Yesterday we had the pleasure of sitting down with CEO of Postwire, Cliff Pollan and Digital Strategist from BombBomb, Justin Lukasavige, to discuss the benefits of personalizing your sales and marketing efforts. Our CMO, James Rogers, moderated and discussed the importance of data in the segmentation and personalization process.
For those who were unable to make it, you can access the recording here.
We had some great questions come in and didn’t have time to address them all, so here is the promised blog post to answer the remaining questions.
- What type of software is necessary to send video emails and to receive detailed analytics? No software is necessary to send video emails and receive analytics. It’s all included in a BombBomb account. Customers and free trial accounts can upload any video including those from mobile devices. Analytics are all accessed from within a customer’s account.
- Does earned media play a different role in content marketing strategy than paid media? We’re going to approach answering this from the point of personalization. If this doesn’t answer your question, please comment and let us know. First of all, you can use the same content in both the paid and earned strategy. No need to waste great content just because you used it once. However, when it comes to personalization, you will probably have better luck trying to hyper-target your paid media than your earned media. With paid media you want to pick who your target audience is up front to make sure you are hitting the highest number of relevant people. With earned media, if you know the majority of your audience well and have done the research into the types of content they enjoy, you just hope that they will share the content organically and that you will reach a high number of relevant leads that way. Either way, you need to be offering content that is relevant to both the persona and the place where they are in the buying cycle. The only way to really know this is to test, test, test. These days, targeting even earned media is becoming a bit easier with platforms like Facebook allowing you to geo-target and select which types of posts are seen by which types of audiences.
If you still have questions for our panel, feel free to comment, tweet them using the hashtag #B2BU, or leave them via the Q&A interface in the webinar console.
Thanks for joining us and stay tuned for our next B2BU webinar coming in April on the topic of Understanding Your Target: Early Stages.