{
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  "sources": ["ssg:https://framerusercontent.com/modules/E6tTj70kq9DBn5eP2cKI/RguFreUJ65ygIqNB38Xx/bSlmKhUcb-3.js"],
  "sourcesContent": ["import{jsx as e,jsxs as a}from\"react/jsx-runtime\";import{Link as r}from\"framer\";import{motion as t}from\"framer-motion\";import*as n from\"react\";export const richText=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"How are you doing in your part of the world? How are your family and friends? How\u2019s business going? You may not want to answer that. I get it. COVID-19 is particularly cruel to B2C businesses, but cruelty at a time like this has a way of spreading. It trickles to affect the entire chain of business; B2B companies included.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a confusing time right now, all across the board. On an individual and personal level, people and teams are naturally reshuffling priorities, tasks, projects, and so on.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"We live in a different time right now, and it\u2019s a lot to digest. Plans we set out in December or January are now derailed for the first quarter, the second quarter\u2026and probably the third quarter\u2026and let\u2019s just say there\u2019s a lot we don\u2019t know.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a pandemic. It\u2019s hard to focus. When it comes to marketing and selling, it can be overwhelming to compartmentalize, to shift from your personal concerns (family, friends, quarantine) to professional (addressing customers\u2019 concerns and reassuring them).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In this post, I\u2019m not offering advice \u2014 as marketers, we\u2019ve all probably done and continue to do our research \u2014 but know that you are far from alone if you are finding yourself part of a concerted effort to reset the company strategy for the year.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s no playbook for what we\u2019re going through. This is unprecedented. We\u2019re living through what could well be a big note in our history for future generations.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"What it means to recalibrate when the sky is falling\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It feels that way. But it isn\u2019t. The best thing we can do is not to give in to panic or fear. We\u2019re going to need our wits more than ever. When we\u2019re calm, our clients and audiences are also calm. We all need assurance that those we depend on will forge ahead so we give that assurance.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We adapt and align ourselves with a world struggling with a pandemic.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Read the room: check for context\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Right about now you\u2019re probably looking at your marketing and sales outreach plans with a different perspective, and that\u2019s completely right. The content we worked so hard on to nurture prospects and customers through the buyer\u2019s journey now seems\u2026a bit hollow.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"While medical facilities the world over are desperate for personal protective equipment, it\u2019s out of touch and callous to keep marketing and trying to sell a product or service \",/*#__PURE__*/e(\"em\",{children:\"without first or also \"}),\"addressing such a critical need.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"So maybe don\u2019t hit the send button on a campaign right now. Or edit your messaging, and definitely do your part in contributing to the global, national, or local community effort. It\u2019s called cause marketing. While the \",/*#__PURE__*/e(r,{href:\"https://www.chiefmarketer.com/cause-marketing-in-the-era-of-covid-19/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"big brands and corporations in Chief Marketer\u2019s article\"})}),\" all have the money to fund big outreach and charity campaigns, even small brands can do their part.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Strategies and plans that we planned for this year will need to be revisited and more than likely, scaled back. It\u2019s not forever, it\u2019s just temporary. Read the room, be relevant, or your message will disappear into oblivion.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Think With Google has a succinct \",/*#__PURE__*/e(r,{href:\"https://www.thinkwithgoogle.com/marketing-resources/covid-19-media-principles/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"5-point media principles\"})}),\" for this time we currently live in. Context is number one, and the rest of the four stem from it.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Context makes you reassess, makes you considerate, and makes you want to contribute. It makes you adapt faster. It helps you act right and treat what we\u2019re going through as the current \u201Cnew normal.\u201D\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Continue giving support: be there\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A lot of business leaders are asking, \u2018What do I do? How do I react? I need to keep doing what I do to make money\u2026but I can\u2019t do it the same way or I\u2019ll lose money.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Just like you\u2019d launch a new product beta to innovators and then to early adopters (versus laggards), you can apply the same concept to a crisis situation \u2014 first, identify \u201Cthe innovators,\u201D\\xa0whether they be customers, employees, or peers.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Ask them what they need to adapt\"}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"Ask innovators what they need to get through this; there\u2019s a good chance what they need will be what others do, too.\\xa0Because of who they are by nature, out-of-the-box thinkers, they are more likely to have novel ideas rather than be grounded by paralysis.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This feedback is invaluable and can subsequently help you navigate the crisis with empathy, relevance, and the appropriate tone in every message.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We can\u2019t stop moving forward, we have jobs to do, but we need to be thoughtful and deliberate at this time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"This is also why \",/*#__PURE__*/e(r,{href:\"https://www.thinkwithgoogle.com/marketing-resources/covid-19-media-principles/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Think With Google\u2019s 5 principles\"})}),\" are good compass points to direct your priorities and decisions. For marketing and sales teams, this can be a good test as any of the essential abilities to connect with target audiences.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Every day brings new news, which means constant change. All we can do is be ready to pivot, balancing consistency with brands\u2019 voices \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"recalibrating that voice at the same time to speak with hope and helpfulness.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not about completely ditching marketing or sales. We have to do business. Doing business can help us help others. It\u2019s about staying relevant, as always.\"})]});export const richText1=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"As the digital marketing world braces for the significant email compliance changes set by Gmail and Yahoo in February 2024, it\u2019s crucial for businesses to be prepared. These changes are not just for the big players but also for anyone who uses email as a marketing tool. Let\u2019s break down what you need to do to be fully prepared.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Step-by-Step Guide to 2024 Email Compliance\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Email Authentication: \"}),\"Begin by setting up email authentication protocols like SPF, DKIM, and DMARC. This is vital to establish the credibility of your sending domain.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"One-Click Unsubscribe:\"}),\" Incorporate straightforward unsubscribe options in your emails. Swiftly honor these requests to align with the new guidelines and respect user preferences.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Manage Your Spam Rate:\"}),\" Keep an eye on your spam complaint rate; it should be below 0.3%. Creating engaging, relevant email content is key to staying below this threshold.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Monitor Sender Reputation: \"}),\"Regularly use tools like Google Postmaster to monitor your organization\u2019s reputation and promptly address any issues.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Align Strategies Across Teams:\"}),\" Ensure that your sales and marketing teams are coordinated in their email efforts, considering the overall impact of your domain\u2019s email output.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personalize Your Messaging:\"}),\" Abandon mass, generic email strategies. Tailor your communications to match the specific interests and needs of each recipient.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Be Careful with AI Tools: \"}),\"AI can be helpful, but ensure it does not lead to increased spam flags.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Use Separate Domains for Different Campaigns: \"}),\"Consider having different domains for various campaigns to effectively manage sender reputations.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Regularly Check Your Email Health:\"}),\" Keep tabs on your spam, IP, and domain ratings using tools like Google Postmaster.\"]})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"FAQ\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Q: I don\u2019t use Google Workspaces, am I affected?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Yes. Whether you send from Outreach \",/*#__PURE__*/e(\"em\",{children:\"to\"}),\" Gmail addresses, or to email addresses using Google Workspace email services, you are responsible and will be impacted.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Q: Is my email limit 5000 per day?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Yes, while being defined as a bulk sender impacts all domains, it\u2019s important to be clear that this includes every email sent by your system, including billing notifications, password resets, etc.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Q: What happens if I fail to comply?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You may be blocked from sending emails from your domain.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Q: If I\u2019m on the receiving end of the spam, how do I report it?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"From Google: \u201CSend a message to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"abuse@\"}),\"\\xa0or\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"postmaster@\"}),\", using\\xa0the domain where the abuse is happening. For example, if you suspect a user at\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"solarmora.com\"}),\"\\xa0is abusing the service, send a message to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"abuse@solarmora.com\"}),\"\\xa0or to\\xa0\",/*#__PURE__*/e(\"strong\",{children:\"postmaster@solarmora.com\"}),\". Google monitors these addresses for every domain registered with Google Workspace.\u201D\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Q: I don\u2019t send 5K messages, am I impacted?\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"YES. You\u2019ll still need to follow some basic hygiene and the spam and abuse rates of .3% still apply to you. The following apply regardless of the amount you send.\"}),/*#__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:\"Set up SPF or DKIM email authentication for your domain.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Ensure that sending domains or IPs have valid forward and reverse DNS records, also referred to as PTR records. Learn more.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Keep spam rates reported in Postmaster Tools below 0.3%. Learn more.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Format messages according to the Internet Message Format standard (RFC 5322).\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Don\u2019t impersonate Gmail \u201CFrom:\u201D headers. Gmail will begin using a DMARC quarantine enforcement policy, and impersonating Gmail \u201CFrom:\u201D headers might impact your email delivery.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"If you regularly forward email, including using mailing lists or inbound gateways, add ARC headers to outgoing email. ARC headers indicate the message was forwarded and identify you as the forwarder. Mailing list senders should also add a \u201CList-id:\u201D header, which specifies the mailing list, to outgoing messages.\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Additionally, if you send 5K+ emails a day, you ALSO need to:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"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__*/a(\"p\",{children:[\"Set up DMARC email authentication for your sending domain. Your DMARC\\xa0\",/*#__PURE__*/e(r,{href:\"https://support.google.com/a/answer/10032169#policy-options\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"enforcement policy\"})}),\"\\xa0can be set to \u201Cnone\u201D.\\xa0\",/*#__PURE__*/e(r,{href:\"https://support.google.com/mail/answer/81126#dmarc\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Learn more\"})}),\".\"]})})}),/*#__PURE__*/e(\"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__*/a(\"p\",{children:[\"For direct mail, the domain in the sender\u2019s \u201CFrom\u201D header must be aligned with either the SPF domain or the DKIM domain. This is required to pass\\xa0\",/*#__PURE__*/e(r,{href:\"https://support.google.com/a/answer/10032169#alignment\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"DMARC alignment\"})}),\".