Rory, CEO of Trumpet, catches up with Sandy Mangat, Head of Marketing at Pocus to discuss...The annoyance of irrelevant outreach and the power of personalisation.
"My pet peeve is when I get outreach from a product I already use and they don't know that I use it. Like how annoying is that? Um, and it's just, yeah, they probably don't have access to the signals. So it's not their fault, but it's a really poor experience for your buyer. I liken it actually to what has been already happening in B2C for decades around kind of like personalisation of ads that you get served.
You know, I search for a toothbrush, next thing you know, everything I'm seeing is toothbrush related. And some people find that really creepy and some people will always find that really creepy and they're more privacy first. I personally don't mind it because it's helping, you know, it's helping me ultimately.
If I'm in the market for a new toothbrush, I want to be served ads for the latest and greatest. And maybe one of them will pique my interest and I can click on it and potentially buy it."
The frustration of misaligned outreach
It' fair to say most have experienced their fair share of marketing mishaps. There's nothing quite as exasperating as receiving a sales pitch for a product you're already using. It's like someone trying to sell you the shirt off your back - utterly pointless and mildly irritating.
The B2C personalisation revolution
This disconnect in B2B outreach stands in stark contrast to the personalisation revolution we've witnessed in B2C marketing. Think about it: you search for a toothbrush online, and suddenly, your digital world is awash with dental hygiene products. While some may find this creepy, I see it as helpful. When I'm in the market for something, I want to see relevant options. It's not invasive; it's efficient.
Bridging the gap in B2B
At trumpet, we're passionate about bringing this level of personalisation to B2B outreach. Imagine a world where every sales email you receive is not just relevant, but timely and valuable. That's the future we're building - one where outreach is an asset, not an annoyance.
The power of personalisation
Personalisation isn't just about avoiding faux pas; it's about creating meaningful connections. When done right, it transforms outreach from a numbers game into a valuable exchange. It's the difference between shouting into the void and having a conversation with someone who's genuinely interested in what you have to say.
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