{
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  "sourcesContent": ["import{jsx as e,jsxs as a}from\"react/jsx-runtime\";import{Link as t}from\"framer\";import{motion as n}from\"framer-motion\";import*as i from\"react\";export const richText=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The year 2024 is just around the corner, and it\u2019s bringing a tidal wave of changes that will reshape technology and work. At least that\u2019s my hot take\u2026and not everyone is going to agree with me (if so, I want to hear it!), especially on my predictions that AI is going to cause up to 40% of layoffs and the way companies market and sell is about to significantly change. Let\u2019s break it down.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Personalization Will be King\"}),/*#__PURE__*/e(\"p\",{children:\"Pay-per-click advertising will take center stage in a way it hasn\u2019t before. Adapting your marketing strategy to align with this trend will be crucial for staying ahead.\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s time to say bye to generic approaches and hyper-focus on creating tailored and personalized communication. Avoid doing so, and you will lose any competitive edge you have. You\u2019ll see companies introduce completely dynamic websites that change and update for every prospect and customer that visits them.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Email Automation Will Get the S%$ Kicked Out of It\"}),/*#__PURE__*/a(\"p\",{children:[\"Consumers are about to get their revenge. They are going to turn the screws on all the companies that have been blasting their inboxes for so long. Don\u2019t believe me? \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/a-game-changer-in-email-marketing-is-coming-key-updates-to-know/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Check out this post\"})}),\". 2024 is the year of bigger, fewer, better. Companies are going to spend a lot of money and time trying to figure out who to talk to and what to say. Spray and pray will go extinct because it will stop yielding the results of the past.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: The Rise of Autonomous SDRs\"}),/*#__PURE__*/e(\"p\",{children:\"Prepare to meet your first fully autonomous Sales Development Representative (SDR) \u2014 trust me, this is on the verge of happening. Imagine programming your founder into an SDR, Customer Service (CS), and Account Executive (AE) bot. Automation is stepping up its game, and this is just the beginning. Don\u2019t run away from autonomous helpers \u2014 embrace them. Prompts will become a commodity; any you create on the job will be owned by your employer. Any you create for personal use you\u2019ll be able to \u201Ctake with you\u201D.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Job Shifts and AI Impact\"}),/*#__PURE__*/e(\"p\",{children:\"As AI continues to evolve, job displacements will shift from middle management, and freelancers are going to be severely disappointed because a lot of the work they do (unless it is very specialized) will get replaced with AI tools. Layoffs due to AI will be a hot topic, sparking discussions on Universal Basic Income (UBI) and AI taxes to fund necessary initiatives. I\u2019m even going to put some math behind this prediction \u2014 I believe layoffs will reach about 40% net in the next 5-10 years.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Proprietary Data Will be Expensive\"}),/*#__PURE__*/e(\"p\",{children:\"Access to proprietary is getting hard to access, so therefore the cost of it is about to go up \u2014 significantly. Take Reddit as an example \u2014 companies used to be able to mine the site\u2019s data unchecked. Not anymore. You\u2019ll start to see signs companies locking down their data, and matching up their interest in creating proprietary data sets generated by AI. Publicly available data is going away, and it\u2019s not coming back.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Provide Proof or Lose Deals\"}),/*#__PURE__*/e(\"p\",{children:\"The premium on proof points, or evidence, that companies can deliver the results they claim to deliver is about to go up \u2014 especially if they\u2019re selling AI-based tools. Get ready to show case studies and customer testimonials, or lose out to competitors who can. With the ubiquity of so many AI products, it\u2019s getting harder to distinguish one from another. Companies will need to differentiate with licenses, for example.\"}),/*#__PURE__*/e(\"h2\",{children:\"Prediction: Productivity Will Increase and Team Sizes Will Decrease\"}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s about to be a large explosion of small-scale 1-20 person companies in \u201Clong tail\u201D and lifestyle business models.\"}),/*#__PURE__*/e(\"h2\",{children:\"How to Prepare for the Future\"}),/*#__PURE__*/a(\"p\",{children:[\"To stay ahead of the curve, I\u2019ve listed some practical steps you can take. \",/*#__PURE__*/e(\"em\",{children:\"How\"}),\" to execute these steps will be the subject of future posts.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Embrace GPT Assistants\"}),/*#__PURE__*/e(\"p\",{children:\"Have a suite of GPT assistants at your disposal. Train them to automate your daily tasks. Those who adapt will thrive, while those who resist might find themselves out of a job in the coming decade.\"}),/*#__PURE__*/e(\"h2\",{children:\"Build Aggregated Databases. They are your Golden Ticket\"}),/*#__PURE__*/e(\"p\",{children:\"Start creating aggregated databases of your calls and emails. Platforms like Otter, Zoom, and customer support tools can help you automate tasks and enhance productivity. The more you can automate yourself, the better prepared you\u2019ll be for the changes ahead.\"}),/*#__PURE__*/e(\"h2\",{children:\"Develop AI Problem-Solving Skills\"}),/*#__PURE__*/e(\"p\",{children:\"As AI becomes more prevalent, honing your problem-solving skills becomes crucial. Think like a developer or understand the basics of object-oriented programming. You don\u2019t necessarily need to code, but understanding how these systems work will be essential.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Final Thoughts\"})}),/*#__PURE__*/e(\"p\",{children:\"The year 2024 promises exciting advancements, but it also challenges us to adapt. By preparing now and embracing the changing landscape, you can position yourself for success in a future where innovation and automation are the new norms. Stay curious, stay adaptable, and get ready for a transformative year ahead!\"})]});export const richText1=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Earlier this year, Outreach.io (sales engagement platform) released a memo, which you can see below, that raised many eyebrows. It referenced Google and Yahoo\u2019s latest efforts to curb spam. Here\u2019s what you might have missed beyond the headlines, and where you might need more clarity.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Starting in February 2024, Gmail and Yahoo will enforce new requirements for bulk senders, including authentication of emails, enabling easy unsubscribing, and staying under a spam threshold. The changes will impact how outbound prospecting is conducted, particularly for bulk email senders. \",/*#__PURE__*/e(\"strong\",{children:\"The key changes include email authentication, one-click unsubscribing, prompt honoring of unsubscribes, and maintaining a low spam complaint rate. \"}),\"To comply with these new rules, sales and marketing teams need to implement specific strategies and tools.\"]}),/*#__PURE__*/e(\"h2\",{children:\"What\u2019s Important to Know\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\u201CBulk senders\u201D aren\u2019t the only audience affected. This applies not only to senders using Google and Yahoo services but also to lower-volume senders and Gmail recipients. You can\u2019t circumvent these rules by using a different service or domain. The spam email threshold is 0.3% (1 of every 1,000 emails). Exceed this, and you risk having your user account or all emails from your domain blocked.\"}),/*#__PURE__*/e(\"p\",{children:\"Prepare and update your authentication to ensure that your headers match or DKIM is in place, and make your content easy to subscribe to and engage with, as well as easy to unsubscribe from. The enforcement date begins on February 1, 2024.\"}),/*#__PURE__*/e(\"h2\",{children:\"Here\u2019s What Businesses Should do to Adapt\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Implement Email Authentication\"}),\": Use Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) to authenticate your emails. This ensures the legitimacy of your sending domain.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Incorporate One-Click Unsubscribe Links\"}),\": Add easy, one-click unsubscribe options in your email sequences. This is essential to comply with the new rules and respect recipient preferences. When recipients choose to unsubscribe, ensure their requests are processed within 48 hours.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Maintain a Low Spam Complaint Rate\"}),\": Craft compelling outbound email sequences to keep your spam rate below the 0.3% threshold set by Gmail and Yahoo.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Regularly Monitor Sender Reputation\"}),\": Use tools like Google Postmaster to check your organization\u2019s sender reputation and address any abuse complaints.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Align Sales and Marketing Strategies\"}),\": Ensure that both sales and marketing teams are aligned in their email outreach strategies, considering the cumulative impact of emails sent from the same domain.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Adopt a Personalized Approach\"}),\": Move away from the \u201Cspray and pray\u201D methodology. Tailor your messages to suit the recipient\u2019s interests and needs.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Be Cautious with AI Assistance\"}),\": While AI tools can aid in email composition, ensure they don\u2019t inadvertently increase spam flags.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Consider Separate Domains for Different Campaigns\"}),\": To manage sender reputations effectively, you might set up separate domains for marketing campaigns and cold outreach, bearing in mind the associated challenges.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Check Your Spam / IP / Domain Ratings and Credibility:\"}),\" Check Google Postmaster tools: https://postmaster.google.com/u/0/managedomains\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"These upcoming changes by Gmail and Yahoo mark a significant shift in how outbound email marketing and prospecting will be conducted. Adapting to these changes requires a more targeted, personalized approach, emphasizing authenticity and respect for the recipient\u2019s preferences. By implementing these strategies, companies can continue to engage effectively with their audience while complying with the new email standards.\"}),/*#__PURE__*/e(\"h2\",{children:\"What does it all Mean? Experts Weigh-In\"}),/*#__PURE__*/a(\"blockquote\",{children:[/*#__PURE__*/a(\"p\",{children:[\"\u201C\",/*#__PURE__*/e(\"em\",{children:\"This is not the great email apocalypse. Just like sales acceleration tools helped sales teams increase their bandwidth for sales, email tools helped marketing teams. However, just as sales teams need to tighten up their sales motions, marketing teams need to focus their email outreach, understand who they are reaching out to, and why they are reaching out. There are ways to scale this up, but you\u2019ve got to be smart about it.\u201D\"}),\" \u2013 Steve Eror, Signals\"]}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CBigger, fewer, better \u2014 this is the new mantra for marketers in 2024. Take the \u201Chits\u201D in automation and put the priority on creating quality content that people want to tuck in their back pocket for later. The idea of \u201Cone size fits all\u201D is over. Marketers have to be more careful about what content they send and to whom they send it. So plan ahead. Define your ICP (ideal customer profile) and overall strategic goal way in advance of launching a campaign. Drive engagement based on recipient needs, versus your own wants. This is much more challenging to do, but will be more effective in the long run.\u201D\"}),\" \u2013 \",/*#__PURE__*/e(t,{href:\"https://www.linkedin.com/in/gabrielabarragan/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Gabi Barragan, Wrench.ai Co-founder\"})})]}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CISPs have always monitored email volume, complaints, engagement, and authentication from marketers. Maintaining a high IP and domain reputation, as well as low complaints, is critical to landing in the inbox. It is time for marketers to get serious about implementing DMARC to protect the domain\u2019s reputation. Review your DNS records, tighten up your list, ensure your content is relevant, and monitor your reports!\u201D\"}),\" \u2013 \",/*#__PURE__*/e(t,{href:\"https://www.linkedin.com/in/arrendale/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Chris Arrendale, CEO and Founder, CyberDataPros\"})})]})]})]});export const richText2=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Earlier this year, Outreach.io (sales engagement platform) released a memo, which you can see below, that raised many eyebrows. It referenced Google and Yahoo\u2019s latest efforts to curb spam. Here\u2019s what you might have missed beyond the headlines, and where you might need more clarity.