How to Enable Personal Experience at Scale
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We know you were paying close attention at Alyce's presentation at the 2020 6sense FKO but, just in case, here’s the deck for your viewing pleasure.
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How to Enable Personal Experience at Scale
- 1. How to Enable Personal Experience at Scale +
- 2. BLAKE loves the Celtics and Patriots 🏀 secret fan of Reality TV 📺 huge Star Wars fan 🚀 Grubbs sr. product marketing manager @alyce @blakegrubbs
- 3. Let’s start with a look back...
- 4. of households had a computer in the US 8.2% #personalexperience
- 5. Relationship Era Relationship Era 1980s Built on Rapport One-to-One Relationships Work with who you know and like
- 6. 22.9% 1994 #personalexperience of households had a computer in the US first version of a tablet!
- 7. Smile & Dial Era Smile & Dial Era 1990s Activity-Based Numbers Game Generic “Pitch”
- 8. 56.3% #personalexperience of households had a computer in the US first camera phone!
- 9. Automation Era Automation Era 2000s Automate Interactions Maximize Efficiency Technology Between You and Your Buyer
- 10. Automation prioritized scale over personal experiences ? Relationship Era Smile & Dial Era Automation Era ? 1980s 1990s 2000s 2020 and Beyond #personalexperience
- 11. Prospects are bombarded, annoyed and not responding... #personalexperience
- 12. “Personalization” held the promise, but it was never truly one-to-one Relationship Era Smile & Dial Era Automation Era ? 1980s 1990s 2000s 2020 and Beyond #personalexperience
- 13. To maximize responses we need to be personal at scale Relationship Era Smile & Dial Era Automation Era ? 1980s 1990s 2000s 2020 and Beyond #personalexperience
- 14. Prospects and Customers are harder to connect with than ever. Alyce helps you engage with them by creating an experience that’s personal, relevant and respectful through 1-1 gifting. Personal Experience Era 2020 and Beyond #personalexperience
- 15. Wait, 1:1 Gifting … Isn’t that just direct mail?
- 16. SEND I want to send gifts to prospects I want an easy way to source gifts I want someone to handle fulfillment I want a platform to let my reps send gifts I want to know what I should send someone I want to give recipients the ability to choose the gift they want I want to know who’s actually engaged with a gift I want to give recipients the option to donate I want to book meetings directly from gifting I want to trigger follow-up cadences in the tools I use I want attribution metrics Alyce is your personal experience, tracking and measurement solution. Don’t just send, connect. Other Direct Mail #personalexperience
- 17. While most companies focus on your 9am - 5pm … #personalexperience
- 18. We care about your 5pm - 9am.
- 19. Get personal. Our AI makes it possible with personal interest data and perfectly-matched gifts. AI-DRIVEN RESEARCH HOW IT WORKS:
- 20. Get attention with eye- catching invitations and authentic handwritten messages. SEND PERSONAL INVITATIONS HOW IT WORKS:
- 21. Create buyer-centric experiences, so they choose something memorable - and you stay top of mind THE POWER OF CHOICE HOW IT WORKS:
- 22. Book meetings and require other actions to make your gifting matter. ELICIT ACTION HOW IT WORKS:
- 23. Sales and marketing stays aligned towards the same pipeline and revenue goals MEASURE & TRACK HOW IT WORKS:
- 24. With great power, comes great responsibility.
- 25. Why treat your best buyers the same as everyone else? Tier 1 Tier 2 Tier 3 PurchaseDecision Everyone Else ConsiderationAwareness #personalexperience
- 26. The best buyers deserve the most personal interactions Tier 1 Tier 2 Tier 3 Everyone Else PurchaseDecisionConsiderationAwareness #personalexperience
- 27. You now choose how to treat your buyers SPAM Personal Experiences RELATABLE EMPATHETIC AUTHENTIC LASTING CARELESS FORGETTABLE GENERIC SALES-Y PROSPECT VS PROSPECT #personalexperience
- 28. Once again, technology is giving us the chance to evolve our approach Automation Era 2000s Relationship Era Smile & Dial Era Personal Experience Era 1980s 1990s 2020 and Beyond #personalexperience
- 29. Without Alyce, there’s a piece missing... Identify Prospects Identify High-Intent Prospects Low Value Engagements? Market Intelligence Intent & Predictive Data Engagement Solutions #personalexperience
- 30. ? Without 6Sense, there’s a piece missing... Identify Prospects Connect with Personal Experiences Who are the high-value buyers? Market Intelligence Intent & Predictive Data Engagement Solutions #personalexperience
- 31. Deliver personal experiences to the right people, at the right time. Alyce + 6Sense = ❤️
- 32. Alyce + 6Sense: High value prospects get high value personal engagements Tier 1 Tier 2 Tier 3 Everyone Else PurchaseDecisionConsiderationAwareness #personalexperience
- 33. But you don’t have to take our word for it …
- 34. MK loves snowboarding 🏂 plays guitar to serenade her pup 🐺 can’t resist any kind of cheese 🧀 Getler head of customer marketing @alyce @mkgetler
- 36. Your Alyce Experts at 6Sense Introducing ….
