#MarTechFest DialUp: B2B Personalisation Perfection

With Keynote speaker: Seth Godin

Founder of the altMBA, Speaker, Teacher & Best-selling Author


Psst down here...

The internet edition of your fave anti-conference unpacks the secrets of personalisation brilliance.

This event takes deep dive on B2B Personalisation Perfection - The right EXPERIENCE, to the right audience at the right time. Here's what we discussed:

  • The challenges & opportunities of perfecting your personalisation strategy
  • Designing & delivering personalisation across your content, channels & experience
  • Driving personalisation at scale
  • Plus your key questions for Seth Godin & our panel on how you can elevate your personalisation to the next level 

We were joined by none other than Marketer, Speaker, Teacher and best-selling Author-extraordinaire, Seth Godin as our keynote speaker who answered a whole host of audience questions on personalisation.

Followed by a panel session from the leading players in the B2B marketing game who delved into the topic of personalisation even deeper.

Video transcript

Carlos Doughty 1:36 Hello, and welcome, everybody. Today we have a very, very, very, very special dial up, I'm super, super excited, I want to kick off, first of all by saying a very big thank you to our sponsors on 24, Adobe and SiteImprove. Without them, this wouldn't be possible. Now, for anybody who doesn't know me, I'm Carlos del t. I'm the founder here at Mar tech Alliance. And I will be your moderator. Now, before we get started, and before introduce you to all of our guests in the format, I'd like to turn your attention to the amazing interactive platform you should see around you have a good click around, play with the different options we've got, I think it's a particularly cool interactive layouts. And there's lots of nice links, which will take you to exciting places, we've got some extra content for you to consume. And we've got some other treats in there. So do have a good play with the system. Now, before we get into the day, I want to talk for a moment about competitions, and what's on offer. So today, we have the amazing opportunity for you to pick up the Ceph G library. So in case anybody somehow hasn't noticed that we have the amazing Seth Godin with us today, we do indeed have the legend that is Seth. And to make this even more special, we will be giving one individual the full Seth 20 book library. Plus, on top of that, we will be giving away copies of his very latest book the practice for five individuals. And if that wasn't enough, on top of that, we also have this amazing event in the virtuals in the cloud, but we're going to be doing that freebie thing. We're going to be in person in Sydney in November. So we're also going to be giving away. Enough about competitions. Enough about people wait, let's get down to business. I'm joined today by the fantastic Seth Godin. Seth, thank you and welcome. Seth Godin 3:31 Oh, it's always a pleasure to see you. I'm seeing in the chat. Someone was having a little trouble hearing you just want to say that out loud. I can hear you just great. Thank you for having

Carlos Doughty 3:40 fantastic. So for anybody that hasn't yet find their question over, you still have a chance. We've had hundreds, I mean, hundreds I think the final tally was something like 260 Something question for Seth. This is a I mean, I'm gonna, I'm gonna say now manage expectations. We're not going to cover every single question. Sadly, however, hit that q&a section and do throw your extra questions in any single person that asks a question will have the opportunity to grab a book or even better the full library. Now we'll be bouncing around a few different areas. But we really are focused in the round talking about b2b personalization, perfection, the right experience to the right audience at the right time. But let's get down to business. Let's get down to some of the amazing questions that we've had in the build up. So I'm going to do less talking and more listening. And I'm going to kick off straightaway. Seth is a great question we had we're fast changing technology completely reshaping the marketing landscape. What would you say are the top three enduring principles of marketing that we're in your books that will continue to be essential despite any tech advances?

Seth Godin 4:55 Great question. Okay, so marketing is our hustle marketing interrupting people. Marketing is making things better when making better teams. And if I had to pick three, and we didn't go over these questions in advance on purpose, the three would be one. Attention is scarce. And attention gets more valuable when there's more noise. So talking to people with permission, who want to hear from you, delivering anticipated personal and relevant messages that people want to get them will always become more valuable. Number two, the most important marketing isn't you talking to people, it's what people say to each other. When you make something that is remarkable, and people remark on it, then your word spreads. And the third thing is, everything is made somewhere cheaper than you make it, the race to the bottom is not a race, you want to win. And it's not a race, you want to lose race, you don't want to enter in the alternative. Instead, you can make something that people would miss that they were gone. I mean, it gives them status, or affiliation, or taps into the way they see the world. Those

Carlos Doughty 6:07 Thank you. I think, well, great questions, kick yourself, you know, we, we in this world around us, we can get wrapped up in the shiny new thing and the new technology. And the reality is, it's not even sort of fundamentals among us as the timeless fundamentals, there are certain things doesn't matter what you do, if you don't remember some of those, you're going to, you're going to mess up. Thank you, right. Now that we've got to many, many organisations are grappling with how best to maintain a personalised customer experience across the rapidly shifting omni channel of physical, digital and virtual touchpoints. Who do you see, that is doing a great job of this word?

Seth Godin 6:48 I think we have to put a stake in the ground. That personalised and personal are different things. Nobody wants you to personalise their experience, nobody wants you to say Hey, Carlos, Hey, Carlos. Hey, Carla, Carla, it's their name, they don't need you to wear it out. That is different than personal. And personal is what happens when you are seen for who you are and what you're contributing, it doesn't necessarily mean that your company is giving free stuff to your best customers. But it does mean that you understand that treating everybody the same means treating your best customers worse. Because on average, you can't treat everybody the same and not treat your best customers worse. If you do the math, what you'll discover is that all the technological systems in the world of workflow, the people who care the most about you, that you care the most about, don't feel seen. And so you might be able to come up with some clever technology trick. Not going to help doesn't help unless you're someone in your organisation who realises that Bob matters a lot. And that Tracy routers even more, who's paying attention, if you're not willing to pay attention, that only you should expect that they'll pay attention?

Carlos Doughty 8:11 And do other companies where they stand out to you that you go, do you know what I think they really understand this, I think they really live it, whether it's an experience you personally have and they're not looking for you to be an endorser here and sort of promote anybody. But Is anybody where you go, you know what, there's something a little bit special, they understand something others don't when it comes to, to that personalization experience.

Seth Godin 8:35 And so I think we get we've all experienced, for example, being a hotel and you get a little form letter that they've left in your fancy room with a bottle of really cheap, sparkling wine. And we know that they're writing exactly the same letter to every single person. That is completely different than what happens if, in the morning. The chamber mate says, I hope you found the gym okay last night, because I know that you are looking for here's a fundamental differences, you know. And you remember the second one. And Danny Meyer is the king of this sort of hospitality in New York City. He runs a whole bunch of restaurants here, and they use computers to keep track. But the fact is that when the computer recognises that someone is in the building, the computer stops acting in a person begins to act. And the problem with industrial systems is we try to make them fast and cheap. And what I'm begging people to do when you're dealing with humans, is make them slow and expensive.

Carlos Doughty 9:43 Great advice, right What else we got for you. When talking about perfecting personalization, what cultural aspects apart from language should be the should be prioritised to effectively communicate with the target market? But great question again.

Seth Godin 10:00 So we doing marketing to people? Are we doing it with them? If we show up in a different culture where we don't understand thing, are we insisting that they be our way? Because that's what works? Or are we listening enough to realise that we are a guest here. And the fact is that in every interaction a marketer has with a customer, someone has the upper hand. And if you're a monopoly where people have to my way or the highway, well, you can act like an arrogant monopolist in Silicon Valley. But just about everybody else has to realise the customer gets to decide. And the best way to learn is to ask them, and then listen. And I will tell you that like you, I get those surveys all the time. You know, at the end of the call, we answer three questions, whatever it is, and one of my perverse hobbies is, the last question is anything else? There's a big empty box. And I always type in my name and phone number. And I write you're not really needing this because if you are, you would call me. And no one has ever called me.

