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The MarTech Digest
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MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.
Marteq's insight:
For B2B, it's not predictive personalization, but predictive personification, i.e., the ability to match inbound with persona profiles based on behavior, and responding with the appropriate content. 
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Marteq's insight:
Personas useful for inbound, Personalization for outbound. Personas are NOT applicable to outbound (or shouldn't be).
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You don't need to invest in a Cloud solution to personalize your engagements, although the integration is helpful. You can smartly use your best of breed solutions to deliver personalized experiences. BTW: be careful with your Cloud solution selection, as integration may not be want you think it is.
Marteq's insight:
MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.
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This scoop comes to you compliments of ineomarketing.com.
Marteq's insight:
Not website engagement, but personalized website engagement. This was discussed back in 2002, and it is finally coming to fruition. As an industry analyst once told me, it's the holy grail of marketing.
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Marteq's insight:
Is it personalized if delivered based on personas, or if delivered based on the individual? We need to push towards the latter.
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Marteq's insight:
In the world of B2B, with the dataset relatively small vs. B2C, there is very little blocking the CMO to achieving true personalization and 1:1.
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3 ways Personalization complements Marketing Automation: ► Receive a FREE daily summary of The Marketing Technology Alert ◄
Marteq's insight:
MAP is all about personalization, i.e., it's one of the critically important features that needs to be used each and every time.
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As customization becomes the norm, business will need to adapt their digital strategies. This infographic details the trends in personalized marketing that you need to know as you plan for 2015. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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![Options for using dynamic content personalisation in your email templates [Infographic] - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it](https://img.scoop.it/5OWNpbvq2JnB74wJdyDKM_L6dadsvGA8m9WNoVsbzkY=)
8 reasons to use dynamic email personalisation and 18 scenarios for using dynamic content EmailMonks have produced another informative infographic for emai. Marketing topic(s):Email creative and copywriting. Advice by Expert commentator. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
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Almost 6 in 10 company marketers agree that the ability to personalize content is fundamental to their online strategy and 54% are committed to providing a personalized web experience, according to a new Econsultancy report [download page] produced in association with Adobe. The study also looks at the types of data used to personalize the web experience and how these data types contribute to ROI. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
Marteq's insight:
A mix of B2B and B2C respondents. Am I the only one who is calling BS on this?
Anupama Rao's curator insight,
December 5, 2014 3:23 AM
Transparency of data encourage the power of buyers as well as seller. Personification of data is counted and welcomed every where now a days. <a href="http://www.marketingfundamentals.com/">b2b marketing agency london</a><a href="http://www.marketingfundamentals.com/">content agency london</a><a href="http://www.marketingfundamentals.com/">content marketing london</a>
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Digest... While 1:1 marketing is a different ball game for B2B organizations, there are ways in which you can use this model to further your marketing goals. Here are some of the ways in which you can do so:
Build relationships: People buy from people they like. People buy from companies they like. There’s no easy button for this, but it’s not hard. You just need to care enough to want to build relationships.
Focus on individual customers: A B2B company typically has fewer, but larger, accounts. So, there’s a greater need to take up each customer individually and assess their needs, values, and expectations. The same is here as relationship building in general.
Manage customers in-between purchases: A B2B company has to manage, touch, educate, and serve their customers–even during these periods of frequent lulls. This is a challenging (and often overlooked) thing to do, unless you have a strong customer management team to create strategies to make use of these intervals. This is where email campaigns and social media come into play.
Help customers to manage their business: B2B businesses can gain a lot from helping their customers solve important business problems, not just within the area of their services, but also beyond it. This could be a key component of a B2B company’s content marketing efforts—developing content designed to assist customers in one or more ways to manage and grow their businesses, or offer helpful guidance.
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Marteq's insight:
From an interview with Peppers and Rogers pertaining to their book One to One B2B: Customer Development Strategies for the Business-to-Business World.
