1208: 3 Ways to Use Automation for Better Personalization w/ Veronika Traublinger

WEBVTT 1 00:00:06.599 --> 00:00:11.949 Looking for a guaranteed way to create content that resonates with your audience? Start 2 00:00:11.990 --> 00:00:16.910 a podcast, interview your ideal clients and let them choose the topic of the 3 00:00:17.030 --> 00:00:21.390 interview, because if your ideal clients care about the topic, there's a good 4 00:00:21.429 --> 00:00:25.300 chance the rest of your audience will care about it too. Learn more at 5 00:00:25.379 --> 00:00:33.939 sweet fish Mediacom. You're listening to beb growth, a daily podcast for B 6 00:00:34.060 --> 00:00:38.369 TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck 7 00:00:38.450 --> 00:00:42.369 and Simon Senek, but you've probably never heard from the majority of our guests. 8 00:00:43.009 --> 00:00:47.009 That's because the bulk of our interviews aren't with professional speakers and authors. 9 00:00:47.609 --> 00:00:51.479 Most of our guests are in the trenches leading sales and marketing teams. They're 10 00:00:51.479 --> 00:00:57.000 implementing strategy, they're experimenting with tactics, they're building the fastest growing BTB companies 11 00:00:57.039 --> 00:01:00.439 in the world. My name is James Carberry. I'm the founder of sweetish 12 00:01:00.520 --> 00:01:03.000 media, a podcast agency for BB brands, and I'm also one of the 13 00:01:03.120 --> 00:01:07.950 CO hosts of the show. When we're not interviewing sales and marketing leaders, 14 00:01:07.150 --> 00:01:11.790 you'll hear stories from behind the scenes of our own business. Will share the 15 00:01:11.870 --> 00:01:15.189 ups and downs of our journey as we attempt to take over the world. 16 00:01:15.790 --> 00:01:26.060 Just getting well, maybe let's get into the show. Welcome back to be 17 00:01:26.219 --> 00:01:30.819 tob growth. I'm Logan lyles with sweet fish media. I'm joined today by 18 00:01:30.900 --> 00:01:34.489 Veronica travelinger. She is the marketing manager over at Sira. Veronica, how's 19 00:01:34.489 --> 00:01:38.370 it going today? I Love Them. Thank you for having me. Absolutely 20 00:01:38.730 --> 00:01:42.650 we're going to be talking about this tension in marketing as well as sales, 21 00:01:44.049 --> 00:01:49.560 between automation and personalization today and I think you have some very specific use cases 22 00:01:49.640 --> 00:01:53.319 you want to speak to as we dive into today's topic. But before we 23 00:01:53.359 --> 00:01:56.599 do that, I would love, Veronica, for you to share with listeners 24 00:01:56.599 --> 00:01:59.040 a little bit about yourself and what you and your team were up to these 25 00:01:59.079 --> 00:02:05.109 days. Sure so, I see already said and the marketing manager at Crr 26 00:02:05.390 --> 00:02:10.789 so where muted by SAS start up and we are building a digital conversation assistant. 27 00:02:12.590 --> 00:02:17.379 So what does that actually mean? We have since team to communicate with 28 00:02:17.659 --> 00:02:23.860 prospects and customers more effectively by a lot of foam. So we provide real 29 00:02:23.939 --> 00:02:28.699 time recommendations when you talk to your customers. This could be important questions you 30 00:02:28.819 --> 00:02:34.689 need to ask the perfect answer to a customer objection or some detail on pricing, 31 00:02:34.849 --> 00:02:38.250 the STAS process, etc. So this way you always know what to 32 00:02:38.370 --> 00:02:44.319 say, you never lose your train of thought and have ideally close more deals. 