\"}),/*#__PURE__*/e(\"p\",{children:\"Starting in February 2024, Gmail and Yahoo will enforce new requirements for bulk senders, including authentication of emails, enabling easy unsubscribing, and staying under a spam threshold. The changes will impact how outbound prospecting is conducted, particularly for bulk email senders. The key changes include email authentication, one-click unsubscribing, prompt honoring of unsubscribes, and maintaining a low spam complaint rate. To comply with these new rules, sales and marketing teams need to implement specific strategies and tools.\"})]});export const richText3=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Since the juggernaut of the ChatGPT debut,\\xa0 I am seeing all kinds of content that are clearly being generated by AI. As I noted this, my thought was: \u201CBeing efficient is very different from being effective.\u201DI now find myself saying this a lot as I talk with clients and prospects about the growing ubiquity of AI and how they can best harness it.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s no question that AI-generated content is streamlining the content creation process. But the ability to spot and filter it is also gaining steam.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This also means that a lot of people are using generative AI to scale the same mistakes they\u2019ve already been making \u2013 but with automation.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The trick to creating effective content with AI is not that it makes it easier for a marketer or salesperson to generate it, but to create content that\u2019s unique \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"highly relevant to the recipient. The recipient doesn\u2019t care about your elaborate prompt and the subsequent message. The recipient cares about their problems and headaches; they care about the solutions to solve them.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019ve made generative AI a part of our content creation process, how much is the recipient\u2019s pain point figuring into your messaging? Your message may sound great, but is it truly moving the needle with engagement and conversions?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I\u2019ve spoken with teams that have been surprised that AI-generated copy has not impacted their bottom line. My follow-up questions have been: Was your content personalized? Was it geared toward recipients\u2019 roles and challenges? Did your content reference a possible solution?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The answer has generally been \u201Cno\u201D. The teams I\u2019ve spoken with typically spend more time troubleshooting their AI prompts than personalizing the output, and the latter results in much better engagement metrics.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI-generated content will obviously improve with time. But now that people have had a couple of months to test the latest tools, it should be more clear by now if generative AI has in fact created a marketing and sales lift \u2013 or not. What do your numbers say?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Even if you\u2019re not seeing an increase in your conversion rate, an increase in engagement may indicate that an AI content tool is making it possible to create more effective messaging, not just saving you time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So the question for all of you using generative AI: Are you seeing just efficiency increases? Or, are you also seeing evidence of effectiveness? Generative AI, if you\u2019re using it well, should mean improvements in both areas \u2013 not just the former.\"})]});export const richText4=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Here\u2019s another question that I get, and see frequently elsewhere: \u201CWhat will be the impact of AI on marketing this year?\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And then there\u2019s the follow-up question: \u201CWhat will be the impact of AI on marketing in five years?\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Advances in AI come every single day. It\u2019s not slowing down.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ll start seeing a surge in personalization, with marketing campaigns tailored to individuals.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The novelty of generative AI will start to fade, and the focus is going to shift to effectiveness and refinement.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In other words, it\u2019s not just about the copy you create with Generative AI, but how (if?) it impacts your KPIs.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Is your AI-created copy and content increasing your open rate? Do you see an uptick in leads? Are you closing deals faster?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In five years (probably less), competition will intensify and content will become commoditized. Standing out will require deeper personalization and relevance.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketing will undergo a significant transformation. I know I keep saying this, but I\u2019ll keep saying it because it\u2019s going to happen. Don\u2019t get caught off guard or left behind.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Imagine delivering bespoke campaigns to your prospects and customers. Imagine being on the receiving end of an email or ad that\u2019s been created just for you.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Imagine campaigns with dynamic content tailored to individual preferences \u2014 specific preferences that your AI tools quickly detect and for which they can make campaign recommendations.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers who succeed will have figured out how to \u201Ctalk\u201D to each member of their target audience, and to do so at scale.\"})]});export const richText5=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Are you a business owner or entrepreneur looking to improve your go-to-market launch process for better results? If so, you\u2019re not alone. Many companies, from mature organizations to super new startups, are constantly searching for ways to optimize their product launch process to increase sales and improve customer satisfaction.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"However, one of the biggest mistakes companies make is treating all of their prospects and customers the same. This approach is not only ineffective, but it can also come across as disingenuous and unauthentic, which is one of the hardest things to fake in today\u2019s world of ubiquitous AI.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So, what\u2019s the solution? Data. Data is the key to understanding your customers\u2019 needs and behaviors and creating a personalized experience for each individual. However, data is often siloed in organizations, making it difficult to access and utilize effectively.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But, as a business owner or entrepreneur developing a product or minimum viable product (MVP), you may be in a position of power without even realizing it. A lot of people collect data that they don\u2019t know how to use, sometimes relying on demographics to target their audience.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Instead, businesses should focus on behavior-based data first. People are who they want to be behind a browser, and the context of their interaction with a product or service is more important than their demographic information. By identifying and tracking thousands of customer traits that cover behaviors like browsing preferences, habits, and event preferences, you can create a model that generates predictions based on collected traits. You can then start to understand the key traits that predict a purchase, or a final \u201CNo, we\u2019re not interested.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As you grow your customer data set, you can start to rank the weight associated with different behaviors and traits. This allows you to understand your customers\u2019 needs in context and provide them with a personalized experience that addresses their specific problems and pain points.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you want to improve your go-to-market launch process and achieve better results, start by understanding your customers\u2019 behaviors and needs; don\u2019t treat all your customers the same. Utilize data to create a personalized experience for each individual, and you\u2019ll be on your way toward optimizing the messaging you use to launch a new product. And, remember, when it comes to AI, think of it as statistical analysis on steroids, and focus on behavior-based data first.\"})]});export const richText6=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A nationally recognized university was investing heavily in digital marketing but couldn\u2019t effectively convert one of its most important target audiences: military-affiliated students. Despite strong lead volume, engagement dropped off mid-funnel\u2014and existing systems offered little clarity on why.\"}),/*#__PURE__*/e(\"p\",{children:\"They turned to a specialized agency network with 35+ years of experience delivering brand-relevant audiences and niche expertise across Armed Forces Communications, Influyente, Thinking Cap, and 360 Youth. In partnership with Wrench.ai, they deployed an AI-powered conversion optimization strategy that reshaped their recruitment and retention approach.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Challenge\"}),/*#__PURE__*/e(\"p\",{children:\"This Fortune-ranked university had the traffic\u2014but not the traction. Their military-focused outreach generated initial interest, yet leads rarely progressed to enrollment. Internal teams were left guessing which students to prioritize, what messaging would resonate, and where prospects dropped off.\"}),/*#__PURE__*/e(\"p\",{children:\"They needed:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Real-time visibility into lead behavior\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"AI-enhanced messaging tailored to the military segment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A predictive system for identifying drop-off risks and high-potential applicants\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved ROI from their marketing spend\"})})]}),/*#__PURE__*/e(\"h4\",{children:\"The Solution\"}),/*#__PURE__*/e(\"p\",{children:\"The agency team brought in Wrench.ai to deploy AI agents trained to interpret student behavior, segment audiences dynamically, and surface high-value leads. Unlike static lead scoring models, Wrench.ai delivered real-time updates as prospect engagement evolved.\"}),/*#__PURE__*/e(\"h4\",{children:\"Key capabilities included:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Custom AI scoring models trained on university-specific enrollment data\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identification of drop-off points across the recruitment funnel\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personalized messaging recommendations powered by AI language models\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Predictive modeling to flag students at risk of attrition\"})})]}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CWe weren\u2019t just scoring leads\u2014we were diagnosing what was working, what wasn\u2019t, and adjusting in real time,\u201D\"}),\" said the agency\u2019s strategy director.\"]}),/*#__PURE__*/e(\"h4\",{children:\"The Results\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved lead quality and reduced cost-per-enrollment\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Higher engagement mid-funnel from military-affiliated prospects\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Early identification of at-risk students, improving retention efforts\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Marketing spend reallocated toward top-performing messaging and channels\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Faster campaign optimization through automated audits and AI insights\"})})]}),/*#__PURE__*/a(\"p\",{children:[\"Want to see how AI can drive real enrollment outcomes? Click \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" to set up a time to learn more. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText7=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A Fortune Global 500 company\u2014recognized as one of the world\u2019s leading luxury automotive brands\u2014wanted to deepen relationships with U.S. dealerships and accelerate post-pandemic growth. They partnered with a specialized agency group known for delivering brand-relevant audiences with precision across niche segments. Together, they built a custom AI-powered persona engine to streamline dealer messaging, drive engagement, and make communications more relevant, faster.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Challenge\"}),/*#__PURE__*/e(\"p\",{children:\"Like many brands in the post-COVID landscape, this global automaker was facing slowed dealer reactivation and inconsistent engagement across its retail footprint. Its network of dealerships\u2014spanning diverse regions and personas\u2014responded unevenly to one-size-fits-all communications.\"}),/*#__PURE__*/e(\"p\",{children:\"The brand needed:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A more personalized communication strategy to re-engage dealer partners\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A better understanding of what types of messaging moved different personas\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"A system that could scale customized messaging without overloading internal teams\"})})]}),/*#__PURE__*/e(\"h4\",{children:\"The Solution\"}),/*#__PURE__*/e(\"p\",{children:\"Working with a niche-focused agency group known for combining full-service marketing with deep audience expertise, the brand implemented a custom AI persona segmentation model powered by Wrench.ai.