Transcript
WEBVTT
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Learn how to turbo charge your marketing
results by building repeatable, scalable demand.
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Jens systems from Sheila cleft corn,
CEO of Keo Marketing and founder of the
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Business Owners Marketing Academy. See if
you qualify for a complementary marketing road map
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for your business at Kaeo Marketingcom Audit. You're listening to BB growth, a
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daily podcast for B TOB leaders.
We've interviewed names you've probably heard before,
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like Gary vanner truck and Simon Senek, but you've probably never heard from the
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majority of our guests. That's because
the bulk of our interviews aren't with professional
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speakers and authors. Most of our
guests are in the trenches leading sales and
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marketing teams. They're implementing strategy,
they're experimenting with tactics, they're building the
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fastest growing BDB companies in the world. My name is James Carberry. I'm
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the founder of sweet fish media,
a podcast agency for BB brands, and
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I'm also one of the cohosts of
this show. When we're not interviewing sales
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and marketing leaders, you'll hear stories
from behind the scenes of our own business.
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Will share the ups and downs of
our journey as we attempt to take
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over the world. Just getting well, maybe let's get into the show.
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Welcome back to BEDB growth again.
I'm your host for today's episode. I'm
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Sheila cleft corn, CEO of Kaeo
Marketing. This is the seventh episode in
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the Hashta de Managin series and I
am joined today by Greg Limb, CEO
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and founder of Perssa. So,
Greg, thanks for being on the show.
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You participated in a panel that I
moderated last week on be to be
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marketing in the future of technology right
here in Arizona, and you were fantastic.
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So, as a result of that, I'm thrilled to have you join
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us today for this podcast as well. Well. Thank you very much for
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having me, she'l I really appreciate
it. So today, the topic that
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you're going to share with us is
about personalization, and it's something that I'm
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really excited about because I agree with
you it is the future of where be
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to be marketing and beating growth is
going. So you're going to be talking
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about why personalization is the single most
important growth initiative for your company as we
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head into two thousand and twenty.
Is that right? Correct? Sounds like
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a good plan. Great. Well, before we begin, can you tell
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our listeners a little bit about who
you are and about your background and how
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Persissa came to be? Yeah,
well, my last big extents was spent
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seven years at lifelock. We helped
kind of create the whole industry around identity
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there protection. So as a market
and now I am not actually a market
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of by trade. Originally I oversaw
the Finance Organization through lots of Elf Funding
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Rounds and through the IPO, ran
the company strategy and operations for a while
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and actually popped them to the marketing
department to help out with the project and
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there was some turnover and ended up
becoming the Sea of for a year and
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a half with that zero marketing experience. So little bit of a trial by
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fire that fell in love with marketing
and being kind of on the front end
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of being able to share the company
vision articulate how we can help our customer
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as a clients, and really that
was the starting point for that's great.
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I mean being able to know that
much about the other aspects of the business
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made you a better CMO, I
can only imagine. Well, I hope
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so. It was also a bit
of a trial by fire. So I'm
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sure I made a lot of mistakes, but we didn't go to business.
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So I'll chalk that up as a
wind that you're one of the things we
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did there while I was semos,
we spent a lot of money on persona
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development and surveys and really kind of
understanding our customer. But I always found
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it very unusual that despite having ten
different personas you know, we each persona
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had their name and where they lived
and they had three point five kids,
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you name it. But despite all
of these personas, everyone who came to
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our website got the exact same experience, and so that was kind of the
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beginning or the inkling of what would
eventually become to Sosa. That's exciting.
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So that big idea, founded from
that position that you probably never expected to
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have created something that is now have
helping so many companies really become much more
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relevant to their customers. I just
love that journey that you've been on.
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Appreciate it. I mean you're stepping
back from it a pretty simple premise.
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sheerly, you and I are different
people and everyone listening is different from us.
