Personalization at Scale

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Episode Transcript

SPEAKER_01 (00:00):
82% of B2B marketing leaders say buyers expect
tailored experiences, yet onlyabout half of companies have a
documented personalizationstrategy.
So can B2B truly personalize atscale, or is this still just an
aspiration?
Let's find out.

(00:23):
Welcome back to Cocktails,Tangents, and Answers.
I am Rich, your host, and Zach,our other host today.
I don't know how you match thoseup.
Prost.
That's a whole different thing.
Yeah.
Good to see you again.
My favorite times.
Yeah.
Yeah.
Yeah.
Oh, yeah.
That's a toast.

(00:43):
Prost.
Prost, yeah.
It's Octoberfest.
Maybe.
I think it's German.
Yeah.
Is it German?
Okay.
I don't know.
We're going to have to look thatup.
All right.
Well, regardless, as we kind ofsaid in the output opening in
this episode, we're going to diginto one of BW marketing's
biggest challenges.
Um, how do you personalize atscale?
And we're not talking aboutjust, you know, it's your name,

(01:04):
it's your industry, it's yourtitle.
We're talking about actuallygetting deeper than that and
personalizing at scale.
Retail does this great becausethey know everything that you
bought.
They know what size you are,what colors you like, like all
of that stuff.
Um, but what happens with B2B?
And if you use AI and you let AItake over, do you lose all your

(01:25):
personal touch?
You know, do you want the humanpart of it?
Mm-hmm.
Yeah.
Um, that can be really painfulfor people.
Um, so you've got to balancethat personalization with
authenticity, and we'll we'lltry to figure out how we do that
or how we can at least getcloser as B2B marketers.
Um, and then we can uh we can gofrom there.

SPEAKER_00 (01:48):
Yeah, awesome.
Well, uh, we can get right intothis week's cocktail, which is a
last-minute mold wine.
Uh, this is really cozy andwarming.
Uh, for me personally, Iremember last year around
Christmas, I bought like abottled mold wine that you like
warm up on the stovetop.
And I got cinnamon sticks andput those in there with some

(02:10):
straw and east.
And I loved it.
It was awesome.
And this is perfect for thistime of year.
Uh, we're kind of gettingtowards the end of fall, getting
towards mid-fall and going intowinter.
So, especially in the Midwest,the weather's gonna be getting
colder.
So, a nice mold wine is awesome.
This one in particular.
Uh oh, go ahead.

SPEAKER_01 (02:30):
So, the thing I like about this one, Zach, is mold
wine usually takes a while,right?
Like you put it in like one ofthose old coffee pot percolators
or you put it in a crock pot orsomething, and you just do it
like low and slow, like all day,just and the smell comes through
and it's perfect.
Last minute mold wine indicatesthis is gonna be speedier than
that.
So I'm very curious, like if youforgot and you're like, oh, we

(02:52):
were gonna do mold wine, howquickly we can get this done.
So, um, our ingredients, we'regonna have one bottle of fruity
red wine.
So just look for anything thathas the tasty notes of fruit
forward.
Like you're looking for berriesand cherries and all that stuff.
Uh, four ounces of brandy orbourbon, uh, two teaspoons of
sugar, four star anise pods, uh,two long strips of lemon peel or

(03:16):
orange peel, or get crazy, doboth.
And then for garnish, you'regonna do six cinnamon sticks.
Um I usually put the cinnamonsticks in while it's also
moling, just because you getthat extra cinnamon through.
So maybe get like eight cinnamonsticks, throw two in while it's
mold.
Who knows?
Whatever you want to do.
So red wine, bourbon, or brandy,sugar, the star anise, and lemon

(03:39):
or orange peels go into a smallsaucepan, um, just enough to
hold uh all of that stuff.
Heat it over low heat untilwarm.
Very important, do not boil it,or you'll boil all the booze
off.
And then you will not have boozymold wine.
You'll just have uh, I don'tknow what that is, even.
It's just non-alcoholic warmwine.

(04:00):
All right, so then you removefrom the heat, let it stand for
five to ten minutes because itis going to be pretty warm, even
though it's not boiling.
Divide it between six mugs orpunch cups and garnish each with
a cinnamon stick, and there yougo.
So this serves six in mugs.
So adjust that accordingly foryour taste and how boozy you are
and how boozy your friends are.
Um, this is a super easy one tolike double or triple, um, just

(04:24):
get a bigger pan.
Um, but yeah, it's I mean, wehave an induction cooktop, and
that thing will boil water inabout 20 seconds.
So I would imagine I could makethis really fast.
Oh, yeah.
Which is kind of cool.

