TAKEAWAYS FROM THE AUSTIN MARKETO USER GROUP MEETUP ON THE EU GDPR

TAKEAWAYS FROM THE AUSTIN MARKETO USER GROUP MEETUP ON THE EU GDPR

This week, the Austin Marketo User Group (AMUG), led by M&T Director RevTech Anthony Figgins, hosted Chris Arrendale, CEO of Inbox Pros. Chris was in town to talk about something that’s been on the mind of every single marketer with business in Europe: the EU’s new General Data Protection Regulation (or GDPR if you’re into brevity).

GDPR and Austin Marketo User Group

Many of M&T’s clients have questions about the new law, so here’s the skinny. The GDPR takes effect this May. It synchronizes the many different data privacy laws across member nations. This new law-to-rule-them-all keeps many marketers up at night because of how it increases standards for gathering and storing consent. According to the new changes, “Consent must be clear and distinguishable from other matters and provided in an intelligible and easily accessible form, using clear and plain language. It must be as easy to withdraw consent as it is to give it. ” 

Here are some of the key points that Chris addressed in his talk with AMUG this week.

The EU GDPR and MDR/SDRs

Yes, that’s a lot of acronyms. At this Austin Marketo User Group meeting, members learned about how the new law will affect market and sales development reps, and how they sell to European contacts. Under the new regulation, activity-based interest (e.g. downloading a whitepaper) does not meet the standard of consent that would allow MDR and SDRs to reach out to a lead. The individual must clearly give their consent on a form before they can be contacted.

Relationships Matter

Communications can only come through an established relationship between a brand’s representative and the lead. If you can’t validate that you work with them, you can’t contact them. The services and products you’re trying to sell the person must also be similar. Here’s an analogy. If you’re selling a person bathroom tile, you could conceivably market to them products like bathroom cleaner or bathtubs, but not gardening equipment.

“The Right to Be Forgotten”

Also called “Data Erasure,” this provision means that anyone can request that a brand remove any and all of their personal data. The brand then has 30 days to comply with the request. Austin Marketo User Group members learned that this may not be a hassle for smaller organizations, but for large enterprises with backups of backups of data in cold storage, it could potentially cause some serious headaches. It also raises some questions if the contact is a customer or former customer. Customer contracts could be considered data, but they cannot be deleted. How organizations will address this particular caveat remains unclear.

Data Protection Officer

The new rules require that organizations designate a “Data Protection Officer.” This may be a brand-new position or an addition to an existing employee’s title. The goal of this position is to add clarity on how businesses enact the new rules. Designating a single point of contact, in theory, helps everyone. It will likely fall on the DPO to put protocols in place for dealing with things like “The Right to Be Forgotten.”

Key Takeaway: This Was a Good Austin Marketo User Group Meeting

These are just some of the concerns raised by the new law. If you want to talk shop on the GDPR, give us a shout. If you’re an Austinite who wants to learn more Marketo tricks and tips (and hang with some very cool folks), don’t forget to join AMUG.

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5 SIGNS RELEVANT CONTENT IS MISSING IN YOUR B2B CAMPAIGNS (AND WHAT TO DO ABOUT IT)

5 SIGNS RELEVANT CONTENT IS MISSING IN YOUR B2B CAMPAIGNS (AND WHAT TO DO ABOUT IT)

We’ve talked about how you can use personalized data in your B2B campaigns. Now we want to talk about harnessing it for content marketing. When you create B2B campaigns, you have to be sure to use relevant content.

It’s what will set you apart from all of the other companies that are building content merely to have something in place. You want people to interact with you and see you as a leader in the industry. For that to happen, you have to be relevant.

There are a few signs to look for to show you that you need to up your game in the content department.

Relevant Content Library

Photo by Alfons Morales on Unsplash

Past Campaigns Haven’t Had Success

If you haven’t had much success with previous campaigns, it might have a lot to do with the content you’re producing. Businesses want to know that they’re doing business with someone who has their finger on the pulse of the industry.

Businesses want to know that they're doing business with someone who has their finger on the pulse of the industry. Click To Tweet

As such, you have to show that you’re in-the-know. Relevancy is critical, and if your campaigns aren’t indicating that you know how to deal with current problems, people aren’t going to feel compelled to click on a link that you have provided.