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Yet when we go to a brand's
website, we all get the same
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experience and that just fundamentally doesn't make
sense, right. And what we figured
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out with the SOSA is how to
make it easy for companies to have personalized
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conversations with each and every visitors their
website, and we've found that to be
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pretty transformative in terms of conversions,
leads and engagements for our clients. So
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when we were on the panel you
gave some examples of how that works in
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real life. Could you share some
of those? Yeah, absolutely so unfortunate.
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A couple of weeks ago it was
my ten year wedding anniversary, so
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it's been a many, many years
since I've been on a bad date.
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But you're all of us some point
our lives are probably been on a bad
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date and the number one reason for
a bad date is is that someone ignores
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everything you tell them and just talks
about themselves. Right, and that would
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add me and I've been on one
of those. Yeah, unfortunately, I
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I imagine so. So. I
mean if that would have really happened in
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real life, one you'd never go
out with that person again or you'd be
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calling your friend and trying to crawl
out that bathroom window, like in a
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bad sit come right. So,
but if you think about it, that's
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exactly the experience that everyone has when
they go to a website. You're telling
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that company or brand what you're interested
in, you're clicking on an ad,
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you're clicking through from an email,
you're searching for specific product or service on
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Google, and so you're telling the
company the things that you're interested in and
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want to learn about. Yet when
you come to the website they completely ignore
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all of that and just give you
the exact same web experience as everyone else,
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which is really them talking about themselves. So something that would be completely
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unacceptable in real life we've really normalized
as marketers within the context of digital marketing
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and consumer engagement. So so we've
heard a lot of people say, you
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know, we need to get more
personalized, but I think most marketers and
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even most business owners, are business
leaders, get overwhelmed with what it must
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take to deliver that kind of personalization, especially if they have a lot of
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different groups of customers or clients.
You know, that's a really great question.
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Shield that's probably the one the top
three questions we get. Is People
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know that they need to do personalization, but I've got five personas and I've
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got ten pages on my website and
each page has twenty areas of content and
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you extrapolate that out and that sounds
extremely scary and overwhelming. What I would
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say is most companies websites are.
It is zero in terms of personalization.
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So although, yes, we'd all
have to get to attend moving that needle
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from zero to a two, to
a three or four, at each one
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of those little steps unlocks incremental value. So a real example I have is
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one of our clients as WAG OO, but for dog walking. What we
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were able to do is we were
able to just change three pieces of content
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on their home page and dry significant
results. So in San Francisco, for
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example, if someone came in from
the city of San Francisco to their website,
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we switched out the hero image of
someone walking a dog out the front
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door to someone walking a dog in, say, Golden Gate Park, and
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we change the h one text or
the Harrow text to say San Francisco's most
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trusted dog walking service, and then
we localize the testimonials to be from two
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people actually in the city of San
Francisco. And that's like dynamically, that's
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UN dynamically through our platform, but
just by changing those three pieces of content
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we were able to reduce the bounce
right by over thirty six percent, increased
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time on side a hundred and seventy
percent, and by repeating that across each
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one of their nine major markets,
we are able to save over a hundred
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thousand clients to them over the first
month that would have otherwise have left and
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not stayed to learn more about the
brand and engage with them specifically. So
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from a trematis because I was just
reading a report a couple of weeks ago
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about how most marked. Well,
nearly half of marketers think they're doing some
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level of personalization, but the amount
of personalization is like pilling in the name
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on an email. But when it
comes to the website, other than when
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you log in and it says your
name, most websites don't have any personalization
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at all, and certainly not even
at the more simple level that you've just
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talked about. You know, that's
a really good point. She'll or I
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think personalization is a bit of a
buzzword these days, like ai and machine
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learning, and so there's a lot
of confusion in the marketplace. There are
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varying degrees of personalization. The way
we use it a Pissosa is to refer
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to kind of full site personalization,
the way the ability to change any and
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all content on the website. And
then to your original point there, the
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latest stats are actually even more alarming
than fifty percent. I think the number
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is eighty two percent of marketers think
that doing a great job personalizing their conversations
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with visitors. Yet only ten percent
of consumers feel like they're being personally engaged
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by brands. So that's a pretty
huge DIS pretty big gap. Exactly right.
