226. Why and How Meaningful Personalization Improves CX w/ Ethan Beute

According to a recent McKinsey & Company report, 71% of consumers expect personalization and 76% get frustrated when they don’t find it.<br />Like it or not, personalization is a norm and it’s here to stay.<br />So it’s key that marketers learn how to make that personalization meaningful,<br />In this solo episode, Ethan walks through a real A/B test which added personalization yielded lower touchpoints to a prospective customer, doubled overall response rate and increased lead conversion. He also covers:<br />What are some specific personalization tactics customers expect?<br />Why every B2B buyer is also a B2C buyer<br />Why the word personalized and personal feel so different<br />How personalized video messaging can provide better context to a situation by targeting more sensory and emotive opportunities<br />What are the three characteristics of moments that are improved with a video message compared to traditional digital communication?    <br /><br /><br />More information about Melissa Gratias and today’s topics:<br />LinkedIn Profile: <a href="https://www.linkedin.com/in/ethanbeute/" rel="noopener">https://www.linkedin.com/in/ethanbeute/</a><br />Company Website: <a href="https://bombbomb.com/" rel="noopener">https://bombbomb.com/</a><br />Other Relevant Links: <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying" rel="noopener">https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying</a><br />Jamming with Janny: <a href="https://www.youtube.com/playlist?list=PLfFiN5kcgGUHZMpzPsIs2ZE2BAq9xARbe" rel="noopener">https://www.youtube.com/playlist?list=PLfFiN5kcgGUHZMpzPsIs2ZE2BAq9xARbe</a><br />Dear {first_name}: <a href="https://bombbomb.com/dear-first-name-film/" rel="noopener">https://bombbomb.com/dear-first-name-film/</a><br />Human-Centered Communication: <a href="https://bombbomb.com/book/human" rel="noopener">https:/