You Need Relevant Content if Your ROI is Low

Relevancy adds value.
Relevancy adds value. Click To Tweet

It ensures that you’re actively adding to conversations because you have recent and applicable knowledge to the problems and frustrations that businesses with whom you’re dealing. If you have noticed that you’re spending a lot of money on campaigns and not getting a good return on investment, consider personalizing the message more to your target demographic.

Identify with the issues you know they’re having and make sure they know that you’re the one that can help them. You can do A/B testing to see how new content is received. As you get feedback, then you can control your ROI more efficiently, too.

Your Brand isn’t Being Highlighted

When you personalize your website, you can customize the content and options you provide visitors based on where they live. For example, you might promote upcoming events in one or more of the several locations your business serves, or connect the visitor with a sales resource or channel partner specific to their area.

If you offer free access to specific types of customers, you could let those segments know about this benefit without offending visitors from segments that might be paying for access or specific service levels.

You’re Not Experiencing High Engagement

Whether your B2B campaigns are on Facebook, Twitter, or anywhere else, you need to look at the kind of engagement you’re getting. Don’t look solely at impressions because it can be extremely misleading. Instead, look at the type of engagement you’re getting on the posts. Are people commenting, liking, and sharing? If they’re not, then you probably aren’t using enough relevant content.

By posting more relevant content in your campaigns, people will find it useful. When people see content helpful, they’re more likely to engage with it. That means you’re more likely to earn customers for life because they will have learned something from you.
When people see content helpful, they're more likely to engage with it. Click To Tweet

You Haven’t Identified Your Target Demographic

If you’re still not sure who you’re marketing to, there’s a problem. You won’t have success until you can identify the types of businesses who will buy from you. It might be time to do some market research so that you can laser focus on your target demographic. You should know whether you are marketing to small or large businesses, whether they are chains or independently owned, and in what industries. By doing so, you can ensure you’re creating relevant content explicitly for them.

Additionally, you may need to create more than one B2B campaign. Each target demographic (yes, you can have more than one) should have its campaign because what’s relevant to one may not be relevant to another.

Learn more about creating relevant content for your B2B campaigns by contacting Mighty & True today.

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HOW TO USE PERSONALIZED DATA IN YOUR B2B CAMPAIGNS

Wouldn’t it be impolite to meet one of your best customers at an event and call them by another customer’s name? Or maybe you just remember their name on the phone, but forget all about them when they show up at your door. Well, the same things may be happening in your communications with customers and prospects at your front door (i.e., your website).

Getting started with web personalization isn’t only a nice to have these days, it should be a critical part of your revenue strategy. Let’s take a look at what personalized data is and four simple steps to B2B personalization and revenue success.

What Is Personalized Data for B2B?

What is personalized data for B2B?

To be clear, this is Data, not personalized data

Though it’s been around for decades now, web personalization is more real today than ever given the new technology that makes it accessible to most digital marketers.  “Web personalization,” is a concept Optimizely has defined for some time now as follows:

“Website Personalization is the process of creating customized experiences for visitors to a website. Rather than providing a single, broad experience, website personalization allows companies to present visitors with unique experiences tailored to their needs and desires.”

However, getting personalization to work at scale hasn’t come without its challenges. Experian notes that data plays a big part in getting personalization right with nearly 40% saying that having enough data is a problem as well as 38% saying that inaccurate data can be an issue.

Many personalization vendors today solve the data issue by providing data integrations. These integrations allow B2B buyers to have access to company and contact attributes that enable a very high level of personalization (install data, media consumption, content consumption, intent data, etc.).

What Are the Benefits of using Personalized Data?

Efficiently personalizing your B2B website will help you attract precisely the kinds of customers your business needs. You’ll be able to create personalized interactions with those customers in real-time and, in this way increase conversions and sales, and you’ll be able to do so across multiple channels.  In getting started with personalization, here are four simple ways to begin the journey:

1.  Personalized Data Based on Visitor Location

When you personalize your website, you can customize the content and options you provide visitors based on where they live. For example, you might promote upcoming events in one or more of the several locations your business serves, or connect the visitor with a sales resource or channel partner specific to their area.

If you offer free access to specific types of customers, you could let those segments know about this benefit without offending visitors from segments that might be paying for access or specific service levels.

