Podcast Summary: B2B Agility™ Episode #27 – Overcoming Data Silos with Brian Gates, RainFocus

Podcast Information:

• Title: B2B Agility™ with Greg Kihlström
• Host: Greg Kihlström, The Agile Brand
• Episode: #27: Overcoming Data Silos with Brian Gates, RainFocus
• Release Date: October 15, 2024

Introduction

In Episode #27 of B2B Agility™, host Greg Kihlström delves into the critical issue of data silos within organizations and explores effective strategies to overcome them. His guest, Brian Gates, Senior Vice President of Industry Strategy at RainFocus, shares valuable insights on leveraging event data for personalized marketing, balancing personalization with privacy, and the evolving role of AI in enhancing customer experiences.

Brian Gates’ Role and RainFocus Overview

Brian Gates begins by outlining his role at RainFocus, emphasizing his position at the intersection of go-to-market business strategy and customer experience. "I sit at the intersection of our go to market business strategy and customer experience and help work with our various departments to help execute our strategy" [02:03]. He explains that RainFocus is a next-generation event marketing platform designed to eliminate data silos, particularly those surrounding events. The platform unifies event management processes, from registration to post-event analytics, integrating seamlessly with omnichannel marketing strategies.

Personalized Marketing Using Event Data

The conversation shifts to the importance of personalized marketing in the current landscape, where consumers expect tailored interactions. Gates highlights how events serve as powerful tools for building customer relationships and gathering rich data. "Events are such a powerful tool in building relationships... events fit in the customer journey" [03:44]. He explains that events, ranging from webinars to large-scale conferences, generate significant first and zero-party data, which are crucial for understanding and advancing customer relationships.

First and Zero-Party Data in Personalization

Gates elaborates on the distinction between third-party, first-party, and zero-party data using a mall analogy. "Third-party data is being able to see what happens across that entire mall... first party data is being able to see what they do within your store. And zero party data is what they've done at your cash register where they've willingly given you that information" [05:50]. He emphasizes that events are goldmines for zero and first-party data, capturing attendees’ preferences, interests, and behaviors both during registration and throughout the event.

Measuring Success in Personalization

Measuring the effectiveness of personalization is another critical topic. Gates outlines a "crawl, walk, run" approach to developing personalized marketing strategies:

• Crawl: Basic level actions, such as stopping redundant communications to registrants. "It's very basic, which surprisingly a lot of time gets overlooked" [08:16].
• Walk: Segmenting users based on engagement and integrating this data into marketing campaigns.
• Run: Fully leveraging event data to inform sales processes and enhance customer interactions.

This phased approach helps organizations progressively build robust personalization strategies while ensuring data is effectively utilized.

Balancing Personalization with Privacy

The balance between personalization and data privacy is a nuanced challenge. Gates advocates for transparency in data collection and usage. "Being very clear on how, what information you're asking for, how it's going to be used to better the relationship with that individual" [11:17]. He stresses the importance of explaining the benefits to consumers, thereby fostering trust and willingness to share information.

Gates also addresses the practical use of collected data. For instance, he shares how dietary preferences gathered during event registration can significantly enhance post-event interactions. "Use the data not only for that particular event but also when moving in the process... taking them to dinner, probably steakhouse. Not a good choice" [13:08].

The Role of AI in Personalization

AI's role in personalization is a pivotal discussion point. Gates acknowledges the potential of AI to break down large data sets and streamline marketing actions. "AI does a fantastic job of helping to break down big chunks of information so you can take action on it" [14:07]. However, he clarifies that AI is not a replacement for human relationships but rather a tool to enhance them. AI can facilitate serendipitous interactions at events and improve the efficiency of event management, thereby allowing for more meaningful human connections.

Overcoming Data Silos: Challenges and Solutions

A significant portion of the discussion centers on data silos and their impact on marketing efficiency. Gates narrates his initial astonishment at the lack of integration between event technologies and core marketing systems like CRMs and marketing automation platforms. "It's not connected. Why?" [17:22]. He explains that the fragmented nature of event tech—comprising specialized tools for webinars, conferences, speaker management, etc.—often leads to isolated data pools.

The COVID-19 pandemic catalyzed a shift towards digital transformation, prompting organizations to integrate event data more closely with their overall marketing strategies. Gates observes a growing recognition of the value of event data, leading to increased efforts to centralize information and eliminate silos. "Covid helped drive a lot of that where everything had to be virtual" [18:00].

Benefits of Overcoming Data Silos

Breaking down data silos offers numerous advantages:

• Cost Savings: Centralized data management reduces redundancies and operational costs.
• Enhanced Customer Experience: Unified data allows for seamless personalization across all touchpoints.
• Streamlined Customer Journey: Avoiding repetitive data requests enhances customer satisfaction. "They don't have to be asked the same thing over and over again" [20:14].
• Increased Brand Advocacy: Personalized interactions foster stronger relationships, encouraging customers to become brand advocates. "Your users feel like they're a part of the brand" [21:15].

Future Trends in Event Marketing

Looking ahead, Gates predicts several trends shaping the future of event marketing:

• Targeted Localized Events: Increased focus on small-scale, niche events that bring together like-minded individuals.
• Hybrid Experiences: Integration of virtual and in-person elements to cater to diverse audience preferences.
• Advanced Technologies: Utilization of AR, VR, and other immersive technologies to enhance event experiences.
• Enhanced Advocacy: Scalable personalized events will drive greater brand advocacy and customer loyalty.

"You're going to see an explosion there of more targeted localized events... hybrid experiences, AR VR" [22:40].

Conclusion

Brian Gates provides a comprehensive outlook on utilizing event data to drive personalized marketing strategies while overcoming the prevalent issue of data silos. By centralizing data and leveraging advanced technologies like AI, organizations can enhance customer experiences, streamline operations, and foster stronger relationships. The future of event marketing lies in creating targeted, hybrid experiences that resonate deeply with audiences, driving both business growth and customer loyalty.

Notable Quotes:

• “I sit at the intersection of our go to market business strategy and customer experience and help work with our various departments to help execute our strategy” — Brian Gates [02:03]
• “Events are such a powerful tool in building relationships... events fit in the customer journey” — Brian Gates [03:44]
• “Being very clear on how, what information you're asking for, how it's going to be used to better the relationship with that individual” — Brian Gates [11:17]
• “AI does a fantastic job of helping to break down big chunks of information so you can take action on it” — Brian Gates [14:07]
• “Your users feel like they're a part of the brand” — Brian Gates [21:15]

For more insights and episodes, visit www.b2bagility.com.