How Can We Be Hyper-Personalized in Sales and Marketing and Do It at Scale?

One of the terms I hear in sales and marketing today is to be "personalized", of course, like the word "value" we have our own thoughts on what they mean. My view of what it means will be different from yours.

The problem is that "personalized" could mean 1 to 1 communication, it could mean 1 to 10 communication, it could mean 1 to million communication. 

Research shows that the buyer wants 1 to 1 communication and anything other than that they will dismiss your brand. There is a company that keeps sending me emails and they call me "Alice", of course I have no idea if the email is useful to me as I don't read any further.

There again, I'm like pretty much all buyers and don't read spam emails anyway. We have become immune to it all. Hubspot (and the sell email marketing systems, point out in their research that email marketing has a 98% failure rate, not something I would want to go to my board and ask for budget for).

So how do we get 1 to 1 communications at scale? 

Now Imagine .....

How about if I said, I can take you to a place where all your prospects hang out, would you go?

I can pick you up in the car tomorrow and you can hang out there, having conversations with them.

When you arrived, what would you do?

Grab a coffee and go up to the first one and start a conversation? Of course you would.

Or would you walk in and say "buy my stuff, because we are great". Of course you wouldn't, as somebody would call security.

That's the difference. Selling on social is ...... social. You have conversations with people.

You don't go up to people and pitch to them as people will call security.

The great thing about social is that there is no "prime selling time (PST)", you can have as many conversations as you want. One of my customers, does his prospecting between putting the kids to bed and when he goes to bed.

It's time to bring your demand generation into the second decade of the 21st century and it's time to "start fishing where the fish are" ...... on social.