{
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  "sources": ["ssg:https://framerusercontent.com/modules/E6tTj70kq9DBn5eP2cKI/RguFreUJ65ygIqNB38Xx/bSlmKhUcb-4.js"],
  "sourcesContent": ["import{jsx as e,jsxs as a}from\"react/jsx-runtime\";import{Link as t}from\"framer\";import{motion as n}from\"framer-motion\";import*as r from\"react\";export const richText=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The Cambridge Analytica scandal still makes people paranoid about Facebook, but marketers weren\u2019t really surprised about it. We know how data exchanges work\u2026and that nothing is really free. What was a surprise was Facebook\u2019s lapse in noticing and/or stopping Cambridge Analytica\u2019s misuse of customer data. They paid the price ($60 billion lost) and they\u2019re still paying for it.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It also changed marketing. The General Data Protection Regulation (GDPR) was enacted in Europe, and the California Consumer Privacy Act (CCPA) followed, along with other regulations that are now standards of behavior for brands and marketers worldwide (and there are more on the way).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As marketers, we want to reach our target audiences and touch their pain points, and we want trust. But we also have to deal with the reality that there are customer data gates imposed by privacy regulations (and not sure there shouldn\u2019t be).\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With all that combined, there\u2019s one solution that\u2019s been around for some time: influencer marketing.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Breaking through the trust barrier\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A lot of people, particularly non-marketers, conflate what happened with Cambridge Analytica with what personalized marketing does: targeting people with messaging and advertisements relevant to their needs and preferences.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The misuse of data in the scandal and the strategic use of data for personalized marketing are two different animals, but the mistrust is already there. People turn off their data and ad permissions. They have ad blockers. Sometimes they even uninstall a social media platform when they think their data has been compromised.\\xa0Can\u2019t say I blame them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With marketers under the gun to use customer data ethically (GDPR and CCPA), they have to pull back from tactics that may scare their customers, and be more creative with the compliant data they do have to reach their target audiences.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Going the route of influencer marketing\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Influencer marketing remains a powerful way for brands to reach their targeted audiences. Through an influencer, it can be a lot easier to break through the trust barrier.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your target audiences are already with the right influencers. They follow these people, either actively with likes and comments \u2014 achieving Top Fan status this way \u2014 or silently watching the videos without interacting, but watching all the same.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Influencers take great pride in excellence. If your product or service is excellent, the influencers in your niche will be happy enough to collaborate \u2014 or might even do it themselves without prompting. Be excellent and the influencers will find you and talk about you.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As marketers, you don\u2019t have to wait for that to happen organically. It may take time, especially for smaller brands just starting out. Influencers can help you build the momentum of brand awareness.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You can save the time and money you would have spent on expensive ads that your target audiences might choose not to even view.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Influencer marketing is projected to become an \",/*#__PURE__*/e(t,{href:\"https://www.businessinsider.com/influencer-marketing-report\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"$8 billion dollar industry in 2020\"})}),\". Because it works.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Micro/Nano and B2B Influencers\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Influencers aren\u2019t all \u201Clifestyle vloggers.\u201D Just as data collection for personalized messaging has a connotation of privacy invasion and data peddling that marketers are collectively working hard to dispel, \u201Cinfluencer\u201D has this negative definition of entitled young guns who offer to blog about you in exchange for free stuff.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Some companies may need to redefine that for their C-suite and/or teams to be on board an effective influencer campaign. Influencers aren\u2019t always millennials or Gen Z people talking about beauty products or game consoles.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Don\u2019t pigeonhole influencers \u2014 there are many types, and more than one type can match your brand.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Micro and nano influencers continue to rise. The age of micro-influencers started in 2017. They were found to generate \",/*#__PURE__*/e(t,{href:\"https://www.adweek.com/digital/micro-influencers-are-more-effective-with-marketing-campaigns-than-highly-popular-accounts/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"60% more revenue\"})}),\" than hugely popular accounts, like celebrities with millions of followers.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Authenticity is a big denominator\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Micro and macro influencers include the B2B influencers you won\u2019t find on Instagram or Snapchat. They\u2019re the \u201Csubject matter experts\u201D entrepreneurs list as their gurus (with smaller, but more loyal and ardent audiences).\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Neil Patel has already shot up into the stratosphere, but he used to be what you\u2019d consider a micro-influencer in the marketing space, along with Brian Dean of Backlinko fame, and Rand Fishkin of Whiteboard Fridays.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Similar micro-influencers exist in every niche, whether you\u2019re marketing spices or hair care products. They have ultra-high engagement with customers. They test things out. They create guides. Their videos range from desk videos to professional, polished setups. Their followers may be on the smaller side but can grow to be in the four to seven digits.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And the common denominator between these influencers? Authenticity.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"People trust them. Influencers are advisors and real customer partners who collaborate on content like case studies and white papers, or speak on behalf of a company at conferences, without appearing that they were asked to do so.