33 00:02:44.439 --> 00:02:46.599 And yet I love it. That's what we're all looking for. More, 34 00:02:46.759 --> 00:02:50.840 more elst in the end. So let's kick it off before we get 35 00:02:50.879 --> 00:02:55.039 into some specific use cases where you can actually use automation. As you know 36 00:02:55.120 --> 00:02:59.750 what I would say as a stronger lever. You know I mentioned it. 37 00:02:59.789 --> 00:03:01.110 They're at the top of the episode, Veronica. A lot of us see 38 00:03:01.430 --> 00:03:08.310 automation as this antithesis to personalization. There their versus there against each other, 39 00:03:08.509 --> 00:03:13.340 but you guys kind of push back on that notion right. Yes, definitely 40 00:03:14.419 --> 00:03:16.900 so. I mean working in the startup in a marketing and stay area, 41 00:03:17.379 --> 00:03:23.180 it's always like the question I get asked from outbounds like how do we automated 42 00:03:23.259 --> 00:03:27.490 this? How do we steale this far? I have to feeling that's not 43 00:03:27.770 --> 00:03:32.129 deep ideal way to go. So I myself got like a thousand of automated 44 00:03:32.289 --> 00:03:39.770 emails to ace and it's like there's super random. They don't actually fit what 45 00:03:39.930 --> 00:03:46.919 I'm doing. So I rather would say let's let's step back and let's think 46 00:03:46.960 --> 00:03:52.000 about a Kay. How can we be a bit more personal and combine us 47 00:03:52.080 --> 00:03:55.789 to approaches even more? So that's why I wanted to talk with you about 48 00:03:55.870 --> 00:04:00.310 it today. Yeah, absolutely. So the first thing that you recommend for 49 00:04:00.590 --> 00:04:05.270 fellow marketers is let's look at automation as a way to learn who our customers 50 00:04:05.310 --> 00:04:09.349 are, so that you can start to personalize. Tell us a little bit 51 00:04:09.389 --> 00:04:14.819 about your methodology there, Veronica. Yes, so, this is the most 52 00:04:14.860 --> 00:04:18.259 important thing in sales and marketing, knowing what is your topic group, who 53 00:04:18.259 --> 00:04:21.980 are you talking to? What do they like? Is it like? What 54 00:04:23.180 --> 00:04:27.370 content do they like? When do they respond best to your content? And 55 00:04:27.490 --> 00:04:32.850 this is all thing things that you can learn from automated analyzation. For example, 56 00:04:32.970 --> 00:04:38.920 okay, do they watch my videos or do they river engage with my 57 00:04:39.120 --> 00:04:43.639 social post? Where are they action located? Are they like US face? 58 00:04:43.800 --> 00:04:47.959 Are the Europe based or even Asia specific? Also, what is the demographic 59 00:04:48.160 --> 00:04:53.829 what is their age? What is their tech interest to text saginess, and 60 00:04:53.990 --> 00:04:59.750 all those information you can learn just by analyzing how they interact with you and 61 00:05:00.589 --> 00:05:03.430 how to interact with your website or your social but also with your product. 62 00:05:03.509 --> 00:05:10.740 If you're in software for example, taking this data and applying to personalized communication 63 00:05:11.740 --> 00:05:15.220 is the way to go. For example, you see a user signing up 64 00:05:15.259 --> 00:05:20.490 for your software product, so the first logical step is actually welcoming the person 65 00:05:20.529 --> 00:05:26.810 and giving them some first step by step insight and how to use your software. 66 00:05:27.449 --> 00:05:31.490 This is something that can be easily done through automation, and if they 67 00:05:32.089 --> 00:05:35.600 look for a new feature in your product, you can also look or in 68 00:05:35.680 --> 00:05:42.079 depth from automation and then reach out to them specifically and letting them though how 69 00:05:42.160 --> 00:05:46.680 to use the feature, how it can help them and therefore, combined just 70 00:05:46.399 --> 00:05:55.790 automated data and the station of the personal outreach. Imagine it a spreadsheet filled 71 00:05:55.829 --> 00:06:00.430 with rows and rows of your sales enablement assets. You've devoted two years or 72 00:06:00.430 --> 00:06:04.060 organizing this masterpiece, only for it to stop making sense. This was Chad 73 00:06:04.220 --> 00:06:09.699 trabuccoes reality. As the head of sales enablement at glint, a linkedin company, 74 00:06:09.980 --> 00:06:13.899 he's responsible for instilling confidence in his sales reps and arming them with the 75 00:06:14.019 --> 00:06:17.689 information they need to do their jobs. However, when his