SPEAKER_00 (04:38):
I remember when I made it uh last year, it was
like the first week of December,and uh I thought it was awesome,
but nobody else in my familylikes it.
Oh I was like splitting it upbetween mugs.

SPEAKER_01 (04:50):
It looks good though.

SPEAKER_00 (04:51):
It did make the house smell amazing.
And I threw a lot of cinnamon inthere, and I was like, oh my
gosh, like this is awesome.
Like, what do you guys think?
And they were just like, I guessthey couldn't get past the fact
that it was warm wine.
They like their wine not warm.

SPEAKER_01 (05:06):
So I mean, but it's it's mold, like so.
I mean, it's yeah, I guess, Iguess some people are like that.
It's weird.
They were just being lame,that's my opinion.
Yeah, and you can, like, if youdo double this and you want to
keep it going, you can keep iton like the lowest of low heat,
like on a one or a warm orwhatever, and just let it keep
going.
If you've got the time, thereare other recipes where you can

(05:28):
do it in a crock pot, and thenyou get that smell all day,
which is just really cool.
Um all right, very cool.
All right, personalization.
As my computer fails topersonalize my weather location,
um, let's talk about how B2Bmarketers can do that.

(05:49):
So we talked about 82% ofmarketing decision makers agree
that buyers really want this tobe tailored, personalized.
They want to feel like you knowthem or you know something about
them.
Um, we talked about that at thebeginning, and that's really,
really hard.
Um, so what about on the buyerside, Zach?
How many buyers actually wantthis?

SPEAKER_00 (06:11):
So 82% of global B2B marketing decision makers agree.
Oh, okay, I see.
So set, I'm sorry, wrong stat.

SPEAKER_01 (06:20):
You can hit the next one.

SPEAKER_00 (06:21):
Yes.
73% of B2B buyers say they wanta personalized B2C-like customer
experience, which isinteresting.
I mean, a lot of people complainabout privacy and being like,
oh, it's it's creepy when likeit's overpersonalized.
But I think when it comes tolike making purchasing

(06:42):
decisions, the easier you canmake it for someone and the more
personalized, the better.

SPEAKER_01 (06:47):
So yeah, I get people all the time who are
like, you know, we can replaceyour phone system.
And I'm like, we use a VoIPthing through HubSpot.
It costs us$5 a line, and wehave like six lines, I think,
maybe eight.
And I'm like, I'm like, you'renot gonna be able to like come
in with that.
So it's like just go away.

(07:07):
And you can like you can lookand see who we're using for our
phone system.
Like that information is outthere.
Um, we can use third-partydatabases to find technology
clients are using.
So we know, like, is there whatis their website in HubSpot?
Is it in WordPress?
Is it in Webflow?
Those kinds of things.
Um so I think that what's reallyhard about this is um, you know,

(07:30):
there's like this promise that,oh, we know you, like we get
you, but then there's thereality of the personalization
where it's like, you know whatyou can read on my LinkedIn
profile, and that's about it.
Um and and there are ways to getmore than that.

SPEAKER_00 (07:47):
I mean, it's it's really surface level, I think a
lot of times, right?
Like it's high brackets firstname.
I see you're in bracketsindustry.
Like that's what I think B2B,like a lot of B2B
personalization is, and that'snowhere near the level of B2C,
right?
It's really surface level.

SPEAKER_01 (08:05):
My favorite is is people can now like so like
HubSlide does this, other placesdo it.
Like they bring in an about thiscompany and they scrape the
metadata on your website andthey pull in whatever your
homepage metadata is.
And so I'll get things that saythings like, um, you know, I see
that, you know, antidote 71 isin the blank blank blank blank

(08:25):
and offers blank blank blankblank, and it's just pulled from
our meta description.
Um, so I can tell when likeRiley updates a meta description
because it's it's new in thoseemails, and I'm like, oh, we
must have updated.
Um, but it's just it's annoyingbecause it's like, no, you don't
know anything about me.
You know how to read my websiteand look at meta text.
Like, whoo, congratulations.
That's great.