\"]})})}),/*#__PURE__*/e(\"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__*/a(\"p\",{children:[\"Marketing messages and subscribed messages must support\\xa0one-click unsubscribe, and include a clearly visible unsubscribe link in the message body.\\xa0\",/*#__PURE__*/e(r,{href:\"https://support.google.com/mail/answer/81126#subscriptions\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Learn more\"})}),\".\"]})})}),/*#__PURE__*/e(\"p\",{children:\"Adapting to these upcoming changes requires thoughtful preparation and a shift towards more personalized, compliance-focused email marketing. By following these steps, your business can continue to engage effectively with its audience while meeting the new email standards set for 2024.\"})]});export const richText2=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Account-based marketing is like sport fishing. Traditional marketing is casting a net. You get more fish. But in sport fishing, you go after specific fish \u2014 big fish. You need special gear and you need to travel \u2014 by plane and then by boat \u2014 to where your target fish are.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s a lot of work. As a marketer, I\u2019ve come across folks who believe in account-based marketing, and those who are skeptics. To succeed with it means a lot of work and coordination across departments \u2014 not just marketing and sales, but operations, customer success, and finance.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The marketing landscape is shifting in this new decade, thanks to marketers finally implementing martech (including AI) to adapt to customer demands and expectations. The same agility and intelligence we can utilize for hyper-personalization can be applied to account-based marketing.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Greater business outcomes with ABM\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Is ABM still worth considering? Yes. And many businesses agree. According to \",/*#__PURE__*/e(r,{href:\"https://www.itsma.com/research/moving-abm-maturity-2019-abm-benchmark-study/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"ITSMA\"})}),\", the B2B marketing community and ABM pioneer, their third annual study revealed a projected average 21% increase in companies\u2019 ABM budgets in 2020.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"ABM continues to grow, and companies that have already utilized an ABM strategy now allocate 29% of their entire marketing budget to ABM. Of these companies, 73% are planning to spend more on ABM in 2020.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Overall, ABM spending shows an average increase of 15% this year, cementing ABM\u2019s place as a foundational B2B strategy for marketing. And why not? In the same study from ITSMA, 71% of the companies that invested in ABM reported a somewhat or significantly higher return than from traditional marketing programs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is made possible by martech tools that track key metrics at the core of developing the data necessary to refine a program \u2014 so that it\u2019s just right for an organization and its campaigns.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Just like with everything, patience matters, as does being deliberate. It\u2019s a marathon, not a sprint.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Transitioning to and implementing ABM strategies\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Most marketing teams and their tools are trained and built for quantity-based lead generation. Compared to the non-linear approach of content creation, driving traffic, lead capture, nurture, and scoring, ABM is more precise and targeted \u2014 its quality over quantity.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So it\u2019s not surprising that there will be growing pains when you shift to and implement ABM.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Start with a pilot first. Break it down into steps. You don\u2019t have to do it overnight.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"I\u2019m not going to agree with the \",/*#__PURE__*/e(r,{href:\"https://martechtoday.com/10-steps-to-abm-success-hint-its-not-complicated-233783\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Martech Today article\"})}),\" that it\u2019s not complicated, but they gave good tips that can help you work your way through the process. The strategic KPIs will be different. To achieve them, it takes an involved process that requires your teams to set a game plan and work together to start, implement, and track how things go.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"See what works, see what doesn\u2019t, and then scale from there.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Patience is part of the master plan. ABM implementation \",/*#__PURE__*/e(\"em\",{children:\"can \"}),\"deliver good results fast, but it gets better as it matures, generating a more substantial impact across your organization\u2019s teams over time.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Decide on the account list to target.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You and your teams should align on your target account, its size, and your target close rates, among other factors.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ol\",{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:\"Understand what and how much your sales reps can handle.\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Fill that account list intelligently, with qualified leads ready to engage with you.\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Get insights from your sales teams about the qualified leads and ideal customer profiles.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Set up strategies and action points for each key success indicator:\"})}),/*#__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:\"Speed: faster close rates\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Engagement: increased and longer page views\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Revenue/Conversion volume: Increased average contract value\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Revenue/Upsells: Larger lifetime contract value\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Setting up strategies for the above metrics means strengthening your support for your sales team, with your marketers supporting inside sales. Which brings us to the next item.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Master multichannel and blended strategies: Your outreach needs to be robust.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The mix of warm, relevant communication and personalization is perhaps even more important in ABM than in lead gen. Every SMS, email, and phone call should be strategic.\\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:\"Enable your marketing and sales teams to work together through tools and platforms.\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Employ multiple approaches to nurture each account: one-to-one, one-to-few, and one-to-many.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"Companies are going digital, yes, and you should use martech tools for customer insight and streamlined tasks, but ABM success hinges on online and offline sales and marketing techniques.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Use AI and personalization for intelligent marketing.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is where new tech makes ABM easier\u2026 and cheaper. The more your teams utilize and train AI tools for personalization, the more intelligent they get in anticipating and effectively nurturing, closing, and renewing/upselling to accounts on your account list and achieving the metrics I listed above: faster sales, and bigger deals.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"That\u2019s not to say your budget for ABM will go way down. You \",/*#__PURE__*/e(\"em\",{children:\"should \"}),\"dedicate a budget to nurture your target accounts. Because focusing on target accounts saves you money in the sense that current customers are less expensive to cross-sell/upsell to.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This brings us to another part of intelligent marketing: campaign and segment prioritization.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Martech tools can help your marketing teams keep their segments and campaigns streamlined and organized, with each account getting the right messaging at the right time, all the time, wherever they are in the buyer\u2019s journey \u2014 and can keep your teams from not getting their fingers in each other\u2019s pies.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Combine established ABM tactics and new technology\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Aside from the culture shift and smooth collaboration between your teams, you also need someone whose primary focus is to manage an ABM initiative, track results, and create a knowledge base of what works and what doesn\u2019t.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Because of all the details and workflows involved, innovative marketing technology can help launch, scale, and run an ABM approach faster and more effectively than ever.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Quick example: The weather forecast triggers a bunch of coffee gift certificates to your target accounts who go out during their workday, and the ones who stay in get coffee delivered: a charming blend of online and offline nurturing.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And it\u2019s made possible by technology. Account insights are at play there: you know your target people so you can answer their needs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The same study from ITSMA highlights the foundations of effective ABM programs. Companies that saw ROI and revenue growth from their ABM strategies were found to have invested in:\\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:\"Analytics tools (69%)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Account insights (67%)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Engagement insights (56%)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Predictive martech (27%)\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"22% also plan to add predictive technology to their ABM stack in 2020 to 2021.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"New technology will help you pilot an ABM strategy, then help you organize and test the insights you got from your pilot, and finally turn your team into an ABM team.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Just as AI and Martech continue to break silos, ABM has the potential to unite your sales, operations, customer success, finance, and marketing teams into \",/*#__PURE__*/e(\"em\",{children:\"one \"}),\"powerful ABM engine.\"]})]});export const richText3=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Sales pipelines everywhere have been hit hard by the pandemic. The previous intakes may no longer apply. Some personas and roles have changed. For sales teams, previous approaches that worked may have also changed.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you thought sales development teams, who make the cold calls and conduct the initial outreach efforts, had it tough before, well this quarter may be brutal.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Lots of folks are saying this is the time to pivot, but a pivot is easier to talk about than to do. The goal right now is to keep sales/pipeline disruption to a minimum, or in other words, make the most of a challenging situation.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sales needs to stay aligned with marketing, especially now, when there are pivots for initiatives that are more likely to be \u201Cout of the box.\u201D Both departments need to work together to maximize the potential of any new campaign, initiative, or strategy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Those marketing and sales plans from the start of the year? They may need to be chucked out the window. The current pandemic has changed the circumstances for buyers, and for the salesforce in turn.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Territories and quota assignments are completely disrupted, if not outright obsolete now with the necessary shift to the \u201Cnew normal.\u201D\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This new normal is also making buyer behaviors erratic and turbulent, prone to minor or major changes in smaller and smaller timelines. So historical data and existing personas honed from years of sales expertise are no longer reliable. This is where AI comes in.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Optimize your pipeline with AI and automation\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI also traditionally relied on historical data to make predictions about the future. But we\u2019re in a new world now; the past can only tell us about the past. Today\u2019s AI and automation are equipped to start aggregating new data to begin to make accurate predictions/prescriptions.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Using AI and third-party data can help sales leaders avoid bad-fit deals. Volatile market trends can and will lead to inaccuracies in the pipeline, unless the pipeline is optimized for agile accuracy to current customer preferences and needs.\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"AI and data give insight on what customers are still buying, and consequently, more accurate predictions on who else are likely to buy, in which channels, and when.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Automation can use these insights to help your sales teams build/rebuild pipelines and act fast\\xa0on good deals and good accounts with the best opportunities.