Personalization

Communications that address prospects by name and incorporates content based on prospects’ unique needs and characteristics to focus on their pain points and recommend solutions. Prove that you know the person and their individual history with your company.

Dan Baird

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AI also traditionally relied on historical data to make predictions about the future. But we’re in a new world now; the past can only tell us about the past. Today’s AI and automation are equipped to start aggregating new data to begin to make accurate predictions/prescriptions.
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How marketing and sales AI can make your brand more human
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AI helps us collect, build, and act on, a huge bank of emotion-related data. And personalization -- if it's going to be effective -- must invoke human emotion.
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This is a Good Time to Revisit Your Value Proposition
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This is a Good Time to Revisit Your Value Proposition

Depending on context, the value proposition a company has today — no matter how good — might need to change. Perhaps some your prospects have altered or changed their priorities? Does your value proposition still resonate with these new priorities?
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Using AI to do business mid-crisis and beyond

The brands that are doing the best marketing/outreach right now in the time of COVID-19 are those that understand their target audience’s fear and struggle, not just right now with the world turned upside down, but all the time.
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Cold Calling is Not Dead
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Cold Calling is Not Dead

At this time, while we’re all on limited contact with people, cold calls might be appreciated and come back in style, especially when it’s done right. Everyone’s craving contact -- yes, even introverts. The cold call just has to be done right.
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Keeping the balance against AI biases
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Keeping the balance against AI biases

Algorithms are only as good as the humans who create them. And humans can try, but can’t prevent, having their own biases. AI develops its own, which can lead to wrong decisions that can be disastrous if the humans who make them rely solely on AI data and don't balance the biases.
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Crisis management is for achieving some modicum of stability amidst incredibly choppy waters. When it has no end in sight, adjusting replaces managing. We accept this new environment we need to work in (we have no choice), so we need to think about ways we can prepare to face it with competence now and later on.
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COVID-19 Marketing: Goodwill Marketing is the Current Brand Marketing

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How are you doing in your part of the world? How are your family and friends? How’s business going? You...
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Revisiting Personas: Why they matter in the age of personalization

“Persona” is in “personalization.” That's obvious (and cheesy) I know, but most of us know by now that personas are...
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Personally Identifiable Information (PII) 101

Personally identifiable information, or PII, is self-explanatory and it’s nothing new. It hails from the age of mail-order catalogues and...
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The shift toward guarding customer data will boost influencer marketing

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The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account based marketing.
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Customer Data 101—How to Collect and Use It in Lawful and Good Ways

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Align martech solutions with your marketing and engagement goals

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