(08:46):
Um, so you know, I contrastthat, and I'm gonna tell a
couple of Lego stories becausewhy not?
I mean, I got them behind mehere, wherever they are.
Um so there was one vendor, andit was not something we needed
at all, but I did give him a Idid give him the meeting because
he went out of his way.
He mailed me the book, The Cultof Lego, like a hardbound book.

(09:10):
It's like a$40 or$50 book, Ithink, at the time, to the
office.
So didn't come to my house,thank God, because if he had my
poem address, I'd be like, whatare you doing?
Um, and basically with a noteabout what they did and how to
get in touch with him.
And so I like I emailed him andsaid, Hey, that was really
great.
I do appreciate that you wentdeeper than just like my name

(09:30):
and my, you know, industry andmy company name.
Um, but at the same time, likewe didn't need what he was
offering, but he did he neededto do a little more due
diligence on the front endbefore wasting money on me.
But I still have the book.
It's sitting on the coffee tableright over there right now.
Um, so that was interesting tome.
And that you can get from like,I mean, you can get that from

(09:51):
these episodes, right?
Like I've got the Lego specsback here, I've got these Legos.
So people can see I probablylike Legos, I probably like
plants.
Like there's stuff that you cankind of get into.
I mean, if somebody was likesending me Tiffany lamps, I'd
I'd take it, but it's likethat's just I needed a lampshade
for that thing that broke and itwas from Target, and I found
this lampshade online, so I gotit.

(10:12):
Um, and I contrast that withlike how Lego markets to me,
right?
So they have a new, it's thevery first Star Trek Lego like
um collaboration.
So Star Wars stuff has been inLego forever, but Star Trek um
Paramount has never offered upthat licensing for Lego ever.
Um, and so the first thing isgonna be the Enterprise D.

(10:35):
It's a big set.
I saw that.
Star Trek Next Generation.
Yeah, so you see it on my story,but that was on my story because
Lego sent that to me in email,and Lego like like I saw that
everywhere immediately.
I also had friends sending it tome and like all kinds of people.
So I don't get content from Legoabout like Lego friends, which

(10:57):
is sort of this weird set theytried to make for girls, and
everybody's like, no, Lego, likejust regular Lego is good for
girls or boys.
It's pretty gender neutral, likeyou can do what you want with
it.
Um, so I don't get that stuff.
I don't get like there's likethe the Ninja Go and stuff like
that.
I don't get those because Idon't buy those sets.
Lego knows everything about meand what I've bought.

(11:18):
Um, and so I get updates on thethings I'm most likely to want.
That level of personalizationand experience is really, really
interesting to me if you canpull that and move it to B2B.

SPEAKER_00 (11:35):
Yeah, because they understand really hard the
things that you're purchasing inlike your journey as a buyer.
And I think a lot of the timewhat B2B personalization boils
down to is someone will downloada white paper and then now you
serve them this piece ofcontent, which is like a demo.
Just because they downloaded awhite paper doesn't mean they

(11:57):
necessarily want a demo, right?
But that's a lot of the time howautomation like treats that
interaction.
When in reality, like I feellike a lot of the time people
try person they try automatingtoo much.
Like I guess what I'm trying tosay is you can still personalize
the delivery withoutpersonalizing the actual

(12:18):
connection you have to theperson that you're selling to,
right?

SPEAKER_01 (12:23):
Yeah, okay, so like let's unpack that a little bit
because that's a big one.
You can personalize the deliverywithout sacrificing the
relationship you have with theperson.
I think that's what you said.

SPEAKER_00 (12:36):
Yeah, and I think I know you've brought this up in
past episodes.
Understanding the actual like uhyour actual like customer base
is and like basically like uhcreating those like ICPs is
super important to tailoringtheir experience and
personalizing their experience.
Because if you're treatingeverybody Yeah, go ahead.

SPEAKER_01 (12:59):
Like I say, for non-marketing people, ICP is
ideal customer profile.
It's like a persona, but it goesdeeper.
So go ahead, Zach.
Sorry, I didn't mean tointerrupt you.

SPEAKER_00 (13:06):
No, no worries at all.
I think uh customizing that ifyou're customizing the journey
for j if you're just customizingone journey as opposed to
customizing for those specificideal customer profiles, you're
missing out, right?
Like you need to understand thatspecific customer to be able to
to personalize your product orservice to them.

(13:28):
So pr just because you knowtheir name and you know their
job title doesn't mean you knowhow they're gonna ri go through
the buyer's journey.
Right.