2.  Personalized Data Based on Industry

Let’s say you offer CRM tools for different industries.  With web personalization, you can show a marketing agency the CRM software which best meets its need, while displaying various tools for manufacturing, healthcare, IT or educational businesses.

When you showcase products and services that precisely align with the industry of your site visitor, those products and services will be instantly more appealing, and those customers will be more likely to make a purchase. According to Marketing Sherpa, for example, more than 80% of site visitors say that content tailored to their industry is “more valuable.”

3.  Personalized Data Based on Your Best Accounts

Account-based marketing (ABM) is a strategy that prioritizes those customers who tend to generate the most revenue for your business, and you can effectively leverage it through web personalization. If your top accounts are from large enterprise businesses, you could show visitors from those companies case studies or other content related to similar organizations. This way, you demonstrate your awareness of the specific business needs and increase the odds that they’ll purchase your products and services.

4.  Personalized Data Based on Online Behavior

You can alter the content you display based on the web pages your customer visits, the content they download, or the online forms they complete–transforming your interaction with your customers from a monologue to a dialogue. You’re creating a kind of conversation in which the visitor “speaks” (by taking certain actions on your site), and you “reply” (by showing content that’s responsive to those actions).  For example, if a visitor to your site downloads an article about secure web hosting, you could respond with content about the several hosting options your B2B business offers.

Conclusion

According to a recent study from Swirl Networks, almost 90% of consumers say they’re more likely to buy from companies that deliver personalized and connected cross-channel experiences online.  Web personalization is arguably among the most effective means of providing those kinds of experiences that demonstrate to your B2B customers that you know—and care about—who they are and what their business needs.

Mighty & True can help you create beautiful, personalized content and experiences to drive engagement with your customers. To learn more about the ways our digital branding strategy, design and user experience services can help you personalize user experience, polish your brand, grow your business and boost your sales, Hit. Us. Up.

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VR APPS WE’RE PLAYING IN 2018

Yeah, we love VR. The options are endless for creating mind-twisting experiences. That obviously appeals to us as, well, experience designers. But on a more visceral level, what’s more fun than immersing oneself in the metaverse? We already did a round-up of some of our favorite VR apps, but we just had to share some more. Almost all of the following apps don’t even require an expensive headset or ultra-powerful computer to run them–just your mobile phone. So here are more VR apps you need to check out, like, now:

FACEBOOK 360

Remember the eclipse?! This app was one of the best VR apps to experience it. For those who couldn’t travel to the path of totality, CNN teamed up with Volvo to live-stream the eclipse from multiple locations in 4K Ultra HD and 360 degrees. With Facebook 360 and Samsung Gear VR, viewers could experience what the eclipse looked like in seven different time zones from seven different angles.

EXPEDITIONS

With a growing list of 200+ expeditions, Google Expeditions is one of the best educational VR apps from Google Cardboard. As the “guide,” you have the opportunity to lead a group of explorers through your adventures. Take a virtual trip to historical landmarks, travel through the infinities of space, or dive into the deep depths of the ocean.

INSIDIOUS


Another Google Cardboard app, Insidious VR has the checks all the horror boxes. Tension and suspense build with sinister sounds, eerie signs, and, of course, heart-skipping jump- scares. Horror, as a genre, has been extremely successful with VR, and apps like Insidious make it clear why. 

FULLDIVE VR

With over one million videos to explore, FullDive VR creates a movie theater environmentfor you to watch your videos. You can also browse the internet in VR mode. Currently, though, the app is only available for Android users.

SOUNDSTAGE


The VR music application allows you to instantly transform your room into a personal studio or DJ sandbox. The retro low- polygon instruments connected with colorful cables are simple in design but appealing. You can play around with wireless controls like drums, synthesizers, cassettes and speakers. With major updates that allow the user to import and export sounds, SoundStage is a fun app for living out your musical dreams in the comfort of your bedroom or living room. It is available on Steam and Viveport for the HTC Vive. 

END SPACE VR


Since space is the ideal 360-degree experience, End Space VR takes advantage of this bottomless, limitless region. You can look and travel in all directions with your spacecraft and fight intergalactic enemies with weapons. With the help of excellent graphics and 3D immersive audio, you tend to forget that your feet are still firmly on earth.