Carlos Doughty 11:07 No, one. Got one. I'll go play that game. I like that. I like that. Especially if you're not happy. Alright, what else do we got for you? What else was next on our hitless? Personalization. Yes, I like this one. This is a very important one. This was about the balance. This was about talking about, at what point has personalization become creepy. So especially in this world right now, where we have so much data, we have this trove of data and his ability to know so much. But what when are you talking in a way that's like, this doesn't this has gone creepy.

Seth Godin 11:52 So here's the deal. Nobody cares about privacy. Because if you cared about privacy, you wouldn't want to do that. As soon as you got a credit card, you gave up all your privacy, they know. You're staying in hourly motels, you're buying massages, you're sending flowers to someone you're not married to. They've known this for decades. People don't care. What people care about, is being surprised and relied for it. Surprise keeps changing. Try to imagine 20 years ago, walking into a store in the mall. And having the person waiting on you say, Hi, I see that you've mentioned this door, this door, this door, this door this door in the last 10 minutes. I know that this is your size. And I know this is what you're trying on, can I show you this, you would call the police. And yet, that's what happens all the time. Now hold back from that, when I go to an independent bookstore, here in the US, I'm frustrated because I want them to rearrange the whole store every time I walk in to put the stuff I like in the front. And they don't know how to do that. But they do know how to do that at Amazon. So creepy, is relative. And what it means to be creepy is that you're surprising somebody by overdoing something that you didn't tell them you are going to do. On the other hand, if Amazon stopped doing your you know, using the store every time I go, I would be annoyed. Right that you know it's our friends from Adobe or, or sponsorship, which is fantastic. But I tell you, it can't remember that I always use the same three tool. I wanted to remember that I always use the same three tools and put those at the top and big letters. Because I don't even know what that other little guideline thing does. And the point is we've got this uneven allocation sometimes we're not paying attention when we should. Other times we're paying attention too much and surprising people. And I guess the punch line is don't do it because it's easy doing because it matters to the customer.

Carlos Doughty 14:13 I'm going to take that creepy needs to be relative. I like that as a takeaway. Fantastic. Brand switching gears slightly. I love this question. And I'm really intrigued by the answer. Moving away slightly from a moment from personalization. What is your greatest triumph in marketing? And can you tell us exactly why. So that's a deep question Given your decades of experience in this space.

Seth Godin 14:43 I think I need to share a couple. One of them was in 1985 the product line I was doing with Ray Bradbury and Arthur C. Clarke and Michael Crighton. I did the packaging and they were pulled up for staples like a record, we needed a way to keep them close. And I ordered 10,000 little tiny velcro dots so that the assembly line could put them together. And I failed to check to make sure that the velcro would stick to the Highlander on the people, and not one of the 10,000 velcro dots work. And I put that down as a triumph. Because I was surrounded by very well trained brand managers who never would have ordered the velcro gods to begin with, because they would have spent three months studying the problem. And what I learned from that is a Delco doctrine. And that I was trying to do something on behalf of the customer. And the fact that I wasted $200 of the company's money on 10,000 Delco dots around the error and realising that if you're going to be a marketer on the frontier, meaning not copying what your competitors are doing, you have to have a mindset of developer God. And then the second thing I did, right around that same time is that Christmas, we shipped a lot of product. And it was these word games for kids and adults. And Christmas day no one came into the office with me. And I went to the office to answer the tech support calls by myself. And in that one day of eight hours of talking to people on the phone, I learned about who our customers actually work. And that's where I learned how to communicate better and write better instructions and things like that. And I think so both of these examples was a really long time ago, most people wouldn't consider a home run triumphs. But I think it'll all of these things is building blocks on path. And learning this radical empathy and this mistaking on behalf of the customer. And certainly that

Carlos Doughty 16:55 last one really resonated for me because I think, you know, the listening to the customer, but what does that really mean? And to what level? And there is something about going do you talk to your customer success team or your sales team and get feedback, but there's doing yourself and being in the frontline? I think yeah, there's there's a lot to be said about really spending time there actually listening. On some some training programmes we do. We talk about customer experience mapping. And it's to marketers, and they're like Who else should be involved in this? And it's like, Well, everyone, every single person and I always make the point of, you know, ideally, you want to actually experience what it is for the different people in your team to know what it's like for each one of those journeys. And I think it's it's such an important point.

Seth Godin 17:42 Yeah, I mean, I think intuitive marketing is underrated. I have been in the room, with billionaires making very big decisions. And what you notice is, most of the analysts and most of the data aren't present. Instead, it's somebody who understands in their bones, where she wants to take things and makes an intuitive choice. You can't do that, with you're isolated from the inputs that you need to have, like Howard Schultz was an intuitive CEO at Starbucks. And you can tell after he's left, it's harder for Starbucks to do things, because they're more data driven now. And they're not run by someone who loves coffee as much as Howard.

Carlos Doughty 18:28 Yeah, very true. And we've got another question that's popped up live here just now. How do you think the speed of change is impacting the impact of personalization?

Seth Godin 18:42 Okay, so if you've been over there, the wall, I have every issue of Wired Magazine for my first 15 years of publication. If you are like me, and you ran to the mailbox feed wire in the 90s, it looks like the world has slowed down a lot, that a lot of the dominant interactions of the internet have stuck around for much longer. Right, then when we think about how long AOL reign supreme, and then yeah, I mean, the cycles are getting longer. And so it doesn't feel at some angles, like it's going faster. But what has happened is the pillars the foundational pillars, that stuck around for 100 years, those generations of people are gone now. And so so many of the underpinnings that we counted on inside our company are gone. And now that feels like a wind is growing really fast. So when COVID had the idea that everyone could work remote, who was in this kind of work was impossible two years before that, and now it's gone. That is mind blowing. Right? And so, we are seeing this ever rapid cycle at The very same time that the people who spent 40 years running it one way aren't doing his work. And what it means is any job that can be outsourced is being outsourced. And this is in the community. And we have removed so many layers of cushioning between you in the marketplace. And you can fight back, or you can lead it, but it's not coming back.

Carlos Doughty 20:26 Thank you. Just as you were asking that we had another gradual retreat, bouncing back to your question. Sorry, back to back to your point about intuitive marketing. Can you explain this further? Because I think you've you've really resonated with the audience. On that point. Can we go a little bit deeper? Sure.

Seth Godin 20:45 So when I started, after my software game, in the first thing was that I liked the idea that I can mail a 10 page proposal to 30 publishers. And if they liked it, they would send me money. And I got 800 rejection letters in my first year 800 times in a row. Publishers wrote me letters with a stamp saying we don't want to publish your book. And the reason I was getting rejected is I was proving that I was right. I had spreadsheets, I had market data. I had everything that an MBA could bring to the table to prove that what I was proposing the kind of book I was pitching was going to work. And then I met a guy who had great success in the book industry. And he said, Look, my proposals are right, on a typewriter. And I don't wear a suit. And people book publishing don't want to buy proof. They want to buy hope. And what I learned from that, is that every bestseller is a surprise bestseller. What I learned from that is that nobody could have predicted yet any given thing that has changed our world from a marketing point of view, was going to work. Supreme, Starbucks, Apple, Google three, Google had no chance Yahoo. One, what's the issue will show me the data, Google has no chance. And that wasn't true. And so what it means to be an intuitive marketer is not that you can prove that you are right. Not that your deck has a lot of slides. And what it means to be an intuitive marketer is that you have empathy for the person who is alone or disconnected or eager for a bath. And you have a hunch that you can bring them something that will match the story they tell themselves. And you can get better at that. That is a skill.

Carlos Doughty 22:39 I think it is. It's sort of connects back to your point around listening to the customer as well is that the more you listen, the closer you get to the customer that the better you'll become at this. Right. We've got a question here about the future. I knew this was going to come up. Because obviously we're marketers and we like shiny things included. The Metaverse the metaverse, can you talk to us? Can you give us some thoughts, some insights? What do you think the implications are to the future of marketing with the metaverse?

