Buy or Sell: Is Personalization The Future Of Marketing?

VP of Marketing at EZO, Rob Freedman, delves into the world of personalization in marketing. He explores the significance of understanding competitors to enhance marketing strategies and the importance of staying updated with market trends. Rob emphasizes the need to determine brand differentiators to stand out in the competitive landscape. Show NotesConnect With:Rob Freedman: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical lifespan of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  Welcome to the Martech Podcast. I'm your host, Benjamin Shapiro, and today we're going to discuss everything-led growth. Joining me is Rob Freedman, who is the VP of Marketing at EZO, which is a provider of innovative asset intelligence and management solutions that are trusted by thousands of organizations worldwide. Their credibility is backed by a vast global clientele and a proven track record in multiple industries. And today, Rob and I are going to talk about is product, sales, or marketing-led growth right for you? All right, here's my conversation with an old friend, Rob Freedman, the VP of Marketing at EZO. All right, Rob, I want to move on to our lightning round, something new that we're

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  doing where I'm going to ask you a couple of Martech questions related to this topic, everything-led growth. Now, in this case, I didn't really give you a lot of advance notice that we were doing this, so you're going to be shooting from the hip.

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  Oh, boy.

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  Are you ready for the lightning round?

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  Absolutely. Let's do this.

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  All right, here we go. Let's start off buy or sell. Are you buying or selling the idea of personalization as the future of marketing?

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  Oh, buying. I'm all in. I think when you are speaking one to one, instead of one to many, you're going to get people who feel like your brand is authentic, speaks to them and understands their needs and their pain points.

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  I think that personalization as the future of marketing is driven by artificial intelligence, right? The ability to collect and analyze personalized data and then use that to improve your message so it is authentic. But we all have to be very careful because there's this thing called hallucinations. And if you haven't thought through how your data is being processed, how it gets to your large language model, and if you're not checking what the output is, I'm selling because you're going to do a bad job using artificial intelligence and create messages that are irrelevant, hallucinogenic. I mean, it's basically the LST of marketing.

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  Well, I think the right teams are going to do the right due diligence and you have to use AI to scale yourself these days.

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  I'm with you. I'm a buyer. I just think that I am a buyer with heavy filters because personalization is the future of marketing. It's also kind of the past of marketing. It's not a new topic, but that wraps up this episode of the Martech Podcast. Thanks again to Rob Friedman, the VP of Marketing at EZO for joining us. If you'd like to contact Rob, you can find a link to his LinkedIn profile in our show notes. You can send him a message on X. His handle is Rob Freedman. That's R O B F R E E D M A N. Or you can visit his company's website, which is EZO.io. If you'd like a summary of this podcast, or if you'd like to apply to be our next guest speaker, head over to martechpod.com. You can also

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  find the Martech Podcast on YouTube, Twitter, Instagram, Facebook, or even on TikTok now. And if you'd like to contact me, let's connect over on LinkedIn. My handle is Ben J. Shap, B E N J S H A P. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button. Your podcast app and we'll be back in your feed tomorrow morning. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the MarTech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand, then visit iHearEverything.com.