VR ROLLER COASTER


Rollercoasters aren’t for everyone (i.e. they can be terrifying), but VR Roller Coastergives users the thrill of riding one without that whole possible loss of life-and-limb thing.

Do you have any favorite VR apps? Or maybe you just wanna get down and nerdy about experience design? Hit us up.

About Our Blog

Mighty & True’s Hall of Awesome is our place to write about all the things that our clients and community care the most about. We’ll try to keep things focused on B2B Marketing, Marketing Technology, Creative Best Practices and all things digital. Let us know what you think.

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SKETCHY OPINIONS: CONTENT GENERATOR FILLS YOUR NEEDS AND YOUR SHAPES

Professional digital design tool Sketch may be one of our favorite applications. Not only is the UI incredibly simple to master, but there is also a huge community of developers and designers that make a dizzying array of plugins, templates, and other goodies to make it an even more useful tool. In this HoA series, we take a look at some of our favorites. Today, we’ve got the skinny on Content Generator, a plugin that makes creating placeholder and filler content a snap.

Content Generator is one of our favorite time-saving plugins for Sketch. This free tool gives you a rich array of dummy content to populate your mockups with. Thanks to Content Generator, you no longer need to rack your brain or scrounge around for realistic content. Nor do you have to enter it by hand. Content Generator provides the ways and means to see what your site or app will really look like once it goes live and attracts users.

content generator

To get started, open up the Sketch Toolbox plugin (which you should definitely download if you haven’t already). In the search box, type “content.” The Content Generator plugin should be the first result to come up. Click Install. Simple as that.

To use your freshly installed plugin, click Plugins from the main Sketch menu, then select Content Generator Sketch Plugin. Four categories of dummy-content to choose from will appear:

  • Geo
  • Persona
  • Photos
  • Text

These four categories should cover nearly every dummy-content demand you’ll come across. Suppose, for example, you need a bunch of names, faces, emails, locations and, of course, text to populate your mockup of a community site. Furthermore, suppose you don’t want to use the same names, faces, text and so on again and again.

Without Content Generator or a similar plugin, you will have to scrounge for realistic content and enter it manually. Unless you have hours and hours to spare, we wouldn’t recommend this approach. On the other hand, with Content Generator, the whole process is practically automatic.

insert text

Sticking with the example of designing a community site, let’s suppose you wanted to start with images and names of community members. Simply select the shapes in your sketch page or screen where you want the headshots to appear. Then go to Content Generator and select Persona >> Images. You can then choose female, male or gender-neutral photos. Then watch as all of the fields you selected on your page or screen suddenly populate with corresponding faces. It’s really that easy.

To add names to your faces, select the fields in your mockup where you want the names to appear. Next, return to the Content Generator menu and the Persona category, but select Names this time. Then watch as the fields you selected in your mockup magically populate with names to go along with the faces in your community.

You can continue through this same process to add locations. First, choose a country, then (at least in the case of the U.S.) select StateCity or even Full Address.

Although the Persona category is enormously helpful (as is the Geo category and the Photos category), the Text category is where Content Generator gives you the greatest degree of control. The free plugin gives your four options to choose from:

  • Custom string
  • Dummy text
  • Enumerate
  • Time ago

For the purposes at hand, let’s drill-down on Dummy text. Here Content Generator offers not only your run-of-the-mill Lorem ipsum text, but Hipsum (short for “hipster ipsum”), among other options. Suppose your community skews relatively young. Depending on your audience, you might choose Hipsum to populate the respective profile bio fields and conversational content throughout your community mocks. Content Generator makes it easy not only to put something more familiar than Latin in there, but has a Replace feature that makes it easy to mix up the dummy content for a more varied and realistic appearance.

Hipsum Generator

Content Generator: a must-have plugin for Sketch

We’re big fans of Content Generator, and now you can see why. This free plugin saves you tons of time, populating your screens and pages with a variety of photos, names, email addresses, locations and even hipster ipsum if the need arises. Either way, Content Generator will save you hours or even days of effort racking your brain or scrounging around for realistic dummy content. And thanks to the plugin’s tight integration with Sketch, the content will flow directly into the corresponding fields you select. The result: you can now get a quick and realistic sneak peek of what your future site or app will really look like.

To learn more about the wonders of Sketch and how we use it to create beautiful, human-centric designs and mock-ups, hit us up.

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