Is AI-Led Personalization Is The Future Of Marketing?

Jordan Crawford, Founder of Blueprint, explores the question: Is AI-driven personalization the future of marketing? Show NotesConnect With: Jordan Crawford: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // 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 iheareverything.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 life span 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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  I'm Benjamin Shapiro and joining me today is Jordan Crawford, the founder of Blueprint GTM, which helps companies target prospects the exact moment they have their problem. And today, Jordan is going to explain how you can transform your go-to-market with intelligence hiding in plain sight. Let's move on to our lightning round where I'm going to ask you Martech-related questions that are about this week's topic, which is AI-led go-to-market. Are you ready?

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  No.

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  Well, we're going to do it anyway. Question number one, buy or sell? Are you buying or selling the idea that AI-led personalization is the true future of marketing?

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  I don't buy that argument. The reason that I don't is that that word "personalization" doesn't mean anything anymore because people have overloaded it. What they mean is like, personalization is, hey, Jordan, you wear a jacket, I wear a jacket. We're basically the same person, buy my stuff. But personalization might also mean the PvP, the things that I talk about. So. I think that the problem is that when you say personalization, it doesn't mean anything. I think that the first thing we need to do is reorient our thinking to a new model. And then the core idea behind personalization, which is really relevance, not randomness. That's really helpful. So you have to reorient your thinking and then insert relevance, not randomness, to make your stuff useful.

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  I'm buying it. I understand your argument that you'd sell personalization because AI can come up with some sort of understanding of fact. And we're not just trying to pump in new variables to make the message unique to you. But I think that relevant personalization through AI is now much more possible. It is too hard to create a personalized message that talks to the value that you specifically will get before AI. Right? Now I can start to customize my message and using one of the examples you used earlier. You're a plumbing company in Mobile, Alabama, and the regulators coming to your town next. Well, that's a personalized message. And I do think that those signals and the sort of unique use case and delivering value. I would consider that to be personalization. I'm buying it.

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  The way that I say this is the list is the message. So you can get this, but the list is the message. So the way in which you structure the information is what you say. So the problem is we don't have a personalization problem. We have a segmentation problem. And if you do segmentation well, even if you include no damn variables at all on the person, you can deliver amazingly useful information.

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  And that wraps up this episode of the Martech Podcast. Thanks to Jordan Crawford, the founder of Blueprint, for joining us. If you'd like to contact Jordan, you could find a link to his LinkedIn profile in our show notes. Or you can visit his company's website. It's blueprintgtm.com. He's also doing LinkedIn Lives for the Cannibal GTM every Friday. They're totally fascinating. You should absolutely check them out. And 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 in your podcast app or on YouTube and we'll be back in your feed every week. 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, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iHearEverything.com.