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Oh, they do need to explicitly say if a post is #sponsored\"}),\". In fact consumers absolutely \",/*#__PURE__*/e(t,{href:\"https://www.thedrum.com/opinion/2019/12/13/seven-predictions-influencer-marketing-2020\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"do not tolerate the blurred lines\"})}),\" that we\u2019ve all been used to in advertisements with celebrities. In influencer marketing, brands and influencers (and influencer marketing agencies) need to be really careful that paid partnerships are declared according to ASA/\",/*#__PURE__*/e(t,{href:\"https://www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/social-media-endorsements-being-transparent-with-your-followers\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"CMA guidelines\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Customers can easily abandon a sellout.\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"So influencers declare their paid sponsorships but still include their genuine thoughts about a product or service. That\u2019s why they retain trust.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h3\",{children:\"Creator Content\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers will want to cash in on that trust, so 2020 will be the year brands fully embrace and utilize creator content to reach their target audiences effectively and with impactful authenticity. These videos get watched, paused, and shared, giving marketers and influencers plenty of data to refine their campaigns and content creation.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What can you try and expect when it comes to creator content?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Influencer-run campaigns with genuine and longer brand partnership\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Brands and marketers can be understandably reluctant to \",/*#__PURE__*/e(t,{href:\"https://adage.com/article/opinion/5-ways-influencer-marketing-will-evolve-2020/2224401\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"hand over the reins to influencers\"})}),\". This results in content that may NOT match the influencer\u2019s philosophy and audiences at all.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"On the flipside of that is the influencer with 100% creative freedom who creates content that\u2019s popular with his/her audience, but falls short of the brand\u2019s goals in messaging and impact.\\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:\"Marketers need to create a brief they can send to their influencers, a brief that clearly and concisely checks off the brand personality and specific messaging.\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Influencers return with a pitch for approval.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"This way, you create content that really resonates with the audience and achieves the messaging the brand needs to deliver.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Nurturing longer relationships with influencers also means they get to know your brand \",/*#__PURE__*/e(\"em\",{children:\"and \"}),\"display authenticity that they really believe in your brand if they consistently talk about it over months and years.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"A shift from vanity metrics: real marketing data and AI for tracking impact\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Martech tools, including CRM, continue evolving to become even more sophisticated with AI technology to keep up with the demands for \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/only-relevant-content-is-visible-to-your-audience/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"only relevant content\"})}),\" in all channels.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The benefits are two-fold, which leads to more and more effective campaigns.\\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:\"Marketers and influencers can use data to, well, influence their campaigns and content strategy\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Marketers can easily get analyses and reports to quantify the impact of influencer marketing campaigns.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s no longer the vanity metrics of likes and follower increase.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(t,{href:\"https://adage.com/article/opinion/5-ways-influencer-marketing-will-evolve-2020/2224401\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"From Adage:\"})}),\" Marketers will require\u2026 \",/*#__PURE__*/e(\"em\",{children:\"\u201Cverifiable campaign metrics, including audience demographics, unique reach, actual impressions, and video views delivered.\\xa0\"})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"In 2020, look for more brands and their partners to measure effectiveness via influencer campaign brand uplift studies, conversion and sales lift reports, and creative analysis in order to compare influencer work more directly alongside other parts of the marketing mix.\u201D\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Video\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Video is big and will stay big. \",/*#__PURE__*/e(t,{href:\"https://blog.hubspot.com/marketing/state-of-video-marketing-new-data\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"72% of consumers prefer video\"})}),\" to learn about a product, so \",/*#__PURE__*/e(t,{href:\"https://www.jeffbullas.com/influencer-video-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"B2C and B2B marketers\"})}),\" also produce the majority of their marketing content in video formats.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Influencers also create videos for their content. On Facebook and YouTube, ads are inserted into videos, so video is a revenue generator for content creators.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"TikTok exploded in late 2019 with 500 million active users. Marketers are already looking at \",/*#__PURE__*/e(t,{href:\"https://www.socialmediatoday.com/news/8-ways-that-brands-can-utilize-tiktok-in-their-marketing/565611/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"how they can utilize TikTok\"})}),\", and going through influencers already established on the platform can be an efficient method of penetrating TikTok.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Brand values\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The top content on YouTube is videos with relevant values from brands and companies, big and small.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Consumers are blind to product features. Millennials and Gen Z are particularly more interested in \",/*#__PURE__*/e(\"em\",{children:\"purpose\"}),\", both theirs and that of brands they support.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Influencer marketing is definitely one of the \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/hyper-personalization-the-fine-line-between-impressive-and-invasive/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"impressive rather than invasive\"})}),\" ways you can reach your audience.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And just like any strategy, digital platforms, and tools can help you with data from start to finish, from mapping your goals before your outreach to tracking the KPIs after your influencers have started rolling out their content.\"})]});export const richText1=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"The basics can often be forgotten or misplaced especially when marketing and sales teams are scrambling to recover or boost numbers in the middle of this pandemic. It\u2019s uncharted territory, and I think by now we\u2019ve recognized the need to adapt and\",/*#__PURE__*/e(\"em\",{children:\" \"}),\"pivot.