glorious spreadsheet became 76 00:06:17.810 --> 00:06:23.449 too complex, he realized he needed a new system. That's when Chad turned 77 00:06:23.490 --> 00:06:27.329 to guru. With Guru the knowledge you need to do your job finds you 78 00:06:27.850 --> 00:06:32.480 between Guru's Web interface, slack integration, mobile APP and browser extension. Teams 79 00:06:32.519 --> 00:06:38.759 can easily search for verified knowledge without leaving their workflow. No more siload or 80 00:06:38.839 --> 00:06:43.279 staled information. Guru acts as your single source of truth. For Chad, 81 00:06:43.360 --> 00:06:47.310 this meant glint sales reps were left feeling more confident doing their jobs. See 82 00:06:47.350 --> 00:06:53.629 why leading companies like glint, shopify, spotify, slack and more are using 83 00:06:53.750 --> 00:07:00.069 guru for their knowledge management needs. Visit BB growth dot get gurucom to start 84 00:07:00.110 --> 00:07:05.620 your thirty day free trial and discover how knowledge management can empower your revenue teams. 85 00:07:09.379 --> 00:07:13.339 Yeah, so you touched on their Veronica, learning who they are some 86 00:07:13.459 --> 00:07:16.209 other things about them, like what sorts of content they like to consume, 87 00:07:16.569 --> 00:07:20.290 where they're consuming at all those sorts of things. The when to reach out 88 00:07:20.569 --> 00:07:25.769 is another thing that you can start to personalize based on automation. You know, 89 00:07:25.970 --> 00:07:30.199 you and I are talking across time zones, from from Germany to Colorado 90 00:07:30.319 --> 00:07:33.160 and in the US here today, and so when to reach out, that 91 00:07:33.360 --> 00:07:36.120 can be, you know, not just this blanket statement of you know, 92 00:07:36.199 --> 00:07:41.680 our users like to be contacted between eight and ten am eight and ten am. 93 00:07:41.839 --> 00:07:45.750 What time zone right, and and that varies across different stakeholders that you're 94 00:07:45.790 --> 00:07:48.470 likely targeting. Tell us a little bit about what you guys have done there 95 00:07:48.949 --> 00:07:54.509 to determine the when of reaching out based on automation. Yeah, that's the 96 00:07:54.670 --> 00:07:57.829 true so, yeah, time zone is a big thing for us. So 97 00:07:57.949 --> 00:08:01.459 we have customers spread all over the world. A lot of US based customers, 98 00:08:01.620 --> 00:08:05.139 but of course, like in our home based Germany and Europe, there 99 00:08:05.180 --> 00:08:09.980 are a lot of them. So we definitely always check, okay, and 100 00:08:09.100 --> 00:08:13.129 which time zone are it in and try to contact them and it's the perfect 101 00:08:13.250 --> 00:08:18.889 time in your time zone. Also that, but we also see, okay, 102 00:08:20.089 --> 00:08:24.370 how did they engage with power stuff and how does it change over time? 103 00:08:24.290 --> 00:08:28.000 You know, there are those different steps and marketing we always have more 104 00:08:28.079 --> 00:08:35.120 like first educate and then try to put them in a product and actually sell 105 00:08:35.200 --> 00:08:39.399 them the solution. So this is something that also helps you of the engage 106 00:08:39.440 --> 00:08:43.870 in them. Seat of when is not only like time basic when do we 107 00:08:43.070 --> 00:08:48.549 contact them, but also when do we contact them with? What the messaging 108 00:08:48.070 --> 00:08:54.429 and therefore like analyzing and using automation to see that. It's super important. 