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Utilize digital apps for internal and customer-facing communications\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Apart from using AI and automation tools, bring everything to the cloud. Examine how going digital can help you and your teams cut costs, streamline operations, and increase revenue.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Team communication\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Lines of communication, amongst team members, shouldn\u2019t just be kept open. They should be abuzz from all the interaction passing through them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Email is necessary, but only conveys so much. As much as Zoom may get pooh-poohed for its limitations, it still helps to see someone when communicating. Slack is another option, with each team and campaign having its own centralized channel.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"WFH has limitations, but technology can help minimize disruption (and the panic it can spark).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Lead nurturing and outreach\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Everyone has prospects whose circumstances changed when the pandemic started to impact our lives back in March (in the U.S.). But prospects who weren\u2019t ready pre-COVID might be in a prime position for nurturing now due to new circumstances and/or role changes.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketing and sales teams need to requalify these leads and check-in. It\u2019s also an opportunity to learn about new pain points, new priorities.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How have your customer personas changed?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Previously cold leads might actually become new prospects and make up for the clients and customers cancelling or pausing deals.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Email campaigns and social media ad retargeting can bring in both old and new customers. AI can give insight on what prospects are searching for so your sales and marketing teams can augment each campaign with attractive angles and offers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Aim to increase revenues\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That seems like a bald thing to say, but times of crisis can and do put leaders into default fight or flight modes: they focus on minimizing damage and cutting costs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is the time to continue being aggressive and proactive about increasing revenue.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Applying AI and automation can help optimize your sales pipeline, cutting costs by avoiding wasted time and effort, \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"increasing revenue through effective, informed marketing efforts.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Growth is still possible during a time of crisis \u2014 not just survival. Actual growth is also possible and should remain as the big, hairy, not-so-audacious goal, so you and your teams can find and even create the opportunities and maximize them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"I already wrote about the \",/*#__PURE__*/e(r,{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(t.a,{children:\"Boston Consulting Group\u2019s Four Rs\"})}),\". You need to \",/*#__PURE__*/e(r,{href:\"https://wrench.ai/blog/marketing-sales-beyond-the-pandemic-101-keep-building/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"keep building your marketing and sales\"})}),\" for sustained positive results.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Right now, businesses might be in the \u201CReflect\u201D stage of looking for opportunities but don\u2019t stay there too long.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Make strides in the \u201CReimagine\u201D stage of updating your marketing and sales pipelines, and definitely lay paving stones for the \u201CRebound\u201D stage of using AI and digital automation and apps to scale your wins.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s the stage where you have really recovered from paralysis (\u201CWhat do we do?!\u201D) and are thinking and acting on adjustments to your personas\u2019 new buyer\u2019s journeys.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Recalibrate value proposition \u2014 and everything else \u2014 for sales resilience\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Everything above is about recalibrating. Optimizing your sales pipeline makes you look at every detail \u2014 from messaging to the actual delivery of your brand\u2019s services and products.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Before, during, or after your most urgent pivot strategies, consider the big picture\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"This is the time to \",/*#__PURE__*/e(r,{href:\"https://wrench.ai/blog/this-is-a-good-time-to-revisit-your-value-proposition/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"revisit your value proposition\"})}),\" to match it to the new reality your customers face. I\u2019ve said this above and it bears repeating: What worked before might not work right now and in the upcoming new world post-COVID.\"]})]});export const richText4=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Everybody has bias. It\u2019s a universal phenomenon. That\u2019s why confronting biases in AI models and predictions is critically important now. Avoiding the topic can be more detrimental than dealing with it head-on. Recognizing decision bias helps us, as the most harmful biases are often overlooked.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"A critical aspect of bias lies in blind spots, particularly in predicting access to resources like loans or insurance, as examples. In these situations, it\u2019s important to \",/*#__PURE__*/e(\"em\",{children:\"not\"}),\" shy away from information that may carry bias but to seek it out actively. By acknowledging the presence of biased data, we can measure and demonstrate that specific traits, such as ethnicity, are present but not significant in driving predictions. Attempting to exclude biased data only perpetuates a \u201Csee no evil\u201D mentality, whereas measuring and including it can mitigate harmful biases effectively.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There are some scenarios where hidden signals within seemingly innocuous data can be ethically applied, such as determining suitability for financial aid or scholarships. At Wrench.ai, we use a client-driven content creation process to ensure that content aligns with brand goals while addressing diversity, equity, and inclusion concerns. In this scenario, we rely on collaborative efforts to incorporate the client\u2019s input, brand insights, customer profiles, regulations, and goals to shape the content generated by our AI platform. This collaborative approach ensures that what we generate not only resonates with a client\u2019s brand but also promotes diversity and inclusivity.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"While bias can exist in AI models, there\u2019s no one-size-fits-all solution due to our client\u2019s diverse business needs. That said, we\u2019re very much committed to minimizing and addressing harmful biases through transparency, continual monitoring, review, and ethical decision-making. We recognize that bias can unintentionally occur, and that\u2019s why we strive to be aware of our biases and blind spots during our AI model development. Our dedication to ongoing training and retraining of AI models ensures that biases are kept in check and do not become more pronounced over time.\"})]});export const richText5=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Personalized marketing is omnichannel marketing. After all, your marketing strategy is not personalized at all if your customers have to create their own personalized experience.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Right now, as you read this, your target customers are online or in stores, on their phones or laptops, in apps or platforms, watching videos on YouTube or Instagram, researching, rating, purchasing, or making decisions on products and services.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Are you in those channels so your customers can interact and experience your brand?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Mastering personalization at scale can\u2019t be limited to just one channel. Only relevant content is visible to your target audiences, and you also need to be in the relevant channels.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Relevant: that\u2019s the keyword. Personalized marketing keeps a narrow focus, on content and channels, rather than trying to be present on all channels, which is an exercise in futility with dismal ROI.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Omnichannel personalization for seamless customer experience\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Previously, omnichannel meant variety and presence. Brands had accounts on LinkedIn, Google+, and Facebook in addition to their website. These pages went on their business cards and the websites linked back to these platforms.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"An organic marketing strategy amounted to regular posts across Facebook, Instagram, Pinterest, Twitter, and so on.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Now it\u2019s about a smooth, integrated customer experience. Customer experience pays. Omnisend found that customers engaging with campaigns involving three or more channels \",/*#__PURE__*/e(r,{href:\"https://www.omnisend.com/blog/omnichannel-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"spent on average 13% more\"})}),\" than those engaging with single-channel campaigns.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Platform pages for the sake of having pages, or as a podium for your announcements, will get you nowhere. Omnichannel personalization means serving your customer on every step of the buyer\u2019s journey, collecting data across channels, \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"using that data across all touchpoints to deliver a customized, seamless experience.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Think Starbucks and their rewards card. You use it in-store, you can check your balance and reload it via SMS, the app, or the website. The card updates in real-time. You can reload while in line and then use that card when it\u2019s your turn.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your customers are either looking up coffee shops near them or already in line. It\u2019s the marketer\u2019s job to figure out where the customers are as they move through the stages of the buyer\u2019s journey and deliver relevant content for a seamless experience.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They could be asking questions on Quora. Or they might ask directly on Facebook, on the business page, or through Messenger. They might already be shopping and seeking out your products online, offline, or in reviews.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In omnichannel personalized marketing, the goal is to figure out what would make your brand relevant at every stage, from how easy you make it for them to get to know you, to their time and experience as your customers.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Recognition\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They might not know you yet. Or they might have an outdated, incorrect perception.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"This is where advertising campaigns and \",/*#__PURE__*/e(r,{href:\"https://wrench.ai/blog/the-shift-toward-guarding-customer-data-will-boost-influencer-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"influencer campaigns\"})}),\" work in getting you seen and recognized.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:\"You don\u2019t have to stick to online channels either.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Fifth Third Bank (previously MB Financial Bank) in Chicago had previously gone after big clients but re-established trust with the small to medium businesses in their hometown by featuring their local branch managers in print, radio, and digital media ads.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Next, they launched a direct mail campaign, with those local managers addressing the small business owners.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This combination of public and targeted messaging generated a 205% increase in sales leads. The local branch managers were real people, they were local. The local business owners saw them in the ads and by the time they received the mail, they had already related to the faces in the ads and recognized Fifth Third as relevant to their business.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With the personal mail, Fifth Third just charmed them even more, establishing new customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"So many businesses often jump to direct, personal messaging without first introducing themselves in the channels their customers inhabit.\"}),\" That\u2019s creepy and invasive.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"No matter how nice your cold emails are, people remember and build trust with faces.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Recognition from public messaging, ideally using real faces from your company or influencers your audience already knows, can go a long way in getting your direct mail or emails opened once you send them. Recognition is an essential part of omnichannel marketing.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Customer Support and Customer Success\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Your omnichannel personalization strategy should always aim for customer success, online and offline. \"}),\"54% of millennials say they will stop doing business with a brand because of \",/*#__PURE__*/e(r,{href:\"https://www.emarketer.com/Article/Customer-Service-Channels-That-Frustrate-Consumers/1013637\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"poor customer service\"})}),\". 