Seth Godin 23:13 Okay, so it's really important if you haven't read Snow Crash by Neil Stevenson, that you go read it. It's 25 years old. And he described Lahore. And it's also a great book hero protagonist in the rest, it will help you become intuitive about what is actually being built here. And it's unclear whether it's a natural monopoly, the way Zuckerberg thinks it is that if someone builds one, they will win everything. I think that's unlikely. But what we know even if you haven't seen while he the Pixar movie, is a lot of privileged human beings really want to strap themselves into their lounge chairs and not get up for hours. And already, the video game business is way bigger than the movie business everyone's but this is bigger than that, however, and it's a huge however, the stuff that's currently getting offered is not good. And it is, you know, the magic of Yahoo. When I was there was you look at Yahoo, and you said, I don't want to live without this. The magic of AOL email was you look at AOL. And you said, Don't take away my payload, you know. But it's hard for me to imagine that there are many people who are putting on whatever's in the metaverse right now and saying, I can't live without this. That doesn't mean it's not gonna happen very soon, but it's not there yet. And what we learn from this as marketers is, human beings are all different, but most of us want a very small basket of stuff. And that basket of stuff is emotional. It's not physical. And if you can figure out how to give People that feeling they are likely to respond to you. So when Starbucks came along, there wasn't a coffee shortage in Singapore or Australia or North America. That's not what they sell. They sell a feeling that costs way more than coffee. And what the metaphor is who's going to sell to a large number of probably a billion people is just a straight up feeling. And it's quicker you get good at being clear about the fact that you sell feelings, the more likely it is to be good at your

Carlos Doughty 25:32 job. Yeah, I think is removing that technology. Right. It's about the outcome. It's about the impacts. I think it's interesting, though, because that I don't know about you. But for me, there are moments where some of the change that's happening now, some of the some of the stuff that doesn't maybe make sense yet whether it's web free, whether it's Metaverse, whether it's NF T's, also has some sort of remind a feeling of the 90s. And the internet when it was working itself out. And there was a pets.com. But there was an Amazon too. And it's which one's really going to work itself out just right.

Seth Godin 26:11 Yeah. And, sorry, there's a fire truck. But I think my building mistake, you know, I think that we're also tend to be distracted by the shiny object that's on the cover of whatever we're reading, the vast majority of infrastructure that was built in value that was created on the internet has nothing to do with Amazon or Apple. And, you know, the, the industry, I helped invent email marketing is a $20 billion a year industry. And it's run by lots and lots of companies most people have never heard of. So there's lots and lots of room for people, even if you don't invent the medical

Carlos Doughty 26:51 definitely is definitely is and it will be interesting, it'd be interesting to play, I think. I can't remember which book it was, I think it might have been digital darwinism that talked also about that, it takes a long time for consumers to understand the technology and how to use it fully. So I think it was like maybe 50 years, we had electricity, but only in factories, you know, we still have candles at home. And so equally, I think Mark just can fall on the end of the side of people that want things to happen quicker, and are excited. And perhaps there's a gap between the marketer and the customer in terms of the real world.

Seth Godin 27:28 It's true. It's true. The years that I was at Yahoo, they did not publish the list of the most search for terms on Yahoo. And the reason they didn't publish it is they were embarrassed of the top 50 More than half reporting term. And the number one thing people typed into the Yahoo search engine was the word Yahoo.

Carlos Doughty 27:48 That's brilliant. I love it. I think Google does it today. But perhaps there's some curation on the way as well,

Seth Godin 27:54 I'm sure they're right.

Carlos Doughty 27:56 Yeah, there definitely is. I think we've probably got time for one more question. So I'm going to have a quick look through to say we've had anything brand new, in addition to the 200 dots. I like this, I like this one. How does one excel in getting personal is a lost skill, and specifically also just asking around the skills to help you really be a great marketer in personalization.

Seth Godin 28:22 And Nikki has a question about Skill versus talent. And they're related. We're not talking about talent today at all talent is what you're born with. Talent is something you can't get if you don't have it. Skill is something we learn you can learn to juggle, you can learn to play tennis, and you can learn to develop this radical empathy, this ability to have a connection with somebody. And it starts by asking somebody truly, truly how they are. What are they wrestling with? What was your day, like? What's bothering you? What's hard for you right now? And meaning it not? Oh, well, that I can give you our amenity welcome, right, but actually bringing part of yourself to work, despite the industrialization that where you were figuring out not how to serve as many people as possible. But what's the minimum viable audience? What's the group of people that if you could delight them sufficiently, it will be enough? Because the fact is for almost any organisation, that number is smaller than us. Right? Like Carlos and I have worked together off and on for a couple years. And if 1000 people in an event, leave thinking that they learn something new, we're hurting, we're connected to enough. And this idea that our days are not about burning as much oil and chopping down as many trees and selling as many widgets as we possibly can. But maybe about being a human to doing work. We're proud of them. Easily, that's also a good strategy and to scale we can learn if we commit to it.

Carlos Doughty 30:05 Absolutely. So, as always, it's an absolute pleasure. It's always super enlightening to chat with you. Each time I learn a hell of a lot, I'm always reaching to make some notes. And apologies for everybody that asked some fantastic questions. We didn't get a chance to cover every single one. But we will be sliding into a panel for more people to help answer these. And Unknown Speaker 30:29 thank you. Thank you, absolute pleasure. Thank you very much. Take care.

Carlos Doughty 30:40 Alright, just while we slide through, we have a fantastic panel Joining us now. So first and foremost, if anybody didn't get their questions answered, don't worry. We've got more for you. We have got more time. But next up, we have three amazing panellists. We have Tim Johnson, Senior Marketing Director APG on 24 to welcome. Unknown Speaker 31:04 Right, the baby house. Thank you.

Carlos Doughty 31:07 And next up, we have Amy Robson, Senior Product Marketing at Adobe. Amy, how are you?

Amy Robson 31:15 Very well, staying nice and dry here in Sydney. So thanks for having me.

Carlos Doughty 31:21 And then finally, but not least, we had Gabrielle Ponzanelli, Vice President of Asia Pacific and Japan at SiteImprove.

Seth Godin 31:32 Hello, everybody.

Carlos Doughty 31:35 So no pressure, obviously, just following Seth. We'll get your fantastic insights and thoughts here. But we've got loads of questions. As mentioned, we had literally over 200 in the build up and I can see our q&a is popping off there. So we'll do our best to Powell for everything, and try and get around to everyone's questions. Tim, I'm going to kick up with you first. It's become a standard theory now by the likes of Forrester, in b2b marketing, that you're dealing with buying groups rather than individuals in an era of hyper personalization. How do you try and personalise to the individuals within the group by seniority? Or do you personalise the group as a whole? I think it's really sort of balancing out all these different decision makers and influences on decision. How do we make sure we really land with companies?

Tim Johnston 32:30 Yeah, it's a it's a really good, really good question. I think I think we're still figuring that piece out ourselves. But I think ultimately, the closer we get to the point of a one to one communication, as our sort of North Star, you know, ultimately pick up the right message to the right individual, you're going to get a better cut through. Now, you know, when it comes to sort of, you know, wedding start with this, and I think this is probably why many marketers today are struggling with with ABM initiatives. Where do we start with this? So we started this sort of one to many ones, a few and one to one, how do we get to one to one because even in 2022, with, with all this amazing technology that we have, it can still be quite challenging beyond you know, things like Stephen mentioning, it's not personalization isn't about first name. That's the easy stuff. Like we've known that for years. But it's about how do we add the widget? So ultimately, that's where we want to get to, when I think about personalization, depends by how deep do we go, there we go to the individual or do we go to the account? Or do we go one level back and maybe to the industry or something else? I always think about, well, you know, where if we have a term account, where are they in that sales process, right? And ultimately, that determines how much data and how much knowledge we have around a particular account. I think that is the key. The key is the data. If we have the data and the knowledge that enables us to go that next step or more granular level to the individual, then we shouldn't be doing that. Often when when we start to maybe called accounts or accounts that we want to get to know, but they've never engaged with us, we've typically start at maybe a persona BOCES persona based marketing strategy, or verticalized, based marketing strategy and weapon strategy are way down. But if that is, if that is a, an account that has given us some level of engagement, there's a bit of war, maybe there's a pulse, maybe there's some level of interest, that gives us a an opportunity to get further into the buying group, or to the individual. Right. So for us, you know, I think is an example where, you know, we would use something like a webinar where, you know, we might get a data point and leverage that as a way to address some of these pain points as an example. So how do we personalise off data? How do we create an experience that can then answer them Got a couple of examples that through today's share that's basically how we think about it Where where are you at in the sales process and how much data do you have that ultimately drives how the You go with personalization to be an account or an individual

