Introduction Thanks to having what I think is the greatest job I've ever had with the team here at Air Traffic Control, I've had a front..
Signals and Content: A conversation with Penguin AI's founder John DiLoreto
Introduction
I had a chance to connect with Penguin AI's co-founder, John DiLoreto, and I was struck by how rapidly GTM is evolving. We all know it's moving really, really fast.
But the way it's evolving is actually getting very clear, very quickly.
Penguin, a pioneering sales tech company, offers a compelling solution by identifying the entities - even specifically the humans - behind web traffic. Knowing who is visiting your website not only enhances the ability to tailor interactions but also ensures that marketing efforts are not wasted on disinterested parties. This level of insight is crucial for businesses aiming to optimize their engagement strategies and convert visitors into loyal customers.
Signals like these are the future bedrock of GTM (except they're literally here right now).
Air Traffic Control can leverage these signals and take personalization a step further. By integrating with major marketing platforms like HubSpot, Air Traffic Control utilizes an 'interest graph' to distribute the most relevant content to each visitor. Whether it's a blog post, a case study, or a product demo, ensuring that the right content reaches the right audience at the right time can significantly amplify conversion rates and enhance the customer experience.
The opportunity for revenue leaders is to create a bedrock of signals, systems that translate those signals and your assets into the next best personalized action, and delivery tools to put them in front of prospects and customers.
Personalization in Marketing
Do we even have to write about why this matters? This started as an editor's note, but the editor's note is the conversation. If you're unsure that personalization matters my guess is that you're just suffering PTSD (Personalization Traumatic Stress Disorder) where vendors have promised the moon and all you got was "Hi, [FIRST] - It's so cool that you are [JOB TITLE]. Wanna buy some of our stuff?" Still, when it's done right - and, yes, we know that doesn't happen very often - personalization not only enhances customer satisfaction but also significantly boosts the likelihood of repeat visits and purchases (BlastX Consulting).
There are things we have to get right to make actual personalization possible.
First, a common and clean view of the (customer) universe. You need systems and integrations at the top of your list or everything else is going to fall apart. But when you get it right, it feeds everything else.
Sure, that includes the use of artificial intelligence (AI) which is kinda sorta becoming indispensable? AI holds the promise of facilitating smarter, data-driven decisions that help in tailoring marketing efforts to the individual preferences and behaviors of customers. That, in turn, allows businesses to shift their focus from manual operations to more strategic activities, thus enhancing the overall efficiency and effectiveness of marketing campaigns (Gartner).
I'm biased, but THAT IS WHAT ATC DOES.
John DiLoreto, in our call, had some excellent thoughts on the importance of real-time data for effective personalization. He highlighted the value of understanding visitor behaviors on websites, which can be leveraged to tailor content and interactions that meet the specific needs of each visitor. This approach not only caters to the individual preferences of customers but also significantly enhances the potential for engagement and conversion.
There are two places speed is an obsession of mine:
1) For my concrete-legged Little Leaguers when they get on base (no, dude, don't look at me when I tell you to steal. JUST GO!")
2) In sales follow up.
What John and I dug into was really the power of signals from sources like Penguin driving engines like ATC. I agree one billion percent.
Market Trends and Needs
The timing of this call to another one with Mark Kilens of TACK and ClubPF was uncanny (or maybe common themes are emerging because they ARE the emerging themes of GTM?).
It's all about the focus on creating genuine connections through values-driven marketing. Buyers increasingly expect companies to have a deep understanding of not only what they're buying but also what they believe in and value (Think with Google).
HOW DO YOU MAKE YOUR BUYERS FEEL?
If you can't answer that quickly, work it out.
Some of the response has been the way marketers are investing in new content formats like short-form videos and interactive media as even TikTok and Instagram are being rapidly adopted in B2B. They've been in B2C forever. And for all the pundits who have said that even B2B buyers are people, not businesses, we are only just not figuring this shit stuff out. (HubSpot Blog) (Adobe Business).
John, in our call, drilled into how pivotal immediacy and relevance of content delivery has become. I loved when he said, "But what am I gonna talk about? Right? I need a signal to really kick that off," highlighting the necessity for marketers to be agile and responsive in their strategies to effectively engage consumers.
Overall, these trends suggest a dynamic and responsive marketing environment where technology and values-driven content play crucial roles in shaping successful marketing strategies. As brands navigate these changes, the ability to adapt and innovate remains key to maintaining relevance and driving consumer engagement.
Conclusion
Maybe everybody already knows this and just can't get there. But my sense is that the future of marketing is being written right now in a way that is going to be so durable and so powerful:
- Get a single source of truth. Not single source of data. TRUTH.
- Feed that source with signals from tools like Penguin, Clay, Apollo, BuiltWith, SEC filings and whatever else makes a difference in the way you speak to and about your customers.
- Activate those signals with an intelligence layer that works for you rather than making you work. Yes, I'm biased, but that's where Air Traffic Control comes in.
- Deliver through the tools that give you the best range of channels, control and intelligence - HubSpot, Marketo, Salesforce, Klaviyo, SalesLoft, Outreach, LinkedIn, etc.
If you'r struggling to figure out what your stack looks like, I'm happy to chat. We aren't the whole thing. Nobody is. And I love a lot of really smart vendors out there that work really well with the major systems you already rely on.
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