Sept October Issue 2016 1 | Page 20

Once you have a reliable data foundation, with a 360 view of customer profiles, you can now use the relevant insights that are uncovered to do truly targeted personalized marketing. Here are 3 such examples: Personalized Video Delivers 1000% Engagement Improvement at Initial Point of Contact Video personalization is a relatively new technique. Here is an example using a reliable data foundation that subsequently creates targeted messaging and personalization for each individual. Note the first name of the recipient in the thumbnail, prompting them to click through to the video with a “How did they do that?” curiosity. The results of this campaign yielded a 1000% improvement in typical engagement rates. Yet in B2B marketing, very few companies invest the time or technology to engage with prospects, even to the extent that they just let someone who is coming back to their website know what blogs they may already have read, which white papers they downloaded, or what the next article might be that they should read. http://www.reltio.com/relevantinsights?custom_id=bkGREM_OlB66lEsvoU0uug The Consumerization of B2B Marketing is Here, and it’s Not Just For Big Companies Community Engagement Allowing Prospects to Consume Information on their Terms With the economics of cloud, creating a reliable data foundation through modern data management isn’t just for large enterprises. All companies can benefit in order to have a trusted springboard into more personalized customer engagement. Once you’ve gotten the attention of your prospect in a unique way, what do you do next? Do you stick with the traditional MA process of “scoring” them and monitoring their engagement with your website? Then when they hit your score, do you then pounce on them with an inside sales rep phone call? Perhaps it might be better to provide them with an environment whereby they can learn about the industry, while also interacting with like-minded peers. Amazon and other consumer sites request that you volunteer your preferences, and contact information with the benefit of providing you with targeted information, if and when you want it, effectively building a relationship with you that eventually might result in a sale. 20 Strictly Marketing Magazine September/October 2016 With all the noise out there, it’s time to follow the lead of consumer companies by truly putting the “R” in CRM. Engagement that extends beyond traditional marketing automation techniques is also critical. A shared pool of information that is leveraged by all areas of a business that engages with customers is now within reach. Ramon Chen is the Chief Marketing Officer at Reltio. Prior to joining Reltio he held positions at Veeva Systems, RainStor, Siperian, GoldenGate Software, MetaTV, Evolve Software, Sterling Software and Synon, Inc. He holds a BS in Computer Science from Essex University.