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So I think on the panel last
week we spoke about the playing the
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game. Imagine, if imagine,
if that was real life. You think
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you're doing your job eighty two percent
of the time and your boss or your
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spouse six are only doing it two
percent of the time. That's not a
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great place to be. And so
I think as market is we really need
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to step back and look in the
mirror and be really honest. Are we
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doing as good a job as we
think we are and how could we be
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doing a better job to personally engage
our clients? Such a good point.
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So the other thing that is really
common and B Tob Marketing now is account
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based marketing. So how does that
work with personalization? Yeah, account based
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marketing, I think, is a
really good stuff, part movement fishing the
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be tob world towards personalization, where
the majority of account based marketing, for
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Short, is you are having targeted
messaging around the vertical the company, perhaps
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the specific role of the individual that
you're reaching out to. Yet when you
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finally break through that noise and grab
their attention and they finally click on that
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email or that display add or however
it is that you're reaching out to them,
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you're going to stand them to the
website and that's where kind of falls
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apart. So you go from these
targeted emails and all this great targeted Abim
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campaigns that you're running, but if
your website isn't personalizing the kind of that
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whole campaign collapses a little bit.
So we're personalization is a way, a
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great way to extend and to amplify
what you're already doing on the acount based
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marketing side of things. So you're
saying that marketers are better at doing personalization
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off of the website, either with
ads or with emails, but it's really
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the website, the hub of everything, that is the major gap that that's
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exactly it, and that's why personalization
shouldn't sound overwhelming or scary. You're already
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doing it. The problem is most
of it is offsite, and so I
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really think of programmatic advertising. If
someone, if you're using algorithms to serve
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up this really hyper targeted add that
you think will resonate with your audience and
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they click on that ad or email
or really any other media when they go
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to your website, your website should
be able to dynamically change to match that
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content. It's a pretty simple concept
and that's why I believe website personalization is
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a single biggest point of leverage for
your company. Right you can spend money
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and each of those you're the channels, but at the end of the day
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you're driving people to your website,
and so if you can get your website
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optimize and being personalized and performing as
well as it can, it's going to
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have an impact across all of those
different channels that are ultimately driving traffic to
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your website. Absolutely, and if
you can improve your conversion rates on the
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website, then you can spend less
money right on all those campaigns because you
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need fewer people to push through the
funnel. That's exactly it, Sheila.
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I think for so long as markets, and trust me, I don't know
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all the answers, I've been doing
the same thing myself for many years,
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is because it's been so difficult to
personalize. Right, Gosh, we got
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to create ten versions out by website. We got to call out it department
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this. This is sounding really owners
it's a lot easier for me just to
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spend money on paid medias to drive
more traffic. That, Yo, the
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technology is out there now. Obviously
I'm a little bit biased to for Sosa
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that the technology is out there and
now where we can make it easy to
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personalize the website where it's much more
efficient optimized conversion than it is to keep
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pumping money into paid media, which
is so smart to do it that way.
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So what's something that our listeners could
do themselves to move themselves along in
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terms of personalization? And then how
can having a partner like her, Sosa
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help? Yeah, I think the
biggest thing is even outside of personalization.