50% of Gen Xers and 52% of Baby Boomers agree.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sephora, Oasis UK, and Neiman Marcus, among other brands, go above and beyond with customer service, mixing in-store assistance and the lightning-fast convenience of mobile apps.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In-store assistants are armed with tablets for customers to use their app and virtually try on makeup, and clothes already set in their sizes, and to pay from anywhere in the store without having to line up at the cash register. They can even order out-of-stock items to be delivered straight to customers\u2019 homes.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Timberland uses tablets in a slightly different way: utilizing NFC (\",/*#__PURE__*/e(r,{href:\"https://www.techradar.com/news/what-is-nfc\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"near-field communication technology\"})}),\"), customers can use the store tablets to see information about products when pressed against signage throughout the stores.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"No need to ask staff for information! (Timberland probably has data that many of their customers are introverts.)\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"In the same way, Orvis has data that their customers are affluent and over 50, and may not be comfortable with technology, but are very receptive to modern tools. Orvis employees also have tablets and can help customers browse and get details about specific merchandise, complete online and in-store purchases, or order any out-of-stock items.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The focus is not on the channels but on your customers\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The examples above all highlight the customer experience. With the amount of ads and content we face every day in every channel, people won\u2019t remember any product features you advertise, but they\u2019ll remember if you know them and treat them well.\\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:\"If you share their values (notice Fifth Third\u2019s advertising with the face of their local managers, who would relate to the local business owners as \u201Cjust like you\u201D).\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"If you recognize them as individuals.\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"If you understand how it feels to interact with your brand.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"You don\u2019t want to be remembered with frustration because of a disconnected service across channels, or derision from wrong and irrelevant messaging.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Personalized marketing needs to be omnichannel to serve your customers as they move across channels. Invest in your customer\u2019s experiences. It pays. Aside from customer loyalty, Omnisend found that \",/*#__PURE__*/e(r,{href:\"https://www.omnisend.com/blog/omnichannel-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"86% of consumers are willing to pay up to 25% more\"})}),\" in exchange for better customer experience.\\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:\"Match your social media strategy with your web strategy.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Your emails should support your social, mobile, and app strategy.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Your app and website should deliver the same smooth experience.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Build yourself up in a channel where you\u2019ve lost ground; promote a new and improved app or mobile site.\\xa0\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"All of them should update each other according to customer actions and data.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"How creative and attentive you are to your customer experience across all touchpoints can determine the customer switching from your competitors\u2019 offers to yours.\"})]});export const richText6=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Personally identifiable information, or PII, is self-explanatory and it\u2019s nothing new. It hails from the age of mail-order catalogues and memberships. PII is data you use to identify \u2014 and serve \u2014 your customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"PII is the bedrock of marketing. Today, marketers still collect PII, in fact, lead magnets are meant to collect customer names and emails at the very least, and you can ask for and get much more if you make your customers eager for the exchange of their info for something equally valuable to them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Customers directly provide PII to marketers and businesses.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We\u2019re all poised in the upcoming eradication of third-party cookies. Only first-party data will be allowed. PII is first-party data. Every marketer would do well to build and maximize the collection and use of their PII.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"A quick recap on PII\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Customers demand personalization across all channels, and marketing has shifted towards being hyper-relevant so it answers that demand. PII, combined with behavior prediction, has gained more importance.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There are two types of PII, linked information and linkable information.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Linked information\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Any piece of personal information that can be used to identify an individual.\\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:\"Login details\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Full name\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Email address\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Home address\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Phone number\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Birthdate\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And more sensitive identity information you might enter in financial/government portals:\\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:\"Social security number\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Passport number\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Driver\u2019s license number\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Credit card numbers\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Linkable information\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This information needs to be \u201Clinked\u201D or combined with another piece of information to identify, trace, or locate a person. On its own, linkable information doesn\u2019t identify a person. These are the usual segments we target.\\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:\"Gender\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Age demographics (30-40, 25-45, etc)\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Job position and workplace\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Country, state, city, postal code\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Non-PII data\"})}),/*#__PURE__*/e(\"p\",{children:\"Known as anonymous data, non-PII can\u2019t be used to identify specific persons, but they\u2019re still useful for measuring KPIs like page visits or for insights on customer touchpoints, what people interact with on-site and offsite, and so on. Yes, these are cookies.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Non-marketers get paranoid when they see ads that match their cookies, but no, Google doesn\u2019t know you. Non-PII data include, among others:\\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:\"Cookies\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"IP addresses\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Device IDs\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Device types/screen sizes\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Browsers\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Time zone\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"PII is specific and targeted, and always the most consistent identifier in huge batches of data. Marketers need PII to personalize at the most basic level of being able to address, greet, and send marketing messages to customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Beyond that, PII-based data also tracks the customer journey, giving rich insights to run personalized omnichannel experiences.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As a quick example, the Wrench platform uses PII \u2014 when customers provide it \u2014 to analyze patterns of customer behavior in order to make personalization recommendations for top-line messaging, and the best channels to use.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When combined with a robust marketing strategy and AI technology, PII and non-PII data deliver powerful, accurate messaging to the right people, at the right time, every time.\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"More power, more caution, and discernment\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers must be ethical about how they source PII. This is highly sensitive information that requires stringent compliance with data ethics and privacy regulations.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In the past marketers could play fast and loose with how they sourced PII and how they used it \u2014 that\u2019s no longer the case. The GDPR, CCPA, and other privacy laws now curb and guard against the misuse and leak of data.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Determine what data you need\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How much and how little, exactly, and the minimum amount of data you actually need for your strategies and processes to be effective.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"No silos\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Personalized marketing is fluid, so department silos are history. Ethically sourcing data requires marketers to work across teams (IT, legal, finance, etc).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Trust is the point and the only point\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The more goodwill a brand develops with customers, the greater the likelihood that they become and remain willing to relinquish more PII.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As personalization technology becomes more sophisticated, it will be possible to make behavior predictions based on fragmented data points \u2014 making super personal PII unnecessary.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"BUT, there\u2019s no time like the present to have a set process in place for how your brand handles and uses PII. Companies that figure out their PII process now will be in a better position to step up their use of it and assure customers that they are doing everything they can to safeguard the customer info they do have (and use).\"})]});export const richText7=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"As a seasoned AI startup with half a decade\u2019s experience under our belt, we\u2019ve engaged in countless discussions about the implications of AI\u2019s growing influence in both the global and business arenas. While AI\u2019s impact is wide-ranging, our expertise lies primarily within the business sector, and it\u2019s in this area that we\u2019ll put our primary focus. It\u2019s indisputable that we\u2019re in an era where AI significantly shapes our societal and professional landscapes.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"In light of this, we thought it timely to revisit and republish an article from 2019. Our belief remains steadfast: AI harbors the potential to drive transformative change for the better. However, we\u2019re also mindful of the complex questions that arise as AI becomes more deeply entwined with our lives. We\u2019re eager to explore these issues in future discussions.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Despite fears of AI causing extensive job displacement, we\u2019re optimistic that AI will serve as a valuable tool to augment many professions, rather than eradicating them. We hope you enjoy this revisited piece, and as always, we welcome your thoughts and engagement.\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"*****\"]}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s a lot of fear around AI\u2019s threat to disrupt a wide swath of jobs (even life as we know it), and there seem to be a lot of good reasons why this will be the case. But there\u2019s also no need to panic. Just as the Industrial Revolution disrupted countless jobs, a significant amount were also created.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"This is already proving to be the same case with the evolution of AI.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"What will AI render obsolete?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"For the most part, AI removes middlemen. With the use of user-friendly and AI-powered platforms, customers can now customize anything according to their own needs and preferences, while\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/personalization/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"personalization\"})}),\"\\xa0data helps marketers reach them.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Customers and businesses can now meet in the middle with better and better accuracy. 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More than eliminating jobs, AI will create jobs, and enhance and complement the jobs that will remain.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The changes can even go unnoticed, like auto-generated reports and email management, but they\u2019re happening across industries and enabling management to \u201Cgo lean\u201D and cut labor costs. We\u2019ve all witnessed the widespread replacement of cashiers \u2013 at supermarkets and casinos \u2013 with automated technology.