By Kieran O’Brien Kern.
What drives lead generation? Is it the voice of authority motivating a consumer, a carefully curated persona or a targeted email or text message? These are all just tools in the process. The element at the core of conversion is data. Marketing pioneer Bryan Eisenberg, Co-Founder and CMO of IdealSpot, has had a front-row seat to the evolution of lead generation, from ads with dancing graphics to the emergence of big data. His keynote at the upcoming LeadsCon Las Vegas, “Uncovering Amazon’s Performance Secrets to Set the Gold Standard in Lead Gen,” will address how creating a nurturing customer-centric business is pivotal to success.
There is a symbiotic relationship between acquiring customer data and crafting an excellent customer experience. Eisenberg cites Amazon as having mastered maximizing customer experience by using analytics and fostering a culture of execution. “The convenience of their e-commerce platform paired with its security cements a feeling of trust among its consumers and drove 42 percent of all 2015 e-commerce holidays sales,” he explains.
Their philosophy is not to stay ahead of the competition but the customer, to understand their needs and meet them better than anyone else. “Staying ahead of the customers means creating value; that is finding their pain point and solving it,” Eisenberg explains. Amazon is his primary example, but Facebook is another company that performs the difficult task
How do companies drill down to the valuable data that creates useful content? Amazon and Facebook may seem like they fill different roles online. However, they do the same things well: gather information and use said information to give audiences an ever-increasing level of personalization.
Amazon knows what people want to buy before they buy it – they have tracked every click, and they know every item dreamed about in wish lists, abandoned in carts or saved for later. Customers’ inboxes are augmented (not inundated) with new items to purchase, discount experiences and service recommendations.
From quizzes to click-thrus, Facebook knows their members and everyone their members know. More importantly, they have a chronicle of their members’ lives, from how they like their coffee to where they checked in to buy their car. Newsfeeds are tailored to the content individuals click the most, as are advertisements.
The information their audiences supply is the lifeblood of both organizations.
There will come a time when data is as much a commodity as stocks and bonds. Eisenberg foresees a time when consumers will meticulously curate the data they share through an artificial intelligence agent – a “wallet” that will anonymously share information based on presets when consumers are interested in a product or service. “Data will be exchanged for the best customer experience,” he explains. One way to ensure the steady flow of data is for business to be consistently innovating what they provide to their audience and giving ever-increasing opportunities to tailor their experience to meet their needs thus creating value.