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Digest... Marketers have heard it loud and clear: Personalization is important. But they’re still struggling to execute it. A critical issue? They haven’t mastered the development of a single customer viewpoint, and according to a July 2014 survey by Forbes Insights in association in Sitecore, fragmented and siloed data systems were a key factor preventing this.
Senior executives polled in North America said their companies were using an average of 36 different data-gathering systems and vendors—and some used more than 100. It comes as no surprise, then, that just 24% of respondents said the various customer communications and data-gathering systems they used were integrated or connected across their organization.
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Marteq's insight:
A lack of a single customer view does not necessarily mean that personalization has not been mastered. It only means that there's more data available.
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Digest... Adaptive content is a content strategy technique designed to support meaningful, personalized, interactions across all channels. The urgency of supporting personalization that considers multiple channels is apparent from stats like 94 percent of businesses saying personalization is key to success, and 48 percent of shoppers saying they’d like to use a phone to shop while in stores. But it’s more than retail and B2C. Every business model is impacted. We’re now in a multi-channel world where all consumers want tailored delivery.
To be successful at delivering a personalized experience in our omni-channel marketplace, adaptive content is a requirement. It is content that is designed for both personalization and delivery across many channels. It’s more than feeding product or content recommendations (e.g., like Amazon or YouTube use), it can be much more than changing some artwork based on user interests, and it has to be far more than reflowing web layouts so they are workable on a specific device (responsive web design).
But the real meat of the content — especially long-form content like articles, marketing descriptions, how-tos, references, procedures, and more — requires that we invest in modeling and structuring our content and processes from the ground up with personalization in mind. Adaptive content is conceived, planned, and developed around the customer. Their context, their mood, their goals. This definition isn’t device- (or even technology-) specific. Adaptive content can cover all content, on all channels.
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Marteq's insight:
This is an important article. We dabbled in Adaptive Content about 7 years ago (way ahead of the curve), and found it incredibly effective and impossible to implement. With today's level of personalization functionality, it is achievable.
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Digest... From the experience we gained over the past couple of years, we know marketers can dramatically increase content consumption, page views and conversion rates by being proactive and bridging the relevancy gap for the user using an automated personalized recommendation engine. This way, the right content is always only one click away.
More professional materials – such as white papers and case studies – tend to have longer shelf life than blog posts and event related articles. Their expiration date is not for many months. In other words, by keeping these materials in your relevant content pool, you are increasing the size of your arsenal, and therefore have better personalization options. Since B2B marketers now spend about 33% of their marketing budgets on content marketing, resurfacing popular materials can increase marketing ROI and provides real value to the visitor.
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Marteq's insight:
Originally, I was swayed by the title of the post. However, upon review, I realized that the point behind content personalization is the delivery of the right content at the right time based on predictive capabilities. Makes sense, although I'd still like to see true personalized content, sort of a 3D virtual "printer."
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Personalization is already of considerable importance to current objectives, but its importance is even more pronounced when it comes to brands’ long-term success, finds a study [download page] conducted by Forrester Consulting on behalf of Conversant Media. Some 47% of survey respondents – B2C marketing and customer insights decision-makers with responsibility for digital marketing strategy and/or execution – indicated that personalization is extremely important to their brands’ current objectives, while 63% rated it extremely important to their long-term goals.
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Marteq's insight:
I'm bordering on harassment when it comes to touting the use of personalization.
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Personalization is hot right now, and marketers are turning to data to create a single customer viewpoint—but that doesn’t mean they’ve got it down pat. In fact, a May 2014 study by Forrester Consulting, commissioned by ExactTarget Marketing Cloud, found that, despite all the buzz about ramping up personalization efforts, just 18% of US digital marketing decision-makers considered creating a personalized customer experience across multiple digital touchpoints as one of their top three goals.
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Marteq's insight:
Work towards personalization across everything, including content.
