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SearchChat Podcast: Your Customers are Begging for (Better) Personalization

In today’s episode of SearchChat, Steve Zakur and I tackle the TopRank blog and what skills B2B content marketers need to have. How do you take those people coming in the front door, the first interaction on your site, and engage them so it’s not the last page they look at? At the end of the day — no matter what your marketing techniques are, if you can’t measure them, you don’t know for sure how much they even mattered.

We also discuss the Mary Meeker trends report and what it says about your data. Data is now fundamental to help people work, and the most successful companies have intelligently integrated it into everyone’s daily workflow. We talked about this last month on whether data is a moat — SearchChat Podcast: Data Is Not a Moat for Your Business. What Is? When used properly, data can improve customer satisfaction. And here’s some powerful data — a survey of retail customers shows that 91% prefer brands that provide personalized offers / recommendations.

Meanwhile, many businesses are struggling to implement data — as a new study showed 41% of shoppers say that most personalized messages still feel like mass marketing. Those messages, they feel, were not created with their specific needs in mind. Lastly, we discuss the three trends driving the second golden age of martech. Instead of marketing cloud suites vs. best-of-breed point solutions, we can have the best of both.

0:00 Intro

2:00 Must-have skills for B2B content marketers, and why measurement is so crucial to the role

9:00 Mary Meeker trends report: what does it say about your data?

16:30 Personalized messages still feel like mass marketing

25:10 3 trends driving the second golden age of martech

29:00 Outtro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company. If you think we might have the answer to your conversion problems, feel free to connect with us.

Originally published on SoloSegment

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Tim Peter

Tim Peter built his first website in 1995 and loves that he still gets to do that every day. Tim has spent almost two decades figuring out where customers are, how they interact with brands online, and delivering those customers to his clients’ front door. These efforts have generated billions of dollars in revenue and reduced costs. Tim works with client organizations to build effective teams focused on converting browsers to buyers and building their brand and business. He helps those companies discover how marketing, technology, and analytics tie together to drive business results. He doesn't get excited because of the toys or tech. He gets excited because of what it all means for the bottom line. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. He is a member of the Search Engine Marketers Professional Organization (SEMPO), HSMAI, and the Digital Analytics Association. Tim Peter’s recent client work covers a wide range of digital marketing activities including developing digital and mobile marketing strategies, creating digital product roadmaps, assessing organizational capabilities, and conducting vendor evaluations for diverse clients including major hospitality companies, real estate brands, SaaS providers, and marketing agencies. Prior to launching Tim Peter & Associates, LLC, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor, the world’s premier independent luxury hotel representation firm, and a major financial services firm, developing various award-winning products and services for his customers. Tim can be reached at tim@timpeter.com or by phone at 201-305-0055.

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