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"On the other hand, more and more knowledge workers, notably\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"marketing\"})}),\"\\xa0and customer service teams, will weave AI into everyday processes for faster, personalized campaign implementation and responses.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Every revolution and innovation changed the way we do\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"business\"})}),\", but\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"business\"})}),\"\\xa0kept going. This time is no different. Some jobs would be replaced, but there will be more jobs, different jobs.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI needs human ingenuity. Machine learning still depends on human input. There will always be exceptions to rules already established in AI, and no matter how much data they analyze these exceptions need human intervention and refining.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI will need monitoring and training. And this is where human intelligence comes in, making sure AI doesn\u2019t bungle up. Tasks that monitor, train, and maintain the speed and accuracy we expect from AI will become the new jobs of the new digital era.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Adaptability\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Companies should focus on the necessary culture change and adaptability to AI-related opportunities or threats.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The opportunities? Pioneering, and gaining an edge over your competitors through early adoption. The world is always in awe of explorers. Millennials compose more than 50% of the market now, and unlike Gen Z who were born into this new technology, millennials remember dial-up, taking a number card and waiting for it to be called, and other outdated, inconvenient, expensive, and inefficient methods of getting the services or goods they want.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"They appreciate convenience, cost, and time-efficiency. That\u2019s why they love Uber and AirBnB. The mere adoption of AI and\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/personalization/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"personalization\"})}),\"\\xa0to make your customer service faster and better would endear you to your more technically savvy market.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/sales/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Sales\"})}),\"\\xa0is no longer transactional, but personal instead, focusing on customer relationships and experience, something that AI bots won\u2019t be able to achieve. What companies save on labor should go into training and tools to help their teams transition from the old way to the new way of work.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The threats don\u2019t apply much if companies and employees are willing to train and shift to different work that evolve with the help of AI, e.g., bookkeepers or legal secretaries shifting to consultancy or specialized services,\\xa0\",/*#__PURE__*/e(\"em\",{children:\"using AI\"}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Augmented and empowered\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Yes, using AI. Jobs will not\\xa0\",/*#__PURE__*/e(\"em\",{children:\"survive despite\\xa0\"}),\"AI \u2013 jobs will be\\xa0\",/*#__PURE__*/e(\"em\",{children:\"empowered and augmented by\\xa0\"}),\"AI. The Bureau of Labor Statistics (BLS) forecasts growth for many jobs AI is expected to affect: accountants, web developers, dietitians, financial specialists, among others.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"These industries will benefit from the data analysis and reporting AI can deliver. AI will take over the repetitive and mind-numbing tasks, leaving the experts to focus on their clients and\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"business\"})}),\"\\xa0growth.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Judgment and decision-making would still be on humans, but the steps and processes necessary to reach decisions will be reduced or replaced altogether with insights. The result? Friction and human error removed in the value chains. Billions recovered in hours of productivity, and trillions in generated\\xa0\",/*#__PURE__*/e(r,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"business\"})}),\"\\xa0value.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"According to Kai-Fu Lee, AI guru and author of\\xa0\",/*#__PURE__*/e(\"em\",{children:\"AI Superpowers: China, Silicon Valley, and the New World Order,\\xa0\"}),\"jobs that involve \u201Ccreation, conceptualization, complex strategic planning and management, precise hand-eye coordination, dealing with \u201Cunknown and unstructured spaces\u201D and feeling or interacting \u201Cwith empathy and compassion\u201D are safe from AI obsolescence.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Of course. Trial lawyers. Bartenders. Concierges. But even these jobs can get help from AI. The question isn\u2019t whether a job is safe, but the possibilities AI can have for even these jobs. It\u2019s fun to imagine.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Think of today\u2019s video games. The game makers of the 70s-80s worked solo, easily programming static and moving pixels at home. But today\u2019s games with their fancy graphics and audio and complicated storylines meant to make it through to hard-to-impress gamers require multiple teams, an entire village to complete a single game \u2013 and that\u2019s not counting the support teams whose jobs stretch years beyond the release of the game.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s what AI can do, and what AI will require: more technology also means more humans for execution and implementation.\"})]});export const richText8=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"\u201CPersona\u201D is in \u201Cpersonalization.\u201D That\u2019s obvious (and cheesy) I know, but most of us know by now that personas are incredibly helpful in informing teams who their main customer types are, their pain points, and their goals and desires. Most marketers have a history of using and targeting personas in campaigns and strategies.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The more recent shift to behavior and data tracking was only made possible by big data and recent strides in AI technology. With our ability to collect, track, and analyze consumer behavior, are personas still relevant? Absolutely.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For a quick example: personas have emerging new motivations when disaster strikes. We\u2019re currently living through a huge part of history. Future generations will study this period of COVID-19, currently punching nations everywhere in the gut.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Doing personas the right way\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Doing personas the right way gives your teams \u2014 all teams, not just marketing and sales \u2014 the information that enables them to empathize with your target market, and thereafter create truly effective campaigns, offers, content, and experiences relevant to your target market\u2019s needs and motivations.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"More than ever, right now with the way things are unfolding, your content and outreach need empathy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"AI can only do so much, you still need to feed your machine learning platform with correct information.\"}),\" \",/*#__PURE__*/e(\"em\",{children:\"Your entire organization also needs this information.\"}),\" This is what personas do.\\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:\"Product and design teams need the persona brief for everything from huge aspects like features and competitor research to smaller details like fonts and colors.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Sales and marketing teams need the persona brief for their strategies.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Finance needs the persona brief for guidance on feasibility, pricing, and marketing investments\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Customer service needs the persona for their reply templates and style and tone.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/a(\"p\",{children:[\"You get it. \",/*#__PURE__*/e(\"strong\",{children:\"Every team needs customer personas.\\xa0\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Creating personas is like a litmus test of how well you know your customers and how well your products match them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h4\",{children:/*#__PURE__*/e(\"strong\",{children:\"Get really specific\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For the uninitiated, or those who have already eschewed personas, here\u2019s a recap of the attributes you usually determine. The common denominator of each and all attributes? They\u2019re specific and granular.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Demographic \u2013 The needs and preferences of each demographic differ, either vastly or subtly, so your marketing for 25-35-year-old men is different from your materials for 25-35-year-old women, and so are your campaigns for 45-60-year-old men, even though it\u2019s the same gender. Likewise, there can be minute differences in your language for 45-50-year-old men, as opposed to men in the 51-60 age bracket.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Job Position / Role \u2013 This is where personas become people: they\u2019re stay-at-home mothers, busy employees, small business owners, GenX, and so on. This is the \u201Cdescription\u201D of your personas, and what they get up for every morning.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Interest in product \u2013 Connected or related to their roles and current events, what do they want for their personal or professional life? What role will your product fill there?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"p\",{children:\"For example, you sell trips on chartered boats along Cabo San Lucas and the Riviera Maya. People are staying home to be safe, and they have more time to look at your content. They can\u2019t go, but their minds are there, flying off to sunny places. So even if they can\u2019t leave just yet, you can still entertain and educate them about places they can go later, when things are back to normal. In the meantime, you give them something nice to look forward to or reminisce about, to take their minds away from the current situation.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/a(\"p\",{children:[\"Need for product \u2013 Connected and related to their interests and current events, what do they \",/*#__PURE__*/e(\"em\",{children:\"need? \"}),\"How well does your product answer that need?\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Location \u2013 If you have physical stores or local services, location has a big role in your personas. Even if you offered digital services, your language should be determined by this attribute. Local slang and local beliefs can endear you to your target audiences.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"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__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Shopping habits / Financial ability \u2013 Doesn\u2019t need to be explained. With attractive discounts, you can attract income levels lower than your usual personas and expand your customer base that way. Targeting higher income levels also means your product, marketing, and entire customer-facing content and services have to achieve a certain high standard.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"But limit your personas\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Businesses used to have pages of their personas in their brand and style Guides. Pages upon pages describing their five personas.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To truly understand your personas, limit them to two or three. Five is okay, but that\u2019s already hard to keep track of in your head, and would unnecessarily eat more resources for targeted campaigns and strategies.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"strong\",{children:\"Do your research\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Research helps you narrow down your personas, correctly identifying shared behavior and motivations among your target customers, and creating more accurate, umbrella personas.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Customers don\u2019t even need to tell you directly. Your target customers are all over the internet, making reviews on Amazon, asking and answering questions on Quora or Reddit, and participating in hashtags on Twitter or groups and communities on Facebook.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A persona is a combination or aggregation of those behaviors and motivations, so one or two personas should represent the larger group.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Truly understand what makes them tick. What makes them buy?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The point of personas is really empathy. And according to Dale Carnegie, empathy is influence. That\u2019s right, you can influence your target customers to love you and choose you if they perceive you understand them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"So you \",/*#__PURE__*/e(\"em\",{children:\"need \"}),\"to know your ideal customers, or it\u2019s nigh impossible to create an effective production and marketing strategy, from branding to content, whether you use AI and e-commerce or traditional methods like salespeople and billboards, newspapers, and radio.