How do you balance the art and science of delivering a personal, relevant message?

Marketing has traditionally been viewed as the arts and crafts department. It was a right-brain activity reserved for the Don Drapers of the world who spent their days treating clients to a round of golf, a glass of whiskey and a mesmerizing story.

However, the reason I love technology so much is that it allows Mad Men to bring science to the process. Now, you can track every click on your website, maximize your programmatic ad spend and even use AI to predict who will buy your product.

So, is Marketing an art or a science?

I asked Tyler Lessard, VP of Marketing at Vidyard, “In B2B Marketing, how do you balance the art and science of delivering a personal, relevant message?” Tyler is the perfect person to answer the question because his team does a phenomenal job at this. I think we can all learn a thing or two and take a page from this playbook.


Brandon: In B2B marketing, how do you balance the art and the science of delivering a real, personal, relevant message? Hey everyone, Brandon Redlinger here, Director of Growth at Engagio and I’m excited to chat today with Tyler Lessard, the VP of Marketing over at Vidyard. And his team does a phenomenal job at this. So Tyler, what is your secret? – Hey, thanks Brandon,

Tyler: Tyler at Vidyard here. You know, when it comes to personalization in marketing and in sales, I think it’s such a hot topic today because our audiences are inundated with so much content, so many messages and advertisements that it’s hard to get their attention. And the most likely way to cut through that noise and get their response is to deliver something that is personally relevant to them. Deliver the right information at the right time to the right individual. But I think that for many of us personalization still is just about the technology, right?

It’s by bucketing somebody into a certain persona and then saying based on that, you know, they’re gonna go into this custom nurture stream and they’re gonna get this information at this time. And all of that is important, but what about the probably most important word of personalization which is the person or being personal? And that’s where I think the experience comes into play. So to me, I think science is about the delivery of the right content to the right individual, but the art of personalization is about the experience we create.

How we do deliver the information in a way that’s engaging, that’s interesting, that’s emotional, that’s empathetic to them as individuals. And so that’s what I’m passionate about, things like video, I’m here in our studio here because we do a lot of produced video, as well as one to one and off the cuff video content. To do things like that, right? Even content like this can be a more authentic, personal way to connect with people than just the written word and so on.

So, again, we’re seeing, you know, it’s just not video, it’s about a whole approach to how you create your experiences for customers, to deliver on personalization, not just in a way that is the right information at the right time, but in a way that truly connects with them as individuals. So my parting words are, you know, think about that as part of your personalization strategy, how do you engage people in real human conversations through your marketing and sales and how to use tools like video to do that.

Thanks very much, Brandon.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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