A few years ago, Scott Brinker and the Third Door Media team declared that MarTech is 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.
Improving Customer Engagement in Heavy Industry Use Cases
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.
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.
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.”
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.
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.
I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that:
- Measurement was really important
- 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.
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.
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.”