Episode 1 - B2B Marketing Personalization | SalesWings MarTech Podcast

Description

🎙️ Episode: Unlocking Growth with Marketing Personalization SalesWings Interactions

In this episode of the SalesWings Marketing Personalization Podcast, we dive into Marketing Personalization linked to the launch of SalesWings Interactions—a powerful yet lightweight personalization solution that empowers marketing teams to deliver context-aware and timely engagements without the complexity of heavy coding or long implementation cycles.

You’ll discover why personalization has become mission-critical for growth in both B2B and B2B2C industries, with compelling statistics on how it directly boosts revenue, engagement, and conversion rates.

We explore how first-party intent data is the fuel behind personalization that truly resonates—powering campaigns with AI-driven chatbots, tailored videos, dynamic pop-ups, and other personalized experiences. From quick seasonal promotions to sophisticated account-based marketing (ABM) campaigns, you’ll learn practical ideas to engage your audiences in smarter, more meaningful ways.

Whether you’re looking to accelerate lead generation, optimize customer journeys, or prove the ROI of personalization, this episode shows how SalesWings Interactions makes it achievable for every marketing team. And the best part? You can experience it yourself through a free trial designed to demonstrate its impact from day one.

👉 Tune in and find out how SalesWings Interactions is helping marketers drive growth through personalization that works.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Transcription

Speaker #0
You know, in a world that's just absolutely flooded with information and let's face it, our attention spans seem to be shrinking, sending out those generic messages, it just doesn't really connect anymore.
Speaker #1
No, it really doesn't. It's like shouting into the wind.
Speaker #0
Exactly. So today we're doing a deep dive into a really critical shift happening in marketing, personalization.
Speaker #1
Right. It's gone way past being just a nice to have. Now it's, well, it's pretty much essential for any business that wants to grow.
Speaker #0
Our mission here is to unpack why it's so vital, figure out where it gives you the biggest bang for your buck, and also talk about how some, you know, newer solutions are making this powerful stuff accessible. Yeah,
Speaker #1
accessible for creative marketing teams like yours, offering sort of agile alternatives when those huge enterprise platforms might just be overkill.
Speaker #0
So let's start there. Why has personalization become so non-negotiable? What's really changed with buyers?
Speaker #1
Well, fundamentally, it's about expectations. McKinsey actually found that a huge majority, something like 71% of buyers, now expect every single touchpoint with a brand to be personalized.
Speaker #0
Wow, 71%.
Speaker #1
Yeah, and based on first-party data too, you have the valuable info you collect directly about your own customers, their preferences, their behavior.
Speaker #0
That high number, it really frames it, doesn't it? This isn't just a trend, it's the baseline now. Yeah. And the impact on revenue is pretty stark too.
Speaker #1
Oh, absolutely. the firms that really nail this individual level targeting, they're capturing about 40% more revenue compared to competitors who are slower on the uptake.
Speaker #0
40% more.
Speaker #1
Yeah. And that's especially crucial now, right? Because traffic acquisition costs, well, they just keep going up. So personalization isn't just like a slightly better email subject. It's a proven way to accelerate your pipeline across all your channels, really, whether you're B2B or even B2BDC.
Speaker #0
And the data. It really backs this up strongly. I saw ON24's latest report mentioned personalized digital experiences, nearly double click-throughs on calls to action.
Speaker #1
Exactly. And they're four times more likely to actually move buyers along in their journey.
Speaker #0
And MailChimp, too, right? Their segmentation study showed like 14% higher opens on email and double the clicks.
Speaker #1
Double the clicks. It all points to efficiency. Personalization, it really helps shorten those buyer cycles. How so? Well... By cutting out the irrelevant stuff, the noise, and putting what prospects are actually thinking about right in front of them, you just compress that time it takes for them to see the value.