- 37. Mark Ebert VP of Sales Mark enjoys Skiing with his family 🎿 Mark makes time to explore the outdoors 🥾 Mark volunteers at Lazarus house 🥾 Courtney Smith Sr. Field & SMB Manager Courtney can’t get enough of the Indiana Pacers 🏀 Courtney enjoys soaking up the sun at the beach 🧀🧀 Courtney is a jetsetter 🥾🥾 Ernie Owusu Dir of Sales Enablement Ernie is passionate about D&I in the workplace 👏 Ernie enjoys playing games at the beach 🧀 Ernie knows a thing or two about football 🏈
- 38. Use Alyce throughout the customer journey
- 39. But wait … there’s more!
- 40. Want to see your swag in person?
- 41. Suhayl loves chasing street art 🎨 knows way too much about cacao and how chocolate is made 🍫 adores all things NOLA 🧀 ramirez field marketing manager @alyce @suhaylramirez
- 42. How to Enable Personal Experience at Scale +
Editor's Notes
- Direct Mail & gifting isn’t just a campaign-based episodic program you run anymore Alyce is not only an integral part of your MarTech stack, it makes your tech stack more effective Using Alyce alongside your existing tools, you deliver higher quality, high-value, personal engagements to the prospects that matter most
- https://www.computerhistory.org/timeline/computers/#169ebbe2ad45559efbc6eb3572099015 https://www.statista.com/statistics/184685/percentage-of-households-with-computer-in-the-united-states-since-1984/
- If you’re with us, and you don’t want to SPAM your buyers- you want to take a buyer-centric and personal approach that makes prospects want to work with you, your tech stack needs to enable to facilitate that approach
- If you’re with us, and you don’t want to SPAM your buyers- you want to take a buyer-centric and personal approach that makes prospects want to work with you, your tech stack needs to enable to facilitate that approach
- If you’re with us, and you don’t want to SPAM your buyers- you want to take a buyer-centric and personal approach that makes prospects want to work with you, your tech stack needs to enable to facilitate that approach
- We started to care more about reaching as many people as we could, and ended up automating generic outreach. Our automation technology put an impersonal buffer between us and our prospects. And in doing that, we knowingly sacrificed the buyer’s experience: we disregarded who they are, what they care about, how we develop a relationship with them
- Because we automated outreach and scaled it, we created a world where voicemails and inboxes were constantly filled with generic messages. There’s now too much noise AND none of it is really one to one. It’s become nearly impossible to break through and get attention, nevermind get a response.
- “Personalization” technology instilled us with this promise that it would be able to deliver, but it fell flat. “Personalization” just meant adding your name to an email or your company’s name on web page-- that’s the lowest degree of being “Personal” there is.
- To succeed in the next evolution of outbound marketing and sales- you need to be empowered to have personal one-to-one interactions with buyers, without sacrificing scale. We need the same level of automation of the automation era, with the one-to-one personal nature of a face to face interaction. How do we do that?
- If you’re with us, and you don’t want to SPAM your buyers- you want to take a buyer-centric and personal approach that makes prospects want to work with you, your tech stack needs to enable to facilitate that approach
- “Alyce takes a buyer-centric approach”: Alyce approach: all about the recipient When you are interested, you become interesting AI to uncover prospects’ personal interests, Provide perfectly-matched gift recommendations from marketplace of 30k aspirational gifts - experiences, subscriptions, personalized items, etc... Provide the insights to connect on a one-to-one personal level, without spending hours of rep time Invite them into the relationship, don’t try to push or force them into it “Power of Choice, not possible with any other solution”: Thoughtful initial gift, but always give the recipient the ultimate choice Even if they love a gift, may already have something similar Accept, Exchange, or Donate
- The whole process starts when Alyce scrapes all the publicly available profiles of your prospects, returns data on their personal interests, and matches gifts from our marketplace to those interests- saving you and your reps hours of time spent researching, and selecting gifts to send.