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Some consider personas to be outdated because personas are largely associated with segmentation, which is admittedly no longer an effective way to reach customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Yes, personas segment your customers, but segmentation is not the point. It\u2019s not about having segments and sending different messages/promos to each segment.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"It\u2019s about understanding each persona to create effective strategies for each persona.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"What makes them tick? What makes them buy? Stay-at-home 30-40 year old moms might love bargains for\",/*#__PURE__*/e(\"em\",{children:\" this\"}),\" product but would be suspicious of \",/*#__PURE__*/e(\"em\",{children:\"that \"}),\"product if it sells under a certain price.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Personas also predict behavior.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s this understanding, which AI data can augment, that helps you create effective strategies and deliver the right content in every part of the buyers\u2019 journey.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Listen to what your customers and sales teams tell you\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"To start, the C-suite and the customer-facing teams (sales, marketing, customer support/service) already have a strong sense of the personas, backed by data.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"But the real answers are in your customers. Try a \",/*#__PURE__*/e(r,{href:\"https://www.youtube.com/watch?v=jB64CueFnZg\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"moderated research session\"})}),\". Solicit feedback from your customers to confirm, update, and continuously refine your personas. Even the smallest details can inspire your next campaign.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Sales teams also know what sells at which periods, and to whom. This is why it\u2019s important that the sales and marketing teams are completely aligned instead of siloed. If you\u2019re only starting out and can\u2019t afford to do moderated research sessions yet, your sales teams can provide you with the information to prime your persona pump.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"HubSpot has a \",/*#__PURE__*/e(r,{href:\"https://www.hubspot.com/make-my-persona\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"simple tool\"})}),\" that can help create a persona, but it only requires qualitative input. At Wrench, we can take customer data as the starting point for identifying personas. Either way, you can\u2019t sharpen the identity of a persona without a starting point.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Intelligent assumptions, competitor analysis, and stakeholder interviews: these are low-cost ways to start off your personas, but it\u2019s always best to speak to get the facts from your customer base.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Steer clear of the mistakes of most companies who assume they know their customers and still keep using those assumptions to drive their marketing outreach.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Don\u2019t neglect user experience personas\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your target marketing personasare  out there, and your user experience personas are already on-site. They\u2019ll either love you \u2014 or hate you if you don\u2019t treat them right.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Again, it\u2019s all about empathy and predicting what each user experience persona would want and need from your site and channels. User experience personas help you deliver customer success.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s one thing to sell/convert a lead, who becomes a customer, and it\u2019s another to keep that customer for the long-term with a user experience they can rely on because you consistently deliver.\"})]});export const richText9=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Going to let you in on a dirty little secret about messaging.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I see businesses of ALL kinds making this one mistake. Not just small mom & pop shops. I\u2019ve seen Billion dollar companies making this exact same mistake.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They\u2019re building stadiums, jets, incredibly huge things yet they still trip over their own feet with this.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Ready for it?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Coming in with a one-size-fits-all message.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I know this isn\u2019t much of a surprise. I wouldn\u2019t bring this up if it didn\u2019t keep happening.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"All the time I see companies go out with messaging that\u2019s so broad it\u2019s for absolutely no one. They\u2019re not talking directly to the people that can form a movement and help amplify the message.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Instead, they just go one size fits all. Because it\u2019s easy.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is the simplest fix you can make as you\u2019re testing messaging. The simplest thing that you have to do. We need you to come in and develop your \u201Cinner circle\u201D. That group that will tell you exactly what they think.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Who are you going to talk to that will give you the good and the bad, and who may already get it?\"})]});export const richText10=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Persuasion angles are nothing new, but they are important when considering how to craft personalized messaging for marketing and sales outreach. Persuasion angles aren\u2019t exactly Marketing and Sales 101; they are a good dimension to incorporate in outreach efforts when you have a more sophisticated sense of your persona\u2019s needs/behaviors.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Perhaps the most well-known persuasion angle is FOMO, or fear of missing out. You\u2019ve probably grown up seeing it in infomercials. With the simple phrase, \u201Cbefore it\u2019s gone,\u201D thousands of people would reach for their phone to order an item before it disappeared.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"FOMO is simple. It\u2019s effective.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Why does it work? It plays on people\u2019s response to scarcity. When you think something will be gone soon, you go and get it.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And scarcity is just one of the persuasion angles you can use for marketing.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The psychology of persuasion\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"We can\u2019t talk about persuasion without mentioning Dr. Robert B. Cialdini\u2019s book. \",/*#__PURE__*/e(r,{href:\"http://amzn.to/15WVDpA\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:/*#__PURE__*/e(\"em\",{children:\"Influence: The Psychology of Persuasion\"})})}),/*#__PURE__*/e(\"em\",{children:\" \"}),\"was published in 1984. Several decades later, its principles are still the bedrock of sales and marketing.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In the book, Cialdini talks about the 6 Principles of Influence. Time and again, these principles are proven to make people take the action we want them to. Aside from scarcity above, the other five are reciprocity, commitment/consistency, social proof, authority, and liking.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Reciprocity\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is one of the foundations of content marketing, because delivering free and valuable content will endear you to your target audiences. The psychology behind this: people like to pay off debts, or simply, to give back when they get something in return.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"People are more likely to choose your service or buy from you if you\u2019ve already helped them beforehand.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, let\u2019s say you have lead magnets of free guides. You get people\u2019s emails. You consistently deliver more tips. Or perhaps they see your helpful videos on Facebook. They know who you are, they know you know what you\u2019re doing, so they choose you and buy from you.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Commitment and consistency\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers work this principle two ways: in themselves and in their customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Brands need to deliver a consistent message, although what that consistency looks like will look different from one brand to another, and a lot of that can depend on a brand\u2019s niche. For example, brands selling cookware or ingredients might post a recipe three times every week, like clockwork. Or a professional might post a Live video on Facebook or Instagram on a fixed schedule.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"On the customer\u2019s side, marketers offer small, risk-free commitments. A 20-minute free training. A free guide. A week-long trial. Or Netflix\u2019s famous 30-days free offer.\"}),/*#__PURE__*/e(\"p\",{children:\"Someone who has watched your 20-minute free training is more likely to sign up for your webinar. Someone who downloaded your free guide may engage with you, allowing you to find out how to pitch to them further down the sales pipeline.\"}),/*#__PURE__*/e(\"p\",{children:\"And free trials and free days almost always convert to subscriptions.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Social proof\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The root of the referral system. Or in the digital age, the review system. Also known as, \u201CEveryone\u2019s doing it\u201D and the \u201Cwisdom of the crowd.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When you go to WordPress, they make it a point to tell you that they power 28% of the internet. A restaurant, a law firm, or a plumbing service might boast about \u201CHundreds of 5 stars from Yelp.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"People trust you when other people already do. People also interact with you when other people already do. This is why you get a snowball effect of interaction once you get your community started.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"According to \",/*#__PURE__*/e(r,{href:\"https://buffer.com/library/social-proof/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"research\"})}),\", 41% of respondents said the most important factor in engaging with a local business\u2019s Facebook page is \",/*#__PURE__*/e(r,{href:\"http://www.adweek.com/digital/study-before-people-shop-at-a-small-business-they-check-facebook/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"seeing customer reviews or ratings\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Authority\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Another version of social proof: the proof from an authority figure. Influencer marketing taps into your niche\u2019s influencer\u2019s existing followers. It\u2019s an effective, powerful strategy that can help you grow your target market, if you partner with the right person.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Witness brands paying hundreds of thousands of dollars to celebrities and micro influencers on Instagram.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Liking\"})}),/*#__PURE__*/a(\"p\",{children:[\"Liking encapsulates \",/*#__PURE__*/e(\"em\",{children:\"all \"}),\"you do for marketing and sales. You want your target market to like you. You use data to make your marketing messages effective, relevant, and likeable. You use social media to post likeable content. Not \u201CLike\u201D as in Facebook or Insta Like, but real, honest-to-goodness humanity that makes them interact with your brand just because they identify with you or understand that you get them and their needs.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"You see likeability used in campaigns like Burger King\u2019s and Wendy\u2019s snarky Twitter accounts. And of course, in About pages where you share your humanity with your audience. Your story and history \",/*#__PURE__*/e(\"em\",{children:\"can \"}),\"make people convert. \",/*#__PURE__*/e(r,{href:\"https://komarketing.com/files/b2b-web-usability-report-2015.pdf\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"52% of site visitors go to your About page\"})}),\". They want to know more about you.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"The art of using persuasion angles\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Visual harmony for attraction\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The visual aspects play a big role here. A marketer\u2019s social media posts and emails should all look good, not for the sake of looking good, but to effectively attract and persuade.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A lot of tactics go into this: the golden mean, the psychology of color, fonts and styles, and even formats: photo, video, graphic or meme, which also change depending on the persuasion angle you\u2019ll use.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, commitment/consistency is usually minimalist in design to keep the focus on the CTA buttons. Look at Netflix\u2019s simple homepage.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"On the other hand, authority is best accomplished with striking photographs or videos featuring the influencer.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A/B tests and using AI for data collection and analysis of customer behavior can give you insight on what your audiences respond to when it comes to visual assets. Do you get more engagement with videos? Do you get more clicks using this or that color scheme?