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We spoke about this the other week
on the panel. Is this such a
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focus on data and machine learning and
your technology stack and as market is in
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general, we've become a hyper focused
on the technology and I think it's really
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important to step back and just refocus
on our customer. So even before we
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start personalizing, I think it's just
important to pick up the phone, send
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an email, reach out to your
current clients, understand what it is they
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love about your product or service,
perhaps what it is they don't love about
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your product or service and areas that
you can improve upon and why they use
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you versus other options in the marketplace. And so I think for all of
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this talk of technology and Datas or
critically important, but those are just tools
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to help facilitate a conversation with your
clients. So the first thing I recommend
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is literally picking up the phone and
calling ten of your clients over the next
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couple of weeks and taking thirty minutes
to listen to them, understand them,
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and from there that will give you
some really interesting insights on what you can
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personalize and how you should personal it's
such a great point and any size company
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can do that exactly right. Fortune
five hundred two amy's flower shop on the
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corner of first and main. All
of us, as markets and just business
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people in general, need to listen
to our customers a little bit more and
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then in terms of personalization and Sosa
specifically. Well, really, one of
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our advantages with the SOO so that
we've fi get out is how to make
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it easy to implement personalization. We
work on any platform. We install with
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the single script of code, no
different than dropping a add role of Google
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analytics, Pixel and and our average
customer speed to revenues less than three weeks.
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So we've taken what's, you know, what a dope he's already doing
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in the enterprise space, but instead
of taking quarter of a million dollars,
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nine engineers and the sixmonth implementation cycle, you literally up and running in weeks
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delivering personalized experiences and delighting your customers. That's fantastic. And and having that
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kind of leverage to get that personalization
and those increased conversions and just a much
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better customer experiences really really powerful.
So are there any other key points that
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you want to leave our listeners with
today as we start to wrap up?
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Yeah, I would say there's no
better time to stop personalization than now.
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The one of the top questions we
always gets. Well, I haven't really
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fleshed out my personas yet, so
I'm not sure what I would even do
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on my website and our first recommendation
for ninety percent of our clients is just
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take a look at the traffic that's
coming to your website. Is it they
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emails been driving them? Are they
clicking on paid media campaigns? Is it
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paid social? What's the message?
What's the imagery and that offsite content that's
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driving people to your website and then
just create matching on site experiences to support
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and amplify all of that outside activity. So don't get overwhelmed with the data
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or persona development. Step one is
always just start with what's working today and
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just take those offsite campaigns and create
matching on side experiences to better engage your
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audience. That's a really simple and
straightforward place to start. Yeah, that
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is a really great place to start. So this has been a really great
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conversation. I truly love your perspectives
on personalization and and really stepping back and
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thinking about how that experience would be
if you were on a date. I
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think that's such an important point that
we we sort of get too focused on
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the marketing of it and not focused
enough on the customer experience and, as
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a result, by treating everybody the
same with our websites, that we are
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really doing a disservice to our customers
and to our business itself. Yeah,
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I'll customers to telling us what they're
interested in. We just need to step
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back and really listen, and so
it's no different than a conversation like we're
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having now, Sheila. We just
use need to have no tender conversation,
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listen to what the other party is
telling you and then have a conversation back
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to them around that same topic.
So, like I said earlier, if
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you take it out of the web
context it sounds crazy, but when you
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put it in digital marking with kind
of normalize that behavior. So I think
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it's a real opportunity for those companies
that want to stop personalized thing. It's
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very easy way to differentiate themselves from
some of that poor communication that is currently
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going on out in the market.
Well, Greg, I love that you've
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founded per sosa. What a great
company doing really important work. If anybody
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listening has a follow up question or
would just like to connect with you,
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what would be the best way for
them to find you? Yeah, just
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go our website, www dotcom.
That's peerssacom or. Just go ahead and
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shoot me a direct email, Greg. Greg at the SOCCOM have need to
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odds or any questions and be a
resource for anyone who wants to learn more
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about personalization. Great, thanks,
Greig. That's that's so important, and
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to have you as a resource is
really generous of you. So thank you
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again for being on the show.
We really appreciate it. That's a wrap
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on this one. We've loved having
you and we look forward to the next
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episode. Thank you. I thank
you so much to you. I appreciate
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the opportunity. Hey, guys,
if you've been listening to be to be
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