\"}),/*#__PURE__*/e(\"p\",{children:\"The system analyzed dealer behavior, preferences, and digital footprints to generate tailored persona profiles. Using these insights, the team deployed campaigns mapped to each persona\u2019s decision-making style, values, and communication preferences.\"}),/*#__PURE__*/e(\"h4\",{children:\"Key capabilities included:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"AI-driven persona classification of dealership decision-makers\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Targeted messaging and campaign variants tailored to 6 distinct personas\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Predictive analysis on which dealers were most likely to engage next\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Ongoing learning to refine messaging based on campaign outcomes\"})})]}),/*#__PURE__*/e(\"h4\",{children:\"The Results\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Dealer reactivation rates improved \",/*#__PURE__*/e(\"strong\",{children:\"3X\"}),\" in key markets\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Engagement with email and direct outreach increased by \",/*#__PURE__*/e(\"strong\",{children:\"38%\"})]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personas became the core of future campaign planning\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Internal teams saved hours weekly by reducing manual segmentation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personalized messaging became the new go-to strategy for dealer engagement\"})})]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CThis wasn\u2019t about more outreach\u2014it was about smarter outreach. Now we understand who we\u2019re talking to, and how to move them.\u201D\"}),/*#__PURE__*/e(\"br\",{}),\"\u2014Senior Program Director, Automotive Client\"]})}),/*#__PURE__*/a(\"p\",{children:[\"Want to see how persona-driven AI can re-engage your audience? Click \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" to set up a time to learn more.\"]}),/*#__PURE__*/e(\"h4\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]});export const richText8=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Refuel Agency specializes in high-impact campaigns for niche communities, including U.S. military personnel and Hispanic audiences. As demand for precision targeting grew, generic AI models fell short. That\u2019s when Refuel partnered with Wrench.ai to build custom, domain-specific AI agents that could drive personalization, automation, and insight\u2014at scale.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Challenge\"}),/*#__PURE__*/e(\"p\",{children:\"Refuel Agency supports Fortune 500 clients with campaigns that require cultural fluency, audience nuance, and speed. Off-the-shelf generative AI like GPT offered speed but lacked precision\u2014and often introduced inaccuracies that could undermine credibility.\"}),/*#__PURE__*/e(\"p\",{children:\"Refuel needed a smarter, safer solution that could:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Integrate proprietary research data\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Personalize interactions by audience\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Eliminate generic responses and AI \u201Challucinations\u201D\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Automate workflows and improve decision-making\"})})]}),/*#__PURE__*/e(\"h4\",{children:\"The Solution\"}),/*#__PURE__*/e(\"p\",{children:\"Wrench.ai worked with Refuel to build two tailored AI agents:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gunnar\"}),\" \u2014 trained to support campaigns targeting U.S. military audiences\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Gabriela\"}),\" \u2014 focused on Hispanic market outreach\"]})})]}),/*#__PURE__*/a(\"p\",{children:[\"Both AI agents were built on Refuel\u2019s proprietary \",/*#__PURE__*/e(\"strong\",{children:\"Military Explorer\u2122\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"Hispanic Explorer\u2122\"}),\" datasets, allowing them to provide campaign-ready insights grounded in real audience behavior\u2014not generic internet data.\"]}),/*#__PURE__*/e(\"p\",{children:\"These AI agents could:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Deliver real-time answers during live client calls\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Automate market research and creative recommendations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Streamline campaign strategy and audience segmentation\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improve messaging with audience-specific lead scoring\"})})]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CIt\u2019s not just about getting fast answers\u2014it\u2019s about accessing campaigns rooted in real data,\u201D\"}),\" said Tim LeCroix, VP of Analytics at Refuel.\"]})}),/*#__PURE__*/e(\"h4\",{children:\"The Results\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Faster turnaround times and reduced production bottlenecks\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Real-time AI insights delivered live in client meetings\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Improved campaign personalization and mid-flight optimizations\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increased engagement rates with audience-specific messaging\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Custom AI agents that are now central to Refuel\u2019s campaign playbook\"})})]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:\"\u201CGunnar and Gabriela didn\u2019t just help us scale\u2014they changed the way we go to market.\u201D\"}),/*#__PURE__*/e(\"br\",{}),\"\u2014Tim LeCroix, VP of Analytics, Refuel Agency\"]})}),/*#__PURE__*/a(\"p\",{children:[\"Ready to build custom AI that actually fits your market? Click \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" to set up a time to learn more. \"]})]});export const richText9=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The goal of lead scores \u2013 the rankings of customer prospects based on the likelihood to purchase \u2013 is to make marketing and sales processes more efficient by signaling a potential buyer\u2019s purchase intention. When the prospect is ranked from 1 to 100, it makes it easier for a marketing team \u2013 and a sales team \u2013 to prioritize their campaigns.\"}),/*#__PURE__*/e(\"p\",{children:\"A lead score can also lower the cost to convert a new client or purchase by decreasing the average amount of time sales personnel take to complete a sale. This efficiency can also translate into better ROI on marketing spend.\"}),/*#__PURE__*/e(\"h4\",{children:\"A Lead Score Conundrum\"}),/*#__PURE__*/e(\"p\",{children:\"A client in the consumer retail space was actively trying to understand how to acquire new customers. They purchased a list of leads from a recognized list provider and wanted to understand how best to use this list in their marketing program. Because there is a lead activation cost associated with each lead, the marketing and sales team wanted to make sure that they only activate those leads most likely to convert. They approached Wrench to provide a lead score tool to determine how to prioritize leads to achieve a cost-effective advantage.\"}),/*#__PURE__*/e(\"p\",{children:\"Sales and marketing teams often develop short lists from lead sources based on intuitive guesses on what attributes are associated with individuals who are more likely to convert. However, there is a more scientific approach that takes into account more complex sets of attributes and systematically determines how different attributes predict a likely purchase \u2013 this also removes intuition and relies on data. This is where Wrench.ai comes in.\"}),/*#__PURE__*/e(\"h4\",{children:\"Building a Lead Score Model\"}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s where we\u2019ll provide a look \u201Cunder the hood\u201D to shed light on the data-driven power of the Wrench lead score tool.\"}),/*#__PURE__*/e(\"p\",{children:\"The initial step involved building a reusable algorithm to score how likely a lead contact will convert to a customer. Using machine learning and 3rd party integrations, Wrench built a client-customized training set from the lead list and known customers. The resulting model provided an ongoing method of scoring new leads and determining each lead\u2019s likelihood of becoming a customer.\"}),/*#__PURE__*/e(\"p\",{children:\"The predictors for a customized model can be as simple as basic demographics or related information provided by most list providers. However, in this case, the client chose to add additional elements using Wrench\u2019s match score capabilities. This feature uses AI deep learning modules to assess how well a lead contact aligns with the specific brand or product attributes being positioned by the client\u2019s marketing team. These brand and product assessments are individual scores for each lead contact and can be used separately or in conjunction with a lead score modeling.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Power of Personality and Persuasion\"}),/*#__PURE__*/e(\"p\",{children:\"An additional scoring feature offered by Wrench is capturing the personality traits of lead contacts. While this feature is an active ingredient in Wrench\u2019s Persona product, the standalone scoring of personality traits offers an additional predictor for determining customer potential, which was used in this case to make the list of \u201Clikely to convert\u201D leads more robust. Moreover, understanding the likely personality traits of customers, the client could develop content with specific persuasion angles that were more likely to prompt the recipient to act.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Power of Scoring Leads\"}),/*#__PURE__*/e(\"p\",{children:\"In this case study, Wrench\u2019s lead score model produced two important features. First, it generated the relative contribution of all the predictors used in the model. Second, the actual predictive power of the model could be assessed prior to implementation, giving decision-makers the ability to evaluate the expected cost-benefit. In other words, the client was able to vet the list of customers, their lead scores, and their personality dimensions to determine if they were on the right track before implementing a marketing program.\"}),/*#__PURE__*/e(\"p\",{children:\"The model uses the brand and product match scores as important predictors of likelihood of becoming a customer. In this case, the predictive power of conventional characteristics like demographics, location, profession or social connection contributed only 18% to the predictive power of the lead score model. Conversely, brand and product related scores measuring lead contact affinity with brand characteristics contributed 60% the predictive power. Personality traits rounded out the contribution with an increment of 22%.\"}),/*#__PURE__*/e(\"h4\",{children:\"Lead Score Performance\"}),/*#__PURE__*/e(\"p\",{children:\"The CPG case study the lead score model, using additional Wrench components in model building, consistently showed marked improvements in sales and marketing metrics when high scoring leads were compared to non-scored leads. In fact, the client achieved a 100% increase in average order size, from $25 per order to $50 per order.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Summary\"})}),/*#__PURE__*/e(\"p\",{children:\"Lead scores drive improved sales and marketing metrics and increase sales conversions by ranking customers based on their likelihood to purchase. Wrench\u2019s proprietary technology enables sales and marketing teams to more efficiently target customer prospects, reach prospects more likely to purchase and improve sales and marketing results. By leveraging a variety of data, Wrench\u2019s AI algorithms save time and marketing costs and improve both sales and marketing results.\"}),/*#__PURE__*/a(\"p\",{children:[\"Interested in learning more? Click \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" to set up time with a Wrench.ai representative. \"]})]});export const richText10=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Refuel Agency is a leading performance marketing agency known for scaling results across complex, multi-platform campaigns. As their client base and media mix expanded, so did their data complexity. To stay ahead, they needed a smarter way to connect creative decisions with campaign performance\u2014at scale.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Challenge\"}),/*#__PURE__*/e(\"p\",{children:\"Refuel Agency was awash in data\u2014but stuck in silos when it came to social media. With over 12 paid media platforms (including Meta, Instagram, Facebook, Amazon Ads, and Bing), the team needed a more unified way to connect creative performance to campaign outcomes.\"}),/*#__PURE__*/e(\"p\",{children:\"Despite dedicating a team to work on a solution for over a year, they still sought an approach that aligned media performance with creative variables in a single source of truth.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Solution\"}),/*#__PURE__*/a(\"p\",{children:[\"Refuel partnered with Wrench.ai to build a real-time \",/*#__PURE__*/e(\"strong\",{children:\"Media Optimization Intelligence Hub\"}),\"\u2014a centralized platform blending creative attributes with cross-channel campaign data.