And that example, if you get product recommendations right for a restaurant brand, that is a very powerful driver of the business. So number one, you do have to rally the organization around the big, hairy, audacious goal, your BHAG, and it is getting the CMO with the CIO with the business lead really rallied around the vision of what we’re trying to achieve, what the size of price is, but also the reality of the investments that are required, both in people, and tech, and data, and then the content side as well. So for example, with mid- size restaurant company, it was as simple as taking the top 50 menu items and taking the email channel, which the benefit of that is you don’t have to be real time. Mark Abraham: If you just break it down, a lot of the communication you receive today is one size fits all. It’s no surprise. And Dropbox’s shockingly simple campaign is now one of the most well-known examples of a referral program gone right. It’s built around two key areas – publishing and analysis. In a nutshell, it’s safe to say that you will be extremely limited if you try to automate things on the Essential plan.
In addition, over the coming months we as analysts will assess Salesforce’s advances in marketing, sales, service, analytics and platform and write about them to help you make your own decisions on whether to reassess or invest with Salesforce for your future in the cloud. While Google’s popularity stands strong with smaller companies, with 50% share of companies with revenue less than $50 million, Microsoft’s entire ecosystem and software integration, along with its familiarity, remains the primary reason why more than 80 percent of large businesses and industries with revenue over $10 B are sticking to Outlook. Using Data Extensions is a big topic in itself – so we wrote an entire eBook about them which you can download for free! Mark Abraham: So, personalization is such a buzz word, but I think you really have to aspire to the definition that is all about personalizing the entire experience. I think those two points, the modularized aspect of it, and the fact that it’s actually filled in with the latest data about the customer in real time, are the two components that make atomic content really stand out. So we think this like simplicity is really critical capability that might be often overlooked.
If a company has vast amounts of data and if it does not know how to manage it and make best out of it, then they will forward the data to the organizations who can have the capability to make that data use and have expected results after that. But then in addition to that, where organizations sometimes make a mistake, is they focus on the one, two- year big build projects, versus then saying, ” We know where we’re going, but let’s break down the journey. Let’s pick a use case. Let’s start doing the MVP with squads that are two pizza teams, agile, can get stuff done, can get stuff out the door.” And through that work, you’re going to learn a lot about the data that’s required, your capabilities that are missing, your foundational elements that have to be built. So you find those bottlenecks, but if you’re able to start small and really break the problem down to something simple that half a dozen, two dozen people working together across functions can quickly solve, then you can make progress. Tina Rozul: So in the white paper, you break down that when you look at delivering personalized content, it’s a step change.
I’m Marty Kihn here with my amazing friend and cohost, Tina Rozul. It’s great to be here. Go Paperless: Essentially, most event managers use files and folders to record and report information. Intelligence Measure, optimize, and report across all of your marketing. And then we layered on top of that and we talked about what does humanizing marketing actually mean for the customer of today and tomorrow with WordPress VIP’s CMO, Joyce Solano. Marty, can you believe we are in our sixth and final episode of our Humanizing Marketing series. We started off in our first episode about how using both data and empathy is really what is needed to deliver amazing engagement and experiences, with the wonderful Shannon Duffy, who leads your Digital 360 Marketing team. We actually have two of our very own futurists that will help guide the discussion in this next episode. In this blog, we will basically try to get more depth in MobilConnect. And then it’s the ways they’re working for the teams, which has to be much more multidisciplinary than ever before. It’s the technology to then actually deliver the experiences. And we’ll talk about how access to advanced analytics, content, technology, and having a flexible engagement platform can really unlock the best personalized experiences and content at any point of interaction.