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As we pivot, the bolts that marketers and sales teams can twist is the company\u2019s value proposition.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is the pillar your entire messaging and company branding stands on. You need to match your messaging to your target audience\u2019s shifting priorities, and your messaging is rooted in your value proposition. What is it? Are you communicating it clearly?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Those are important questions to begin with. Now, in the time of the pandemic comes another heavy punch: Is your value proposition still a hundred percent relevant? Or should you tweak it?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Clarity first\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There\u2019s no time like the present to have a clear understanding and an even clearer representation of your value proposition, even if you\u2019ll have to change it again six months or a year from now when we\u2019re back in a world without a health or economic crisis.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s a very optimistic view. The world will be forever changed, so your value prop is more important than ever. It goes beyond slogans and style guides. It\u2019s what communicates your empathy across to your target audience, and empathy is what people want right now.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your value proposition shows:\\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:\"How well you know your audience\u2019s pain points\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"What pain points you solve\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"How you solve those pain points: right now, today, in the current conditions\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"At a glance, in less than ten words, your audience understands what you offer and recognizes that first, you\u2019re talking to them, and second, you\u2019re worth their time and trust.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"If the current and future market dynamics mean you\u2019ll need to adapt and pivot, you need to be crystal clear about the value of your products or services now. 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After all, your prospects have changed their priorities. Does your value proposition still resonate with these new priorities?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The value a brand stands for pre-COVID might no longer apply in this new world during COVID, and even after COVID.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers should also keep in mind that people are at home or working from home, and for some, marketing messages are reaching them more easily than compared to pre-COVID times. This means every marketing message sent in any channel is likely to be under more scrutiny. This is where your new and improved value proposition can help you organize your content.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Proposition and persona agreement\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In grammar and mechanics, it\u2019s subject-verb agreement. In marketing, how does your value prop match your persona? What needs to change?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The latter consideration applies to both the value proposition and your current personas. Update both. Two distinct personas might merge because of the current remote work setup, and a position might have new roles and concerns now that your value prop should address.\\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:\"What are the top issues your targets face right now?\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"What are the risks associated with those issues?\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"What words do they use to describe or define those issues? (SEO key terms)\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"What are the popular solutions they plan on using? What are the better, less well-known alternatives?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You\u2019re no longer selling but helping\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Even with the understanding that business must go on, it\u2019s crude to keep pushing. You\u2019ve seen stores that no longer post \u201CCome shop with us\u201D but instead announce their online stores \u201Cfor your safety.\u201D\\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:\"How does your new value proposition help? Communicate that clearly. Is it your COVID response? Add that across all channels.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"What notifications can you proudly send via email because you know they\u2019re valuable to your recipients?\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Do you employ human-first language and values?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"Some companies have done the \u201Cwe are here for you\u201D and \u201Cwe\u2019re in this together\u201D messaging in impressive ways and that\u2019s because they appear genuine \u2014 not opportunistic.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"What you say in all channels should be relevant\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is the time to disable all irrelevant sequences you\u2019ve set up. The first quarter of 2020 when tone-deaf messages were still sent can be forgiven. But not now. We\u2019ve had plenty of time to adjust where needed.\\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:\"Check and edit all triggers in your marketing sequence for relevance and empathy. Disable the ones you shouldn\u2019t deploy at the moment.\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Pause, cancel ads, or edit ads for consistency with the rest of your messaging.\\xa0\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Soften your CTAs. People simply have other concerns and priorities, and downloading your lead magnet or scheduling a meeting with you is at the bottom of those priorities.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"New, relevant offer, same or more value\\xa0\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketing and sales teams need to find opportunities for real value in their products or services.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Announce extended discounts and financing options/payment plans and push bundled deals that make the deal sweeter and more useful, or create entirely new products, anything that supports the community in the current time.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"A well-known example of the latter is \",/*#__PURE__*/e(t,{href:\"https://ripshot.co/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Ripshot\"})}),\". They make shots you can bring anywhere (just rip off the seal from the tamper-proof recycled plastic shot glass), and now they\u2019re making hand sanitizers, Ripgel, which they distribute to hospitals free, and sell to everyone else at cost, with the same convenient packaging as Ripshot.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The benefits: Ripshot didn\u2019t have to shut their doors, everyone kept their jobs, and they\u2019re helping the frontliners. Bonus: they\u2019ll be remembered for this.