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How do you put the “human” back in your marketing?

May 24th, 2018 Mark Bornstein

This post was originally published on the Ignite Blog on B2B Marketing will host their annual Ignite Conference on July 10, 2018. 

You know those movies about robots taking over the world? Ok, that hasn’t happened…yet. But our marketing is becoming increasingly robotic and impersonal. Today, we rely on marketing automation, search algorithms, predictive analytics, artificial intelligence and any other number of digital technologies to scale our programs, reach more people, and be more targeted with our content. And all of that is good, but then what?

There is still a human being at the other end of our marketing and we ultimately need to engage with them in a meaningful way. Today, engagement is measured in clicks, views, and tiny digital signals that might indicate a good potential target. But where is the moment of persuasion and connection? That takes engagement. Real. Human. Engagement.

The good news is that real engagement is becoming more possible every day. Landing pages are becoming more dynamic, websites are integrating cool new tools to interact with site visitors, and there are all kinds of virtual environments where prospects can interact with you and your brand. The key characteristics of true engagement-driven technologies are:

  • Interactivity
  • Multiple content options
  • Multi-media content options
  • Social integration
  • All actions taken by someone are captured and measured

In my world, webinars are the ultimate engagement tool. What other opportunity do you have to interact with your prospects for up to an hour at a time? And, if you’re thinking of a webinar as simply a talking Powerpoint presentation, then you haven’t seen a modern webinar. Today, webinars enable attendees to ask questions, respond to polls and surveys, tweet, connect socially, chat with other attendees, download content, link to landing pages, link to key conversion offers like demos and free trials, and even self-select a sales consultation. They are also multi-media experiences that more resemble daytime talk shows then online presentations.

The real magic of these engagement-driven webinars, however, is how they capture every action that an audience member takes to help us find our best leads and learn from their behavior. By integrating this data into marketing automation and CRM systems, we can put this powerful information in the hands of salespeople. So instead of following up on a webinar, they are following up on a question asked or a piece of content downloaded; essentially continuing a conversation, not starting one.

The explosion of digital marketing technologies and their marriage to automation and artificial intelligence is great. It will help us leave a trail of tiny breadcrumbs in the digital ether for us to discover potential prospects. However, it’s what happens next that is most important. Because ultimately, there needs to be a moment…a human moment. And that is how we will turn a digital signal into a customer.

If you would like to see examples of engagement-driven webinars, come check out my presentation at B2B Marketing Ignite. I promise it will be engaging.