Speaker #0
Makes sense.
Speaker #1
Philip Schweizer, he's the CEO of SalesWings. You put it really well. He said something like, marketers often think about engagement like these fixed timeline journeys. But every lead's timeline is different. Meeting them in the moment, especially on your website, that's critical.
Speaker #0
That in-the-moment idea. Okay, so that leads perfectly to the next question. Where does this in-the-moment stuff really shine? Which channels matter most?
Speaker #1
Well, email's still key for managing those long B2B journeys. But your website, that's often the finish line. That's where intent really peaks. And things like content hubs, virtual events, they're right up there too. I mean, think about it. A prospect lands on your comparison page. They're basically telling you, I'm evaluating options. So if you just have a generic contact us link there, Yeah. Well... you might lose them.
Speaker #0
So instead you could.
Speaker #1
Imagine replacing that with, say, an attention-grabbing schedule or popping up right then and there. Yeah. You capture that high intent immediately before they click away. It makes you ask, are you really using your website like a dynamic tool?
Speaker #0
And it doesn't have to be super complex either, right? You mentioned pop-ups. Those timely, targeted ones can still work really well.
Speaker #1
Oh, definitely. Get Site Control. They report average click-throughs of like 10% on mobile, 7% on desktop for pop-ups, and the best ones. Over 20%. Wow. Which is exactly where a solution like SalesWings Interactions fits in. It's designed as a more lightweight personalization tool.
Speaker #0
To kind of tackle that complexity issue.
Speaker #1
Exactly. And empower marketers to actually be creative without getting bogged down. A key thing is how fast you can deploy it.
Speaker #0
Not months, you mean.
Speaker #1
Right. Often we're talking days, not months, like some of the bigger platforms. So you can get true one-to-one experiences going at scale without needing, you know. tons of new code or these massive implementation projects.
Speaker #0
So how does it work technically?
Speaker #1
Well, it's essentially a flexible engagement layer. It uses that valuable first party intent data from SalesDwin's own analytics engine. And then marketers get this intuitive drag and drop builder.
Speaker #0
Drag and drop, okay.
Speaker #1
Yeah, so they can easily embed things like AI chatbots or videos, images, even integrate web forms from other systems they use, maybe Marketing Cloud or Braze or really any HTML content. directly onto the site. targeted based on that intent.
Speaker #0
And I saw they even have an inspiration guide for campaigns showing different ways to use it.
Speaker #1
Yeah, it covers a lot. Things like seasonal promotions, event signups, specific tactics for converting those high intent visitors, or showing different content based on buyer personas.
Speaker #0
So really practical examples.
Speaker #1
Exactly. All aimed at accelerating that pipeline growth by moving away from generic blasts to timely context aware interactions.
Speaker #0
Okay, so wrapping this up. What's the big takeaway for our listeners? For you?
Speaker #1
Look, personalization is arguably one of the most, maybe the most impactful lever a CMO can pull right now. If you want to accelerate growth, drive actually qualified pipeline.
Speaker #0
This is key. And tools like SalesWings Interactions offer that power for email, but crucially also right there on your website.
Speaker #1
Precisely. Providing those really intentional lead and account engagements, but without creating, you know, new data silos or these huge... IT headaches.
Speaker #0
We definitely encourage you to check it out. There's a free SalesWings interactions trial available.
Speaker #1
Yeah, and most teams actually get it up and running in less than a couple hours. So you can pretty quickly get some hard numbers to see how it compares to what you were doing before.
Speaker #0
So a final thought to leave you with. Considering how much it costs to get traffic and how little attention we all have, maybe it's time to ask, how could you rethink your website? Not just as a brochure, but as a dynamic, truly responsive partner in your sales funnel, ready to meet. every single visitor right where they are in their moment of need.
Speaker #1
Something to definitely think about.
Speaker #0
Indeed. Until next time on The Deep Dive.