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Other events-based and location-based companies are pivoting to virtual. I\u2019ve seen news of job fairs and even dating (matchmaking services) moving to online platforms. That brings me to my next point.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Pivot to digital capabilities for delivery, for your teams and your customers\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What apps are in line with your value proposition? Chances are they\u2019re already out there, just waiting for you and your team to discover and utilize them.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"I\u2019m not talking about delivery of goods either, although that\u2019s an ideal endpoint. Services can be delivered differently, your teams can have a new way of delivering your messaging. For example, shifting from emails to FB Messenger and streamlined chatbot templates.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Now is a good time to revisit your value proposition (among other things). Just do it with humility and sincerity because then you\u2019re less likely to create messaging that just add more noise. You can shine through the noise by aligning your value prop with the times, and the altered pain points it has created.\"})]});export const richText2=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Everything we do starts with customer preferences.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"What channels do your users prefer? Which types of communication? How do they like to be talked to?\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s all kind of well known but where do marketers store their significantly-sized data sets? A CRM.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Might as well store it in Fort Knox or that drawer that everybody\u2019s got in their kitchen that just holds \u201Ceverything else\u201D.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With AI, it\u2019s now possible to empower marketers to deliver meaningful personalization at scale.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Instead of spending hours doing client research, we want it to be easier than ever to not just ingest data but understand data.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Data is useless without insights.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Wrench.ai is designed to give you those insights.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Interested in learning how? Click on the short video below.\"})]});export const richText3=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"There\u2019s no question that marketing and sales teams will increasingly use AI technology for creating and delivering content. It will be disruptive, yes, but it\u2019s not about replacement. It\u2019s about evolving the way companies connect with their customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"We\u2019ve talked about the fear that AI is going to take over scores of jobs, leaving humans in jobless limbo (understanding, to be sure, but hugely overblown). We\u2019ve also addressed the fact that AI in a lot of ways is imperfect, and requires human translators to use it in a truly effective way. This balance of AI and human intelligence is even more important in the current time we live in.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The brands that are doing the best marketing/outreach right now in the time of COVID-19 are those that understand their target audience\u2019s fear and struggle, not just right now with the world turned upside down, but all the time.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"These brands are being steered by marketing experts who know how to operate with compassion and empathy.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"AI can\u2019t come up with that yet, but AI \",/*#__PURE__*/e(\"em\",{children:\"can \"}),\"collect and aggregate data at lightning speed to help human marketers make decisions about their outreach. It\u2019s one thing to decide to be compassionate and empathetic in messaging. It\u2019s an entirely different thing to do so effectively, addressing the top pain points of your audience.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"That\u2019s where AI comes in.\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Putting AI to work: disruptive but effective\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The focus of marketing and sales leaders right now is to recover from lost revenue, while working with slashed budgets and furloughed or laid-off employees.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This is tough. It means doing more with less. AI helps with that, automating and streamlining tasks that drive efficiencies and data-driven insights for every step of marketing and the buyer\u2019s journey.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Even before COVID-19, marketers have already recognized the disruptive force of AI. It won\u2019t replace marketers and sales reps \u2014 their expertise is still the brains we need, not the artificial kind \u2014 but AI \",/*#__PURE__*/e(\"em\",{children:\"will \"}),\"change roles forever, some becoming redundant as AI and martech prove themselves the better, faster, and cheaper solution.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"You need empathy, yes. You need data, too.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The reality is that we no longer face automation \u2014 we\u2019re in it. Eschewing sales and marketing automation means getting left behind.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In the current pandemic situation, it\u2019s more important than ever for organizations to recognize the importance of human teams, and for human teams to recognize the brilliance of employing AI to create and deliver content on a solid foundation of data-driven insights.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"In late 2018, Marketing AI Institute reported on the \",/*#__PURE__*/e(t,{href:\"https://www.marketingaiinstitute.com/blog/report-top-25-use-cases-for-marketing-artificial-intelligence\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Top 25 Use Cases for Marketing AI\"})}),\". It\u2019s not surprising that the most valued uses are those that involve data. And with \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/covid-19-marketing-goodwill-marketing-is-the-current-brand-marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"goodwill marketing\"})}),\" and \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/the-rise-of-micro-moment-tiny-moments-big-impact/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"micro-moments\"})}),\" on the rise, this is data utilization that still applies in 2020 and beyond.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"One day, even when a COVID-19 vaccine has made the world a safer place once again, brands can\u2019t afford to publish tone-deaf messaging. We\u2019ve just lived through a huge blip in history, and just like WWII did, it will change marketing and sales forever.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The new normal will be tinged with struggle and suffering for a good long while. What brands need to do is stay on top of how their customers\u2019 needs/pain points evolve, so they can continuously modify their messaging with empathy and relevance.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"You need data for that. And while human intelligence supplies the charismatic (and empathetic) element(s), AI can supply the data.