Getting Beyond The Personalization Buzzword

Far too I often I hear the buzzword, personalization, thrown around by solution vendors and I have to ask myself, “Do they really know what it means?”  Do these people understand that personalization is not re-targeting, that these words can not and should not be used interchangeably?  This issue has been weighing on my mind for some time so I thought I would explain the key differences as I see them.  Basically, targeting is about marketer needs and personalization is about consumer needs. Both techniques can increase revenue but they come at it from different angles.

As our VP of Product Dan Darnell wrote in a recent blog post, Targeting versus Personalization Explained:

With targeting, marketers and merchandisers take insight from their experiences and attempt to show relevant offers, content and products to visitors by using a variety of techniques, with the most common involving segments and rules.

Most marketers have a few buckets that they group customers into and this is as much for the marketer as anything else – new visitors versus loyal shoppers, soccer moms versus football dads, etc. The marketers believe that these groups buy different stuff or react to different content or promotions. In addition, these segments make sense to the marketers and help them organize their thoughts and content around key groups. For example, a marketer wants to provide an incentive for first time shoppers to come back again. So, they setup promotions to target visitors in this segment. This is a great strategy. It allows the marketer or merchant to control what the visitor sees and hopefully allows them to optimize based on business needs.

However…

Unlike targeting, personalization focuses on consumer needs. What offers, content or products will a particular visitor find most relevant based on their current needs. To create a relevant, personal experience for each visitor, a personalization engine soaks in all kinds of information about the visitor – where did they come from, where are they located now, where do they live, what did they search on, what page are they looking at right now, what have they bought before, what segments are they a member of, etc. All this information combined with powerful machine learning algorithms tells a personalization engine what content or products they are most likely to be interested in right now. As the visitor moves through the site, their intent can change. At first they may be interested in a new sweater and then their interest shifts to new jeans. The personalization engine goes along with them and continuously personalizes the content and products to best meet their needs given all the data that is available. Personalization at this level is not something that a marketer or merchant can figure out ahead of time.

Hopefully this distinction makes sense. When marketers and merchants think of the offers or products they want to promote, they are thinking about targeting. When retailers let visitors drive the decision making with their data and based on their intent in real-time, they are personalizing.  To learn more about how BaynoteONE can help you drive real-time personalization click here.

If you enjoyed reading the above, be sure to click the comment button below.  This will give me a chance to thank you personally, and connect with you

Getting Beyond The Personalization Buzzword

3 Sales Development Tips [2016]

Here are a couple tips to make sales outreach easy and effective.  As a wise man, who I seem to have forgotten the name of once said, “when you know your process you know yourself.”

First and foremost, understand who you would like to reach out to, how many times you would like to reach out to them, over what period of time and with what channels.

An example of this might be:

I’m going to contact Bob 5 times over the following 7 days. I’ll be utilizing voicemail, email, social media, twitter, facebook, etc to message to him

Second, write out each step in your sales process ahead of time, carefully scripting out each of the 5 things you are going to say to him.

An example of email 1 might look like:

Hello [first name],  

I wanted to reach and introduce myself as I am on the [Team] at [Your Company].  I saw that [Company Name] is registered to attend the conference later this month. Our VP of Product, [Name], will be there as well. This would be a great opportunity for [Name] to meet with you and/or team to share new developments to the platform,and trends we see emerging this year, etc.

Will you be attending and available to meet?

Best Regards,

[your name]

Last but not least, once you have pre-planned all of your messaging all you have to do is start contacting your prospects.  It’s that easy!  Keep things simple and don’t overcomplicate the process for immediate returns when conducting sales outreach.

Let me know what you think by commenting below.

3 Sales Development Tips [2016]

My Top 5 Reasons to Connect Online [2016]

The reason I felt compelled to write this is that as a sales professional I’ve often come across people underutilizing the power of social media. Adding to that, my personal mission has always been to connect people with the opportunity to succeed, especially when it comes to doing things differently to achieve greater outcomes. I hope you find this blog to be of value and that it helps you to achieve greater success in your endeavors that require connecting with the right people at the right time.

Here are my “Top 5 reasons to Connect on social media and why if you are a sales professional you should practically be living on LinkedIn… 24/7.

  1. Connect with others Did you know that by increasing your 1st-degree network your 2nd and 3rd-degree networks will grow exponentially? This makes you literally one connection away from millions of people. This matters because the greater your network of 1st-degree connections is, the greater your chance is at connecting with the specific decision makers you should be reaching out to through a warm referral.
  2. Make yourself discoverable Did you know that anytime you share an update on LinkedIn it is likely being viewed by as much as 20% of your network? Simply put, any time you update your status or profile, it shows up on the homepage of everyone you are connected to. When you have a larger network your updates have a greater chance at being viewed, shared and keeping you and your brand top of mind.
  3. Build that database Did you know that LinkedIn allows you to export your contacts and their contact information? Take advantage of this, your database of connections is one of your most valuable assets and you should be able to leverage it even if you’re not signed into LinkedIn.
  4. Generate additional opportunities When you are “top of mind” for people who do not know you as well as others, being active on LinkedIn is a great way to generate opportunities. Not only will having a larger network allow you to get your name/face/messaging in front of more eyeballs but when someone has a problem that you and your solution can solve there is a greater possibility that you will be thought of first.
  5. Become a leader in your field The more people that you can connect with, inspire, help, educate and influence, the bigger the impact you will have on the world. This creates the potential for more referrals, recommendations, leads and allows you a greater platform with which to broadcast your thought leadership within your business niche.

Let me know what you think about these “Top 5 Reasons to Connect Online” in the comment section below or feel free to find me on twitter @DanSaso

My Top 5 Reasons to Connect Online [2016]