SPEAKER_01 (13:40):
And even if you know what they've done, right?
So, like I viewed this website,I've read this blog post, I've
downloaded this white paper.
Um, those are kind of those cuesthat we try to use, like my
purchases.
Like Lego knows almost all ofthese.
I got a couple off eBay becausethey were old sets, but they
know almost all of these, andthey know that I buy them when

(14:00):
they come out.
Like, you know, the day it'sreleased, I buy one or two.
It depends.
Um, and so like getting those infront of me and letting me know
they're coming is reallyimportant to them.
And they've got, I'm not uniquein that.
They've got other people thatare in that same, you know,
genre.
So they are hitting us kind ofat mass with that.

(14:20):
But um they get, you know, itjust it just gets into this
deeper behavior of my journey,and which might be different
from somebody else's who buysthe same things, but they buy
them three months after they'rereleased, or they only purchase
at holiday, those types ofthings.
So I think that when we try toturn our signals from our B2B

(14:42):
like clients or prospects intolike the equivalent of a product
purchase, it's where you reallyfall down with this.
Um so, and I think that that'spart of what happens is when
you're using AI, it can usethose things, like right, it's
gonna know those things already.
But what's that extra depth thatyou give it?

(15:04):
What are the other things inyour CRM that tell it who that
person is that it can use to umto talk to them and to draft
things for you?
Um I think because that's reallywhere it's at.

SPEAKER_00 (15:19):
Yeah, I think a big note there is that the
automation that you're likeimplementing and the journey
you're creating needs to behuman-led and not just like
everything's automated to makeit as easy and you as on you as
possible.
There needs to be a reasonbehind everything.

SPEAKER_01 (15:34):
Yeah.
And we'd love to just like flipon that personalize button and
have everything that goes out behyper-personalized, like down to
the individual, right?
And and we'll get there.
Like we'll get there to thepoint where that's like 90%
pretty good.
But the number one thing thatit's gonna depend on is your
data.
If your data is garbage, the AIis going to spew all kinds of

(15:58):
garbage to people, and you'regonna lose them so fast, it's
not even gonna be funny.

SPEAKER_00 (16:02):
Yeah.
You need to understand that datareally well.
Things like the customers' painpoints, things like basically
you need to have is give them,give it as much good data as
possible.

unknown (16:14):
Yep.

SPEAKER_01 (16:14):
And you can aggregate that, right?
Like you can group people, likewe talked about the ICPs, ideal
customer profiles.
Have four to six of those, andmost of your people will fall
into those.
But, you know, do you have somesort of an area where you've got
a how this person deviates fromthe ICP or something unique
about them?
You know, do each of your peoplein your database have a tone

(16:38):
associated with them?
Like if your tone like ours islike friendly and loose and
comfortable and like we're justcrazy.
Um, but if we get somebody who'slike, like we do stuff in
finance and insurance, and theymight want something a little
more formal and buttoned up, um,or they want more facts and
details, like we would need tonote that somewhere.
Um, and I know HubSpot's workingon kind of there's updates.

(16:58):
I've seen a ton of updates inthe company profiles and in the
contact profiles for things thatthey're putting in.
Um, but that's where that humanside really comes in is what do
they need to know?
What does the AI need to know topersonalize this?
And then the bigger one for meis how do you structure that
communication?
So you've got certain piecesthat just have to be what they

(17:21):
are, but you've given, you'vegiven the AI enough flexibility
to personalize it and attempt torelate to that person through
what you know, but you've alsoput rails on that so that it
can't go like completely crazy.

SPEAKER_00 (17:36):
It's complicated.

SPEAKER_01 (17:38):
It is.
I'm waiting for some some retailto use AI and have it start
coming out with like 80% offoffers, 100% off off, like
really weird stuff just to trybecause somebody forgot to put a
rail on it that said, you know,do not ever offer more than 30%
discount or something like that.
And so it's just going to keeptrying to get that person to
buy.

(17:58):
And I mean, if you give it to mefor free, I'll probably buy it.
Like that sounds great.

SPEAKER_00 (18:02):
And the more you automate, the more you risk
losing your brand voice.
And like you'll probablystruggle with things like tone,
timing, and empathy, right?
Because those are hard toreplicate, like with AI.
And I think it's a fine balance,right?
Like, how do you find thatbalance of things that are
automated by AI that makessense?
Will you still keep that likehuman connection where it feels

(18:26):
like I'm receiving a messagefrom a real human being, not a
bot that is replying that isthat saw my meta description and
wants to sell me something, orthat saw me download something,
right?