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Some marketers are still bewildered about where to push their AI to its full potential. It\u2019s an understandable dilemma, especially in the face of colleagues whose jobs might be on the line. But now\u2019s the time to streamline marketing workflows and train people to use AI.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"These top 10 use cases (for marketing alone!) should be more than enough to give you ideas on where to start:\\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:\"SWOT analysis of existing online content\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Choosing keywords and topic clusters for content optimization\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Constructing buyer personas based on needs, goals, intent and behavior.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Data-driven content\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Insights into top-performing content and campaigns\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"ROI measurement by channel and campaign (and overall)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Behavior-based and lookalike audience targeting\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Website content optimization search engines\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Real-time and highly targeted content recommendations for users\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/e(\"p\",{children:\"Content assessment and development with A/B testing\"})})]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The above insights allow human marketing teams to focus on creating the messaging and content that addresses the true pulse of customers.\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Automation for customer experience and customer retention\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The true pulse of customers is concentrated in micro-moments, which only underlines customer experience and the absolute requirement for our content to be there in those moments.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With the data it collects and turns into insights, AI helps marketing teams understand and predict customer behavior, and plan their content around these patterns for the most effective campaigns and messaging at every touchpoint.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Seven of the top 10 use cases for AI listed above deal with content marketing, and no wonder, because people will always be looking at content. Right now while we\u2019re all at home, we\u2019re even more exposed to content and how brands talk to us across channels.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Automation works so that you\u2019re always putting the right content to the right audiences at the right time. Customers are even more keen-eyed about your responsiveness and proactiveness now. You need to connect with them and solve their problems, triggering awareness of those problems along with the solutions you offer.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"And you don\u2019t stop there. AI\u2019s insights for content marketing help you continue to provide valuable and relevant content to not only satisfy but \",/*#__PURE__*/e(\"em\",{children:\"retain \"}),\"customers.\\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__*/e(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Personalization \"}),\"\u2013 Make your customers feel like family, using their data for personalized recommendations and quicker checkout.\"]})})}),/*#__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:[/*#__PURE__*/e(\"strong\",{children:\"Efficient assistance\"}),\" \u2013 Chatbots provide targeted, friendly, and timely information when your customers need them. Human teams can follow up with support tickets where chatbots don\u2019t suffice for the customer\u2019s concerns.\"]})})}),/*#__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:[/*#__PURE__*/e(\"strong\",{children:\"Seamless omnichannel experience\"}),\" \u2013 Customers stick to brands they can interact with in channels they use. \",/*#__PURE__*/e(t,{href:\"https://www.research-live.com/article/news/retailers-struggling-to-master-omnichannel/id/5031952\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"87% of retailers agree that an omnichannel strategy is critical\"})}),\".\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})}),/*#__PURE__*/e(\"p\",{children:\"All of us have gotten used to a certain level of content outreach and responsiveness. These strategies for customer satisfaction and retention are impossible without automation.\"})]});export const richText4=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"W\",/*#__PURE__*/e(\"em\",{children:\"e published this blog post in October of 2019, and the notable difference between then and now is that AI-based tools have only become more ubiquitous. Behavioral segmentation still matters more than demographics (this is not just our humble opinion), and it\u2019s now easier than ever to automate the process of collecting that data and using it to make a bottom-line impact. To learn more, read on to the blog below, and consider joining me for a \"}),/*#__PURE__*/e(t,{href:\"https://my.demio.com/ref/hWVj1Jjgm9UeZgAm\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!0,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:/*#__PURE__*/e(\"em\",{children:\"masterclass\"})})}),/*#__PURE__*/e(\"em\",{children:\" on how to find your real audience and how to talk to them with Builder.AI on Thursday, April 27, 2023.\"})]}),/*#__PURE__*/e(\"p\",{children:\"****\"}),/*#__PURE__*/a(\"p\",{children:[\"Behavioral \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\" gets at the heart of what customers are doing, a pattern of past/current actions, and a projection of future actions, versus who they are.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"In other words, using demographics to segment your prospects and customers isn\u2019t enough. You have to look at how the contacts in your customer database act to understand what they want, and what they\u2019ll want in the future. Tailoring your messaging, campaigns, etc., by behaviors (versus demographics) is much more likely to create engagement \u2013 and therefore position you to convert faster and at a higher rate.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"So why do marketers and sales teams still focus so much on demographics? \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Business\"})}),\" plans typically have a dedicated section on \",/*#__PURE__*/e(\"em\",{children:\"who \"}),\"your target market is, and perhaps that\u2019s why \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/demographics/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"demographics\"})}),\" are so ingrained in entrepreneurs.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"But behavioral \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\" is the better indicator of why your product or service is right for your target market because it tells you \",/*#__PURE__*/e(\"em\",{children:\"what\"}),\" matters to your customers, and therefore \",/*#__PURE__*/e(\"em\",{children:\"what\"}),\" drives their purchases.