\"]}),/*#__PURE__*/e(\"h4\",{children:\"Key Innovations\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Integrated \",/*#__PURE__*/e(\"strong\",{children:\"13 PPC platforms\"}),\" into one normalized, queryable database\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Mapped \",/*#__PURE__*/e(\"strong\",{children:\"creative elements\"}),\" (headlines, visuals, formats) to performance outcomes\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Used \",/*#__PURE__*/e(\"strong\",{children:\"AI agents\"}),\" to run real-time SWOT analysis at the campaign level\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Enabled \",/*#__PURE__*/e(\"strong\",{children:\"bidirectional learning\"}),\", improving outcomes across campaigns\"]})})]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"em\",{children:'\"The power isn\u2019t just in seeing the data\u2014it\u2019s in seeing everything at once.\"'}),/*#__PURE__*/e(\"br\",{}),\"\u2014Timothy LeCroix, VP, Digital Media Analytics, Refuel Agency\"]})}),/*#__PURE__*/e(\"h4\",{children:\"The Results\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"2 months\"}),\" to deploy (vs. 2 years of internal attempts)\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Unified \",/*#__PURE__*/e(\"strong\",{children:\"creative + campaign data\"}),\" across 12+ platforms\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Eliminated \",/*#__PURE__*/e(\"strong\",{children:\"data silos\"}),\" that hampered collaboration\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Activated \",/*#__PURE__*/e(\"strong\",{children:\"AI alerts\"}),\" for real-time optimization\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"Achieved \",/*#__PURE__*/e(\"strong\",{children:\"200% ROI\"}),\", projected to exceed \",/*#__PURE__*/e(\"strong\",{children:\"500%\"}),\" with further automation\"]})})]}),/*#__PURE__*/e(\"blockquote\",{children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"\u201CWrench.ai fixed the issue in two months. We reduced internal friction, and now we make smarter creative decisions, and the AI just keeps getting smarter.\u201D\"})})}),/*#__PURE__*/a(\"p\",{children:[\"Ready to simplify your data chaos and boost ROI? Click \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" to set up a time to learn more.\"]})]});export const richText11=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"At the simplest level, segments and personas are generalizations representing groups of individuals. The primary difference between the two is that personas attempt to resolve a group generalization into a relatable character, into someone that has a name, a face, qualities that are recognizably human.\"}),/*#__PURE__*/e(\"p\",{children:\"Conversely, segments are homogeneous groups that are often profiled across a common set of characteristics. Understanding how each segment indexes on any given characteristic gives marketers tools to understand how segments differ. These differences provide a solid foundation to develop segment strategies to increase the rate of engagement with customers and prospects \u2013 and turn leads into closed deals.\"}),/*#__PURE__*/e(\"h4\",{children:\"Business Relevance and AI\"}),/*#__PURE__*/e(\"p\",{children:\"Using segmentation for market sizing is an intelligence tool that helps business leaders understand their addressable market for any given product or initiative. Segments and personas also provide the foundation for developing new products and their appeal to different types of consumers by understanding coherence of interests and demand throughout a market.\"}),/*#__PURE__*/e(\"p\",{children:\"On the brand front, both segments and personas can map the emotional landscape of different parts of the market, helping marketers and brand teams customize messaging to appeal to specific groups, creating greater resonance and campaign effectiveness. In essence, both segmentations and personas give marketers the insights needed to effectively target specific groups within any given market.\"}),/*#__PURE__*/a(\"p\",{children:[\"Current AI-driven solutions leverage new data sources and go a step further than conventional solutions because they make it possible to build individualized targeting algorithms that bring the right message or product to the right individual \u2013 rather than generalize a solution for a group. This has led to a new era of hyper-personalization that makes dynamic adaptation to changing market conditions possible. AI-driven segmentation and personas access the enormous digital assets of a social media and CRM-driven world. This makes AI-driven solutions more scalable and dynamically updatable. More importantly, the advent of AI solutions means that scalable solutions can readily transition from group to individual-level personalization, \",/*#__PURE__*/e(\"em\",{children:\"quickly\"}),\".\"]}),/*#__PURE__*/e(\"h4\",{children:\"An Example\"}),/*#__PURE__*/e(\"p\",{children:\"Markets are not homogeneous, so delivering a more effective program means targeting the right message to the right group of people. This means identifying the type and level of interest in a new or existing product offering among different groups of people, and knowing how best to communicate the product\u2019s value proposition to each group. Take a client\u2019s specific use case as an example, there were two main goals they wanted to achieve:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Increase ROAS (Return on Advertising Spend)\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/e(\"p\",{children:\"Increase conversion rate for sales team\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"h4\",{children:\"The First Step\"}),/*#__PURE__*/e(\"p\",{children:\"Believe it or not, the first thing we do is start with words. Specifically, brand and product descriptions that include unique characteristics and all of the dimensions that convey value and meaning. Following the brand/product descriptions we help clients break the process down into key elements that impact the conversion process:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Triggers:\"}),\" phrases or words that connect people to your brand or products, emotionally or rationally.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Events:\"}),\" Phrases or words that represent events that are relevant for marketing initiatives or indicate potential sales opportunities.\"]})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Targets: \"}),\"Phrases or words that represent types of individuals or groups that are relevant for marketing initiatives or indicate potential sales opportunities.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"These elements are loaded into Wrench\u2019s AI platform, followed by a list of contacts (we do this through a CSV upload or an API integration) \u2013 this initiates the automated persona and segmentation builder.\"}),/*#__PURE__*/e(\"h4\",{children:\"The Results\"}),/*#__PURE__*/e(\"p\",{children:\"Believe it or not, the first thing we do is start with words. Specifically, brand and product descriptions that include unique characteristics and all of the dimensions that convey value and meaning. Following the brand/product descriptions we help clients break the process down into key elements that impact the conversion process:\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Triggers: \"}),\"phrases or words that connect people to your brand or products, emotionally or rationally.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Events: \"}),\"Phrases or words that represent events that are relevant for marketing initiatives or indicate potential sales.\"]})})]}),/*#__PURE__*/e(\"p\",{children:\"The builder assigns contacts to one of seven standard segments based on their product or brand disposition. At Wrench, we use the adoption curve methodology that provides a framework for understanding who is more likely to adopt a product or brand, what is the dominant personality of the individuals within each group, and what are the persuasion techniques that will be most effective.\"}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Innovator:\"}),\" A small number of people demonstrating the greatest affinity with a product or brand category and signaling a familiarity and a more sophisticated understanding of the category.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Influencers: \"}),\"Whether they be celebrities or content creators, are a small number of individuals who have some affinity with the category; but what distinguishes them is their significant social media presence.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Early adopters:\"}),\" Have some familiarity with the category and can be viewed as following innovators in category adoption. While more common than innovators this group is generally smaller than Early Majority or Late Adopter groups.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"The remaining groups show relatively lesser affinity with the category and generally taper in numbers as one gets closer to the Laggards, who are the slowest to adopt and generally have fewer numbers than either Early Majority or Later Adopter.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"The seven groups, defined by their tendency for category adoption, provide a basic tableau from which marketers can overlay metrics on triggers, events, and targets. An accompanying report provides demographic and interest estimates for each segment.\"}),/*#__PURE__*/e(\"h4\",{children:\"How to Use Results\"}),/*#__PURE__*/e(\"p\",{children:\"The conventional way marketers use the automated persona reports is to inform their creative and campaign strategy and process for each segment profile. This means using the way personas over-index on any triggers, events, or targets to inform a marketing initiative (this could also include sales development outreach) that is likely to \u201Cmove the needle\u201D. A detailed description of the dominant personality and persuasion techniques also provides important inputs into campaign design.\"}),/*#__PURE__*/e(\"p\",{children:\"However, the automated personas also provide marketers with a methodology that extends beyond market intelligence. Each valid uploaded record contains a persona label, a personality label, persuasion approaches, and all their brand-related scores. This information at the individual record level gives marketers a wide range of options.\"}),/*#__PURE__*/e(\"h4\",{children:\"Just One Use Case\"}),/*#__PURE__*/e(\"p\",{children:\"A simple example is when a marketer uses the information for all contacts assigned to a persona for input into a social media campaign. This can be handled as look-alike data to be uploaded in any of the conventional social media platforms as a targeting parameter for a campaign. This can be customized so the marketer may take a smaller persona that meets their marketing goals and increase the size of the persona list by adding those individuals with high scores on selected characteristics. Alternatively, a marketer can completely customize their look-alike by using all those with the same personality, or having a particular combination of scores.\"}),/*#__PURE__*/e(\"p\",{children:\"In the case of direct marketing, the record-level scoring means that anything suggested above can be tailored for precision targeting. For example, an email campaign can target subgroups within a persona by using trigger scores to create content specifically for that trigger and the contacts within that subgroup.\"}),/*#__PURE__*/a(\"p\",{children:[\"Interested in learning more? \",/*#__PURE__*/e(t,{href:\"https://connect.getsignals.ai/dan-baird\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Reach out\"})}),\" to a member of our team; we are happy to answer any questions you have.\"]})]});export const richText12=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Sales prospecting is hard. First-time outreach is not for the faint of heart. There\u2019s a pervasive \u2014 let\u2019s call it dislike \u2014 for cold callers. Curiously, the warring generations (Baby Boomers and millennials) both agree in their aversion to answering the phone to cold callers, whether at work or at home.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Aside from simply ignoring the cold call, people\u2019s manners go out the window: a ton of them answer and hang up, say they\u2019ll call back but don\u2019t, some even prank you, and of course, demand to \u201Cremove me from your list!\u201D\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not surprising it\u2019s led to the belief that cold calling is dead. It\u2019s not. But it has certainly evolved.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"h2\",{children:[\"Prospecting is \",/*#__PURE__*/e(\"em\",{children:\"still \"}),\"one of the pillars of your pipeline\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sales teams can\u2019t really afford to remove this tool yet from their prospecting toolbox. What are the replacements? Social media DMs? LinkedIn outreach? Emails? Robo-prospecting? Pre-recorded messages?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"These methods can and do work, but with mixed results \u2014 it depends on what works most effectively for your prospects, which takes trial and error.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And none of these methods have the finesse of a human on the other end of old-school cold calls. At this time, while we\u2019re all on limited contact with people, cold calls might be appreciated and come back in style, especially when it\u2019s done right. Everyone\u2019s craving contact \u2014 yes, even introverts. \",/*#__PURE__*/e(\"em\",{children:\"The cold call just has to be done right.\"}),\"\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Think of it as a challenge to sales teams: a cold call is not for everyone. Prospecting brings out the best sales professionals who have conversation and people skills.\\xa0(Side note: the best sales people also know how to \",/*#__PURE__*/e(\"em\",{children:\"listen\"}),\".)\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You have a script, yes, but this isn\u2019t a template you write and send out in blasts via email or LinkedIn. This is a one-on-one conversation with your prospect.