SPEAKER_01 (18:39):
Yeah, I mean, I have so I have an AI uh agent in my
inbox, uh, my email inbox.
Um, and most of what it does isit sorts things, it triages for
me and puts them where it needsto go.
But some certain things, like itit assumes that if I'm CC'd and
not in the to field, that it'sjust an FYI and it puts it in an
FOYI column.
Well, humans don't use the CCfield like that.

(19:00):
And when you reply, whateveremail program you're using
adjusts who's in the CC andwho's in the two.
And so it may be off on that.
Um, it hasn't gotten to where ifI'm mentioned, like if my name
shows up in that email but I'monly CC'd, that it actually
kicks it over to the, you know,for review or for response or
response needed because I'm inthere.

(19:21):
I think it will.
But what's funny for me is italways drafts like these replies
for anything it thinks needs areply.
And I read them and theinformation is decent most of
the time.
Um, but the way that it's sayingit, it's just so off on my tone.
Like nobody would believe.
Like I actually used it withsomebody, it's a person who's a

(19:42):
client and a friend, because Iwanted to see.
I just took what the AI gave me.
It was accurate, it was right,and I fired it back to him.
Three seconds, I get a textmessage.
Um, did your email get hacked?
And I'm like, no.
He's like, is AI writingresponses for you?
And I'm like, wow.
And he's like, yeah, he's like,you just wouldn't say that.
And I'm like, yeah, I know.
I said that's why I sent it toyou.

(20:03):
I wanted to see.
And he's like, he's like, superobvious, dude.
Like, don't like, and I'm like,no, I usually delete them or
rewrite them or whatever.
Um, and it's it's not learningeither.
So I need to really talk to thatcompany and figure out why.
So those are the things whereyou don't know, even HubSpot
says, like, turn on some of theAI features where it's you know
writing these emails for you orpulling the other

(20:24):
personalization.
Don't let it send anything.
Go put human eyes on that thing.
You know, humans at the frontgiving it data, programming it,
figuring out how to prompt itand how to make sure it's got
what it needs, humans at the endmaking sure that it's accurate
and giving it some kind of that,you know, bullshit test and

(20:44):
seeing if it works.
Um, and then, you know, there'splenty of things that AI can do
in the middle.
Um, I think that that's fine.
Um so it's this one's gonna beso hard.
So hard.

SPEAKER_00 (20:56):
It's hard because I think a lot of people are
struggling with that balance,right?
It's like you said, like it'seasy to tell when like a message
isn't authentic and it's justlike AI.
I mean, I've gotten emails thathave hi first name.
Like that's like the worst itgets, right?

SPEAKER_01 (21:11):
That's bad database.
Like, that's a bad database.
Or, you know, hi Zachary Hazen.
It's like, okay, nobody calls methat.

SPEAKER_00 (21:18):
Like, you know, yeah, I get some really I mean
if you really want to like catchmy attention, you'll say, Hey
Zach, because I mean I don'teven I don't know there's a lot
of people that'll call meZachary without knowing me, but
like if you like go on my likesocial profiles and stuff,
usually it's Zach, not Zachary.

SPEAKER_01 (21:36):
So same.
I get like when I get somethingfrom a company and it's like,
you know, dear Richard, it'slike okay, like you have you
know nothing.
Because there's peace, so peopleI went to like elementary school
with and high school call meRichard because I didn't really
like shorten it until I got tocollege.
But even ever since then, andeven then, most of those people
that I'm still connected to haveadapted and shortened it to just

(21:57):
rich.
But it's one of those that'sjust a really key element.
Um, and that's where like ifyou're doing B2B marketing,
you've got to have like firstname, last name that might have
come with their credit card ortheir invoices or whatever, but
you've got to have likepreferred name or nickname.
And then you've got to teach theAI to go for the preferred name
or when to go for it.
Like if it's a contract, usetheir formal name.

(22:19):
If it's, you know, just an emailchecking in, use their preferred
name.
And that's where we talk aboutlike AI prompting is going to be
a huge job industry movingforward.
Like, um, you know, yes, AI willprobably take jobs.
You hear big companies likeSalesforce and Amazon and
Microsoft and Facebook talkingabout how they're getting rid of

(22:41):
tens of thousands of people to,you know, and replacing them
with AI.
Salesforce was the most blatantabout it.
Um and yeah, that's gonnahappen.
Like it happens with everytechnology, right?
But um it's it's going to, it'sstill gonna take that human on
the front end.
And then there's all like likequality control engineers.

