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3 ways to optimize first-party data collection

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“Our digital future was happening well before a global pandemic; it just simply accelerated it,” said Mark Bornstein, VP of content marketing at ON24, in his presentation at The MarTech Conference. “But the way in which we engage has changed, and our ability to learn about people is changing as well.”

Industry experts have been well aware of the digital-first environment for years now. In fact, Gartner said that by 2025 almost 80% of B2B interactions between suppliers and buyers would happen through digital channels — and that was before the 2020 pandemic accelerated digital even further.

But, if marketing and sales teams can’t keep up with the acceleration of digital channels, customers will be more likely to abandon their brands. That’s why Bornstein recommends marketers take advantage of the wealth of resources offered by first-part customer data.

Here are three ways he recommends brands optimize first-party data collection.

Give viewers choices during webinars

“It’s amazing how webinars have changed over the past few years,” Bornstein said. “They’re more like TV programs than the PowerPoints of old. We see more conversational formats, such as interviews and talk shows. The audience is a much bigger part of the experience.”

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He added, “We see companies creating experiences where audiences are not just watching a presentation, but they’re involved in it.”

interactive marketing webinars
Source: Mark Bornstein

Bornstein highlighted a webinar he liked that allowed users to make their own choices: You could click on webpages and different URLs, or ask for a meeting in real-time and then go to a calendar and schedule an event. Giving users options while viewing webinars can help brands make these digital experiences more engaging.

“When I talk about self-selection, that’s what I mean,” he said. “Some people are going to be top-of-funnel, and some people are going to be mid-funnel. And some people are going to be ready to engage with your company — you need to provide them with those options.”

Craft interactive content hubs

“We’re seeing more personalized content hubs,” said Bornstein. “No matter what page you navigate to, you’re going to get something specific, whether it is on a website or a targeted landing page.”

engaging marketing content hubengaging marketing content hub
Source: Mark Bornstein

When marketers share content pieces from these hubs, Bornstein recommends adding multiple interactive elements to foster even more user engagement. Whether it’s an inviting CTA, an enrollment button, or a chatbot, marketers can enrich content experiences through interactive hubs.

The authoritative, informative content remains the most important element of these hubs, but marketers will miss out on conversion opportunities if they don’t help foster engaging reading experiences.

“Anything is possible with content experiences,” Bornstein said.


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Develop immersive virtual events

“A great virtual event experience is not just streaming presentations to an audience,” said Bornstein. “That’s not interactivity, and you’re not going to learn anything about those people.”

Bornstein and his team got a wake-up call about the necessity of interactive virtual events once the pandemic hit in 2020. They were in the middle of a big company tour and had to end it abruptly. Instead of hosting the next big event, they quickly shifted it into a virtual format. Then, they began brainstorming ways to collect valuable first-party customer information.

Instead of giving out free products and asking attendees to meet with event speakers (as in a live event), Bornstein’s team decided to offer interactive digital content options to keep audiences engaged in their virtual environment.

interactive virtual eventsinteractive virtual events
Source: Mark Bornstein

There are many interactive technologies available, so marketers would be wise to incorporate them into virtual events. The key differentiator between boring and engaging events may lie in the way they bring viewers into the experience.

“The smart marketers out there are not building virtual events to be presentations,” said Bornstein. “They’re building virtual events as real experiences.”


About The Author

Guide to what you missed at the fall 2022 MarTechGuide to what you missed at the fall 2022 MarTech

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

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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