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"How behavioral segmentation works\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Traditional \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/demographics/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"demographics\"})}),\" groups your customers by age, location, gender, job position, geography, etc. These aren\u2019t necessarily bad. They can work if you happen to have \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/products/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"products\"})}),\" for men and women, or, say, geo-targeted discounts.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"When you step beyond that to real engagement, you\u2019d only be guessing if you use \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/demographics/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"demographics\"})}),\". They give you vague signals on what your audience wants and needs, and what you can do to nudge them along the \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/sales/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"sales\"})}),\" funnel.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"With behavioral data, you\u2019d have a more accurate grasp of your customers.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Behavioral \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\" groups your customers according to their actions (or lack of), which empowers you and your team to plan campaigns/outreach efforts and provide personalized experiences that lead to better engagement, conversions, and best of all, repeat customers.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"A few behavioral \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segments/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segments\"})}),\" include the\",/*#__PURE__*/e(t,{href:\"https://wrench.ai/glossary/buyers-journey/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\" buyer\u2019s journey\"})}),\" stage (early adopter versus late adopter), purchase behavior, benefits sought, usage of your service/product, and customer loyalty, among others.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"For example, you send completely different messages to a lead who keeps visiting your landing page (but hasn\u2019t opted-in yet), a lead who has visited your landing page for the first time and downloaded your ebook, and a customer who has bought your \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/products/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"products\"})}),\" four times already.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"If you treat the above repeat customer as if you didn\u2019t know her, you can bet she\u2019d stop buying (click \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/blog/how-to-personalize-the-customer-experience-at-scale/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"here\"})}),\" for more on that).\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Understanding your customers at a high level\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Demographic data doesn\u2019t get you far. On the other hand, insight into your customer\u2019s values, interests, needs, and preferences through behavioral data can help you connect with them.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"This was what drove decades of market research, an entire \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/industry/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"industry\"})}),\" dedicated to asking people what they want and why, and days, weeks, and even years documenting what customers do. Without these complex data points, most demographic data can be useless.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"From \u201Ctarget market,\u201D we\u2019ve graduated to \u201Cbuyer \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/personas/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"personas\"})}),\",\u201D and from buyer \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/personas/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"personas\"})}),\", we now have \u201Cbuyer intent\u201D and \u201Ctransaction history.\u201D That sounds more invasive than it actually is, but today\u2019s age of information and convenience leaves trail marketers can utilize to understand their customers on the highest level. Now that we are undoubtedly in the zeitgeist of AI, you can count on AI-infused tools (probably being launched daily) to help automate the process of aggregating data on \u2013 and making predictions based on that data \u2013 prospects and customers.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"From a \",/*#__PURE__*/e(t,{href:\"https://www.marketingweek.com/behaviour-demographics-segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Marketing Week\"})}),\" survey in 2019:\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[\"\u201CWhen asked to reflect on recent campaigns, behavior emerges as the most effective method of \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\", according to 91% of the marketers questioned.\u201D\\xa0\"]})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",children:[/*#__PURE__*/a(\"p\",{children:[\"\u201CNearly three quarters (73%) think behavior has also become a more effective means of \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\" over the past five years.\u201D\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"Four years later, I don\u2019t think much has changed.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Asking the right questions\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"A deeper understanding of your audience leads to more of the same. Behavior tracking helps you to ask the right questions, like adding \u201Cgift\u201D buttons at checkout, or sending a more interactive and effective \u201Csurvey\u201D through offers and seeing which your customer would pick.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"Do your customers buy your items as gifts? Or maybe they like trying out the flavors you release? Or perhaps they simply don\u2019t want to run out of your \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/products/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"products\"})}),\"? The answer would drastically change your personalized campaign messaging. Behavioral \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/segmentation/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"segmentation\"})}),\" matters more than \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/demographics/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"demographics\"})}),\" in giving you insight into your \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/marketing/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"marketing\"})}),\" campaigns.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:/*#__PURE__*/e(\"strong\",{children:\"Behavior is THE essential ingredient of customer data\\xa0\"})}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"AI can now pack and analyze transaction data, first-party and third-party data to form a reliable data set, combined with any demographic characteristics, for a complete picture of your customer\u2019s needs and wants.