Reaching core customers in the fastest, most effective way, is the goal. Using personalized marketing experiences through automation is how you’ll get there. Join Founder and CEO of Black Girl Digital, LaToya Shambo, and Director of Content and Web Strategy at Vendavo, Morgan Short as they unpack how automation and current martech trends are shaping the future of marketing.

Key Takeaways:

[4:31] Latoya discusses how it’s a great opportunity right now for brands to connect directly with audiences, through the lens of influencers.

[4:47] The best future campaigns are the ones that bring more intentional choices about how our content is delivered.

[7:46] The opportunity for brands to use social media to connect with their audience is there; they just have to be mindful of who they are connecting with, and what the content is going to look like.

[13:23] B2B personalization is possible, but it takes figuring out what motivates people, their behaviors, likes, and hobbies.

[16:26] A lot of brands fail by not having internal diversity and having the wrong people sell a product to a demographic they don’t understand well.

[23:04] We’ve moved past the days where content developers stuff as many keywords as possible into their web pages to try and outsmart search engines.

[30:00] Successful brands use every channel to meet their customers where they are, using fun, engaging, and empathetic content.

Quotes:

• “I think that it’s really a great opportunity right now for brands to connect directly with audiences through the lens of the influencers.” — LaToya [4:31]
• “What makes influencer marketing so special is how much more easily you can measure its effectiveness.” — Jo [4:39]
• “The best campaigns of the future are bringing more intentional choices about how content is delivered to consumers across every channel over a longer time than a one-off TV ad.” [4:47]
• “I think that’s the beauty of social and trying to connect with your audience. The opportunity is there. It is just a matter of who’s on your team that understands the audience that you’re trying to connect with.” — LaToya [7:46]
• “Just because we’re selling something to businesses doesn’t take the human away from it.” — Morgan [13:23]
• “You can figure out what motivates people and their behaviors and their likes and their hobbies and you can still make that applicable in the B2B world to catch people’s attention.” — Morgan [13:38]
• “Where a lot of brands go wrong is not having internal diversity.” — LaToya [16:26]
• “If you want your marketing content to capture the attention of your audience, it has to have the right messaging. It has to be accessible.” — Jo [29:09]

Continue on your journey:

• pega.com/podcast

Mentioned:

• LaToya Shambo
• Black Girl Digital
• Morgan Short
• Vendavo