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And unless you already have a robust pipeline of pre-qualified leads, you can\u2019t get out of prospecting. \",/*#__PURE__*/e(t,{href:\"https://www.xant.ai/blog/cold-calling-not-dead-built-1-1m-pipeline-using-phone/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"62% of leaders say building a pipeline is harder than closing a pipeline\"})}),\". And like all aspects of building a pipeline, cold calls aren\u2019t exercises for improv. It takes planning and discipline.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A thick skin, too, of course. Take your high from your wins and let that fuel your next dials.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Along with good practices.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The fundamentals of sales\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Cold calls can fail, yes. That\u2019s true for any other sales and marketing tool. According to Gong.io research, \u201Cthe \",/*#__PURE__*/e(t,{href:\"https://www.gong.io/blog/vp-sales-average-tenure/?nabe=6437900500860928:1\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"percentage of reps attaining quota\"})}),\" on the average B2B sales team has steadily declined over roughly the same time frame. Once standing at 63%, it\u2019s now down to 50%.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Any sales tactic can fall flat. When it does, it\u2019s not because it\u2019s an outdated or hokey method. Witness the worst FB ads, cold emails and landing pages you\u2019ve seen. Those are digital and current and they still fail.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Likewise, cold calls fail when the sales rep fails at the fundamentals of sales. Dismissiveness that cold calls are outdated and dead is quite dangerous: it makes you lose sight of what made it work in the first place.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Classic: Targeted and personalized\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Targeted and personalized. These are the fundamentals of a cold call. It hasn\u2019t changed. If your sales team \",/*#__PURE__*/e(\"em\",{children:\"knows \"}),\"their target personas, they nail the pitch, making their target listen and actually care about what\u2019s being said from the preface to the call to action. They understand and personalize the value proposition for each persona\u2019s role psychology.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When done right, this catering to that persona\u2019s needs peels away the prospect\u2019s objections and builds strong rapport that leads to success.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Evolution: Multi-channel\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Single channel is done, multi-channel is in. It\u2019s the new fundamental of sales. If you want to call something dead, this is it: single-channel prospecting. Of course it doesn\u2019t make sense if you stick to one tool when you have a whole toolbox. Using each tool by itself \",/*#__PURE__*/e(\"em\",{children:\"is \"}),\"outdated and inefficient.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Prospecting in today\u2019s age of digital transformation means you can capture your target audience\u2019s attention before you even make the call. For example, sending an email first as an icebreaker, an introduction to request or schedule the call.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And afterwards, too. You can easily blend traditional prospecting with modern touches: combine initial emails (or LinkedIn messages) with real gifts/gift cards and handwritten notes utilizing online delivery services and gifting platforms.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"That\u2019s multi-touch, multi-channel outreach, and companies \",/*#__PURE__*/e(\"em\",{children:\"do \"}),\"see \",/*#__PURE__*/e(t,{href:\"https://www.builtinaustin.com/2020/04/20/sales-prospecting-strategies\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"ROI in more meetings and better response rates\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Think strategically and creatively about how to catch \u2014 and keep \u2014 your target persona\u2019s attention long enough for them to be convinced to say yes. Use multi-channel prospecting with consistency throughout those channels.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Fortunately, we now have better sales technology and AI to help make this quicker, better, more effective. Less painful on both sides of the line.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Prospecting + AI = powerful cold calls\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Prospecting means targeting very specific buyers in an account.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is where AI comes in: sales teams can get relevant, full-picture insights on who to call, the right phone numbers of the right people, and who exactly they are \u2014 their roles and pain points \u2014 so that the sales rep can have a personalized script before and during the entire outreach.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI also helps populate that list with warm, marketing-qualified leads in the first place.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is what differentiates winning cold calls from failed cold calls. We need to stop dismissing cold calling, and instead find and use the right tools to make every cold call an effective part of a multi-channel campaign.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"I won\u2019t write a how-to for cold calling here. \",/*#__PURE__*/e(t,{href:\"https://www.xant.ai/blog/cold-calling-not-dead-built-1-1m-pipeline-using-phone/#future\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Xant has a great framework\"})}),\" of 6 Ps.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(136, 136, 136)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Preface \u2013 Provide an introduction\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Personalize \u2013 Share something to build rapport\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Position \u2013 State why the prospect should care\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Pain/Product \u2013 Uncover the pain or explain a cool feature and key benefit\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Proof \u2013 Reference a customer success story\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Prescribe \u2013 Recommend next steps\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And I like their wrap-up of what can make or break a cold call: \",/*#__PURE__*/e(\"strong\",{children:\"\u201CReps shouldn\u2019t say the same script every time, and it\u2019s often odd when reps try to bring up things that are too personal to their prospect. This limits chances for a successful lead generation.\u201D\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"You can see the importance of personalization and customer data in each of the six Ps so you can stay on the fine line of \",/*#__PURE__*/e(\"em\",{children:\"impressive \"}),\"and not crossing to creepy territory.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your prospects want their problems solved, make money, and look good while doing that. AI can give you the insights you need to communicate how your product or service can do both for your buyer.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"But don\u2019t force it \u2014 give value instead\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You have data and insights, but use that to build connections instead of jamming a product down a prospect\u2019s throat. That never works. Good salespeople can hold you riveted right there on the opposite side of their booth at the supermarket or on your doorstep while they talk at your doorway. That hasn\u2019t changed.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"They do that when they \",/*#__PURE__*/e(\"em\",{children:\"speak to you\"}),\". It\u2019s the same over the phone. Cold calling is effective when done correctly, non-robotic, conversational, magnetic, non-salesy. Remember that today\u2019s buyers have more information at their fingertips too: \",/*#__PURE__*/e(t,{href:\"https://www.forbes.com/sites/ryanerskine/2017/12/28/how-to-turn-b2b-buyers-into-sales-leads-according-to-data/#62a9227c5a18\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"more than 70% of the buying decision occurs before speaking with a salesperson\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Cold calling is essentially outbound, but it works best when employing inbound methodology by meeting our prospects halfway through their problem-solving process. Where are they in the buyer\u2019s journey and what are they looking for at that precise moment when they pick up the call?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With customer data and behavior insights gathered and updated by AI, we can give value.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The aim is not to sell, but to give value.\"}),\" With research and initial outreach, cold calls are no longer cold but warm enough, with your prospect receptive to you setting the stage for the next steps in the sales funnel, as long as your SDRs employ relevant, insight-driven scripts for an effective conversation during the call.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Operate with a mindset of a team player and a scientist\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What\u2019s clear is that cold calling won\u2019t be effective unless a sales team has done their homework \u2014 targeting personas, targeting a cold list of prospects who fit those personas, and collaborating with marketing to get the messaging right (which should be about prospects and their pain points, not about the salesperson).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Prospecting is a lonely job, with every SDR going through their list on their lonesome. But it\u2019s a team effort within and across teams to share insights \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"test communication methods and marketing tactics that work best for their prospects.\"]})]});export const richText13=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We\u2019re all scrambling to adapt to a new world, one that\u2019s turned upside down. Marketing has changed in the interim, and perhaps permanently. As with anything, some companies adapt quickly, while others find it more challenging to pivot. We can look to those doing a superb job right now to take lessons and help us adapt our own strategies and plans.\\xa0\"}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"For some companies, it\u2019s business as usual in some ways. But at the same time, it\u2019s not at all business as usual at all.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Crisis marketing has evolved to include goodwill marketing. There are delicate nuances marketers should consider and apply to their messaging.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Priorities change\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Suddenly, things that mattered a lot, now matter little. The vacation we\u2019d been planning on this summer may have gone up in smoke, but that\u2019s of little consequence when what matters most is staying healthy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Everyone\u2019s movements are a lot more restricted. Even stepping outside has to be absolutely essential. If you\u2019re still working, commuting to the office to work \u2014 unless you\u2019re an essential worker \u2014 is no longer part of the day. Standard operating procedures have radically changed.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Restaurants that have pivoted to a takeout model, or grocery stores that limit consumers and require social distancing. Everyday errands are put off or take more time and are tinged with a dystopian feel, given the masks we need to wear and precautions we need to take.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Well-being over profit\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Even with the tone-deaf promotions we still receive from some brands, it\u2019s heartening to see other brands rise up as efficient and empathetic leaders in communication and public service.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They\u2019re role models in retaining their customer base, and in some cases attracting more customers through their goodwill and proactiveness in taking care of their people \u2014 and beyond.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"British Airways (BA) immediately comes to mind, \",/*#__PURE__*/e(t,{href:\"https://edition.cnn.com/2020/04/02/business/british-airways-furlough-coronavirus/index.html\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"furloughing 30,000 of their employees with pay.\"})}),\" The travel industry has ground to a halt, but BA will not have temporary layoffs like some companies in Europe have done. Unlike US airlines with billions in bailout, European governments have none for their airlines. Virgin Atlantic owner Richard Branson will invest $250 million into Virgin Group companies to protect jobs.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Brands also announced closing their stores to discourage shoppers from venturing outside their homes, supporting community health and safety. Apple, Under Armour, and Urban Outfitters are among many brands that closed stores but continue to pay their employees.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Compassion and honesty\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Compassion and honesty are also the new standards. From the \",/*#__PURE__*/e(t,{href:\"https://hbr.org/2020/04/brand-marketing-through-the-coronavirus-crisis\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Harvard Business Review:\"})}),\" \u201CPeople will remember brands for their acts of good in a time of crisis, particularly if done with true heart and generosity.