PERSONALIZATION POINT When You EPISODE 8 Personalize ... point...SCRIPT SCRIPT relevant / ' relevant/ adjective closely connected or appropriate to what is being done or considered.

When You SHOULDN’T Personalize

PERSONALIZATION POINT

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EPISODE 8

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AGENDA

0102

First, a Bit of Review

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1110090807 Case #6

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01First, a Bit of a Review.

1. SELF - AUTHORED CONTENT - POSTS, ARTICLES ETC.2. ENGAGED CONTENT - LIKED, SHARED, COMMENTED3. SELF IDENTIFIED TRAITS - PROFILE LINE, HEADLINE ETC.4. JUNK DRAWER - PERSONAL INTERESTS, SCHOOLS ETC.5. COMPANY - BLOGS, POSTS, WEBSITE LANGUAGE, M&A

1. DEMOGRAPHIC - BUYER PERSONA RELEVANCE2. FIRMOGRAPHIC - INDUSTRY SEGMENT OR VERTICAL3. TECHNOGRAPHIC - BASED ON TECH STACK SETUP

02If You’re Getting the Results You Crave From Relevance Only

03You’re Primarily Selling B2C

04Selling to a Typically VERY Offline Buyer

EXAMPLES OF HYPOTHETICALLY OFFLINE BUYERS:

1. DOCTORS2. FARMERS3. LAWYERS4. TEACHERS

05Act of God

06Demand is UNRULY High

07High Immediance w/ Fast Approaching Expiration Date w/ High Volume

08You Sell for a Very Regulated Vendor (Compliance & Security)

09You HAVE to Keep Reps 100% on Brand for Messaging

10You’re Selling Internationally

11VERY Well Known Label - Easier to Have a Conversation

IN SUMMARY…

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