What does personalization actually mean — Randy Frisch // Uberflip
Randy Frisch
Uberflip
- Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2 What does personalization actually mean — Randy Frisch // Uberflip
- Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Show Notes
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02:37The shift in personalization expectations of consumersConsumers now expect personalization from brands, based on popular companies like Spotify personalizing their content recommendations based on their past behavior. Personalizing content has become essential to inform the next step and to solve problems for consumers.
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07:05Navigating the balance of personalization and building trustThe decision to allow apps and websites to track our behavior is based on the perceived value of the app or website. We must be clear and simple when asking for personal information and show how it will be used to continue to add value to the user experience.
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10:27Using progressive profiling to build trust and acquire customer informationCompanies need to move away from asking for too much information upfront, resulting in low conversion rates on landing pages. Progressive profiling allows for building better user profiles by gradually asking for minimal information as they engage with more content.
Quotes
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"Spotify has set the expectation that we log in and get recommendations based on our past purchase decisions that need to inform the next step and that needs to inform the ability to solve problems." -Randy Frisch, President, Uberflip
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"10 years ago, if we got an email and they knew our first name, we said, this was the coolest thing ever. Fast forward 10 years and we're like, how did this new company out there get my name?" -Randy Frisch, President, Uberflip
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"Research from Deloitte indicates only 33% of people are accepting cookies. That means we're doing something on the website to give a signal that we're not going to be able to solve your problem." -Randy Frisch, President, Uberflip
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"The average conversion rate on a landing page where we gate content is around 2.7%. Meaning, two or three out of every visitor to that landing page will actually complete the form." -Randy Frisch, President, Uberflip
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"If we can serve up relevant content, we can keep them there, and we can expedite someone through that buyer journey." -Randy Frisch, President, Uberflip
- Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2 What does personalization actually mean — Randy Frisch // Uberflip
- Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Up Next:
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Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don’t have the right content to solve their problems, they’ll move on to the next website. Content marketing’s biggest issue currently is that content isn’t being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap.
Play Podcast -
Part 2What does personalization actually mean — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means.
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Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers.
Play Podcast