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Using words to remove friction\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is where AI and martech tools like Wrench can help so much, giving you insight on what words to use.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In the first place, martech tools and AI can help you accurately create your personas to ensure marketing and sales work in sync for the personas and the content.\"}),/*#__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:\"Persona: Who is the customer?\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Buyer stage: What do you say to them?\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Persuasion: How do you say it?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Ultimately, insights help you with persuasion. It\u2019s not what you say, it\u2019s HOW you say it.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For example:\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"\u201CThe perfect solution to your problem\u201D\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Names the problem and then provide the solution.\"})})}),/*#__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:\"Buyer stage: Awareness and Comparison\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Persuasion angle: Reciprocity\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How is that reciprocity? Because the marketer offers a demo of the solution to show you a concrete way it can help you. This content/persuasion angle is particularly effective when marketing services and tools. Messaging might also feature copy like: \u201CYou\u2019ll save money\u201D or \u201CDon\u2019t pay more\u201D or \u201CYou\u2019ll save time.\u201D\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Crazyegg, InVideo, and so on \u2014 they all offer free trials or free reports that support their claim of being \",/*#__PURE__*/e(\"em\",{children:\"the\"}),\" solution provider.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"OR, if your audience already knows the solution, show them what they should be looking for by naming the pain points and the product benefits that solve them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Limited time-offers that belong to the scarcity persuasion angle\"}),\" also don\u2019t easily work unless they come with the persuasion of \",/*#__PURE__*/e(\"strong\",{children:\"risk-free commitment\"}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"The scarcity isn\u2019t enough. People don\u2019t want to feel rushed. But they \",/*#__PURE__*/e(\"em\",{children:\"will \"}),\"take it on if there\u2019s no risk involved, or if the commitment gives them MORE, like a huge discount, or an exclusive access to, let\u2019s say, a webinar or video chat with an influencer. In that case the scarcity teams up with reciprocity and authority.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Using humor and storytelling to convert now or later\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Humor and storytelling are part of the Liking persuasion angle. Your audience are more likely to like and remember you if you entertain them, or evoke their emotions through storytelling.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Laughter makes you happy, and you always have a soft spot for brands that make you happy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"While humor evokes happiness, \",/*#__PURE__*/e(r,{href:\"http://www.nytimes.com/2012/03/18/opinion/sunday/the-neuroscience-of-your-brain-on-fiction.html\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"storytelling is proven to engage your audience\"})}),\" so much better and more effectively than facts alone. Dates and names on an About page are hardly interesting, but add a nice story of how the founder founded the company, and you\u2019ve automatically got more clout.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Case in point, Apple was never more persuasive than during the height of Steve Jobs\u2019 charismatic storytelling behind his success and every new development he made.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Persona, proposition, persuade\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Persuasion angles are powerful tools to use for your sales and marketing teams. They add more relevance and power to every content you deliver at the right moment to the right people.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"However, remember to collect and analyze insights on your personas, and get absolute clarify on your value proposition, so that all your persuasion strategies are aligned.\"})]});export const richText11=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"If you're using a GPT to generate a cover letter that regurgitates a job description, you are signaling to a hiring manager that you don\u2019t have a good grasp of the role (because everyone is doing it).\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI tools analyze every keyword. Recruiters can sniff out flavorless filler from a mile away.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Suggestion tip to shine through: Instead of churning out a stale cover letter, link to a recent project you've worked on. Ask a recruiter to spend a couple of minutes to critique and comment.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Hiring managers can try this, too. In the job description, down at the bottom, link to a project or a piece of content (whatever makes sense) and ask an applicant to review and provide feedback. This will tell you more than a cover letter could if they might be a good fit. I have tried this. Every time I post a job I\u2019m inundated with applicants. I started trying this approach and I\u2019ve found it to be a handy filter.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The disengaged bulk blasters will immediately remove themselves from consideration, while the truly interested applicants get to strut their stuff and prove their relevance.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If you\u2019re an applicant, this is your chance to demonstrate your critical thinking ability and industry knowledge and allows you to showcase your expertise and push you higher in keyword rankings.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So far, this approach has elevated the hiring experience.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As a manager, you\u2019re more likely to get high-quality applicants.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As a job seeker, you get to highlight your specialized skillset and differentiate yourself.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Now we can finally ditch those underwhelming Mad Libs cover letters.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What do you think? Are you going to give this approach a try?\"}),/*#__PURE__*/e(\"p\",{children:\"\\xa0\"})]});export const richText12=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"I talk a lot about AI in the context of marketing and sales, but we know that every industry and function will be impacted.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Over the next several posts, I\u2019ll address how AI is impacting HR specifically \u2014 how job seekers land new roles, and how employers identify candidates that are a good \u201Cfit\u201D.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Here\u2019s what I\u2019m addressing first: the ubiquity of GPTs in the hiring process. If you\u2019re using one, you don\u2019t have to stop. But ask yourself: Are you differentiating yourself?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(r,{href:\"https://wrench.ai/blog/how-ai-is-impacting-hr-part-2-try-this-approach-for-hiring-or-getting-hired/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"In part 2\"})}),\", I\u2019ll provide my tip on how to use AI tech *and* stand out from the crowd.\"]})]});export const richText13=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A huge opportunity for AI and HR is using data on peoples\u2019 communication styles, skill sets, company culture, etc., to identify the right roles for the right people.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And if you think this is limited to just the hiring process, think again. You can use a company\u2019s culture to predict ideal customers (we already have).\"})]});export const richText14=/*#__PURE__*/e(n.Fragment,{children:/*#__PURE__*/a(\"p\",{children:[\"It shouldn\u2019t be the case that you need to switch jobs to make more money.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Employees spend a lot of time getting trained and learning and applying new skills, building relationships, and developing instincts. And when they leave, it\u2019s a big investment for employers to find and onboard replacements.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Data won\u2019t just tell you if a job candidate is right for a role. Data can also provide insight on compensation and other benefits that are a \u201Cgood fit\u201D.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"There are a lot of different ways that people would prefer to get compensated. Money is only one of them.\"]})});export const richText15=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Interns are an overlooked resource. Rather than looking for a candidate with the most experience, or thinking you can use a\\xa0GPT to replace one, look for an intern who shows enthusiasm for your company and the work that needs to be done. Here\u2019s why: If you look at the performance metrics associated with a job, people with a passion for a gig will outperform people with experience and training.\"}),/*#__PURE__*/e(\"p\",{children:\"Find an intern who is really into your company, and your products \u2014 then watch them outperform.\"})]});export const richText16=/*#__PURE__*/e(n.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"Within every organization, there are technology champions and those who like to move more deliberately, even slowly. 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No use denying it.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Everybody\u2019s got so much going on. We\u2019re bombarded with choices. Emails. Noise.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When all\u2019s said and done, the only thing they\u2019re left with is the impression you made. This has been true forever.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But when you ask someone, what do they do? They tend to answer with the technical answer and not the kind of emotional benefit of what your work accomplishes.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Messaging is the exact same way.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"When you\u2019re communicating with your audience, most companies are doing the exact opposite.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"They start with the bullet points.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Instead, be like the Nikes and Apples of the world.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Start with what I would call that emotional benefit.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How did you make them feel?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Every piece of your communication should reflect that.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Once you\u2019ve tapped into that, people will immediately start giving you permission to capture more and more of their attention.\"})]});export const richText18=/*#__PURE__*/a(n.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"\u201CBe quick, be there, be present.\u201D That\u2019s from Google when they first coined \u201C\",/*#__PURE__*/e(r,{href:\"https://www.thinkwithgoogle.com/marketing-resources/micro-moments/how-micromoments-are-changing-rules/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"micro moments\"})}),\"\u201D in 2015. With the \",/*#__PURE__*/e(r,{href:\"https://www.sciencedaily.com/terms/vector_(biology).htm\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"age of assistance\"})}),\", that\u2019s exactly what marketers should do with micro-moments, offering fast and relevant answers meant for those spare moments when your target customers are actively looking for what you offer and the chance for conversion is high.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Micro-moments are something we all experience, and it\u2019s become the ubiquitous way we consume the internet on a daily basis \u2014 while in line at the supermarket while waiting for our train, or Uber, or during a lull at work.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How widespread it has become is the result of the evolution of our smart devices. You might even look up Amazon deals while waiting for the soup to boil, either tapping on your smartphone or making a voice request to Siri or Alexa.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s vital for marketers to understand this phenomenon and how it can be leveraged for marketing strategies and tactics.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Meeting consumer needs at every moment\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The previous age of information just churned out information. Admittedly, people were in love with the new and improved Internet and its ability to give information. Wikipedia, Reddit, and blogs were born because we loved information, and because it was \u201Ceasy\u201D for content creators to generate that information.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This also meant we had predictable online sit-down sessions. We were physically, literally glued to our computer screens. For marketers, information was the first intake in the funnel: the consumer needed information, and marketers developed strategies and tactics to hook the audience with information and hopefully convert them while they\u2019re hooked.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It was the age of stories, of really magnetic content so that your target consumer doesn\u2019t navigate away to another website.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s history now. Gone.