Goodbye Traditional Outbound, Hello Hyper-Personalized Content
In this episode, Sarah Cascone, VP of Marketing at Bluecore, shares why she believes traditional outbound is fading away and how marketing is all about curating hyper-personalized content.
Bluecore is a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes. With data built directly into campaign workflows alongside point-and-click predictive models, retail marketers can bypass manual processes to trigger any communication and automate the who, what, when, where of every email, mobile, site, and paid media message for each individual shopper. More than 400 brands trust Bluecore to rapidly increase customer retention and drive predictable revenue, including Express, Bass Pro Shops, Lenovo, Steve Madden, Alo Yoga, and Lulu & Georgia.
Guest Bio
Sarah is a metrics-driven, brand marketer with a passion for tying the human aspect of marketing to revenue growth. As the VP of Marketing, Sarah is responsible for ensuring the market knows why Bluecore exists in order to drive pipeline and executive access while growing a Marketing team to accelerate the vision of the business. She has a specific focus on messaging and community, while overseeing Events, PR, DemandGen, Content, Brand, Customer Marketing, Integrated Campaigns and Design.
Guest Bio
Sarah is a metrics-driven, brand marketer with a passion for tying the human aspect of marketing to revenue growth. As the VP of Marketing, Sarah is responsible for ensuring the market knows why Bluecore exists in order to drive pipeline and executive access while growing a Marketing team to accelerate the vision of the business. She has a specific focus on messaging and community, while overseeing Events, PR, DemandGen, Content, Brand, Customer Marketing, Integrated Campaigns and Design.
Episode Summary
This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes.
In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain, how to foster a meaningful customer community, and how ruthless prioritization is a superpower. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all about curating hyper-personalized content.
Key Takeaways
- Building out the relationship demand gen chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.
- People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.
- Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to connect with your prospects and community at large organically and often.
Quotes
“ I think traditional outbound is fading away. That is why we've kind of pivoted our entire SDR team into this ABX account based experiences role. This goes back to in enterprise, where tech solutions are oversaturated, most prospects are not buying from just like a cold call or a cold email. So, the way we kind of integrate the SDRs and the ABX team, really is what they are, into that relationship demand gen chain totally elevates their value because we're becoming known and respected in all of the activities we're doing between thought leadership, events, and community, which gives them the ability and the time to curate their outreach based on the very specific research they're doing on the specific company so that they can speak to exactly what the person that they're going to email is feeling the pain that they're feeling, who, if we're doing our job right, has heard our point of view all along, has been part of our community, now they want to take a call with us…So goodbye, like cold calling and blast emails from the SDR. Hello, hyper-personalized curated that's built right into the marketing engine.” ––Sarah Cascone, VP of Marketing, Bluecore
account-based
Episode Highlights
*(03:25) - The Trust Tree: The relationship demand gen chain
*(09:06) - The Playbook: Building a community around what you stand for
*(36:14) - The Dust Up: You can take the girl out of NY but you can’t take NY out of the girl
*(40:33) - Quick Hits: Sarah’s Quick Hits
Episodes Transcript
- Building out the relationship demand gen chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.
- People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.
- Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to connect with your prospects and community at large organically and often.
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