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It may not be possible for your company/brand to manufacture ventilators or create personal protective equipment (PPE) at scale, or at all. That\u2019s OK. But champion those who are, and craft messaging that is acutely aware of our world, and the fear so many people are experiencing. Read the room.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://abc7.com/panda-express-cares-coronavirus-charity-covid-19/6066939/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Panda Express has Panda Cares\"})}),\" and its Community Care Fund, donating $2 million for PPEs in local hospitals in southern California. Millions are being committed to COVID-19 research and response from brands like Nike, Walmart, and the Gates Foundation. \",/*#__PURE__*/e(t,{href:\"https://www.bloomberg.com/news/articles/2020-03-25/four-seasons-to-provide-free-rooms-to-nyc-coronavirus-doctors\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"The Four Seasons are giving free rooms\"})}),\" to doctors, nurses, and other healthcare professionals and personnel.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://www.cnbc.com/2020/03/17/facebook-announces-program-for-small-businesses-impacted-by-covid-19.html\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Facebook has a $100 million program for small businesses\"})}),\" impacted by COVID-19.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"These giants and their millions aside, you\u2019ve probably heard of local businesses doing their part, donating free meals and drinks to frontliners. They may not be in the news, but you can bet people are taking notice. Local neighborhoods also have Facebook groups where businesses can post about calls for donations or volunteers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is a time for community, and your community will notice which brands and businesses answered the call without cringe-inducing, obvious motives, like free subscriptions that don\u2019t differ from free trials with payment at the end.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Offer real help and support, not products.\"}),\"\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Consistent relevance\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://thenightbrunch.com/?mc_cid=e965a8a61b&mc_eid=83f2968c38\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Baltimore\u2019s Hotel Revival has turned its first-floor bar into a donation and distribution center\"})}),\" to support the Baltimore Service Industry Fund and the Baltimore Restaurant Relief Group.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://www.kroger.com/i/coronavirus-update/store-information\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Kroger updated their store hours\"})}),\" across the country especially for sanitation and for elderly/vulnerable shoppers.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"News about the coronavirus is \",/*#__PURE__*/e(t,{href:\"https://www.newyorker.com/tag/coronavirus\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/a(n.a,{children:[\"free online on \",/*#__PURE__*/e(\"em\",{children:\"The New Yorker\"}),\".\\xa0\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Reddit co-founder Alexis Ohanian bought \",/*#__PURE__*/e(t,{href:\"https://www.forbes.com/sites/martyswant/2020/03/14/reddit-co-founder-alexis-ohanian-bought-a-billboard-in-time-square-to-inform-people-about-covid-19/#1c1d8b813a13\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"billboards in Times Square\"})}),\" to post information about COVID-19. In the same vein, Guinness posted a message of longevity and well-being instead of the usual celebrations and pub gatherings for St. Patrick\u2019s Day.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You need relevance and creativity in how you position your brand on the side of the good, by actively taking part and/or sending out relevant messages. Stress the guidelines we\u2019ve been asked to adopt, like social distancing and staying home.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Stress \u201Cfeel-good\u201D content. Lots of people need a break from the world. Give them some levity, when you can. A prime example: \",/*#__PURE__*/e(t,{href:\"https://www.theverge.com/2020/3/23/21190793/amazon-prime-video-free-arthur-daniel-tiger-children-family-entertainment\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Amazon made kids\u2019 shows free on Prime Video.\"})}),\" Pun intended. \",/*#__PURE__*/e(t,{href:\"https://flipboard.com/@theculturedesk/virtual-tours-live-streams-and-online-cultural-programs-bsvtv2fvukelq787?from=share\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Flipboard is also curating all the virtual tours\"})}),\" and live streams you can take.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"This is the time to overcommunicate, but do it right\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Do your research like usual.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In addition to reading the room, also monitor what\u2019s going on inside of it. Continue tracking customer/user behavior to gain insights about your audience in real-time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It may not be possible to build a dashboard to measure sentiment and consumption trends (that would be ideal), but you can survey your customers to get their feedback or invite them to share their stories. If you already have brand advocates, you could start there first. Do a temperature check; don\u2019t just make assumptions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And don\u2019t forget to plan for when we are on the other side of this, because we eventually will be.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Be visible. Be vocal.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Our inboxes have been blowing up with notices on how the brands that matter most to us are responding to the crisis. It\u2019s important to keep the lines of communication going. Don\u2019t rely on just one statement to be your response. Stay in touch with people.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Email and post on social media more frequently than before. As for the latter, social media algorithms streamline feeds: people won\u2019t see all your posts, and if you post once a day, you won\u2019t be visible at all.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Get comfortable with straddling the line between helpful and promotional. It\u2019s part of instilling confidence in customers, which is important in this time of so much uncertainty. Telling your customer base that you\u2019re taking control of what you can \u2014 like Crate&Barrel, Macy\u2019s, Target, and other big stores do when they tell customers about their health and safety guidelines \u2014 means a lot.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Subtlety works, too.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If your brand matches a voice of subtlety, you can use subtext in your messaging, so long as you are acknowledging the new reality we live in.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You might have seen Peet\u2019s Coffee\u2019s ad about coffee shipped to your door within 24 hours of roasting. No mention of COVID-19, but the subtext of getting great coffee right at home is there.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Crisis marketing is goodwill marketing when you lead with empathy\"}),/*#__PURE__*/e(\"h3\",{children:\"\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Can you help? There\u2019s a time when you can talk business and a time when you should definitely shut up. The most tone-deaf marketing messaging flying around is travel promotions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Times of crisis are when your goals are no longer on the board. It\u2019s not about you, unless it is: for example, if you happen to manufacture sanitizing wipes.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What can your brand address, to truly help? Because that\u2019s what you should offer. It doesn\u2019t even have to be heroic. Look at Peet\u2019s posting about their 30% discount for new subscriptions to their coffee delivery. Coffee delivery is a bigger deal these days before, it helps the brand stay relevant, and there\u2019s a good chance they\u2019re attracting new customers while they\u2019re at it.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Right now, it\u2019s about humility and helpfulness during crises larger than business, larger than us, and our goals. It\u2019s about building and participating in the community.\"})]});export const richText14=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In today\u2019s crowded marketing landscape, simply broadcasting your message and hoping it sticks is no longer effective (and if it was, count yourself lucky, and don\u2019t bank on it happening again). To drive real engagement and sales, you need to establish deep connections with your audience. This is where affinity scoring becomes crucial.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Affinity scoring uses the power of AI to measure the \u201Chidden\u201D similarities between your brand and your customers. It reveals a numerical score from 0-100 (much like a lead score) that quantifies the strength of relationships \u2013 for example, between a description of your product and a customer\u2019s LinkedIn profile (or publicly available data). The higher the score, the more your brand resonates with a particular audience.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This technique enables you to identify your ideal customers and fine-tune your messaging to be hyper-relevant to them. It also equips you to uncover emotional triggers and values that you can align your brand with.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, say you work for a mortgage company that generates an affinity score of 85 when matched to John Doe, a contact in your CRM. This indicates John has significant familiarity with mortgages \u2013 perhaps he even works in the industry. You now know that financial language will resonate with him, and therefore you can craft targeted outreach (like a marketing or sales campaign) highlighting how you\u2019ll save him time or money. You have data-driven evidence that you don\u2019t have to nurture John in order to educate him on your pitch \u2013 you can meet him where he already stands, so to speak.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The psychology behind this is simple: people are more receptive when you mirror their interests and frame of reference. Just like building rapport in personal relationships, establishing common ground makes your audience more open to your influence.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And here\u2019s the best part \u2013 affinity scoring methods are driven by cold, hard data, not mere gut feelings. Benchmarking against empirical evidence of what resonates can significantly lower the risk associated with your marketing efforts.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To implement this, start by breaking down your brand into discrete elements like mission statements, emotional triggers, and functional benefits. There are now, more than ever, AI tools that can help you measure the affinity of these elements with prospects across your total addressable market.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The resulting insights allow you to segment your audience, identify mismatches between brand and audience perceptions, and optimize both strategic positioning and tactical campaigns.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Winning attention in nearly any given industry demands true audience insights. With affinity scoring, you have a powerful data-driven tool to cut through the noise and make meaningful connections.\"})]});export const richText15=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"When it comes to marketing and sales outreach, the general wisdom is that the closer you are to targeting an audience of ideal customers, the more likely you are to convert them. The more you convert, the more money you make. 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This aims to remove our email and chat anxiety. Grammarly recently already added \u201Ctone\u201D to their app, telling you if you sound neutral, optimistic, admiring, and so on.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You can see the possibilities of emotion-tracking not just for customer insights but for better delivery of our own messaging.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I certainly wouldn\u2019t want to send a neutral-sounding email when I aim to uplift or inspire my customers, would I?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"How good are these emotion-tracking AI getting?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The prevalence of the entire gamut of human emotion online gives AI plenty of data to be intelligent enough. With voice recognition joining the fray, the possibilities and opportunities for more insight just ballooned. Microsoft\u2019s Xiaolce in China, Apple\u2019s Siri, Google Assistant, and Amazon\u2019s Alexa all use social and emotional cues.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You don\u2019t bond with a robotic-sounding AI. You bond with AI that can understand you, talk to you and make you happy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"This intelligence of emotional AI has helped develop conversational UI already being used to alleviate loneliness in the elderly and as confidential therapists for soldiers with PTSD and others with mental health concerns.