109 00:08:54.389 --> 00:08:58.620 Yeah, absolutely, that's a really great point when, as far as just 110 00:08:58.100 --> 00:09:03.899 chronologically and based on time zone, but chronologically, where are they in the 111 00:09:03.980 --> 00:09:07.700 buying process? That's a very important when whe and don't win. That's a 112 00:09:07.740 --> 00:09:13.049 very important when that you can base your personalization on that can that can have 113 00:09:13.210 --> 00:09:18.009 some dramatic effects. The other area that you guys see automation leading to an 114 00:09:18.129 --> 00:09:24.480 opportunity for more personalization, not the opposite, is in pre qualifying leads for 115 00:09:24.559 --> 00:09:26.919 your sales teams. Tell us a little bit about this section here. So 116 00:09:28.240 --> 00:09:33.679 we work a lot of inbound leads. So we have several different contents Nowday, 117 00:09:33.799 --> 00:09:37.200 like guides, white papers, so rays. But in ours, you 118 00:09:37.320 --> 00:09:41.990 all know it, everyone has a right. So the question is, how 119 00:09:43.070 --> 00:09:48.789 do we get those leads that we get through those channels into our fun know 120 00:09:48.990 --> 00:09:52.700 and how do we actually get them onto the product? But you shouldn't go 121 00:09:52.860 --> 00:10:00.419 after every single leads. That's just super time consuming and it can really waste 122 00:10:00.460 --> 00:10:05.860 your time if it doesn't fit your company. So here again, automation fits 123 00:10:05.940 --> 00:10:11.490 in. So you take those leads and automatically scan them based on the location, 124 00:10:11.769 --> 00:10:16.610 their company side, their job title, and use this information to write 125 00:10:16.690 --> 00:10:20.799 them and then you can decide for yourself. Okay, who am I actually 126 00:10:20.840 --> 00:10:26.279 going after? And maybe the more important or better leads you want to go 127 00:10:26.480 --> 00:10:31.159 after personal, while you have some nuts important where just to the automated stuff 128 00:10:31.399 --> 00:10:35.309 to just stay on the mind, but them Wye, too much time on 129 00:10:35.389 --> 00:10:41.309 them. And then you have those just totally normal. So here automation is 130 00:10:41.350 --> 00:10:43.629 Super Handy. Yeah, and that makes a lot of sense to me. 131 00:10:43.830 --> 00:10:48.789 Not just necessarily scoring the leads. And if they meet this threshold, then 132 00:10:48.830 --> 00:10:52.220 we're going to go after them. But informs. How are we going to 133 00:10:52.299 --> 00:10:56.019 go after them? Right? Are we going to go more personalized and less 134 00:10:56.019 --> 00:11:00.340 automated if they meet this threshold? Are we going to maybe go semi automated? 135 00:11:00.419 --> 00:11:03.929 Here you have maybe a nurture campaign with a follow up from a sales 136 00:11:03.970 --> 00:11:07.370 up and then someone who's really unqualified. It's not going to cost you anything 137 00:11:07.490 --> 00:11:11.090 to put them into a long term nurture sequence because maybe they move on to 138 00:11:11.169 --> 00:11:15.049 a different ORD azation. Maybe you know, they tell a friend who is 139 00:11:15.090 --> 00:11:18.120 qualified. And so to me I kind of think about it in those three 140 00:11:18.320 --> 00:11:22.200 tiers. Is that similar to how you've built out your lead scoring function? 141 00:11:22.320 --> 00:11:26.559 There it's your exactly. Yes, that's the way we do it awesome. 142 00:11:26.600 --> 00:11:30.799 I love it. Well, Veronica, for marketers listening to this that are 143 00:11:30.840 --> 00:11:35.029 feeling the same tension of you know, where do we automate versus where do 144 00:11:35.110 --> 00:11:39.269 we personalize, and where can we use automation for better personalization? What are 145 00:11:39.350 --> 00:11:43.429 some parting thoughts you'd like to leave your fellow marketers with today? Yes, 146 00:11:45.470 --> 00:11:50.500 so, what does should definitely considers and what stage you are like? We, 147 00:11:50.659 --> 00:11:54.980 for example, where in alway stage start up. So of course there 148 00:11:54.980 --> 00:11:58.700 are a couple of thousand uses we already have, but it's still kind of 149 00:11:58.980 --> 00:12:05.610 manageable with personality station and really try to get them on phone and really speak 150 00:12:05.690 --> 00:12:09.970 one on one. But as you grow bigger, it's going to be harder 151 00:12:09.009 --> 00:12:13.330 and harder. It's just too much time consuming. So think on what stage 152 00:12:13.409 --> 00:12:18.200 are you? What is your main goal? Is the main goal learning from 153 00:12:18.240 --> 00:12:22.720 your customers as a moment, or is the main goal to scale the company 154 00:12:22.759 --> 00:12:28.559 as quite as possible? So this is the line where you cross from being 155 00:12:28.720 --> 00:12:33.350 maybe seventy percent personal station to forty percent automation to the other way around. 