(23:02):
Like it becomes builds thiswhole industry around AI that
people can adapt their skillsto, but that's a whole other
episode.

SPEAKER_00 (23:08):
I was gonna say, for now, if you're going to use AI,
I think you still need to checkeverything, right?
I I think we said that a lot.
You can automate things likesequences, but maybe like
personally actually write theoutreach messages.
There's probably some messagesyou could automate that are like
that would would already havebeen automated, but if you're

(23:30):
outreaching to like a warm leador somebody that you really want
to convert, then personalize ityourself.
Like you can use a startingpoint that AI gives you, kind of
like you were saying with youruh automated like agent inside
of your inbox.
If you're actively checkingthose things and like reworking
them to be more personalized andhuman, I think that's okay.

(23:52):
But uh you can also likeautomate things like reporting,
but like actually manualreviewing it so that it makes
sense to like what you're doing,and like the data is like good
and makes sense, and it's notjust like useless.

SPEAKER_01 (24:07):
But uh yeah, it's it's hard because I mean so so,
and part of what we're talkingabout is that loop marketing
that HubSpot rolled out, right?
Because it part of that is hyperpersonalization in there.
So this is fairly new trying toget this done.
Um, we're in the personalizationbeta inside of HubSpot.
We have not like actuallyexecuted anything with it.
We're still playing around.

(24:27):
Um, so there'll be more to comeon this, but I think the the
biggest watch out here is if youthink you can just turn on a
personalization button with AIin your marketing marketing um
automation tools, it's probablygonna backfire on you.
So be careful.
Um, the other one is you know,the number one thing you can do
right now to be ready forhyperpersonalization, clean

(24:50):
data, clean data, clean data.
Get your CRM database like supercleaned up, get as much in there
as possible.
If you're not pulling inpeople's LinkedIn profiles or,
you know, public, you know,social media that they've got
out there, start gathering thosebecause again, AI can go to a
LinkedIn profile and see theirlatest update.
Um, those types of things.

(25:11):
Like you can use that later, butlike you've got to have the info
to be able to do it.
And it's not creepy becauseyou're just pulling public
stuff.
Um the the other one that Ithink is pretty good is using it
to pull like um backgroundinformation.
So like I feel fairly confidentin the sources we have that I

(25:34):
can pull in technologies acompany's using and I can see if
they're using HubSpot andWordPress, I could draft a
communication to go to thosepeople.
And what I could use AI for isanytime a new data, a new
company gets enriched and hasthat in there, enroll them in
this and send them thesecommunications and pull this

(25:55):
specific information in.
So that's a pretty good use.

SPEAKER_00 (26:01):
Yeah.
And I think kind of what we Ithink a lot of people think
about personalization as who,right?
Like the demographics of whothat person is.
But I think what it's reallymoving towards is why, the
intent behind the person andwhat what they're doing, right?
So 100%.
And that that all comes withbetter data, right?

(26:22):
Like if you have better data,you can understand the why.
It's one thing to know who, it'sanother thing to know why.

SPEAKER_01 (26:30):
So yeah, and I think I go, I always go further than
why.
I go to so what.
Yep.
So this is what you can do.
This you know who I am, this iswhat you can do for me.
This is why you think I need it.
So what?
Why should I choose you?
Why do you matter?
Um, and I think that like thatdepth of why and so what and why
do I care, that piece of it isgonna get that's where the magic

(26:55):
happens because that's whereyou're hitting a pain point,
you're hopefully solving thatpain point, those types of
things.

SPEAKER_00 (27:02):
And I think, yeah, I was gonna say focusing on like
industry pain points, liketrends is a good way of like
showing you understand thecustomer, especially if it's
timely.
Like if something happens withlike a new like HubSpot
software, sending out an emailto like our existing clients
with like, hey, this is reallyimportant.
Like we're sending this emailout so you know all the changes

(27:24):
that are happening withinHubSpot.
Boom, that's like a greatexample of personalization.

SPEAKER_01 (27:30):
And I think part of that is knowing like what are
they using in HubSpot, right?
Because we have clients who useSales Hub only or sales service
and marketing or marketing onlyor marketing and content.
And saying, sending them a um,you know, if I'm using Sales Hub
only and you're sending mesomething about marketing
studio, uh, you'd you've lostme.
You'd I don't care because ithas nothing to do with it.