Carlos Doughty 35:15 that's it yeah and I think it's the Intelligence of using that data right because you get buried in it and it's okay What's nice intent data What's it in for myself and of who but um yeah I think if you could navigate I'm really joined together It makes a real difference Right Amy We've got some questions for you too we receive data from different platforms We're back on data Which platform type would you consider as the biggest integrator So the old data To be visualised in one place and help with To inform decisions in churches We sort of carry on from the questions that was asked

Amy Robson 35:51 It's nice that there's links here Look at Adobe like we you know and mice Self I hear this a lot really from customers Do you know ask Around aggregating customers And it's normally kind of relating back To the objective around how do i deliver analyse and consistent engagement across their customer journey So perfect so you know when we're thinking But you know talking about beta beta In the journey you know We know that they're not always you know straight Boyd You know Tim touched on this they can be NCLEX With multiple touchpoints with multiple people involved you know both from a But also you know the account I'm Kate So I think there's a couple of ways to look at this You know With that objective of really combine Finding or standardising and really make insensible that You know that data that you're collecting estimates So with that I probably Say there's a couple The things to be considering here It's really relating around What are you looking to do with that data You know Are you looking to gain a unified view of your Customer and that account If this is the That's really where a customer From a data platform is really really impressive It's all around enable to aggregate that cost In the data and ensure that it's all good Nice so that you can understand profile All right The individual but also at that account level You know Tim I mentioned you know different state Throughout that process is required had different conversations with an individual and account level so Being able to have a platform that enables you to Identify and link those together to create Create that consistent experience is really important The good news is Adobe have the solution Peter around We We have what was what is called a Real Time Baby pay our customers A platform for b2b So this is really purpose built you know come To the data platform All those b2b use cases So really honing in on that ability to Understand profiles of the individual but also that account level so that you can really understand Make a fist decisions on how to coordinate You know that reach out across all of those different touch points the sales process or customer journey The other way I'd kind of be Looking at the star in a day Print use case would be a huge Aren't you agregate your marketing guy their annual marketing performance with The outcome of really trying to assign market Good afternoon make informed decisions man allocation and channels So You know if you are trying to do that Good morning attribution isn't always so easy sexually transmitted As you know but it is really really important aggregate you know All of those touch points proceed channels campaigns and of course all the Different types of different content that you're delivering Well So You know when we're told to customers being able to drill down that granular level and really identify what's worse and what's not working regarded b2b Customer Journey As a mom attribution solution lies accesible which is our b2b market tradition really helped our customers to uncover what that ROI is around their marketing efforts but really make informed decisions around a budget And those channels and information Hey so Probably Probably wrapped Got up to say look if you're looking to aggregate customer data then SCTP or A customer data platform like Adobe RTCP Database loves the The amount of acronyms are good at Adobe is really key But look if you're looking To prove the ROI of your marketing If it's an obviously marketing attribution solution To me it's really key to So it just kind of comes down What are you trying to achieve And you know our customers you know They're really invest in Canada In both of these types of platforms because they know how critical it is to read You know unify and make Important decisions across different elements of their their marketing

Carlos Doughty 39:56 Si Si Bees are having A very hot moment right now More data Never more channels than ever we need to ready take care Data centralising use it effectively Like and then there's yet summation pieces of shorts Tim was talking about is then once you have that data what do you do with it what have you orchestrate the right message to the right person And it might be an account level But different individual Israel right over to you We've got a question for you What is your bias for a successful person approach to maximise our ROI was the leading principles And the third steps of personalization and To ensure that you deliver Critical implementation in the beats The markets In Space

Gabriel Ponzanelli 40:41 That's all That's an interesting question Time yeah it's a lot of All right so look I think I think yeah Taking I step back from the technology is good In this subsidy comes from someone that works on the internet But if The skills that you need to having a business our are important but more importantly Anything I think it's the working together on that As a team right it's up here be rid of all the silos that exist in businesses That is that was one of these icy The impediments to doing doing something All right so In a different example The SEO team Those in Craig's doesn't Amazing strategies Some some some beautiful conflict right they publish it Welcome The website the exact right people Then what happens on the website if the web team But the team that is managing the website doesn't deliver on that then the whole thing falls on I like or somebody comes So the website does something that The whole experience is personalised Beautiful technology behind me is making was doing its magic this Subscribe and then they DMT on the other hand using In a different tool then suddenly send Something that is called Magic right so I think The main main thing for businesses to kind of There's some except ignore Although it's pretty cool in the end yes we can do a really really nice things it's not it doesn't work in isolation right in We are Thank you If I would have with this book Unknown Speaker 42:17 in the tech space We know what technology

Gabriel Ponzanelli 42:21 can do rapidly sink customers in we are What we've also looked under the hood right we know How the other technology works When it's in the hands of a car summers it has to It has to fit within the way they to business and event they're all siloed in individual bits and pieces only work doesn't connect right I'd say if it was one thing About the businesses To understand it Make the technology decisions second First of all define how your business is going to work on the Sunday on on digital I'm just kidding If nothing works in isolation it was estimated everything in fact ever In our business we are very involved in that testability and SEO and all that kind of thing right We always tell our customers if you Have your accessibility team over here To make the website accessible and your SEO team over here try to you know build SEO content and an image that is Missing a man Description fell in both All right so is it or SEO or is there accessibility Everything's connected everything works together In documenting it's yeah figure out How you going to share in Nabila in the in the world Remember from what you can remember

Carlos Doughty 43:38 I think the technology is in Now you will not as the solution I think Sound advice and Once you get into kind of you know Making it happen let's say crystal The only use case like is talking a lot about the importance of having the right use case then is the technique And then to that point I think You touched on something that was I I've seen go wrong far too Often is is the team silos right if they're not connected then not integrated If you don't fully align and understand On one wouldn't face this use case they just doing their job that thing This is actually on The standing the net result they're trying to deliver Thank you that's super help for Tim we're spending around to you how do you deliver a personalised car In today's district spirit where buyers are not going through the funnel in a linear way Like an incident funnel at any stage I really liked I think that's you know we as marketers we Love of funnel is brilliant we can explain Make Up to this then this and this Aviv Israel lobby weaving in and out and stuff anyway before you forts How do you really make sure Your content can actually That's the real customer journey

