Last week, I threw hyper-personalization under the bus (The myth of hyper-personalization - algorithms are still undermining the customer experience). My beef with hyper-personalization raises another question: how should B2B companies approach marketing and sales in 2021?
One of hyper-personalization's biggest drawbacks? Throwing technology at the wrong problem:
Are we really prepared to argue that algorithms are savvy enough to anticipate our needs in a moment-by-moment context?
Is hyper-personalization the right sales and marketing goal?
This personalization obsession has spilled into sales and marketing, with the fantasy that if we present the prospect with the right offer at just the right time (marketing), or send an "intelligent trigger" from our CRM system (sales), we'll magically have ourselves a new customer. Alas, that ambition gets mucked up by the near-irresistable temptation to blast our contacts with spray-and-pray offers hiding under the personalization rationale, but that's a rant already made.
For sales and marketing to earn relevance in today's economy, we need to redefine the problem. I believe this is fundamentally about culture change, not tech.
I have the apparently unfashionable view that marketers need to become educators/content producers with a journalistic bent, while salespeople need to become advisors.