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you think that\u2019s unbelievable, you have to remember that AI trounces us in pattern recognition. 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And we\u2019re still on this trajectory.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"AI helps human leaders and teams connect the dots\"}),/*#__PURE__*/e(\"p\",{children:\"Humans \u2014 (maybe not all of us!) \u2014 are really good at being empathetic, nuanced, and cutting through bias (among other things), but we\u2019re limited with what we can hold in our heads, and while the super creative among us can connect seemingly disparate dots and come up with interesting ideas to pursue, it\u2019s really tough to connect 1,000 or 10,000,000 dots!\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Business decisions\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI gives CEOs and team leaders greater visibility; you need to know where this or that project is. Access your project management dashboard. You need to know the buzzword on this or that niche, your most visited pages, or your customer\u2019s top-selling product? AI will have an answer, even if it takes some dialing in to get to the right one.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This helps leaders apply their own human empathy and expertise to make critical decisions.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Project or campaign agility\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"With use and constant iteration and supervision, human teams can help AI become truly intelligent. 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What do your customers usually feel when they interact with your brand? And how do you want them to feel? I agree with Richard van Hooijdonk: \u201CIf a marketer can get you to cry, he can get you to buy.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s enough to trigger a whole slew of ideas.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As with any ambitious initiative, start small with a pilot, and build out a program when you know what works; incorporating emotion can be tricky so it\u2019s best to test usage.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And don\u2019t neglect to be transparent with your customers on how you use their information, including emotions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You need human teams. Emotional AI is effective aid for human teams when it\u2019s built by emotionally intelligent humans.\"})]});export const richText17=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"We\u2019ve all heard the stories of how badly AI can get things wrong. Just witness MS Word\u2019s spell and grammar checker. And the content bubble that forms around you on Facebook and other social media platforms.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Perhaps now more than ever even lay people can notice the power of AI. We\u2019re stuck at home and using our smart devices to work, study or play. More of us will also notice AI\u2019s peccadilloes.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Algorithms are only as good as the humans who create them. And humans can try, but can\u2019t prevent, having their own biases. AI develops its own, which can lead to wrong decisions that can be disastrous if the humans who make them rely solely on AI data and don\u2019t balance the biases.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is AI\u2019s weakness. Machine learning can angle toward a bias as it takes in information. That\u2019s natural. But the fact that AI can get things wrong shouldn\u2019t prevent us from using it. To the contrary, we need to continue using AI so we can be aware of what can go wrong.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We discover, anticipate and intercept.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI should never be 100% in control. It shouldn\u2019t be. Especially in marketing and sales where your goal is to communicate with human customers. We still need humans (human-in-the-loop) to make decisions, and judgment calls, and to pick up and execute on nuances.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Understanding the weakness of intelligent systems\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s important to understand AI so we can utilize it properly and avoid potential faultiness.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI does research on a scale humans can\u2019t. That\u2019s why we need it.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We only need to remember that AI researches what we tell it to, and it uses data already available unless we teach it to build better data sets from more data inputs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI is naturally biased. Why? Because AI functions and builds its knowledge through avenues with inbuilt bias.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Data\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI starts and ends with data. It uses data to deliver data.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"The issue is that data will always be dated and influenced by other data. This is where your AI might inadvertently become biased because we have data that backs up biases, from the innocuous to the egregious.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Interaction\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Siri and Alexa are both AI that leverage user interaction to become a smart assistant. Even Gmail depends on interaction to know what emails people open and deem safe.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"In March 2016, Microsoft launched \",/*#__PURE__*/e(t,{href:\"https://www.theverge.com/2016/3/24/11297050/tay-microsoft-chatbot-racist\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Tay, a chatbot\"})}),\" for casual and playful conversation. Within 24 hours, users turned Tay into a racist by feeding it with racist remarks.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This type of machine learning is perhaps the most prone to bias, and it needs consistent tempering to truly be intelligent. For instance, it\u2019s annoying when Gmail insists on marking an email as unsafe, even though you know it\u2019s safe, and smart homes can be annoyingly presumptuous in turning off the lights at certain times or when you haven\u2019t moved, right? Do you need to flap your arms now and then when you\u2019re reading?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Personalization\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"More widely known now because of recent scandals, you can get stuck inside an information bubble when algorithms dependent on personalization go unchecked.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Also known as \u201Cconfirmation bias,\u201D it uses your likes, opens, purchases, and shared content to confirm the content you want. The AI algorithm will keep feeding you that same content, related to your \u201Cconfirmations\u201D and queries.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"From a business perspective, a big store can lose sales if its AI keeps pushing baby items to a man who bought baby clothes once. For a baby shower. For someone else\u2019s baby.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Goals\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is where Google has finally cracked down. It used to be that pages with the most views and clicks dominated the search results, even though they were low-quality resources for the queries.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Goal-biased AI serves up content that achieves goals (clicks and revenue from clicks) instead of useful content. Machine learning can drift toward stereotyping simply from aiming for click-through behavior.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"AI unchecked leads to faulty conclusions\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Knowing the biases above, it\u2019s a big mistake when organizations assume their data is already complete and accurate for their market. This leads to the AI data naturally developing bias from relying on data of the organization and its customers\u2019 past behaviors and inputs.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In turn, this leads to the greater threat of decisions being made or content being pushed based on this biased data, leading to lost opportunities, overlooked weaknesses, or outright embarrassing situations.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"According to \",/*#__PURE__*/e(t,{href:\"http://mungemydata.com/datarobot-reports-that-nearly-half-of-ai-professionals-are-very-to-extremely-concerned-about-ai-bias/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"DataRobot research, 42% of AI professionals\"})}),\" in the US and UK are \u201Cvery\u201D or \u201Cextremely\u201D concerned about AI bias.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m quite surprised that the percentage isn\u2019t bigger.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Balancing AI biases\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Perhaps the concern isn\u2019t as high because AI\u2019s help is tremendous in comparison to its potential faults. Companies that use AI saw a \",/*#__PURE__*/e(t,{href:\"https://hbr.org/2016/06/why-salespeople-need-to-develop-machine-intelligence\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"50% increase in their leads\"})}),\", according to Harvard Business Review study in 2016.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI takes care of a mountain of data retrieval, analyses and organization that would take a human team years or even decades to accomplish. It gives marketing and sales teams clear insight so they can establish real connections rather than praying for luck with guesswork.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Every business should maximize the benefits of their AI technology through consistent and proactive human direction as a check against biases.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Feed your AI a balanced diet of information\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Truly intelligent AI needs as many varying inputs as possible. Combining these results gives better insights. For example, Wrench doesn\u2019t just look at an organization\u2019s data, but looks outside and around, for complex, and always updated insights.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You need human involvement\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sales and marketing teams are meant to use AI, not to be replaced by AI. Even chatbots are fed by human content creators.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A prime example of humans saving the day is Google\u2019s \u201CSmart Compose\u201D, introduced in May 2018. Smart Compose \u201Cpredicts what users intend to write in emails and auto-completes sentences.\u201D Six months later, developers recalibrated it to stop suggesting gender-based pronouns. You can get \u201Cyou\u201D or \u201Cit\u201D but never \u201Chim\u201D or \u201Cher.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They recognized AI weakness in historical, biased data: i.e., prompts for meeting an executive and using \u201Che\u201D or \u201Chim\u201D because AI assumes the executive is male.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"It was a human research scientist who \",/*#__PURE__*/e(t,{href:\"https://www.reuters.com/article/us-alphabet-google-ai-gender/fearful-of-bias-google-blocks-gender-based-pronouns-from-new-ai-tool-idUSKCN1NW0EF\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"prompted the change\"})}),\". He typed, \u201CI am meeting an investor next week.\u201D and saw Smart Compose suggest this follow-up question: \u201CDo you want to meet him?\u201D The investor was a woman.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"While not all errors are equal, getting gender wrong, especially in a high-stakes context, can be very poor form.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"AI data alone should not determine decisions\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"While humans are not ideal decision-makers because of our own biases, neither is AI. The insights your AI delivers should help but should never be the only determining factor in decisions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Consider cinematic AI, which can only access data on previous blockbusters and can completely miss the potential in films that don\u2019t match the criteria of what AI has found to be \u201Cblockbuster material.\u201D Where would we be if human producers only made decisions according to AI\u2019s suggestions?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Consider the AI of most sales tools. Aside from the obvious bias through historical sales data, lead scoring can also make organizations conflate lead generation and lead scoring. AI spits out the leads that fit customer personas, and then companies make assumptions that these are their ideal customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sales and marketing teams can immediately recognize the need to confirm and bring about lead readiness first.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Historical sales data is also only a minor, dispensable detail, since human teams understand the changing market as it happens, and can therefore send the right outreach and advertising to convert those whom AI lead scoring deemed unsuitable leads.