- Once you receive the personal interest data and select a gift, Alyce differs from other direct mail solutions, because instead of sending the gift right off the bat- by giving you’re going to send them an eye-catching gift invitation in one of our premium invitation methods, which includes an authentic handwritten message personalized by you- so you can stand out. That invitation has a gift code on it that takes you to a landing page online
- This invitation method is super important because by doing so you empower your buyers with choice: they’re going to get a much more buyer-centric experience than they’re used to when it comes to receiving direct mail. Once you input the gift code and are directed to the landing page- they can read your personalized message again, and choose to accept, exchange, or donate the value of the gift you selected for them. Alyce has a marketplace of over 30,000 gifts and donations for your prospect to choose from so they’re always getting something memorable for them.
- Once you’ve sent your gift invitation, one area where direct mail strategies often fail, is that there’s either no follow-up, very little follow-up, or follow-up that feels automated, and impersonal. Alyce notifies you at key moments on the gifting process- for example, when someone views your gift or accepts your gift, so you have the context to follow-up in the right way every time, and ultimately close the loop to book more meetings than you normally would
- While all of your gifting is happening, sales and marketing are both able to use Alyce dashboards (within Alyce and within Salesforce) to track exactly how campaigns are performing and impacting pipeline and revenue. Alyce brings a level of tracking that no other direct mail platform has, keeping the two teams aligned on achieving the same goals, and making Alyce a true collaborative effort towards driving meaningful business
- What you want to be able to do is know your your top prospects are by fit, and who your highest intent prospects are As you go up and to the right, you want to invest in those prospects with high value personal experiences as much as you can: They’re the highest value to you, so you should invest in them more heavily
- What you want to be able to do is know your your top prospects are by fit, and who your highest intent prospects are As you go up and to the right, you want to invest in those prospects with high value personal experiences as much as you can: They’re the highest value to you, so you should invest in them more heavily
- You now have a choice- you can treat your buyers in a highly automated, impersonal way (SPAM) Generic, not personal- why would anyone want to respond to that? OR you can deliver personal experiences to prospects that are perfectly tailored to them More authentic, relatable, and memorable experience that makes prospects want to respond
- The pendulum swung too far in the other direction- and to win, and stand out, and get the responses you need, you need to scale your ability to treat your buyer in the way that you’d want to be treated. The tech solution you choose to use is what will directly enable that Your technology needs to be focused on enable you to deliver personal experiences at scale
- You’ve identified who your top prospects are, you know they are showing intent- but you’re going to engage them in the same way you would with any other prospect? That approach doesn’t add up. Without Alyce, you’re missing a crucial piece of the puzzle
- You’ve identified who your top prospects are, you know they are showing intent- but you’re going to engage them in the same way you would with any other prospect? That approach doesn’t add up. Without Alyce, you’re missing a crucial piece of the puzzle
- With Alyce, you treat those high value prospects with high-value buyer centric experiences using Alyce Alyce gives you the ability to not only get buyer’s attention, but make them want to respond This works by being personal, providing something of value, and showing you put in the time and effort that shows you really care about the prospect
- So what does it actually mean to humanize your selling approach? Humanizing your selling approach simply means being more REAL with every interaction you have. We believe being REAL helps humize your interactions by being: RELATABLE (treating prospects like individuals, not cookie-cutter personas) EMPATHETIC (putting yourself in the shoes of your buyer, and giving them what they’d want and helping them with what they need) AUTHENTIC (Being thoughtful and genuine with every sales interaction you have, don’t be phony) LASTING (at the end of the day, you want to surprise and delight your prospect with memorable interactions that stick with them) --- So what does it actually mean to take a “REAL” selling approach? We developed a framework for what it actually means to be REAL with your buyers: It means being RELATABLE, EMPATHETIC, AUTHENTIC, and LASTING in your approach, with every action you take. Being RELATABLE means treating every buyer as an individual, as a person NOT a persona, so you can connect on a level that actually matters to them and not some generic one-size fits all made up person. Being EMPATHETIC means being helpful and giving, and put yourself in the shoes of the buyer first, so you can focus on being buyer-centric, focusing on what they want first. Authentic Being AUTHENTIC means taking the extra step to show you care and show you put genuine thought into your outreach Lasting And being LASTING means making a mark on your prospect that they’ll remember. You want to stay top of mind, surprise and delight them with every action you take, so you can kickstart a valuable relationship
- Once you receive the personal interest data and select a gift, Alyce differs from other direct mail solutions, because instead of sending the gift right off the bat- by giving you’re going to send them an eye-catching gift invitation in one of our premium invitation methods, which includes an authentic handwritten message personalized by you- so you can stand out. That invitation has a gift code on it that takes you to a landing page online
- Direct Mail & gifting isn’t just a campaign-based episodic program you run anymore Alyce is not only an integral part of your MarTech stack, it makes your tech stack more effective Using Alyce alongside your existing tools, you deliver higher quality, high-value, personal engagements to the prospects that matter most