Mastering B2B Engagement: Hyper-Personalization and Multithreading with Mariana Cogan

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One of the main goals of a Chief Marketing Officer (CMO) is to build a pipeline that effectively converts into revenue. To accomplish this, they must craft highly personalized experiences for potential customers while ensuring their content is engaging and valuable.

In this episode, Mariana Cogan, CMO of People.ai, shares her unique tactics for tracking conversions, understanding digital journeys, and using tools like Hotjar and UserTesting.com to create a highly personalized, multithreaded experience.

She emphasizes that multithreading deals involving engaging multiple organizational stakeholders can significantly increase the win rate by 34%. Mariana argues that understanding the relationship between these business units and creating personalized connections is critical to the success of these multithreaded deals.

Main Takeaways:

• Personalized, multi-threaded experiences combined with conversion tactics and MarTech tools significantly enhance win rates and conversion tracking.
• ‘Snackable content,’ involving bite-sized, easily digestible information, boosts customer engagement and is critical in successful conversions.
• Understanding the buyer’s journey and timely, tailored content delivery significantly improves customer experiences and sales win rates.
• Leveraging technology and diversity for one-to-one customer connections provides deeper insights into customer needs, fortifying relationships and customer experiences.
• Grasping the dynamics between various business units allows businesses to customize their services, positioning them as the preferred choice for customers.

People.ai’s Stack and Tools:

• People.ai: A sales intelligence platform that helps sales professionals identify and engage with qualified prospects, manage their pipeline, and close more deals.
• WordPress: A content management system (CMS) that powers over 40% of all websites on the internet.
• Salesforce: A cloud-based CRM platform that enables businesses to manage customer data, sales operations, and marketing campaigns.
• Mercado: Purpose-built import order management system. Connecting brands to the people who make and move their products so they can easily plan, buy, and move their products online.
• UserTesting.com: A user research platform that allows businesses to get feedback on their website or product from real users in minutes.
• Walnut: No code platform to create short software demos.
• Drift: A conversational marketing platform that helps businesses turn website visitors into customers through live chat and chatbots.
• 6Sense: A sales and marketing engagement platform that helps businesses identify and engage with the right buyers at the right time.
• Google Analytics: A web analytics platform that helps businesses track and analyze website traffic data.

The Importance of Snackability in Content

With today’s fast-paced lifestyle, attention spans are shorter than ever. This makes it essential for you to create ‘snackable’ content – content delivered in bite-sized pieces that are easily digestible and quick to consume. By ensuring your content is snackable, prospective customers are more likely to engage with it, moving further down the sales pipeline.

Multithreading: Touching Base with Multiple Stakeholders

Multithreading is a strategy that involves engaging multiple stakeholders within an organization. This builds momentum and increases the likelihood of closing deals. By addressing the needs and concerns of each stakeholder, more robust relationships can be cultivated, ensuring all parties are working towards a common goal.

Large enterprise deals increase their win rate by 34% when multithreaded.

The Role of Account Intelligence in Personalization

Understanding the dynamics within an organization is critical to delivering personalized experiences to potential customers. Using account intelligence, you can customize your messaging and content to address each stakeholder’s needs and pain points. Such personalized experiences build trust and credibility, significantly enhancing lead conversion rates.

The Influence of Video in Conversions

Video has emerged as a potent tool in driving conversions. It enables you to present your message engagingly and dynamically, capturing the attention of potential customers and increasing their likelihood of taking action. Short, snackable videos highlighting your product or service’s key benefits and features can effectively drive conversions.

The Journey to Revenue Generation

Building a quality pipeline that converts into revenue requires a strategic and personalized approach. By creating snackable content, engaging multiple stakeholders, leveraging account intelligence, and harnessing the power of video and emerging technologies, you can heighten the customer experience and increase your chances of success.

Being in the B2B space, it doesn’t really mean that you’re selling to old buildings. It’s a business to human.

Stay ahead of the curve by embracing new technologies and strategies that align with your target audience’s changing needs and preferences. This is how you can build a revenue-generating machine that drives growth and success for your business. The future of revenue generation is here, and it’s time for you to seize it.

Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.