As a sales rep, I’ve always sought out ways to communicate with more prospects while maintaining personalization… this is what the new era of automated sales & marketing promises. No longer do sales reps have to sacrifice scaled effectiveness in order to remain sincere with prospects. The gap between marketing & sales is truly starting to bridge.
While a major development, the location-based marketing explosion wasn’t the only key social trend in 2011. It was exciting and encouraging to see B2B marketers more fully embrace social media marketing and the impactful role it can play in forming individual relationships with the masses. With the majority of B2B buyers starting their decision-making process via online research and talking to other users in social communities and blogs, marketers must adjust for this changing dynamic. This year was a clear indication that companies, all companies, must not only embrace social media, but should be investing in tools designed to monitor, measure and report on the channel’s impact—greatly enhancing the way they track and execute customer communications and dialogue.
One thing I’m going to be particularly passionate about in 2012 is helping marketers truly achieve 1:1 dialogues with their individual customers—not segmented blasts but real-time, multichannel, personalized, 1:1 communications. I firmly believe that the only way to truly achieve this is to focus less on what you want to say and more on what they’re telling you they’re interested in. With inboxes becoming more cluttered by the day, marketers who want to be successful must take steps to carefully “listen” to customers and prospects so they can create dialogues that cut through the noise and engage their audience. This means going well beyond aggregating and segmenting toward truly understanding what each individual does across emails, websites, social networks, offline locations and more. By bringing all the silos and channels together to gain a singular view of each customer and prospect, marketers can create campaigns that foster dialogue with each and every contact on his or her terms and timing—true Bto1 marketing.
While a major development, the location-based marketing explosion wasn’t the only key social trend in 2011. It was exciting and encouraging to see B2B marketers more fully embrace social media marketing and the impactful role it can play in forming individual relationships with the masses. With the majority of B2B buyers starting their decision-making process via online research and talking to other users in social communities and blogs, marketers must adjust for this changing dynamic. This year was a clear indication that companies, all companies, must not only embrace social media, but should be investing in tools designed to monitor, measure and report on the channel’s impact—greatly enhancing the way they track and execute customer communications and dialogue.
One thing I’m going to be particularly passionate about in 2012 is helping marketers truly achieve 1:1 dialogues with their individual customers—not segmented blasts but real-time, multichannel, personalized, 1:1 communications. I firmly believe that the only way to truly achieve this is to focus less on what you want to say and more on what they’re telling you they’re interested in. With inboxes becoming more cluttered by the day, marketers who want to be successful must take steps to carefully “listen” to customers and prospects so they can create dialogues that cut through the noise and engage their audience. This means going well beyond aggregating and segmenting toward truly understanding what each individual does across emails, websites, social networks, offline locations and more. By bringing all the silos and channels together to gain a singular view of each customer and prospect, marketers can create campaigns that foster dialogue with each and every contact on his or her terms and timing—true Bto1 marketing.
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