(27:51):
So um it's actually a placewhere we could take our HubSpot
tips that we send out, um, Ithink it's every month, right?
That goes out.
Um and that personalization,just a very simple one would be
look at what they've got intheir in their hub profile on
which tools they're using inHubSpot, and then send them

(28:12):
information on those.
But then on the on the inverse,if you're going to send a Sales
Hub person something aboutMarketing Studio, you've really
got to get into the why now,right?
Because we know you're not usingit.
Acknowledge, like, you know, werealize you're only using sales
today.
Here's how Marketing Studio canhelp fuel the front end of your
sales efforts with MarketingHub.
And it becomes this kind ofupsell cross-sell.

SPEAKER_00 (28:33):
I think it's and I think that's important to like
understand too, is like you'renot exploiting the data that you
have, you're anticipating theneeds of your clients and your
potential clients and leads.
You're using thatpersonalization to be empathetic
to their needs, right?
Like us sending out like aHubSpot tips every like month to
the people that we know areusing this specific site of

(28:55):
HubSpot are because we want tohelp them, not because, you
know, not because we like arelike trying to be creepy with
it.

SPEAKER_01 (29:03):
Yeah, we're not selling anything.
We're just like we go throughand read all that, and there's a
ton of stuff that's coming, andwe've got a bunch of people who
look at it and we share thingsin Slack and whatnot.
We're just trying to be helpfulby digesting it because they may
not have seen this feature thatthey really want.
You know, and to that point,there is that piece where the
thing that Caitlin talked to aclient about that they really

(29:25):
want, but HubSpot doesn't doyet, comes across in a beta.
It's hard for AI to pull thattogether.
Is it possible?
Probably.
But for her to be able to makethat connection and just shoot
that over to them and say, hey,I enrolled you in this beta.
Here's why, here's what it does.
You know, let's meet and talkabout it.
Here's my calendar link, thatkind of thing.

(29:46):
Could AI do that?
Probably we could get there.
Um, but it's gonna be right nowfaster and easier for Caitlin to
fire that over and make surethat it's right.
So I mean.
It's a lot.
Personalization andhyperpersonalization, it can go
south really fast.
And if you've got bad data,you're screwed.

SPEAKER_00 (30:07):
Like that's just I mean, I think the biggest point
you can take away from all ofthis is don't be creepy.
Understand understanding youraudience with good, clean data
is really important.
And the why and intent behindtheir purchasing decisions.
And also just don't lose thehuman element to anything you're
doing.
It's easy just to set up aworkflow and fully automate

(30:29):
everything, but if you're notpersonally curating those
messages, and like again, addingthat human connection, it's
going to be bad.
And it's it's not going to be agood reflection of who you are
and your brand voice.

SPEAKER_01 (30:42):
Yeah.
And I think, you know, as wekind of wind up, um, if anybody
like completely disagrees withus, if you think we're full of
crap, um, we'd love to hear fromyou.
Like, we love debating andtalking about this stuff.
That's how things move forwardand push forward.
Um, we're, you know, cautiouslyoptimistic about how AI can help
in this area andpersonalization.
Like I said, we're exploring it.
Um, but a lot of that isn't it'snot a magic bullet.

(31:02):
It's not just ready to be turnedon and you know, let it run away
with it.
So um definitely uh Zach, I'llwrap up and let you know how to
get in touch with us anddefinitely do.

SPEAKER_00 (31:12):
Yeah, you can find our agency at antidote71.com and
all of our socials are there aswell.
If you have a question you'dlike to send our way and debate
us, we're always open fordebate, like Rich said.
Head to CTAPodcast.live to shootus an email.
Even better, if you want yourvoice to be on an episode of a
podcast, you can hit our hotlineat 402-718-9971.

(31:34):
Your question will feature intoa future episode of the podcast.
We'll also take uh, you know,like I don't want to say
aggressive comments, but if youd disagree with us strongly,
we'll definitely like be willingto hear you out and talk to you.

SPEAKER_01 (31:50):
So yeah.
All right.
Sounds good.
I think I mean that's that'skind of it.
Like, we'll be curious to seewhere this is going.
I'm sure we'll revisit this in afew months.
Um, and after we've you knowplayed with it a little bit more
and we'll we'll see what's goingon.
But uh until next time, good tosee you, Zach.
Good to see ya.