156 00:12:35.110 --> 00:12:39.429 So yeah, just of NIC spom to peed in mind and overall, I 157 00:12:39.549 --> 00:12:45.740 would always try and try to be as personal as possible, even if you 158 00:12:45.820 --> 00:12:50.139 use automation. And Yeah, before example, for Christmas, we just send 159 00:12:50.220 --> 00:12:56.620 some chocolate to our customers and it's like supermanuals, super personal and totally offline. 160 00:12:58.730 --> 00:13:01.809 We got so much good feedback on it. So I think, yeah, 161 00:13:01.929 --> 00:13:07.370 always trying to bring some personal in your communication. Yeah, absolutely, 162 00:13:07.409 --> 00:13:11.610 I mean, and they're also tools. You know, if you look at 163 00:13:11.970 --> 00:13:16.279 like a Sendoso or ascending platform like that, where you can take the offline, 164 00:13:16.279 --> 00:13:20.320 you can add some automation to it but still personalize. So I think 165 00:13:20.360 --> 00:13:24.519 that's a great way to wrap up the conversation in you know, thinking about 166 00:13:24.519 --> 00:13:28.750 where do I automate versus where do I personalize, and where can I where 167 00:13:28.789 --> 00:13:31.309 can I get both? You gave some great examples of, you know, 168 00:13:31.429 --> 00:13:35.950 using automation to personalize better by learning the the WHO and the win to reach 169 00:13:35.990 --> 00:13:39.909 out based on the interactions online that you're seeing from your customers, and I 170 00:13:41.029 --> 00:13:45.139 really like that that parting thought about. Think about the stage that your company 171 00:13:45.259 --> 00:13:48.220 is in. What can you manage and then also think about your goals. 172 00:13:48.299 --> 00:13:52.179 Maybe you know you're doing a learning sprint because you're you're not quite at part 173 00:13:52.259 --> 00:13:56.730 product market fit yet and and the goal is really more to learn than it 174 00:13:56.929 --> 00:14:01.649 is to scale, because you're not quite sure what you're scaling yet. I 175 00:14:01.809 --> 00:14:05.049 think that's something that a lot of folks just just skip over and think that, 176 00:14:05.210 --> 00:14:07.610 oh, we're always just looking to scale, right, but sometimes that 177 00:14:07.850 --> 00:14:11.399 main short term sprint of learning is going to help you scale better in the 178 00:14:11.480 --> 00:14:16.759 long term. So personalizing versus automating will will change a little bit depending on 179 00:14:18.080 --> 00:14:20.120 what stage you're in and what your goals are for the short term and the 180 00:14:20.159 --> 00:14:24.279 long term. I really like that. Veronica. Well, Veronica, for 181 00:14:24.309 --> 00:14:26.710 anybody listening to this that has any follow up questions would like to talk shop 182 00:14:26.830 --> 00:14:31.149 with you or reach out and learn more about what you and the team it's 183 00:14:31.190 --> 00:14:33.870 you are up to these days. What's the best way for them to reach 184 00:14:33.909 --> 00:14:37.350 out? Yeah, so I'm happy to connect with everyone on Linkedin. Just 185 00:14:37.629 --> 00:14:41.659 like shoot me a message there or also I'm happy to receive some emails to 186 00:14:41.779 --> 00:14:46.899 friend personal email account. It's your Veronica, look like in pay, not 187 00:14:46.059 --> 00:14:52.379 the American CE. So the Ronica, guess Yascom I love it. Thank 188 00:14:52.460 --> 00:14:54.970 you so much for being on the show today, Barnica. I really appreciate 189 00:14:54.970 --> 00:14:58.769 it. Thank you too, Logan. We totally get it. 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