Description

🎙️ Episode: Unlocking Growth with Marketing Personalization SalesWings Interactions

👉 Tune in and find out how SalesWings Interactions is helping marketers drive growth through personalization that works.

Hosted on Ausha. See ausha.co/privacy-policy for more information.

Transcription

Speaker #0
You know, in a world that's just absolutely flooded with information and let's face it, our attention spans seem to be shrinking, sending out those generic messages, it just doesn't really connect anymore.
Speaker #1
No, it really doesn't. It's like shouting into the wind.
Speaker #0
Exactly. So today we're doing a deep dive into a really critical shift happening in marketing, personalization.
Speaker #1
Right. It's gone way past being just a nice to have. Now it's, well, it's pretty much essential for any business that wants to grow.
Speaker #0
Our mission here is to unpack why it's so vital, figure out where it gives you the biggest bang for your buck, and also talk about how some, you know, newer solutions are making this powerful stuff accessible. Yeah,
Speaker #1
accessible for creative marketing teams like yours, offering sort of agile alternatives when those huge enterprise platforms might just be overkill.
Speaker #0
So let's start there. Why has personalization become so non-negotiable? What's really changed with buyers?
Speaker #1
Well, fundamentally, it's about expectations. McKinsey actually found that a huge majority, something like 71% of buyers, now expect every single touchpoint with a brand to be personalized.
Speaker #0
Wow, 71%.
Speaker #1
Yeah, and based on first-party data too, you have the valuable info you collect directly about your own customers, their preferences, their behavior.
Speaker #0
That high number, it really frames it, doesn't it? This isn't just a trend, it's the baseline now. Yeah. And the impact on revenue is pretty stark too.
Speaker #1
Oh, absolutely. the firms that really nail this individual level targeting, they're capturing about 40% more revenue compared to competitors who are slower on the uptake.
Speaker #0
40% more.
Speaker #1
Yeah. And that's especially crucial now, right? Because traffic acquisition costs, well, they just keep going up. So personalization isn't just like a slightly better email subject. It's a proven way to accelerate your pipeline across all your channels, really, whether you're B2B or even B2BDC.
Speaker #0
And the data. It really backs this up strongly. I saw ON24's latest report mentioned personalized digital experiences, nearly double click-throughs on calls to action.
Speaker #1
Exactly. And they're four times more likely to actually move buyers along in their journey.
Speaker #0
And MailChimp, too, right? Their segmentation study showed like 14% higher opens on email and double the clicks.
Speaker #1
Double the clicks. It all points to efficiency. Personalization, it really helps shorten those buyer cycles. How so? Well... By cutting out the irrelevant stuff, the noise, and putting what prospects are actually thinking about right in front of them, you just compress that time it takes for them to see the value.
Speaker #0
Makes sense.
Speaker #1
Philip Schweizer, he's the CEO of SalesWings. You put it really well. He said something like, marketers often think about engagement like these fixed timeline journeys. But every lead's timeline is different. Meeting them in the moment, especially on your website, that's critical.
Speaker #0
That in-the-moment idea. Okay, so that leads perfectly to the next question. Where does this in-the-moment stuff really shine? Which channels matter most?
Speaker #1
Well, email's still key for managing those long B2B journeys. But your website, that's often the finish line. That's where intent really peaks. And things like content hubs, virtual events, they're right up there too. I mean, think about it. A prospect lands on your comparison page. They're basically telling you, I'm evaluating options. So if you just have a generic contact us link there, Yeah. Well... you might lose them.
Speaker #0
So instead you could.
Speaker #1
Imagine replacing that with, say, an attention-grabbing schedule or popping up right then and there. Yeah. You capture that high intent immediately before they click away. It makes you ask, are you really using your website like a dynamic tool?
Speaker #0
And it doesn't have to be super complex either, right? You mentioned pop-ups. Those timely, targeted ones can still work really well.
Speaker #1
Oh, definitely. Get Site Control. They report average click-throughs of like 10% on mobile, 7% on desktop for pop-ups, and the best ones. Over 20%. Wow. Which is exactly where a solution like SalesWings Interactions fits in. It's designed as a more lightweight personalization tool.
Speaker #0
To kind of tackle that complexity issue.
Speaker #1
Exactly. And empower marketers to actually be creative without getting bogged down. A key thing is how fast you can deploy it.
Speaker #0
Not months, you mean.
Speaker #1
Right. Often we're talking days, not months, like some of the bigger platforms. So you can get true one-to-one experiences going at scale without needing, you know. tons of new code or these massive implementation projects.
Speaker #0
So how does it work technically?
Speaker #1
Well, it's essentially a flexible engagement layer. It uses that valuable first party intent data from SalesDwin's own analytics engine. And then marketers get this intuitive drag and drop builder.
Speaker #0
Drag and drop, okay.
Speaker #1
Yeah, so they can easily embed things like AI chatbots or videos, images, even integrate web forms from other systems they use, maybe Marketing Cloud or Braze or really any HTML content. directly onto the site. targeted based on that intent.
Speaker #0
And I saw they even have an inspiration guide for campaigns showing different ways to use it.
Speaker #1
Yeah, it covers a lot. Things like seasonal promotions, event signups, specific tactics for converting those high intent visitors, or showing different content based on buyer personas.
Speaker #0
So really practical examples.
Speaker #1
Exactly. All aimed at accelerating that pipeline growth by moving away from generic blasts to timely context aware interactions.
Speaker #0
Okay, so wrapping this up. What's the big takeaway for our listeners? For you?
Speaker #1
Look, personalization is arguably one of the most, maybe the most impactful lever a CMO can pull right now. If you want to accelerate growth, drive actually qualified pipeline.
Speaker #0
This is key. And tools like SalesWings Interactions offer that power for email, but crucially also right there on your website.
Speaker #1
Precisely. Providing those really intentional lead and account engagements, but without creating, you know, new data silos or these huge... IT headaches.
Speaker #0
We definitely encourage you to check it out. There's a free SalesWings interactions trial available.
Speaker #1
Yeah, and most teams actually get it up and running in less than a couple hours. So you can pretty quickly get some hard numbers to see how it compares to what you were doing before.
Speaker #0
So a final thought to leave you with. Considering how much it costs to get traffic and how little attention we all have, maybe it's time to ask, how could you rethink your website? Not just as a brochure, but as a dynamic, truly responsive partner in your sales funnel, ready to meet. every single visitor right where they are in their moment of need.
Speaker #1
Something to definitely think about.
Speaker #0
Indeed. Until next time on The Deep Dive.

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