By Lauren Dichter, Marketing Consultant at Heinz Marketing
My first work trip came and went quickly, but it still had a large impact. Over the course of just two days of programming, I took 15.5 pages of handwritten notes! Everyone at the MarketingProfs B2B Forum came there hoping to learn new strategies, tools, and tips n’ tricks to try out at their own organization.
Here’s Part 2 of what I personally found to be the most valuable takeaways, along with the sessions they came from and brief explanations:
- Empathy is a Superpower!
Session: Empathy: Your Lead Gen (and Marketing) Superpower
Even for those of us who aren’t naturally empathetic, most can tap into it when necessary. It’s an important skill in all facets of business, but especially for marketers. You can only influence prospects if you understand what they think and feel. Basically, you must learn their motivators.
Here are a few tips n’ tricks to uncovering what motivates your prospect or customer:
- Listen to sales calls, check-in calls, or any recordings of conversations with prospects/customers
- Get out in the field with your customer
- Practice empathetic listening
- Conduct customer story interviews
- Review customer questions
Now that you know their motivators, it’s time to design messaging that connects with them. This involves a message possessing:
- Emotional Resonance
- Customer Focus
But what’s the point of this exercise if only you go through it? The last step is to make empathy your entire marketing department’s superpower, not just your own! To transfer these insights to your co-workers and scale up, you must:
- Train your team on customer empathy
- Use empathy index messaging
- Collect and share customer insights across your team
- Personalized Content Experiences Accelerate the Buyer’s Journey
Session: Stream-on or Tune-out: Personalize Your Buyer Journey so Audiences Click Next
These days, the “infinite scroll” is everywhere, and it’s now the experience we expect. And if you think you don’t know what the “infinite scroll” is, think again! The social media site Tumblr pioneered it, which probably contributed to the site’s cult-like fandom. Today, it’s most recognizable on our Instagram feeds.
The “infinite scroll” aims to keep you on a site or app and get you to engage with its content, whether that be with a like, a reaction, a comment, a share, or—drumroll please—a purchase! Luckily for B2B companies, this phenomenon doesn’t have to be tied down to Instagram and its endless array of spoon-fed images.
Research shows providing someone with just 7-12 pieces of content at one time drives the most web engagement. Moreover, 70% of existing content on the internet doesn’t even get used! What a waste. To ensure your content is seen and interacted with, you must develop a content experience.
What is a content experience? Let’s start with what it isn’t. A content experience is not organizing your website content “by format”. Sorry if that breaks any hearts, but it’s just not how most people’s brains work! If you were to do research on a product, would it be by content format? or by how relevant a piece of content is to your pain points?
Now that we’ve cleared that up, let’s delve into the 3 main elements of a content experience and examples of what each one looks like in business:
Drinking a beer on a dirty couch in a dark, musty basement isn’t as appetizing as drinking that same beer on a beach in the sun with your toes in the sand. The first environment reminds you of the cheap beer you drank in college, while the second environment probably has you thinking about sipping a Corona and lime while on vacation. But they’re the same beer! That’s the power of setting up the right environment for a content experience.
Content needs to be packaged up in a user-friendly way. Remember perusing the aisles at your local Blockbuster? Looking back, I think it took me around an hour to pick out a movie. Even though it was organized in some way (whether that was by genre or not, I can’t recall), it wasn’t easy to navigate and wasted precious time. But Netflix? I think we can all agree that Netflix has perfected the way its content experience is structured.
The content experience needs to drive engagement with your brand or product, and it takes lots of customer focus and relevancy to do so. My favorite example is Spotify’s “Made for You” playlists. Since I know Spotify’s algorithm analyzes the type of music I already enjoy in order to build these playlists, it’s almost a given that I’ll end up listening to it, and probably sooner rather than later. The personalization is a perfect primer for engagement.
Do either of these 2 takeaways seem like they could bolster your marketing efforts? Which one(s)?
Let me know in the comments section below! Part 3 is coming next month with more key takeaways…