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.