Personalization is one of the most essential keys to online marketing success. Today we are talking to one of the most recognized marketing personalization experts: Please meet @TonyUphoff, CEO of @businessdotcom
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About Tony
Tony Uphoff, is CEO of Business.com.
A uniquely accomplished operating executive with an unparalleled track record of building, growing and transforming media and marketing businesses, @TonyUphoff has been a leader in business innovation and transformation for the last 20 years.
Please connect to Tony on Linkedin!
Questions we are discussing now
All of it ? RT @kyle_KB: @TonyUphoff personalized content, personalized ads… or both? What’s the secret? #vcbuzz
— Ann Smarty (@seosmarty) September 1, 2015
Q1 Please tell us a few words about your background? How did you become an Internet marketer?
I’ve spent my entire career in Business media, creating and producing business information and advertising products. Basically a media, marketing and tech geek!
A1: Our team has a crazy diverse background. Former reporters, former music artists; all found our way into marketing. #vcbuzz
— Caledon Virtual (@CaledonVirtual) September 1, 2015
Q2 What is personalization today? How to use personalization for nurturing leads into customers/Creating an ongoing relationship?
Personalization starts the process of turning a prospect into a lead & ultimately into a customer.
A2: For us, personalization is getting to know the audience beyond demographics. What pain points do they have and how can we solve? #vcbuzz
— Caledon Virtual (@CaledonVirtual) September 1, 2015
It can be as simple as a name, or as complex as using intention-based data, for a real time experience.
A2. Personalization is the first step in establishing a relationship with a prospective customer. http://t.co/t1E4Z8EQHI #vcbuzz
— Gail Gardner (@GrowMap) September 1, 2015
Start by personalizing yourself ? RT @CaledonVirtual: A2: People don’t want to interact w/ a brand #vcbuzz
— Ann Smarty (@seosmarty) September 1, 2015
Monitor trendlines, to assure you are in synch with the interests of the audience. Today’s trend is moving towards real-time personalization, based on both real-time & retrospective data.
#vcbuzz For personalization it’s important to talk directly in the first person, and be relaxed. Don’t be stilted. Don’t use jargon.
— Jim Katzaman (@JKatzaman) September 1, 2015
A2 Increasing relevance to reduce churn. 1 way to tailor content is by answering questions on-line. Another 1 is through convos #vcbuzz
— Peter Woolvett (@CustomerSpecs) September 1, 2015
Q3 Segmentation vs personalized marketing: How are they similar / different?
They are similar because they both require data analysis & the use of a marketing platform to scale efforts. They both require a clear understanding of who your target audience is.
A3 Segmentation for reach & prospecting, Personalization for nurturing and re-marketing #vcbuzz
— Kyle Brierley (@kyle_KB) September 1, 2015
Your buyer persona’s & what they want to see from your brand is particularly important. They differ because Personalization is about the individual, while Segmentation is built around specific attributes.
A3 Segmentation is the process parting out a group, not a single event. Tailoring is also segmenting, but many iterations later #vcbuzz
— Peter Woolvett (@CustomerSpecs) September 1, 2015
Tools mentioned so far: @Surveymonkey and @marketo #personalization #segmentation #vcbuzz
— Ann Smarty (@seosmarty) September 1, 2015
Great tools for segmentation and personalization: @kruxdigital & @boomtrain #vcbuzz
— Kyle Brierley (@kyle_KB) September 1, 2015
Eloqua is a marketing automation platform. Enterprise level-if there is such a thing!
Q4 Do you have any good examples of who is doing marketing personalization right?
@Amazon, @AppleMusic, @Facebook & @Google are the true masters of Personalization
A4. @Marketo, @salesforce & @Hubspot are great examples of companies that are doing it right! #vcbuzz
— business.com (@businessdotcom) September 1, 2015
In addition to @Businessdotcom! ?
A4. @Nikerunning & @tracksmith @nlyte do a great job! #vcbuzz
— Jason Quesada (@jqsmooth) September 1, 2015
There are also examples from the consumer market that #B2B marketers can learn from like @Netflix & @Spotify.
@vcbuzz Most of us freelance and have very small customers. They are more likely to use @GetResponse or similar for segmentation. #vcbuzz
— Gail Gardner (@GrowMap) September 1, 2015
Q5 Personalization takes time! In our world of dealing with dozens and hundreds of different people daily, how do you personalize productively?
Like anything else in marketing it takes time to master and requires a cost-benefit analysis. Setting clear and realistic expectations is a key step.
A5. track visitors activity on your site to identify trends & create a “response” plan #vcbuzz
— Jason Quesada (@jqsmooth) September 1, 2015
Just be sure to carefully track response/engagement – adjust accordingly and relentlessly iterate.
@vcbuzz Personalizing well will increase productivity because it will generate better qualified and interested leads. #vcbuzz
— Gail Gardner (@GrowMap) September 1, 2015
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