Tim Johnston 44:49 I agree I mean what is the What is the customer journey I mean Please mark is like I think it's very Linear daily weekly presented on us slides and how we push people down the funnel It's I mean obviously there is a buying journey and There's a series of steps that somebody does screwed but it's certainly not sick Winchell and people We find even in our own margin you find Very strange behaviours when customers are doing demos or People who thought we had sold Your solution Way back up at the top of the funnel I think the way that we think about out engaging reading content right through that sort of During I think the last two years and This has been a movement for a lot time but marketers I'm on the phone And then ever before we begin all analysts Talking about what's going 80% buyers don't even want to touch us with pickup final response to sales email until they come in Research Online so the way we Think about that is providing equity Patient basic content at the different stages of the funnel From from top to bottom and beyond Even for customers and thinking of meeting those requirements whether they is a need to be inspired thought leadership content but whether They need You know to be influenced or age catered around a particular A Category or Solution we can The content What most marketers To start what we do differently here We think about them as delivered through engaging experiences Think the rich For me is thinking about you know how do we grow live webinars virtual events which is so common in today's world Let me close experiences just if we can get people into These experiences and do a great job at Engaging though we can learn a lot About our audiences The trick is yes you know you don't want to be creepy like except for saying that It's it's like well how much you know how to use that data then strategically offers a more and more thinking about what interactions and what type of engagement can Trade journeys appearances regardless of where they are in this This is a guessing game right But what data points and what buying signals can pick up on amazing environments and then use that to drive Personal Protection I saw a great question from Nikki in action That's the same where do we wait Listen Where do we listen for these things opportunities of personalization well I personally believe and I run a little bit I've noticed myself here that a webinar After 30 minutes in itself To provide a lot of points of data points that will be useful personalization The only other thing I touch on that on seeing based on this concept that You know hour by hour or hour No that person at least He's in the in the driver's seat right so how do we put them in control And create environments where they can navigate through the content They need one one Use si si being used very often is this constant Have a look Almost like a b2b Netflix You better like with the mark his role within the business is to produce a lot content to write that you single location and allow have an audience to binge on that content so we're seeing a lot of marketers you Seeing those tactics on websites where categorises Philpot its content thought leadership content contains solution Thanks I studied the works but It's something for everybody It allows them to go through that year at their own speed and our own pace is What we call activating benchmark Right By the end of this when somebody can ages with a piece of content through that sort of tactic The 10 Knology these days and we have a seat like this as well but the Technology elicits the doubts Insert the next relevant best step The next piece of content I like to think of it as You know the Amazon you know You might also like add this to cart you Avon is doing very well in the b2c space But from a from a Netflix perspective is idea of building Creating continuous journeys is really great How to how do you accommodate for people Coming in at tickets stages of the journey and not knowing where they are content server let them do cells create these environments with the binge and self serve Are those rails to recommend the next content That's my advice and I'm seeing at work when we well these days

Carlos Doughty 48:56 And just on that point to what degree Is that beautiful All lovely we Got this architecture that's As if this signal You get that message how much of that is Automated versus manual for you for the on 24 team have you got It's unbelievable fluffing loads of content Chuck Tough sliced and diced evidence In the end you just go chill have a coffee See or is there is there some I bought manual in the backgrounds I think

Tim Johnston 49:23 if it was manual Would we be doing a heads in over here at No it's it's automated and at least Since the signal so if someone you When it comes to a webinar and keeps attending a webinar about cloud Technology then we list We're here I would save about relevant content related to the As someone who was interested in a specific industry fee for service A big case study wouldn't serve in that role content is just about wiring it up It's the beautiful artificial diligence and driving automation

Carlos Doughty 49:51 That was good and my next question is yeah it is the deep technology you have In place of AI driven machine learning so that it's constantly learning as well Opening us up always Sometimes thinking

Tim Johnston 50:01 about the questions that people ask the keywords and The topics of webinars are 10 These sort of things are really important to do Adding that next step of relevance being more personalised Is that next step Back to you Amy

Carlos Doughty 50:15 we have Question here around what is the total The example of b2b marketing personalization Scene case studies you can talk to us about or experiences you've had personally Unknown Speaker 50:29 yeah it's

Amy Robson 50:30 you know I could probably pull up Not the great experiences that that iPad actually Working in Adobe So you know wearing them Ready to be market We have heavily invested you All around how do we actually improve Our own personalization story and connect with our CO to believe that you know go writing experience or in life you know in lighting them across all their different touchpoints So I thought you know maybe I could share I mean thoughts around maybe how We've done it firsthand You know something except that okay though today It really kind of resonated with me that You know he talked around you know It's not a race to the bottom But isn't the way the Way to go and that really alive to this kid initiative in Adobe that we always For our customers and that we take on ourselves As well as that people don't buy products They buy experiences and that is fearing it's really it's a feeling isn't it So to us that's really big The crux of what we're trying to do Without personalization and You know making sure show that we're delivering on You know you what our customers are wanting and then exceed that expectations sounds like we need to It may be a optimise some of the experiences that we've been delivering delivering He said but customer feedback It's always great to listen in real time With that I'd say you know what we're found is it's a work in progress as well Like this isn't something that happened overnight intend to do changing the way that we do business to deliver personalised stationed at scale across Adobes so You know we know that this complexities when it comes to b2b especially you know what like we mentioned before Identifying customers and then You know when it comes to age It isn't linear understanding where they are And then not being able to respond to them Love is saying around data is how you listen to Your customers and content is the way that you will thought you know Tim I think it relates really to what you were just saying there Well But in terms of How we're kind of really invested We did really break it down and on Stand what are they key steps that we not say in our Customer j you know from To discover to and evaluate all the way through an adoption and renewal because you know that customers clearance doesn't stop at a sale there is a post sale experience that needs be personalised I really relevant to ensure Our customers Are you know staying loyal They're happy without delay And I think it relates back to a question we lost So I saw in there as well Adobe has You know subscription you know so They seem to now create The Cloud and so really folks You think I'm personalising that post it experience or personality It is so important to keep those customers It's really sticky so I'm really Understanding you know what that customer journey is like knowing that customers can make And now that that at any time especially Even at the account level was really key to us and making sure we're collecting all of those signals and being able to acted on that at scale through You know using our AI and technology there as well which was really It's really really good Are you In terms of you know other learnings we've got so many channels that were also engaged to meet our customers whether it's on adobe.com With all of our content you United States and it kind of is that fire right there as well you know Tim like he was Say you know have that content about elbows that customers can actually draw their own experience and drive their own customer journeys So what's required but we're also You know uncovering in ensuring that relevant content related The information especially when we're looking at big events like Adobe summit that's coming up Is are really bringing to the surface is relevant content and sessions Based on the information question that we know around our customers too again you know move them through You know the cost In the journey but also ensure that there's a Ladies and Sue relevant to them so there's a lot of work that we're obviously done you know there and it is all always a work in progress you know and and then movement that we're always you know working around I know you know for feedback that we've had you know For me investing in tech summarization across all the touch points there Customer customers do you know I have a higher engagement rate they're happier The They're staying with us which is good phenomenal that all So you know Wednesday improvements in marketing efficiency and operational efficiency because you It's not just around personal My experience I think Gabriel comes back Back to what you were saying to me is breaking down The silos internally to ensure that We can deliver on that experience there you know The technology As the enabler at Adobe You know to be able to deliver on our strategy Be with the Right technology To make it easy so that there's the No operational Mastering efficiencies there but Look you know counselling to customising to our Our customers is is key stating their expectations obviously as well Hello and it's Not just with marketing then it flows through to the sales team as well so did you know Oh A lot of great work that went with some of the Jovi I would probably say there are I've been involved in as well If

Carlos Doughty 55:45 there was one step Another thing that just jumped out to me Tourism I think we as marketers Just talking about myself As much as anybody else we can be guilty of Thinking about personalised To the point of acquisition and news talked about the importance of post sale Oh and Getting set point of loyalty and advocacy which I think is super important is that The job's not done just because somebody signed the contract Thank you We're back to you What skills and caper abilities do you think The company needs to get them From there Martin Yeah good question

