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?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: AI in Marketing–Where Are We On The Hype Curve?

“Come on. All this AI stuff, around marketing and sales, that’s all just hype, right? That’s not a real thing that matters. Maybe it’ll matter someday. But it doesn’t yet matter today.”

That’s a question I got recently, and it got Steve Zakur and I wondering where we are on the hype curve. Is it really just all hype? Maybe not — platform companies are snapping up data scientists the way early internet companies snapped up web developers.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

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.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: How AI Drives Value for Your Business

In this episode Steve Zakur and I are curious about the ways AI can be used to drive greater value for your company. We have our opinions about our own software of course, but this is a bigger question: how can you use AI to make your entire team and business smarter?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Data Is Not a Moat for Your Business. What Is?

If a moat is an uncrossable chasm, then data may not be a moat. No amount of data can make it impossible for the competition to catch up. But it could be an inconvenience to the competition who is trying to climb your walls.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Personalization–Meeting Customers in the Moment

Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Making Data-Driven Marketing More Human

It’s time for marketers to put humanity back in their marketing practices. Today for SearchChat, Steve Zakur and I discuss first whether you should be worried about government regulation. It seems some marketers have their head in the sand that it will never be an issue, others have their “paranoid” dial turned up to 13. People who have been giving away their data for free are tired of being abused. There’s an unease and distrust around privacy because that trust has been repeatedly violated. Is it the end of data-driven marketing, or does marketing need to get smarter?

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: How Marketers Can Use Data to Keep Your Seat at the Table

There’s major power for automation within marketing, and not everyone is harnessing it. This episode of SearchChat Steve Zakur and I ask: how can CMOs use both automation and data to keep their seat at the table as companies evolve?

Now matter how long it takes to perfect, your work it will never be done. That’s because everything requires data and feedback. 61% of marketers said creating an automation strategy for their practices is a top priority, according to a recent study. The amount of data available to us defies human capability to process it. What’s more, people often struggle to believe that the data they are seeing is more accurate than their intuition.

Letting data lead often produces results we can’t get any other way. This year we saw a 6 year high in the percentage of time data is used in decision making–and it’s actually still a low number. In our last podcast we saw a similar trend, where most CEOs agree that AI will be bigger than the internet and yet 20% said they had no plans to do anything about it.

The DNA of marketing teams is creativity — but sometimes means data gets lost among unfounded opinions. One of the most powerful moments you can have as a marketing professional is refuting an executive’s intuition with hard proof.

Speak in the language of data to get your seat at the table.

0:00 Intro

1:50 Let the market tell you when you get it right

5:48 Automation is a top priority

10:55 Are you letting data lead?

21:40 Why CMOs need tech alliances

30:28 Outro

SearchChat is available on

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.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Own, Don’t Rent your Data

The surveys dropping lately show a staggering trend towards the hottest and most concerning topic out there: data. A recent survey by B2B Marketing and The MX Group identified the differences between top performing and poor performing B2B marketers. CMO identifies data ownership as the top most important subject to marketers. Yet another survey by ClickZ and ChatMeter reveals people’s main concerns to be machine learning, personalization and data privacy.

Data ownership is a game changer. We know that data in and of itself is not a competitive advantage–everyone is collecting data. You have to own the data about the customer. Marketing executives understand this is a differentiator for personalized experiences for customers.

It’s what you learn from those customers and how you mobilize it that makes the biggest difference in determining if that data can provide value to you. Intent-based content recommendation can provide that opportunity.

Is it time to confront your own data head on? Stop ignoring it, stop questioning it, start acknowledging that you may be struggling and work to utilize that data. Want our help using your data to increase conversions? Connect with us.

0:00 Intro

2:22 What are the attributes of top performing organizations?

11:28 Why data ownership is a top priority for brands around the world

18:45 Why CMOS are planning to use that data for AI, personalization and predictive analytics

29:20 Outro

SearchChat is available on

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.

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Customer Intent is New Again

Alternatively: Chicken Soup for the Customer’s Soul

It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.

What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch. 

You can improve your buyer’s journey by optimizing results to find specific answers to specific questions. But those are hard to predict. Rather than optimizing the result, how can you optimize the experience — the full journey, whatever it might look like? 

These are questions that need answers. Because the reality is: you compete with all the experiences your customers have everywhere online. When a customer goes to Amazon and has a great search experience, they ask — why doesn’t everyone work this way? Your competition isn’t just other B2B companies, it’s Amazon too. High standards and a poor experience will send visitors looking somewhere else — anywhere else.

The data you gain from having a better site search lets you optimize the rest of the experience. Websites can be intelligent when this data is put to work. Do people who buy chicken soup also usually buy herbal tea? Desserts? Your data knows, and your site can make suggestions. Want to make it happen right away? Check out our technology solutions.

0:00 Intro

1:20 Intent based marketing is new again

11:45 Your competition is the whole internet

16:48 Search is intent, fundamentally

19:05 How do you utilize data to improve the customer journey?

29:05 Outro

SearchChat is available on

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.

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.