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![Email Marketing: Unique send times for micro-personalization [Video] | MarketingSherpa Blog | The MarTech Digest | Scoop.it](https://img.scoop.it/7n4DAiWjcIGStsfk4FNL3_L6dadsvGA8m9WNoVsbzkY=)
Watch this excerpt video of an Email Summit 2014 session featuring Dave Sierk of Dell, revealing how he leveraged personalized send times to deliver the right message at the right time for his audience. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
3+ minute presentation. Think micro personalization.
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Excerpt... Let’s look at some of the ways marketers can use predictive intelligence data to improve nurturing and create opportunities: -- > Call center: Create call scripts tailored to your prospect using company and category intelligence and improve lead qualification rates. -- > Marketing automation: Route prospects to the right campaign and ensure communications are properly personalized based on company size, industry, job role, and level of interest in your products. -- > Advertising: Only advertise to key companies and adjust messaging and landing pages based on purchase intent and company attributes. -- > Retargeting: Stay visible to your prospects after they reach your website. Tailor messaging according to the intent they show at your website and across the rest of the B2B web. -- > Social media: Only target ads to prospects at key companies when they are on LinkedIn, Twitter and Facebook. -- > List acquisition and lead generation: Educate and nurture prospects from key companies while building your database with net new contacts. -- > Website personalization: Make each visit as useful as possible by integrating audience data from predictive intelligence scoring into your content management system, personalization and testing tools. -- > Sales calls and conversion: Help reps prioritize the right prospects and arm them with the intelligence to secure meetings, RFPs, and close deals.
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Marteq's insight:
Predictive 101. Let's be clear about this: predictive without personalization is a waste of resources.
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Personalization is an area of growing importance, recently found to be US digital marketers’ most important future area. Yet research indicates that marketers continue to struggle with it, and many industry respondents have trouble linking data to individual customer profiles. A couple of recent studies – one from Experian Data Quality and the other commissioned by Janrain [download page] and conducted by Forrester Consulting – take a closer look at the use of personalization and its associated challenges.
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Digest... How Do You Do It? With dynamic content field merge. The technical process differs depending on what type of marketing automation software you have. We’ve gathered content around some of the heavy hitters, so for a more in-depth look at the technical side of things, check out the resources below. -- > Marketo - Personalization Cheatsheat -- > ExactTarget - Personalization Strings -- > Pardot – Dynamic Content / Personalization How-To -- > Eloqua - Using Field Merge to Dynamically Display an Image / Personalizing Emails from Custom Data Objects -- > MailChimp - Getting Started with Merge Tags
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Marteq's insight:
The value from this post: comparing and contrasting the different means to personalize from the big 4 plus MailChimp. I should do a compare/contrast of triggered email flows to point out the differences.
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Excerpt... Personalization has been the buzzword of the past few years. Personalization based on search preferences, social networks, past purchases. Yet marketers are still struggling to personalize at scale according to a new report out from Neustar and Digiday; 53% of executives surveyed said they 'always' or often' struggle to personalize marketing messages at scale.
• One-third say poor/incomplete customer data is the biggest obstacle __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Marteq's insight:
Note the last bullet: it's a major "duh."
George Lianos's curator insight,
July 16, 2014 6:44 PM
It's obvious that personalisation is vital to marketing success. Your prospective customers will decide to deal with you when you give them the power to make that decision. You need to help them get to know you.
We have created a marketing coaching series that addresses this issue. You can sign up right here...
http://fanboom.net/coaching/marketing-series-video-introduction/
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![The All-You-Need-to-Know Personalized Marketing Wrap-up [Checklist] - Pardot | The MarTech Digest | Scoop.it](https://img.scoop.it/JkgcUJYZcuVhosSgLssjJfL6dadsvGA8m9WNoVsbzkY=)
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![The Business Case for Personalization [Infographic] - GetElastic | The MarTech Digest | Scoop.it](https://img.scoop.it/0924Q9w14Fk_rvupeCXfTvL6dadsvGA8m9WNoVsbzkY=)
Use of micro-segmentation completely eliminates the need for personas and predictive. It's one or the other, not belt and suspenders.