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Facilitator

Lynn Power Marketer, CEO, Co-Founder, Entrepreneur, First Mate, Learned Extrovert

20 Panelists

Points earned in last 30 days
Anvesha Poswalia Marketer | Digital & Brand Strategist | Top 50 Digital Leaders India CMO Asia | Adobe Digi100 Past 30 days points: 486
Laureen Schroeder Chief Marketing Officer Past 30 days points: 226
Don Seaberry Director, Digital Marketing Past 30 days points: 196
Matt Owens Director, Client Services at Stylus Innovation + Advisory Past 30 days points: 171
Michael Margolies Advertising, Digital Marketing, MarCom, eCommerce, PR, Creative Production, Commercial Photography, Marketing Executive Past 30 days points: 165
Wendy Harrington Chief Marketing Officer Past 30 days points: 135
Tim Rivera Integrated Marketing Consultant and Brand Strategist Past 30 days points: 130
George Ravich Chief Marketing Officer Past 30 days points: 70
Veronique Cornu Head of Digital Past 30 days points: 64
Randy Shoemaker Senior Vice President of Global Brand Marketing Past 30 days points: 59
Paul Belle Isle Chief Marketing Advisor Past 30 days points: 54
Paul Kadin Senior Advisor Past 30 days points: 52
Marji Chimes Chief Marketing Officer Past 30 days points: 50
Mariana Gomes Co-founder and Managing Director Past 30 days points: 47
Nayyara Rahman Data Driven MARCOM Manager; Ethics At Work Advocate Past 30 days points: 45
Kim Gibbons Chief Marketing Officer Past 30 days points: 45
Travis Murdock VP of Marketing at Xinova Past 30 days points: 40
Jasmin Bechler Global Marketing Leader and Global E-Commerce Leader
Marcus Hjelleset CMO & CTO
Thierry Moubax CMO
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The Sprinklr CMO Advisory Board: Defining the Future of Marketing

December 14, 2018 to present

Marketing is now the most distinguishing, critical function for business. Today, marketing is responsible for building relationships with a company’s ... See more

Members: 20
Followers: 211

Executive Summary

Personalization is becoming a more important driver for creating compelling brand experiences

  • Understanding personas & behavior can drive better, more personalized experiences
  • Personalization should relevant and tailored to the channel
  • Over-personalization can be creepy
THEME #2
January 25, 2019 to February 08, 2019
  • keyboard_arrow_rightPersonalization How To's

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    Personalization must be value-additive, either creating a feeling of genuine connection or making product/solution offerings more relevant. Personalization for its own sake - particularly in low-touch, commoditized businesses - may not bear fruit, and over-personalization can be counter-productive. Edited

    By Paul Belle Isle

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    CRM data is available through retail, events, promotions etc. Facebook, Google etc create audiences through email id’s/phone numbers and target with a customized message. Lookalike audiences can be created for acquisition. Building custom audiences through available data results in high conversion. Edited

    By Anvesha Poswalia

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    We're evaluating every touch point for potential to add value. In direct, show how much their home is worth, the equity & rate. For retargeting, focus on the product/need. In email, on their want/need. These take time to set up, but once live, the cost is relatively small & delivers a revenue boost. Edited

    By Wendy Harrington

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    Personalization activities need to build relevance in order for it to be efficient. The data points used to personalize have to bring about the triggers for conversion or action. Connecting the data points in line with the consumer journey is what we should do when personalizing activities. Edited

    By Roshan Nandwani

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    3

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    As a marketer, you will need to:
    1) Know your consumer and build a unified profile of them
    2) Develop a personalization strategy in your marketing plan
    3) Deliver highly personalized content, offers, and recommendations at the right time in their buying decision making process. Edited

    By Laureen Schroeder

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    2

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    Social media you can get targeted ads, but you're fairly limited on social as to the extent of personalization options compared to many Digital Experience Platforms. SItecore can deliver an entirely custom web experience to website users as can Adobe Target and with AEM. Edited

    By Alex Dorward

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    An important lesson learnt : any touchpoint should not behave like it knows it all, or i-know-you-more-than-you-are-comfortable-with, and leave room for the user to explore and decide their options. Edited

    By Anvesha Poswalia

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    Influencers have a style of communication that their listeners relate to - why they keep coming back. Good influencers want to educate & help their audience - so personalized responses are happening & expected! The secret weapon is a great influencer who is personable and responsive to their target. Edited

    By Laureen Schroeder

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    One DTC hair care company, Function of Beauty, uses proprietary algorithms developed by MIT to produce personalized hair care products tailored to the consumer's unique hair profile and hair goals. The point of difference of this brand is all about personalization.
    https://www.functionofbeauty.com Edited

    By Laureen Schroeder

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    Some communication elements can be tailored with less expense. Promotional pricing can be used electronically via dynamic or algorithmic pricing, coupons or discounts. You can't personalize every element of the marketing mix and be efficient - but you can test. Edited

    By Sam Araji

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    The key to ROI is relevance and then relevance at a specific time and situation.

    By John Kornitsky

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    First, come up with personas - types of people that visit your site or types of clients. Second, define how your site will be different based on the personas (more relevant products, blog posts, (IA), site flow, etc). Third, define how a persona will be assigned. Edited

    By Alex Dorward

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    One interesting way of personalizing the communication and aligning resources accordingly is predictive lead scoring. This helps assign a score to the lead through attributes and signals, and you can personalize your offers and also align your CRM resources accordingly.

    By Anvesha Poswalia

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    Your communication should be anchored to the definition of product and the relevant target. Social is just one channel - It's easier and available compared to traditional mediums - but still needs to be relevant for the consumer in context of their needs and how your product/service resolves that. Edited

    By Abbas Ravat

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    Millennials are notorious for ignoring phone calls and opting out of e-mails, so text messaging is an obvious solution. 80% of millennials are waiting for when they can text a brand’s 1-800 number, versus calling. This would make customer happy ands ave the business money in terms of support costs. Edited

    By Laureen Schroeder

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    Google introduced a simple solution for personalizing search results called “Dynamic Search Ads” -- the system dynamically crawls your website content to match it to the search queries and display relevant results. Also called keywordless ads, you don't need to put keywords, only category pages. Edited

    By Anvesha Poswalia