\\xa0Add today\u2019s sophisticated analysis that can recognize opportunities for your \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/business/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"business\"})}),\" and you get to ask the right questions \",/*#__PURE__*/e(\"em\",{children:\"and\"}),\" send the right offers, with the double benefits of, 1. Delighting your customers with your \",/*#__PURE__*/e(t,{href:\"https://wrench.ai/tag/personalization/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"personalization\"})}),\", and 2. Conversions and customer loyalty. This means you are at the heart of what your customers are doing, and \",/*#__PURE__*/e(\"em\",{children:\"why\"}),\".\"]})]});export const richText5=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"The World Economic Forum\u2019s \u201CFuture of Jobs\u201D report four years ago listed emotional intelligence (EQ) as a top skill for 2020. \",/*#__PURE__*/e(t,{href:\"https://www.weforum.org/agenda/2016/01/the-10-skills-you-need-to-thrive-in-the-fourth-industrial-revolution/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"The prediction\"})}),\" turned out right. It\u2019s not surprising, with the current direction of marketing toward AI and, and more recently in this COVID era, empathy and genuine goodwill.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"AI is increasingly taking over sales and marketing data and automation. But EQ is an essential ingredient to balance efficiency with a human factor.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"EQ has always been part of marketing. It\u2019s what we applied whenever we addressed pain points. But now more than ever, successful sales and marketing campaigns combine the intelligence and thoroughness of martech and the impact of EQ.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"EQ is your brand\u2019s daily interactions and impressions with your customers\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Emotional Intelligence or emotional quotient (EQ) is one\u2019s ability to understand other people and intuit their motivations. From there, EQ also defines how good a person is at reading people\u2019s cues and signals and reacting and/or cooperating from there.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"This is incredibly important in marketing and sales. And some marketers and salespeople\",/*#__PURE__*/e(\"em\",{children:\" \"}),\"have very high EQ, which is part of what makes them love their jobs. It\u2019s what makes them so good at what they do, and adept at engaging and even charming their customers.\\xa0\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Show a customer\u2019s message to a marketer and that marketer can usually tell what and how you should reply. Show a complaint to a salesperson and that salesperson can respond and turn it around into a conversion.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"This ability to read and respond to people\u2019s signals defines success.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And while AI and marketing technology can generate EQ-based posts, or data that informs them, your team needs at least one team member (ideally with a high degree of EQ) to review and approve auto-generated posts \u2014 because they still come from a machine.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Just like your value proposition, EQ is a pillar of your brand\u2019s consistency in communicating with your customers via content or through direct messages.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Every interaction and every piece of content you push should show your understanding and empathy of your customers\u2019 pain points and needs and desires. Or you will fail to connect with them in the first place.\\xa0\"}),/*#__PURE__*/e(\"h3\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"EQ in sales and marketing means deeply understanding your audience\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Establishing connections and relationships. That\u2019s really what today\u2019s digital marketing is at its core, and EQ has a big connection to sales and marketing persuasion angles for that reason.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"After all, you can\u2019t persuade someone you don\u2019t understand. And conversely, it\u2019s easy to persuade someone you already deeply understand.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"All aspects of marketing, particularly content marketing, stand on your marketing teams\u2019 ability to read or predict your audience\u2019s signals on what content they want to see at any given moment or interaction.\"}),/*#__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:\"Should this email push a discount or another infographic first?\\xa0\"})}),/*#__PURE__*/a(\"li\",{\"data-preset-tag\":\"p\",style:{\"--framer-font-size\":\"16px\"},children:[/*#__PURE__*/e(\"p\",{children:\"Should THIS specific landing page contain a demo video or download, or a comparison long-scroll?\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})})]})]}),/*#__PURE__*/e(\"p\",{children:\"AI and data can give you insight, and EQ should determine the content you push in response to those insights on predicted customer behavior patterns.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"Emotional intelligence is the core compass of customer experience\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Your sales and marketing teams\u2019 ability to empathize defines how effective your campaigns will be. AI can make good suggestion much when it comes to triggers and calls-to-action, but it\u2019s still humans who need to check and confirm what\u2019s correct and what will work in anticipating your customers\u2019 needs and behavior.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"For example, AI technology can put together a set of captions and hashtags for your YouTube or Instagram videos. But it\u2019s human editors who understand audience pain points and will know what words and hashtags will actually work to get people to watch a video to the end \u2014 and follow-through on the call to action.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s not just about algorithms \u2014 it\u2019s also about human emotional intelligence.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"EQ resolves friction in sales\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Because of that, EQ plays a big role in handling the objections/complaints you expect in the sales pipeline, on the way to the sale, or after the sale.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"There are nuances behind complaints and objections. Someone saying \u201CIt\u2019s so expensive\u201D doesn\u2019t necessarily mean a complaint about the price, but a need for assurance that the product or service has the desired value and effect.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The best salespeople know how to get into the heart of people\u2019s needs or pain points, addressing them and turning objections around into a sale. There\u2019s opportunity there to connect even deeper, because you\u2019re being given insight into that customer\u2019s way of thinking.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Human EQ recognizes those opportunities. It\u2019s human input that can help AI recognize these cues.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"But again, it\u2019s not a one-size-fits-all approach, so even with a robust and intelligent automation built with EQ triggers, it will still need human moderation and management.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"As we\u2019ve pointed out before, people expect customization but are simultaneously creeped out and turned off by too much and too little insight. It\u2019s EQ that helps sales and marketing teams stay on the very narrow line of impressive rather than invasive or impersonal.