Gabriel Ponzanelli 56:19 I think It's very similar answer to what I said earlier Right it's skills like us FAA says early on it's skills and talents skills can be learned everybody can learn to Yes My are getting is not really that hard from a from a concept role and skill set for Have you it's really hard from an execution point In this particular business I'm going to read myself because I think you Assuming you're a UX understand user experience understand Search understand content marketing understand all these little bits and pieces without the awareness and nurture cycle but the more So what I think thing is This is to look at it holistically It's one month Hitting is not a bunch of little mini departments it's It's one incident in marketing the whole business right like like Amy was saying the pre sale and post sales and in the future talking between one or the other All that is connected in any One of those columns the whole thing can call What is up You know from from What skills thinking capabilities of business Move on call them the everyone You need to have the skills that are Good but not required for him Our job in another slice As a job is the working together an example of it I tend to develop I used to work without power In the heart industry a while ago is that If you want to win Formula One race Buying the fastest f1 car is going But that's that's the technology I mean yes technology to move on You think helps you to decipher but it's true right it's not So I'm going to help you a great driver get a great support team Everything needs to work together then yes then that Formula One is going to make a difference But everything else is Everything is good is working together then something to work so that It's more than a skill set is the typical capability of allowing the team to truly work together Same KPIs or joint KPIs Right it is I was working with that business a while ago That's the Control KPIs welcome All right so you know the team One needed to do so KPIs But that meant that he was is going to suffer for this To our buy in The agency is looking at Volume You guys picked Like how does There's so many It's again I'm a bit obsessed with that kind of making it all work the elements I see it fall apart so much with so Different departments and into technology space again What is going on Guys thank you can have the paid search team over there In the payment of the you know Above the line team over there guys doing TV ads and magazine writing content For decades we all have to work together

Carlos Doughty 59:19 So I think I think it's a great point and Think the The example that you gave around sort of a Line goals for me The league came to mind was so The classic scenario of you get a shining you Is Technology Fair Stick we've got it we We're going to implement it But there isn't the adult Cubase as well so people are thinking thinking I'm kidding you live and active but actually The sort of Not quite stopping there but somebody gives an incentive As you're connected to the adoption For use the enablement of What's up It's when we think about There's plenty of Marx's work powerful marketing stacks I often say It's very rare that at least Technology is no good it's often Was it the right The Select company was implemented Was it adopted and I think being placentation adopt There's an interesting part you know I think if In the event Just to get it live and disappear You're only going to get so far So ensuring you have that sort of day Oh my yeah I really agree with the points around connected teams

Gabriel Ponzanelli 1:00:26 I think technology used the wrong way way which is going to help you find faster it's going to get The way unless you have the The team that capability Is that the Joint calls Testing thoroughly to make it work and thank you technology's awesome like honestly that'll be what we can What It Seems like Adobe You can do a month 24 and 13 It's pretty impressive but it is it is pretty impressive but it has to work in consultant has to work with In a framework that allows Unknown Speaker 1:01:00 Have you examples are tougher We help

Gabriel Ponzanelli 1:01:03 you with your disability, Equality all that kind of thing right integrate to the golden And luckily it's a pretty nice spot to work We've had people kind of go well

Seth Godin 1:01:12 My task is SEO I

Gabriel Ponzanelli 1:01:15 don't care about accessibility That's somebody else's team so now they have One platform where one To look at one thing go through looks like yellow thing in which is Um if they sit together and work towards the same goal but In different floors of the building and see what happens with that with Adobe right as always such an amazing platform and how does so many things that If people don't talk to each other you

Carlos Doughty 1:01:40 Stop Is there anything common you've seen about some of your clients where they They really understand this You talk to her obviously about accessibility Things about pay media around this year other instances where you go they've understood this buy it from us What's your perspective or is it just more kind of team II and sort of gold perspective

Gabriel Ponzanelli 1:02:04 I just saw a question that in our comment section name's Robert says In Australia the majority of companies hire for particular schools skill sets It's the management team that you He doesn't have that holistic team but where we've seen succeeded That's exactly right where we think success is where it's at It stopped out by the If you've always wanted normal structure you know the CM All of us somebody that cares about the whole doesn't necessarily know the minute all the little bits and pieces The middle layer where it kind of starts to fall apart Our customers that do it the best are the ones Those that are truly getting the same room courts looking at everybody's data Understanding how things affect each other Right So again going back to the Are your website losers' Slow that page is very slow to look at affects SEO that affects how much you pay if you don't We'll add that affects the user experience that affects everyone cause of possibility is excellent But everyone's everyone needs to read Everyone needs to be working together on it But it's hard Talk to We have because sometimes like structure of the business gets in the way

Carlos Doughty 1:03:20 It is it's I think I'm not gonna say technology's easy other people parts always the most challenging All right we Gotta get a little bit tactical for you Tim we always get it So I'm not being mean here when That's it I don't think anyone's looking for a silver bullet but Someone wants to know what are some The personalization tactics You have seen with the highest impact

Tim Johnston 1:03:46 Yeah Are you I love a good technical question Hi to pack it Today like you know similar to To what Amy Say you're lucky In in what's the same like what It's been working for us and that's what I can reflect on you No when I when I think about our own programming and how we deliver Phillip first of all experiences all We touched on this before like I mean we're webinar coming here we Have a lot of engagement and Virtual Engagement In particular How do we create the experiences that unlock the data point that's ultimately where we want to get to is the wave We think about this is to better the experience We can create More data that would never walk profile those who want to know And with that data and insights ultimately personalization and for us Conversion All right so we will As we look at ways that One How can we design web Our experiences in society even as simple as what we're doing today How do we do create moments of interactivity Friday's experience This is one of those moments of being too tivity tell us right so Whether that's as simple as sports tech Because I know a questionnaire a survey within that x perience of asking questions or whether as a whole that brings Have a seat challenger a pain point that that audience never mind have whether it's even just a question You can see me questions are rolling through today and do How much behavioural and Sorry they did that Selecting here to help form the next step for us When I think about it I think about what If I can put that data In the hands of the people that need In most weather that's the marketer that is going to shape the next content experience Based on how these people are engaged Whether that's our sales partners right I don't know how to break into Have a count or P To create effectively or in a more personalised way For us we were to have them All right is right we think about engagement leads to conversion When we see the It's up to you to stop flooding in Now business the more engaged somebody is the more likely they are to actually convert into sales opportunities Are we lean Firstly on a engaging The school that we create out of out These experiences and we say Well it's an audience for an individual and that already Is this being scored greater Five out of 10 is the threshold we're saying that we've Members landing in creating a lot of data points a lot of interactions asking questions polls we take that data for and make that accessible in CRM and our sales sales All so that our sales partner Still looking at say well right off Carlos I can see that you just mentioned this is your biggest pain point And I can see that you issue with content I can also see that This isn't the first time You've been to one of our Episodes are now I have a purchase price I know that Alex is about sneeze Here's a look at all these amazing things So he's talking about an article personalise a message from so for us That is fine so far you know we're talking about cross team Collaboration and running in the same direction Just going is a whole A bunch of people that attended that event and say Alex would love to go talk to him or right audience this is about helping them find the needles in the haystack So in finding opportunities for first time Right So let me talk about it at a tactical level By far all the tech Thanks strategies we've deployed that reigns supreme court As a huge demand driver and it works very effectively particular When you it's hard to scale one to one messages to tell everybody we look at the way we'll Let's prioritise engagement based on On datapoint and how we can photons off the back of that So that's what's working well for us

Carlos Doughty 1:07:27 That's lovely stuff I think there'll be some jealous marketers out there Going sounds amazing i wish i had that probably some guilt SEPA is like A moment where in the world of we on a webinar we get a list the sales team Call it versus that next spreads of content and that kind of that rich scoring and engagement metric images The sprinkler People be envious

Tim Johnston 1:07:51 yeah The point is not Trading not all engagement should be treated the same way right like we're in 2020 To now so just be Somebody has rocked up to a webinar in attendance One of us go well great there's a hot lead To attend Belstaff Jatropha If we need to look deeper and one level deep Let's see what sort of engagement and having measure quality engagement Hello

Carlos Doughty 1:08:18 right over To me here's one thing How To ensure consistency and an everything to a single unified Experience of cross all your channels that some channels We'll have more touchpoints It's such an important question now more Never as well big because we've got more channels than ever Was it first stuffing they might have it was the first time gotten the public something in the last week or so saying that if the average Markets are uses more than 10 channels I think maybe 10 years ago was maybe four or something So yeah so over to you I feel inside Certainly