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In recent years, our smartphones meant marketers lost their audience\u2019s attention. News abounded about our diminishing attention spans. YouTube and Facebook had five-second ads.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Consumer behavior and expectations have changed marketing forever. Every message, every ad, competes for your target audience\u2019s attention.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"The age of assistance: only relevant content is visible\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Today, the age of information has evolved to the age of assistance. Marketers only get attention by being absolutely relevant and helpful during short interactions when their audiences happen to be receptive to content \u2014 and these moments are small and fragmented.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Thankfully, we also have richer, better data and tools for analyzing and using that data to anticipate consumer search intent, and design and deliver content around it. How well you answer to the micro-moments can define your marketing strategy\u2019s success.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Intent-rich moments and new customer behaviors\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The micro-moments according to Google are:\\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__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I-Want-to-Know Moments\"}),\" \u2013 Customers want answers to questions on their minds.\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I-Want-to-Go Moments\"}),\" \u2013 Customers want directions, maps, and local search results, regardless of product information\\xa0\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I-Want-to-Do Moments \"}),\"\u2013 Customers want practical, specific guides to specific tasks: cooking/recipes, projects/tutorials, tips, techniques, how-to videos or illustrations\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"I-Want-to-Buy Moments\"}),\" \u2013 Customers want to purchase and want the best deals and offers\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})})]}),/*#__PURE__*/a(\"p\",{children:[\"All four correspond to \",/*#__PURE__*/e(r,{href:\"https://www.thinkwithgoogle.com/consumer-insights/micro-moments-consumer-behavior-expectations/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"three consumer behaviors\"})}),\" that have emerged right along with the speed of information through smartphones, according to Lisa Gevelber, Google\u2019s VP of Marketing for the Americas.\\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__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The \u201Cwell-advised\u201D consumer. \"}),\"They look for the \u201Cbest.\u201D This is how they make decisions. Mobile searches for \u201Cbest\u201D remain strong after increasing by 80% from 2015 to 2017.\\xa0\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The \u201Cright here\u201D consumer.\"}),\" People expect personalized digital experiences\u2013 including their location at that moment. They look for recommendations \u201Cnear me\u201D and prefer mobile sites that customize messaging according to where they are, like \u201Cfree delivery within Brooklyn.\u201D\\xa0\"]})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The \u201Cright now\u201D consumer.\"}),\" People rely on their smartphones to get things done at that moment, whether it\u2019s a last-minute reservation or a purchase they\u2019ve been mulling over all week.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"91% of smartphone users look up information while completing a task and consumers, on average, spend 4.7 hours a day on their phones. That\u2019s a lot of micro-moments you can leverage for conversion.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"A fine example of a company using micro-moments and all three of the consumer behaviors right: The \",/*#__PURE__*/e(r,{href:\"https://www.redroof.com/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"Red Roof Inn\"})}),\" gets in front of customers whose flights were canceled.\\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__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The micro-moment:\"}),\" I-Want-To-Go: People with canceled flights, now stranded and searching for accommodation\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The consumer behaviors:\"}),\" Right here, right now, and well-advised\\xa0\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The strategy:\"}),\" Innovative custom flight-tracking technology to process thousands of cancellation data in real-time\\xa0\"]})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The marketing\"}),\": Ads for \u201CFlight canceled?\u201D and \u201CHotels near\u201D specific airports\"]})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"The result\"}),\": 375% increase in conversion rates and 60% increase in reservations from organic traffic. The tool also won them several\",/*#__PURE__*/e(r,{href:\"https://www.hotelmanagement.net/tech/red-roof-inn-receives-five-awards-for-its-flight-tracking-technology\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\" awards from The Interactive Advertising Bureau\"})}),\" (IAB), Mobile Marketing Association (OMMA), U.S. Search Awards, and Digiday\u2019s Sammy/Mobi Awards\\xa0\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"The micro-moment was \u201Cborn\u201D in 2015, so it can be considered a new technique, but as you\u2019ll notice from Red Roof\u2019s strategy, the idea is still founded on the very basics of marketing and business: see a need, fill a need. Understanding your customers and anticipating their needs.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Micro-moments: see or predict a need, fill that need, get that customer\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Micro-moments have a huge impact on conversions because \",/*#__PURE__*/e(r,{href:\"https://mention.com/en/blog/micro-moments-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"90% of consumers don\u2019t care about brands\"})}),\" or don\u2019t have specific brands in mind when they begin looking things up online.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Even when you don\u2019t get conversions, micro-moments are big drivers of brand awareness. More than 50% of smartphone users discovered a brand or product while doing a search.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"As long as you\u2019re in the right place at the right moment, you\u2019ll get or connect to that customer. You can even take that customer away from your competitors: \",/*#__PURE__*/e(r,{href:\"https://mention.com/en/blog/micro-moments-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(t.a,{children:\"1 out of 3 consumers purchased from another brand\"})}),\" than the one they intended to because of content they got at the right moment!\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Size doesn\u2019t matter: people searching for something you offer won\u2019t necessarily care about your size in the market. They have a need, and they want to meet it, and if you\u2019re making it easy for them to understand that you can fill that need, then you stand a good chance of converting them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In traditional marketing, lead generation is about cultivating leads, but with micro-moments, there\u2019s big potential to deliver content/messaging to users at the moment they\u2019re looking for it \u2014 as long as you position yourself well.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Positioning yourself with micro-moments\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Know who your users and customers are\"}),\". Are they Baby Boomers who look for information more from their tablets and laptops, and less on phones? Are they millennials who pretty much get everything from their phones? Or go deeper \u2014 are they busy professionals, regardless of age, who conduct searches while at home with Alexa, or while cooking dinner?\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Target your users right when they\u2019re looking for services or products you deliver\"}),\". Find the sweet spot of your customers\u2019 need for your services and products. Not everyone can create and launch a tool like Red Door Inn but you can still predict when your customers will need a service or product.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"People Googling repairs: it\u2019s advisable to have a how-to, and it\u2019s also an opportunity for product placement since these customers could also be frustrated enough to be persuaded to get a good deal on a new product instead. That brings us to\u2026\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Do your research to understand what keywords your users are using to find information\"}),\". Use data from existing tools and platforms on search volume, or survey your existing customers for information on their pain points to help you understand the language/vocabulary they use. While you\u2019re at it, ask this important question:\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"ul\",{children:/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Figure out how people find you, both in terms of search queries, but also where they go on your site to get information\"}),\", where they spend the most time, and the devices they\u2019re using to get there.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"p\",{children:\"Asking that is always a good thing. You might discover something new. You might even discover black holes in your mobile presence.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Make sure you provide a seamless omnichannel experience. \"}),\"You can\u2019t even begin to leverage micro-moments if you\u2019re not there in your target customers\u2019 micro-moments.\\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:\"When they\u2019re checking their SMS, they just might click the link to order if you\u2019ve sent a friendly SMS reminder that their moisturizer had run out, based on data from your product beta tests.\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"And if that link redirects them to your mobile site, how fast does it generate the right content for your customer to find what information she needs before, during, and after checkout?\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})})]}),/*#__PURE__*/e(\"h2\",{children:\"Meet your users where they are, right that second\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Lead generation is always a challenge, but just as everything in this world is subject to change, so is how consumers behave when it comes to making purchasing decisions. 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The higher the number, the higher the indication that a customer is likely to engage at some point during a promotional campaign. Those who engage are also likelier to convert, or purchase.\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"How can you match likely customers to the new product? The first step is to identify the two objects \u2013 we also refer to them as entities \u2013 to measure the affinity between the two. In the example above, the first object would be a description of the product, while the second would be a description of the customer, which could be a social media profile, like a LinkedIn profile. Note that if you have a small customer data set, you could do the matching manually. It might take a lot of time, but it\u2019s possible. Let\u2019s say you have a customer data set of one million customers; there\u2019s no other way to do this than through automation (that\u2019s where we come in, as we specialize in using AI for very large data sets).\\xa0\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I will spare you the technical details, but once we have two entities we can see how closely the language surrounding them shares similarities or affinities.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The power of the match score lies in its inferential power, or its ability to predict the likelihood of a strong match or a weak match.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For a sales or marketing team, high match scores between customers and a brand suggest that the brand\u2019s message or description will have a positive resonance with high-scoring customers and a less positive resonance with low-scoring contacts. Notice that I did not use the term \u201Cnegative resonance\u201D; customers may have lower scores because they are not as familiar with a brand, but with a nurturing campaign they could eventually exhibit a higher match score because they are signaling more familiarity with the brand.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\\xa0Conversely, high-scoring contacts could indicate that their public personas are more informed about the brand category and would therefore not require the same degree of education as their low-scoring counterparts.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The question most clients have is: \u201CWhat constitutes a high or low score?\u201D Generally, scores can range from 0 to 100, with a high score being anything greater than 60. Individuals scoring over 60 usually indicate someone who is an innovator or someone who is publicly expressing a higher degree of familiarity with a brand or a product.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Individuals with scores less than 35 can be considered uninterested or unfamiliar with the content of the comparison entity.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The most important thing to note is that scores need to be viewed in the context, which includes the population sample (are you matching warm leads from your CRM or a cold list?) and industry (is your product super technical, or easy to understand?), and possibly other variables. Match scores can provide statistically significant guidance on who to target based on the goal you are seeking to accomplish. 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