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"h2\",{children:\"EQ is important because we serve humans\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Emotional intelligence will and should always be present in sales and marketing, even more so with the implementation of artificial intelligence and martech. As long as we serve humans, we need human empathy to balance the AI biases and impersonality.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"And that\u2019s not just for customers but internally in our teams as well, because leaders with high EQ know how to create a happy working environment. Happy people work better and are simply more motivated and more creative.\"})]});export const richText6=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"Wrench.ai, in collaboration with \",/*#__PURE__*/e(t,{href:\"https://www.rule27design.com/\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"Rule27 Design\"})}),\", \",/*#__PURE__*/e(t,{href:\"https://www.prlog.org/12993384-wrenchai-and-rule27-design-announce-new-ai-personalization-app-for-the-salesforce-appexchange.html\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"is pleased to introduce their latest innovation\"})}),\" for Salesforce users: \",/*#__PURE__*/e(t,{href:\"https://wrench-ai.notion.site/The-AI-Virtual-Assistant-for-Salesforce-b29055e586a74c9194c88783652c951b?pvs=4\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"the AI Virtual Assistant\"})}),\". This new app, available on the Salesforce AppExchange, represents a significant advancement in how marketing and sales teams can utilize CRM data. By leveraging Wrench.ai\u2019s artificial intelligence technology, the app empowers users to automate and enhance their customer engagement strategies.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Key features of the AI Virtual Assistant include:\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/a(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"CRM Data Enhancement\"}),\": It enriches contact details in the CRM, providing deeper insights into customer personas and personality traits. 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This is what\u2019s at the heart of the Wrench.ai platform, from which we can spin off tools like the AI Virtual Assistant. This means we\u2019re building an ecosystem that puts the much-needed tools in customers\u2019 hands. With the AI Virtual Assistant, we\u2019re proud to offer a transformative tool for Salesforce users to bridge data gaps and generate actionable insights from routine sales prospecting and outreach. This allows teams to launch more impactful marketing initiatives in less time. As a result, every campaign becomes sharper and every interaction more insightful. Based on the success of our clients, we are confident Salesforce users will see results more quickly.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The AI Virtual Assistant is a tool that not only bridges data gaps but also generates actionable insights, leading to more impactful marketing initiatives and sharper campaigns.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"For those interested in exploring this new dimension of sales and marketing management on Salesforce, the AI Virtual Assistant is now available for download on the AppExchange. To learn more, visit \",/*#__PURE__*/e(t,{href:\"https://bit.ly/WrenchaiSalesforce\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"this link\"})}),\". Additionally, the first 100 users to register will have the opportunity to use the AI Virtual Assistant free for an entire month. Don\u2019t miss this chance to revolutionize your approach to customer engagement with AI.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/a(\"p\",{children:[\"To read the press release in full \",/*#__PURE__*/e(t,{href:\"https://www.prlog.org/12993384-wrenchai-and-rule27-design-announce-new-ai-personalization-app-for-the-salesforce-appexchange.html\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"click here\"})}),\".\"]})]});export const richText7=/*#__PURE__*/a(r.Fragment,{children:[/*#__PURE__*/a(\"p\",{children:[\"Today, Wrench.Ai is proud to announce \",/*#__PURE__*/e(t,{href:\"https://www.prweb.com/releases/wrench_ai_integrates_with_iterable_to_simplify_the_path_to_personalization/prweb16013648.htm\",motionChild:!0,nodeId:\"bSlmKhUcb\",openInNewTab:!1,scopeId:\"contentManagement\",smoothScroll:!1,children:/*#__PURE__*/e(n.a,{children:\"a new strategic integration with Iterable\"})}),\", a growth marketing platform based in San Francisco, CA.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Marketers using Wrench.Ai\u2019s AI-enabled platform can now integrate natively within the Iterable application to deliver meaningful personalization at scale.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The platform empowers marketers to automate and distill hours of client research into easy-to-apply\\xa0end user\\xa0insights and personalization preferences, using deep learning and semantic analysis. The technology also allows marketers to assign\\xa0cross channel\\xa0contact preferences, product lead\\xa0scores,\\xa0and prescribes personalization strategies to increase engagement, conversions, and satisfaction rates.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Oftentimes, marketers dealing with significant datasets struggle to generate key insights for current and upcoming products, making it challenging to develop highly resonant marketing campaigns, including A/B testing strategies, that continue to improve the customer experience, along with overall conversion. The Wrench.Ai platform changes that,\\xa0detecting customer preferences and product interactions, aiding marketers in determining the most effective ways to communicate with their customers and prospects.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"\u201CPersonalization is hard, and scaling meaningful personalization is even harder\u201D said Dave Schwartz, Head of Business Development & Partnerships at Iterable. \u201CWhen a company does personalization well, it not only has an impact on sales, but also solidifies trust and long-term relationships, which are so critical to brands in highly competitive markets.\u201D\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"Iterable is one of the best CRM solutions for enterprises that we\u2019ve seen and we\u2019re proud to be integrating with them. 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This content-generating tool is designed to disrupt the way businesses create personalized content and campaigns for their customers and prospects by making the most challenging and time-intensive steps faster, more efficient, and capable of delivering greater impact across all stages of the buyer\u2019s journey.\"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"p\",{children:\"The Creative Content AI solution includes multiple features, including automatically researching customer audiences, enriching customer databases, and generating personas. It goes a step further by recommending customer campaign segments and personalized content to create engaging and conversion-driven campaigns. Creative Content AI also generates personalized messaging for individual customers for more effective one-to-one outreach. 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