Amy Robson 1:08:54 yeah no No worries I feel like every time we leave You know it used to be like three and then say Then in more detail Like it's you know ever evolving and you know devices etc but I love this question You know I think you know and then Before like we're always talking around and how We deliver exceptional experiences You know And I mentioned before great You know an aggregator of data Obviously it's ADP but that's just how At the heart of the solution Think about again that that's either Baker My journey it's more complex And you know If you're looking to drive you know you better be marketing or deliver on the IBM store Energy for me you know Regarding channels He requires It really though and I think it relates really well to the conversation rapport with you Gabriel as well is to be To deliver consistency you need To ensure that yourself The marketing teams that are really well on lines As a component of that either organisational management But the other company My name is inshore that this solutions are aligned with the system that they will Working from a really alive integrated and able to work on the same data to Ensure that All of those touch points whether it's marketing workstyles reached out i consistent and relevant personalised so You at Adobe We've got it and engagement solutions We choose Marketo engage and The key component around that You know organisational soup Okay 100 You can agree with that I like to think By the technology again it's really about enabling that if you want physically sitting next to one another At least you've got that technology can Next thing the channels Connecting the touch points and connecting are you thoughts so that not to sell too any marketing team can be instantly enrolled And what that next conversation Should they or you know What was Those moments are what were those insights that needed to be acting on as well as ensuring that handoff from marketing to sales It's really seamless that a customer doesn't even know that That's happening so It's you know a really easy to libre in terms of that customer delivery Customer Journey sorry So I'd probably Police say you I'm having the right Technology you know for sales and Marketing team without In a CRM system you know my Being a working out of a marketing automation till you know ensuring that those two are real speaking to one Now that will enable you to really deliver on that consistent experience across Whatever those touch points It's might be And it's all it's all around informing And ensuring that they Working off the most up to date information so that you know As soon as you aisles are ready to engage and really concern that customer that account sorry I'm marketing can still really provide that egg How to ensure that there's a not a miss communication or And it's a really relevant support mechanism rather than suddenly go back to earlier in the funnel rather than so What the sales team actually needs So you know having a laugh my kiddo really nice tables that most children channels to be orchestrated across you know In person Online across multiple teams and really helps to break down these organised Functional silos that We were mentioning before because that's You know the king thing to really driving back to system and purse a lot I think experiences More complex database Customer Journey

Carlos Doughty 1:12:27 Okay Right I'm Gabriel and We are back to you It's a technology question you We can handle this one we can't have Have you say It's not about the Somebody wants to know One of the best tools to try Record report and Excessive personalization Seth Godin 1:12:47 Cool What's up

Gabriel Ponzanelli 1:12:50 Look I'd love to I just do something like We are really preparing for analytics and like math Take care But that's not really the case I'd say the truth is that again while technology is important Understand Hello Like why are you doing for sausage unfortunately goal what you expect to achieve from it Visit increase sales okay that's that's one thing from home existing customers new customers Is it a brand new segment that you're going after and are you doing personalization is it overtime Send them either experience for our customers like that we talked about before Notice that there's all these things that that are Like once upon a time that them Then try looking at the metrics by We'll help you identify What what it is what In orders that's no big deal yeah this is I'm gonna have to give up on me yeah it's it's if you want reports on the success of it report on the success of your business So strategy you can don't have a fragmented tech stack thing that is I think the most important I think if you just got here a bit of data there a bit of data over there it's never gonna work because all the data is going to be different it's all gonna be slightly from a different angle and just connecting the dots is impossible So I think I think once you define your strategy It is about In short You have the right text up there Wherever you are have actually talked to each other at A lot of a lot of our If a prospect would say that come to us and go Stop and Go away Free cheap things over there well That's gonna probably cost you more money in the long One and make everything harder But so like in Auckland are in our situation We've built integration with Adobe analytics with So we use data from Adobe analytics we've formed some The stuff that you pay to do with us right likewise we built an integration With a Wi Fi token Now if you are in in Adobe and European Summit is about to publish open you can check it for up to civility concrete quality is You know SEO and blah blah how much Inside the The ATM The CMS We built integration with Marketo Right filmmakers gonna launch a campaign landing pages we can check those four Accessibility SEO that kind of stuff All right The only way you can truly I think You can truly get reliable data By ensuring that all your texts Disconnect does not mean It's the Sugar CRM as Amy said they have So hats off to everyone else because otherwise is flying by For worse you're in Making with wrong data Data in thought is horrible

Carlos Doughty 1:15:49 Definitely I think you'll about starting with clear strategy With that is defining your Success I think we None of us want to end up in sort of vanity metrics we've got lots of tools that give us lots of insight for what we have Define from the outset really what's successes in whistleblowing Drinking

Gabriel Ponzanelli 1:16:09 A few of you are a few weeks Because time is a bit Learn these days but we We sent a survey to a lot Our customers in education we have the majority about these units are customers so send them a survey asking them You know about what's changed and what are you doing and all that kind of stuff right and what we've what we've had What is that timber it's really amazing insights but when The second bucket is that is Some things are measuring things like a It visits to the website or click over or that kind of thing but that Tying it all the way back to ROI We really are right into some Some of our friends are doing really cool stuff with that It's time time to hold All the way back in It's me Going across our tribution as well It's a whole can of worms It's hard But it's impossible unless you have your own entire tech stack actually rates in substitute

Carlos Doughty 1:17:07 Definitely yeah and it's a It's no easy thing to Get right in terms of the integration bits Right I'm Tim Farron Question of the day for you A lot It's one o'clock If you had to pick one just one What do you think is the most important metric in Marketing today which again sort of follows I'll finish conversation and Reporting and Analytics yeah

Tim Johnston 1:17:29 what do I get the top One Welcome The obvious answer is I mean looking at depends what you strategy is of course Benjamin has a As a marketer and in my shoes How do I help I connect what I'm doing to ultimately some business impact whether that be revenue churn reduction whatever this the The strategy is But ultimately you know I'm on the market to help pizza's here in this row But I think increasingly Sansa just one metric So I think a lot of people aren't thinking about mean we've got a lot of metrics and marketing No Get excited about All these These technologies are creating more metrics that we should be looking at this I think I think fundament For me in in Look first world that we found ourselves in This digital year Oh I think I think it's really putting a finger on what What engagement is and I touched on it before aside what what does good engagement look like We get very excited around Have no open rates and downloads of content and time on site and repeated design All metrics that we look at that determine engagement by For me it's it's the quality engagement and what how do we help get something out of them We need to fundamentally think It's about recruiting creating experiences that create the Adrienne and you know coring and using putting that data interaction that's That's ultimate So determined What is What good engagement looks like and owning Knowing that and then putting that into action is a metric that We think about a lot here There are a lot of tools and tips technologies that help Give you a definition of engagement but for US It's nothing gay testable that I was talking about earlier stuff honing in on the sweet spot and then put Those little data points each action to Drug conversion that's That's That's probably my favourite metric I talk a lot about with my team

Carlos Doughty 1:19:27 Fantastic thanks Tim I mean you're fine One What's your biggest tip for Designing and Delivering personalised content effectively Cross multiple regions think a question that probably quite If you're interested in We've got quite a few different people With us today Alright so what was it

Amy Robson 1:19:48 What's the question again sorry at you cut out This year

Carlos Doughty 1:19:51 you What's up This tip for designing and delivering personalised care To effectively across multiple regions It's

Amy Robson 1:20:03 Good Questions So in terms of delivering press was content across different ways regions you know this kind of comes back to the notion of really Being able to personalise and scale isn't it really listened to what your your cause limits are actually forming you around what they're requiring in the nuances of those different regions across the You know the world you know this is something We do an Adobe consistently you think We're a global company You know that has new sits around You know how we go to market You know the different events We haven't marked it so I think it's it's really Really understanding The region's like I'm a product marketer Out of a passage really good on AIPAC So I'm able to really kind of Bring back that in inside and understanding around you Next what are the nuances of our region SS you know the rest To the world and then feeding that back in to a global strategy To help inform As you know improve on that experience moving forward