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"The human aspect\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We have AI, too. So to speak. Gut instinct, a shortcut we don\u2019t even notice, intuition for those quick decisions and conclusions we can make without even thinking about it. This comes from experience, human creativity, and empathy. It comes from company values, personal integrity, and market dynamics.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your sales team\u2019s ability to read between the lines of a dubious customer\u2019s comments \u2014 that\u2019s not something AI can do yet. All this information is \u2014 to use a current buzzword \u2014 transmitted from human to human, and is not accessible to AI.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But we could really use AI because we, as humans, are not the best decision-makers. We just need to understand that the AI models we create can be just as faulty. We need to remember that the integrity of AI stands on foundations we ourselves build. Sometimes these foundations are solid, and sometimes they\u2019re little more than mud.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"As we, as a society, continue to evolve as a whole, so will AI. And there\u2019s no denying the power of AI in processing the data that \",/*#__PURE__*/e(\"em\",{children:\"is \"}),\"available to it.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So human teams should continue to utilize AI. AI bias can stick to little-suspected places, where you think AI should be or is doing well. In using AI, we should seek to discover biases and consistently correct them, teaching AI to be better. That\u2019s how it should be.\"})]});export const richText18=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In the realm of B2B marketing, continuously refining demand generation strategies is necessary. Insight Partners\u2019 July 2023 white paper, \u201CB2B Demand Gen Benchmarks \u2013 Your Top 3 Questions Answered,\u201D yielded some valuable strategies for enhancing B2B marketing efforts, which are worth resurfacing as planning for 2024 gets underway. Here\u2019s an overview of key insights, distilled for practical application.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Building a Strong Organic Demand Base\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"The cornerstone of effective B2B demand generation is SEO content \",/*#__PURE__*/e(\"em\",{children:\"and\"}),\" leveraging B2B Software Review Sites. It\u2019s about creating content that engages your audience and performs well in search engine rankings to attract organic traffic. Additionally, B2B Software Review Sites emerge as pivotal platforms for establishing trust and increasing visibility. (HubSpot lists some good ones \",/*#__PURE__*/e(t,{href:\"https://blog.hubspot.com/service/customer-review-sites#B2B\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\".)\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Utilizing Paid Digital for Traction\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"An essential strategy includes integrating paid digital channels, including paid search and social media. This method provides immediate traction and, when scaled appropriately, can effectively broaden your reach. The focus here is on intelligent targeting \u2013 reaching the right audience with precision. (Here\u2019s a \",/*#__PURE__*/e(t,{href:\"https://www.godelta.com/blog/how-to-improve-paid-search-results-with-audience-targeting\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"good read\"})}),\" on paid ads and targeting the right folks.)\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"The Role of Events and Trade Shows\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Hosting events and participating in relevant trade shows is another key strategy brought up in the white paper. Though these can be costly, face-to-face interactions are invaluable for forging strong relationships, enhancing brand presence, and directly engaging with potential clients. Events offer unique opportunities for personal connection and brand promotion, especially in an era where remote work is widespread and in-person interactions are not as ubiquitous as they used to be.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Conversion as a Primary Focus\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"A critical shift in strategy is placing a greater emphasis on conversions\u2026but what\u2019s interesting, is \",/*#__PURE__*/e(\"em\",{children:\"where\"}),\". The goal is to transform website visitors into engaged leads and ultimately into loyal customers, from initial interest to final action. This means keeping leads engaged and building trust. (\",/*#__PURE__*/e(t,{href:\"https://blog.hubspot.com/marketing/content-for-every-funnel-stage\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Here\u2019s a good read\"})}),\" on creating content for every stage of the buyer\u2019s journey.)\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Consistency in Messaging\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"The paper highlights the importance of maintaining consistent and relevant messaging throughout the buyer\u2019s journey. Every interaction with potential customers should reflect a unified message that addresses their specific needs and challenges. Consistency in messaging is key to building understanding and trust with your audience. This is easier said than done, which is why taking the time to build a messaging framework can be enormously valuable. (Check out \",/*#__PURE__*/e(t,{href:\"https://www.marketingprofs.com/articles/2020/43646/your-messaging-framework-what-it-is-why-you-need-one-and-how-to-build-it\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"this article\"})}),\" on tips for creating a messaging framework.)\"]}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Implementing the strategies above involves more than applying tactics; it requires adopting a holistic approach that aligns with the entire buyer\u2019s journey, from initial engagement to conversion. By incorporating these insights, marketers can expect to see an improvement in their demand-generation efforts. Now\u2019s the time to think ahead to create more effective and efficient marketing outcomes in 2024.\"]})]});export const richText19=/*#__PURE__*/a(i.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The world has changed in such a short period of time. There is no playbook for what we\u2019re going through, except for the sensible thing of acknowledging this time in our marketing and sales strategies.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We\u2019ve got to keep going, but we\u2019ve got to it differently, reading the room and adjusting our message and outreach to match our customer\u2019s needs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Life might not go back to normal anytime soon. 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But not like usual.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Adapting to changes\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your customers will change.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketing and sales teams can get really familiar with what their target audiences want, and AI can help track customer behavior, building your personas into robust data banks for predicting and answering your customer demands.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That familiarity and expertise on your audience takes months or years to build. At this time, and whenever a crisis hits, it all goes out the window. 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All the PR releases and marketing campaigns scheduled need to be re-evaluated for postponement or editing, to match what your audience considers important right now.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Tone-deaf promotions reveal the brands that didn\u2019t bother, with the ads or email campaigns\\xa0rolled out despite current events. That\u2019s a waste of money and resources. People won\u2019t even see that content because it\u2019s incongruous with the current landscape. If anything, it\u2019s damaging because people remember ridiculousness.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re really unlucky, your content might get screencapped, posted on Twitter with a witty caption, and go viral from there.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"h3\",{children:[/*#__PURE__*/e(\"em\",{children:\"What \"}),\"do they care about?\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"People are low-key (or outright) panicking right now. They may need distraction, and they might need relevant information and real help in addressing things that can alleviate their anxieties. You need to be part of the solution, or at least part of the public consciousness right now, sharing the same thoughts and concerns.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"As an example of the latter, Chevrolet has ads reminding everyone to stay home:\",/*#__PURE__*/e(\"em\",{children:\" \u201CWe\u2019ll find new roads tomorrow.\u201D\\xa0\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It doesn\u2019t have to be about donating money. It can be content related to your service or product but still relevant, like the simple reminder from Chevrolet, an article about clothing materials one can turn into protective gear from a clothing retail store or a how-to guide on financial savviness from a financial adviser or financial institution.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"h2\",{children:[\"Granular-level \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"business-wide modifications\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As you adapt to the current crisis with refined messaging, don\u2019t forget to make modifications to the rest of your marketing assets and the customer journey.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(136, 136, 136)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Phone number and email: With WFH in effect, is your phone number still the same? Or should people email for customer support?\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Website: Update landing pages with any discounts or promotions related to COVID-19. Checkout pages should have logistics information on shipping priorities and delays, if any.\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Omnichannel: How\u2019s your messaging on text messages and push notifications? Tone-deaf messaging here is just as awkward as if you ignored the current pandemic in your Facebook ads.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"Keep track of how this crisis is changing your business. Not all changes are detrimental. You might discover something you\u2019ll want to retain moving forward. Start to strategize about that permanent change, making it happen in a way your customers will like, because you were consistent about it, making the transition smooth in all channels.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Smart and fast for sustained impact\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Strategy and consistency mean deep thinking, research, tracking, and planning, and at the same time not taking too long. Relevance is only relevant when it\u2019s timely.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Identify and implement strategies for immediate value realization\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://www.bcg.com/publications/2020/stabilize-increase-sales-through-covid-crisis.aspx\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"The Four Rs sales framework\"})}),\" for COVID-19 from Boston Consulting Group (BCG) gives us time-bound action points we can adapt to for our marketing game plan.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Applied to marketing, here\u2019s my version of the Four Rs:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Respond\"})}),/*#__PURE__*/a(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(136, 136, 136)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Initiate messaging that gives support to your customer's current needs\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Monitor news items and social media trends for opportunities in marketing and to see customers\u2019 evolving needs as we all progress through the shelter-in-place protocols and beyond.\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Keep track of customer behavior to offer timely messages for support and conversion.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Optimize your digital spaces for maximum brand effectiveness.\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Reflect\\xa0\"})}),/*#__PURE__*/a(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(136, 136, 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scale.\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Rebound\"})}),/*#__PURE__*/a(\"ul\",{style:{\"--framer-font-size\":\"16px\",\"--framer-text-alignment\":\"start\",\"--framer-text-color\":\"rgb(136, 136, 136)\",\"--framer-text-stroke-width\":\"0px\",\"--framer-text-transform\":\"none\"},children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Scale Respond action points to match the established new customer profiles and journeys.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Set up AI and machine learning capabilities for value-focused messaging and features (including pricing)\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The 4Rs move forward and look forward. You need to optimize and deploy, reflect, and scale. Preparedness pays. 14% of companies actually \",/*#__PURE__*/e(t,{href:\"https://hbr.org/2019/04/companies-need-to-prepare-for-the-next-economic-downturn\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"increased profits during the past four recessions\"})}),\". \u201CThis, too, shall pass\u201D is definitely not the philosophy to take. 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