Due to a lack of skills, resources, or time, companies usually choose a broad approach for their outreach instead of trying segmentation. Thus, in this Expert Insight Interview, Zack Gutin discusses hyper-personalization as the main differentiator. Zack Gutin is the President and Founder of ThinkAlike Media, helping B2B companies in their outreach.
The interview discusses:
- Benefits of hyper-personalization
- Success stories
- Finding new opportunities
Improvement in targeting and messaging strategies brings better results when it comes to the company’s outreach. If messages that we send to the audience are too broad, nobody will get intrigued by them. For the message to stand out among thousands of marketing messages we get daily, it has to intrigue, impact, or affect a person in a certain way. It has to show the value that buyers will get from the product or service. However, it also has to be sent to the right audience. With higher personalization, we can easily find the perfect persona for the product or service and establish the use case.
The hyper-personalization approach can grow smaller companies into acquisitions worth millions of dollars. For instance, a smaller company in the shipping and logistics industry closed the deal to track the wholesale market shipments for a giant such as Pepsi. This deal completely changed the business dynamics for that company. This little company was able to close the deal with Pepsi because it had the right targeting. In B2B sales, it is all about consensus. Thus, you have to be strategic in your targeting because there are usually more than one decision-makers, and you have to target the right company departments.
Another example is a meditation coach whose primary idea was to build an online meditation course for B2C but ended up making B2B partnerships with rehabilitation clinics all over the United States. It is a perfect example of branching out to another business model and adapting your product or service to the rising opportunity.
B2B can have the same conversational but not too overwhelming email marketing strategy as B2C. It offers a huge opportunity for international outreach and sales growth. Despite sales and marketing, hyper-personalization also involves a component of market research. It targets markets where you can make a deal for sure, but it also enables you to discover new markets or industries that might be worthy of trying as well.
This pandemic showed us how important pivoting is in business. Companies had to innovate, branch out to adjacent markets, transform their products or services to become completely virtual, etc. Companies that did experimenting and found ways to adapt to the new circumstances are the ones who benefited.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
After beginning his career as Marketing Manager of Script Magazine and launching the Scriptwriters Showcase event at Universal Studios, Zack Gutin rose to become Vice President of Sales at Final Draft Inc, an industry-leading software firm in media and entertainment.