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How to enable greater personalization in a world of impersonal experiences

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How to enable greater personalization in a world of impersonal experiences


“Today, marketing is no longer about grabbing attention, but about creating real connections, building that emotional resonance, and spurring action throughout the customer journey,” said Nina Butler, Director of Event Experience at Alyce, in her presentation at our MarTech conference.

Brands make more contacts with customers than ever before. The average number of touches during the buying process grew from two in 2006 to six in 2021, according to Butler. However, this leaves plenty of room for less than optimal experiences.

“The outreach we’re doing feels a little bit like an assembly line,” she said. “As automation and advanced marketing technology have made our lives easier, we’ve also created more processes in our workflows and, as a result, more touches.”

“That means that touches are more generic and more impersonal than ever before,” she added.

To address the problem of impersonal customer experiences, marketers need to place a renewed emphasis on personalization in their campaigns.

Deliver “interest” events to customers

“The next time you go to plan a 60-minute thought leadership webinar or a small intimate roundtable, consider pairing it with an interest-based activity,” said Butler.

As an example, Butler discussed how her company hosted an event that had both business and kid-friendly content featured in separate sessions. Catering to employees with children in this way allowed attendees to be their whole selves at work. The company listened to its employees’ interests and then centered their entire corporate event around them.

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Butler says marketers can do the same thing with their customers to foster engagement.

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industry events vs interest events in personalization
Source: Nina Butler

“There’s something to be said about the stimulation of both people’s nine-to-five personas and their five-to-nine passions coexisting in the same setting,” she said.



Move from persona-based to person-based

Butler highlighted the differences between “persona-based” marketing and “person-based” engagement using a fictional person named Tracy. This woman serves as the chief information officer for an enterprise and, in her spare time, loves to collect comic books.

Most brands would focus primarily on Tracy’s “persona” role (CIO of a large company) but neglect the “person” aspects (her love of comic books). As a result, her inbox may be “filled with generic and impersonal touches that were automated based on some segmentation rules around her persona.”

person-based prospecting as a marketing personalization tactic
Source: Nina Butler

According to Butler, marketers can help improve customer engagement through person-based prospecting. Focusing on these additional qualities can provide more relevant customer journey insights. In this fictional scenario, marketers would have a better chance of connecting with Tracy by focusing on her personal interests alongside her professional persona.

Create personalized landing page experiences

“Instead of creating a one-size-fits-all landing page, try creating a custom even account-based level landing page with hyper-targeted ads, personalized video from someone on your team, and copy that’s tailored to the pains and unique challenges of their organization,” Butler said.

A well-documented customer journey can help marketers identify key friction points and interests that can be used on personalized landing pages. The experiences can answer questions, provide support for a problem, or offer highly relevant content customers are looking for.

how to build a personalized landing page experience
Source: Nina Butler

Crafting customer content of this nature may seem time-consuming, but it has the potential to make strong connections with customers, especially when marketing and sales teams are working together.

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“It’s also really important to align sales and marketing,” she said. “That way the marketing messaging that’s happening top-of-funnel is served to those people in a way that mirrors what their customer experience looks like when they land on this page.”

Creative connecting video experiences

“Folks who are using relevant videos, especially on these custom landing pages, are seeing upwards of 86% increase on those page conversions,” Butler said. “Video helps convey who you are as a person that appeals to people in real ways.”

Personalized videos, when done correctly, can show customers that brands care about their wants and needs.

using video to improve personalized experiences
Source: Nina Butler

“Video is an underutilized tool to help establish personal moments for people,” she said. “What your brand does with video tells your prospects more than just the story of your product; it also tells the story of your brand. Most brands use video to talk to their prospects about their products and goods and services.”

However, marketers shouldn’t focus entirely on video in the personalization process. It’s just one part of the customer journey, and it should function as so.

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“Your video strategy should not talk at your prospects about your solutions, she said. “It should be talking with your prospects about what’s interesting or top-of-mind for them in the moment.”

She added, “Relevancy here is key.”


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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MARKETING

Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

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AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

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Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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