This episode features an interview with Ural Cebeci, SVP Marketing, Global Demand Generation at Braze, a customer engagement platform that allows any marketer to collect and take action on data from any source, so they can creatively engage with customers in real time, across channels.
Ural shares his perspective on the challenges and hesitations surrounding personalization, and his thoughts on how to move forward. He also dives into understanding digital body language and customer signals.
Key Takeaways:
- A good demand strategy requires two things: GTM alignment and having the infrastructure to understand the business through data.
- To have a strong brand, you need healthy, long-term customer relationships, which requires understanding digital body language and customer signals.
- Marketers have valid hesitations around personalization, due to compliance and data privacy issues, and fear of eroding customer trust. As a result, using channels to continually get consent from customers and actually delivering value is key.
Quote:
- ”In the end, in order to have a strong brand, you need to have healthy and long-term customer relationships. And we all acquire customers, users, through campaigns, but then retaining them really means connecting with the human behind that anonymous user or anonymous visitor. And that brings back the whole digital body language. Like we understand what that user is signaling, like what is at the surface versus what they are saying with their engagement, like what they say and collect that data and then like use that to drive better and more meaningful customer relationships.”
Episode Timestamps:
*(03:55) The Trust Tree: Understanding the business through data
*(11:46) The Playbook: Any channel is cuttable, you need to understand your marketing mix
*(25:59) The Dust Up: Alignment and committing to the same idea
*(27:43) Quick Hits: Ural’s quick hits
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.
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