Goodbye Traditional Outbound, Hello Hyper-Personalized Content

11/21/23 • 45 min

This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes.

In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain, how to foster a meaningful customer community, and how ruthless prioritization is a super power. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all about curating hyper-personalized content.

Key Takeaways:

Building out the Relationship Demand Gen Chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.
People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.
Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to be connecting with your prospects and community at large organically and often.

Quote:

“ I think traditional outbound is fading away. That is why we've kind of pivoted our entire SDR team into this ABX account based experiences role. This goes back to in enterprise, where tech solutions are oversaturated, most prospects are not buying from just like a cold call or a cold email. So, the way we kind of integrate the SDRs and the ABX team, really is what they are, into that relationship demand gen chain totally elevates their value because we're becoming known and respected in all of the activities we're doing between thought leadership, events, and community, which gives them the ability and the time to curate their outreach based on the very specific research they're doing on the specific company so that they can speak to exactly what the person that they're going to email is feeling the pain that they're feeling, who, if we're doing our job right, has heard our point of view all along, has been part of our community, now they want to take a call with us...So goodbye, like cold calling and blast emails from the SDR. Hello, hyper-personalized curated that's built right into the marketing engine.”

Episode Timestamps:

*(03:25) - The Trust Tree: The Relationship Demand Gen Chain

*(09:06) - The Playbook: Building a community around what you stand for

*(36:14) - The Dust Up: You can take the girl out of NY but you can’t take NY out of the girl

*(40:33) - Quick Hits: Sarah’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes.

Key Takeaways:

Building out the Relationship Demand Gen Chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.
People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.
Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to be connecting with your prospects and community at large organically and often.

Quote:

Episode Timestamps:

*(03:25) - The Trust Tree: The Relationship Demand Gen Chain

*(09:06) - The Playbook: Building a community around what you stand for

*(36:14) - The Dust Up: You can take the girl out of NY but you can’t take NY out of the girl

*(40:33) - Quick Hits: Sarah’s Quick Hits

Sponsor:

Links:

Previous Episode

Creating the Ultimate Unified Digital Experience for Customers

This episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale.

In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer experience.

Key Takeaways:

Personalization is key. One size does not fit all, so dimensional personalization has become so much more important in recent years. There are greater expectations amongst customers when it comes to their digital experiences and how they engage with companies, and it’s important to be aware of these changes and leverage them in marketing strategies.
AI isn’t responsible. When we talk about “responsible AI” we have to remember that it cannot be responsible - it’s a technology. So, AI can be trusted, but people need to be responsible. And when people are responsible, they can begin to create an environment of trust for users.
Prepare for the AI driven enterprise. Teradata’s estimate is that AI will drive most of our experiences by 2030 and a lot of companies feel disorganized in this area. Data is currently extremely siloed, so the first step is to cultivate a connected enterprise.

Quote:

“How do you know you're moving the needle? I mean, when we started this conversation with Forbes, it literally was around the same time last year, and my pitch to them was the following: There are a lot of people that say data is the new oil, data is gold, data is this, and I said, you know, my own belief is that data is like water is because this planet is over 72% water. That is what the earth is comprised of. The usable water that you can use on this planet is 2.5%. Most of that is in glaciers, which means that the real usable fresh water is 3 tenths of 1%. And so when you think about data, and all the data that's out there in the world, about 90% of the data is like data that's duplicated or replicated and how much of the core data is new data and information that you can use? And when you distill it down, it probably is very similar to water where the usable data that you can use, once you filtered it, cleaned it, harmonized it, associated it with the right things is probably less than 2 or 3% and that takes a lot of work. And at the end of the day, our thematic or our core belief is that we believe that people thrive when empowered with the right information. People don't always necessarily use the right information when they get it. But if they had it, and they were able to use it, they would actually be better off.”

Episode Timestamps:

*(05:06) - The Trust Tree: The cloud has changed marketing forever

*(30:05) - The Playbook: AI needs to be trusted and people need to be responsible

*(46:57) - The Dust Up:

*(49:54) - Quick Hits: Jacqueline’s Quick Hits

Sponsor:

Links:

Connect with Ian on LinkedIn
Connect with Jacqueline on LinkedIn
Read: Enterprise 2030: Building the AI-powered company of the future
Learn more about Teradata
Learn more about Caspian Studios

Next Episode

Unlocking Greater Marketing Potential: Operationalizing Your ICP

This episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo.

In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level.

Key Takeaways:

How to define your ICP: 1. Accounts 2. Size 3. Region 4. Market
Alignment with the executive team is essential. When the board asks “Who is our customer?” “Where are we seeing success?” you better have answers. Beyond marketing, teams need to work together cross-functionally so everyone is in the know and leadership understands where the company is at any given moment.
The entire organization needs to own the ICP. When product, marketing, finance, and leadership teams understand the ICP and do their jobs well, company success is inevitable.

Quote:

“So I think that a lot of organizations I see they just haven't put the time, effort, money, manpower behind it in order to actually define and understand the ICP. And so certainly each of those three times, one of the hardest things to operationalize it was to explain to the organization, starting with marketing, what actually ICP meant, what target adjustable market meant, but what service obtainable market meant and what you needed to do, and it was eye opening to realize how, to your point, most even marketers didn't really... they understood the concept, but they hadn't actually operationalized it or used it before.”

Sponsor:

Links: