly keeps his eyes on those targets, and uses whatever new technologies and other changes show up in the service of those goals.

Once they come to your site, you need to hold onto them. That means providing such a good experience that they will come directly back to your site next time without needing to visit Google first.

Customer privacy doesn't have to sacrifice leads.

B2B marketers must focus on protecting customers’ personal data and increasing sales without an exploding marketing budget.

Anonymous information can provide marketers with the behavior and intent of customers, without needing a name and face. Use your own content and analytics on behavior to guide customers to the content they need.

It’s easy to get started.

The anonymous web is coming. Are you ready?

Anonymous data together with AI creates a powerful tool to increase leads and improve your marketing yield.

Find out how anonymous data can drive leads for you.

Marketing and MarTech: What’s your approach?

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. 

SearchChat Podcast: Gartner Predicts the Death of 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.

How Heavy Industry Marketers Deliver Relevant Customer Experiences in a GDPR World

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.

SearchChat Podcast: Marketers Succeed at What They Rehearse

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.

When B2B Personalization is Too Hard to Implement

I had a conversation a while back 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.

Can you prove your B2B marketing matters?

I was at the Marketing Analytics Summit a while back, and I remember talking to a lot of people who felt that:

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

The eternal struggle for B2B marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on marketing 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.