Carlos Doughty 1:20:59 Thank you Gabriel Tough one

Gabriel Ponzanelli 1:21:04 Memorial Park and others piggyback on that one Because one thing come back because it's something we've been struggling With as well is the whole jail Location store I think we need to We'll have everything back Always right because it's the theology let's have a Technology advantage matters a personalised content on mobiles websites based on on the edge based on different regions and materials Australia is on CBS if you're somewhere else we will see you guys the problem Technology is that Advances everywhere matters the ones that the market is you by the water as well Again with that is things like for example Have a VPN using a VPN to match Where you are from right on Just not allowing your browser to Location Because I've seen some some from it Businesses relied so much on on geolocation But but The ad can kind of fall apart a little bit when When there's legal implications Look around choice I've been in some locations But if somebody goes We allow the the Your browser procedure Okay turn Then why do you shop right The income that follows In a piece of content by thing happened with mobiles as well why didn't you know Apple and All the stuff that they're doing with value chain not allowing it hopes to see you Sorry that's falling apart there So they launched last year the I caught progress really which is if you're using Safari on a on a on a Mac or You're trying to go to a website and if you have enable you can actually choose If you want to share your your exact location or just share Country and timezone right so if you have optimising your free content for someone in Melbourne in some cases Somebody in Sydney People are using Apple devices that's all going to work All right so So good to have a fullback well The generic story but but goes to Costa Rica I've been thinking about that How to talk with a customer We're definitely about something similar That's super interesting yeah

Carlos Doughty 1:23:15 It was so relevant that you can have also having that fallback You've got something to jump into if you're missing some of those data points that could otherwise inform Actually I want to say screen back to you for a moment When we were talking about the future of market thing we touched on Metaverse bits and pieces Let's bring it back personalization actually we just did I'm trying to borrow your thoughts I'll see Take a little bit of insight on what Do you see that's going to change in personalization what trends are gonna play out too In the next five years

Amy Robson 1:23:50 personalization trends and In the next five years I feel like When we talk about 5g In this world so much like from here things progressed so fast But look I think you know when they say about the future of tech Motivation sorry there's one thing that It's really clear me personally inflation isn't going anywhere you know It is you know no longer optional now you know We're here to say It's super relevant on both days They invaded the businesses And I think there was a Research by McKinsey paper as it said 76% of Those that were in the survey sorry He or customers said They got really frustrated how companies didn't personalise to them so This sucks but it's really Believe it personalization is not going anywhere A key thing that I think has been talked through throughout today though Is the dependencies around press migration data and the data I'm sorry I think this is going to be an even greater focus Moving Forward especially when we're seeing You know change Using regulation or 10 using third party code He gets affected differently Ah and I think it really back to something six that earlier well is you know it's also Ensuring that you know customers are happy leaders share their influence So long as there's trust There's you know To be honest probably more so like a better value exchange and actually sharing this data with the next Customers and not being surprised Like he said I love the way that he he kind of looked at that as well so We know Customers themes Sometimes rosters shared data but they are also wanting it personalised experience that really honing in on And that value exchange but all So in short that you're Creating that trust And Okay mean their consent to be able to use that information I think is going to be seen To enable personal As a nation moving forward The other trend probably exactly What we were talking about before you know The Proliferation their channels and devices and new expense variances that can be personalised You know we saw the way Think of IoT that many have asked you know what's next Do you know that So many opportunities with that I'm with Newton technologies in car car Never but you know that also comes back to data You know through these experiences you'll be collecting more data sets we ensure that It's driven by privacy driven by trust and you're ready to be able to do collide and activate on that Wow and then The only other thing I've covered As they say they're around trends and personalization is I think we'll continue this The customer expect tations increase as well That's really Around expecting that person less experienced our time today where they are the channel And in three All time so there's that I think there's a expected to be on no latency as well so yeah probably say that

Carlos Doughty 1:26:55 I think Just the the one that really jumps out for me is that permission the consent side Things You think of So with the death of the first part Cookie obviously more personal b2c space and the b2b but think it also It was just something great is the is the train changing legislation that's increasing Making a play out whether it's Apple sort of closing You think you can listen to my If no way as well I think yeah it's Marketers that really provide that higher value exchange that that want to share data there Moving to Whether you whether it's zero Winning equals zero Well it's your first party or both yeah I think yeah no We have data that truly Is Begin with one So I think is going to are going to be the marches that When And then there refiling Gabriel we've got a few moments You just on that permission point wouldn't speak up upon in your opinion What's the most interesting way that permits shoe marketing has evolved Good morning

Gabriel Ponzanelli 1:27:58 Wow that's that's a second wrote the book on the question mark In the late 90s

Carlos Doughty 1:28:03 No pressure

Gabriel Ponzanelli 1:28:08 All right It's actually it's funny represent the The things that Seth has written relevant they are today as well or how How can he he's actually seen to the future quite a successful I think at the time when when when when he wrote the book The tension between digital and Visual advertising was what's gonna Believe it or not I was I was I was posting We'll be off of that year working in digital character like TVs data and blah blah blah I don't think any of that is true Now what permission marketing will yours is yours I think from memory So in this book says that it has has to be anticipated personal and relevant Remember Back to the anticipated is the The opening right they gave you permission They said yes I want your content that's fine whereas the that is right Six customers of yours can cope then you can you have permission to do the marketing is done First of all and they're relevant where I see a lot of change I have a hard time As an example right it like as I said before we are very involved in indexes memory space and helping our customers going to ensure that the whole thing accessible to everyone in what I see many many organisation Do is not realised The importance of this or maybe they just don't care Which is pretty sad but you can see Don't send a piece of content to someone has to be subscribed to you contents are here it's anticipated It's not something that truly Once it's relevant take But they can't read it because they have a visual Burma for example right in which Design team thought that you know Super thin font Sending 12 points on a white background with pink font look really cool no longer personal because I say I've said instead of the beginning right first of all the difference personalization and virtual is personalised about convenience Can I just So so the whole thing just falls apart right so I think the biggest changes that are I've seen at least four Sonia obviously biassed Excellent the space that I'm in but it's it's hard In Canada the awareness around accessibility passivity or lack I think that is it Not just The tactics of what we're doing It's kind of a fundraiser I mean and respect to everyone but Interesting because people tend to think about this ability as someone that is legally blind The reality is that I'll use it talk once one of the largest brands in the world With my iPad and I saw promo about the work we've been doing on Accessibility and it was a Think back With a very simple battery Explain what it was enough for me to carry going Like I can read this I'm Not legally blind I just happen to wear glasses This is getting old I think that that is true so wherever Anybody that is is still young When wearing glasses it gets worse Like I have To give my My kids And of staff by liking we ingredients so complexity is big and they just want one thing that is such a such It's really interesting to introspect for different cultural backgrounds in different licences flights and I think permission marketing is changing a one size fits all doesn't work but I don't I think we can go down the Good day One to One because that's I mean we got million customers that's impossible right so NATO we All right Things like accessibility like inclusivity like you're all hairpin into the into the story So that's where I see that big

Carlos Doughty 1:31:58 I think the word that jumped out Maybe there was inclusivity I think that's It's an important word and one that we as Mark should pay more attention to Hey guys Look it's been an absolute pleasure We are all out of time so far and foremost man So thank you for everybody for joining us for sharing your lovely insights I know we've still got unanswered question shouldn't say Everyone still don't The He will reach out to you and they will come back and help answer all of Have the questions you had so not to worry And then I also wanted to say I must say thank you again to our staff answers 130 for Adobe slight improvement for making this possible without them it's not possible Simply support us by supporting them And we will be in contact Very soon All Day It's a fun one we are going to be in And we are going to be in Sydney And so we will be running an amazing event This November I Anatomy and permitting but certainly We have every intention to be better I remember doing that in Person thanks so much hoped to also meet our panellists and our audience In person Thanks again and chat very soon Another dial up Thank you Hey fellas thanks everyone