Podcast Title: B2B Agility™ with Greg Kihlström
Episode: #27: Overcoming Data Silos with Brian Gates, RainFocus
Release Date: October 15, 2024
Host: Greg Kihlström
Guest: Brian Gates, Senior Vice President of Industry Strategy at RainFocus

Introduction

In Episode #27 of the B2B Agility™ podcast, host Greg Kihlström engages in an insightful conversation with Brian Gates, Senior Vice President of Industry Strategy at RainFocus. The discussion centers around overcoming data silos in B2B marketing, leveraging event data for personalized marketing, and the evolving landscape of event technology.

Guest Background and Role at RainFocus (00:56 - 01:29)

Brian Gates provides an overview of his role at RainFocus, emphasizing his position at the intersection of go-to-market business strategy and customer experience. Since joining RainFocus in 2016, Brian has been instrumental in aligning various departments to execute strategies that source, service, and lead customers effectively.

Notable Quote:

“I sit at the intersection of our go to market business strategy and customer experience and help work with our various departments there to help execute our strategy...”
— Brian Gates (01:03)

Understanding RainFocus and Its Mission (01:30 - 02:16)

Greg prompts Brian to elaborate on RainFocus, to which Brian describes it as a next-generation event marketing platform designed to eliminate data silos, especially those surrounding event management. RainFocus unifies the event channel, managing everything from registrations to exhibitors, and integrates these elements into omnichannel marketing strategies.

Notable Quote:

“We were purpose built to really eliminate the data silos within organizations, especially around events...”
— Brian Gates (01:35)

Personalized Marketing Through Event Data (02:44 - 07:16)

The conversation delves into the significance of personalized marketing in the context of events. Brian highlights how events generate a wealth of information that can enhance marketing campaigns and accelerate the sales process. By understanding attendee interests and behaviors during events, marketers can create more targeted and effective strategies.

Key Points:

• Events as pivotal tools for relationship building.
• Various types of events (webinars, trade shows, user conferences) contribute to customer journey stages.
• Event data accelerates marketing and sales efforts, leading to positive business outcomes.

Notable Quote:

“Events are such a powerful tool in building relationships... these touch points generate a wealth of information around what your consumer is interested in...”
— Brian Gates (02:44)

The Role of First and Zero-Party Data in Personalization (04:15 - 06:38)

Brian distinguishes between first, zero, and third-party data using a mall analogy. He emphasizes that events are prime sources of zero and first-party data, which are crucial for understanding and engaging with prospects.

Key Points:

• Third-Party Data: Broad data across the entire 'mall'.
• First-Party Data: Specific to individual 'store' interactions.
• Zero-Party Data: Information willingly provided by customers, akin to details shared at a cash register.

Notable Quote:

“Events can generate up to 80% of the customer data profile as zero and first party data...”
— Brian Gates (04:15)

Measuring the Success of Personalization (07:16 - 08:32)

Greg and Brian discuss strategies for measuring the effectiveness of personalized marketing. Brian outlines a progressive approach—starting with basic engagement metrics and advancing to integrating event data with marketing campaigns and sales processes.

Key Points:

• Crawl Stage: Basic tracking, such as recognizing registrants.
• Walk Stage: Segmenting users based on engagement.
• Run Stage: Integrating data into marketing and sales workflows to avoid redundant interactions.

Notable Quote:

“There's a process on this... from knowing people have registered to integrating that data into your marketing campaigns...”
— Brian Gates (07:16)

Balancing Personalization with Privacy (10:08 - 13:15)

The discussion shifts to the delicate balance between offering personalized experiences and respecting data privacy. Brian advocates for transparency in data collection, explaining to customers how their information enhances their interactions with the brand.

Key Points:

• Transparency: Clearly communicate data usage to customers.
• Value Exchange: Illustrate the benefits customers receive in return for sharing their data.
• Respectful Data Handling: Use gathered information diligently to avoid redundancy and enhance customer relationships.

Notable Quotes:

“Being very clear on how, what information you're asking for, how it's going to be used...”
— Brian Gates (10:51)

“If you're asking for that information, put it to use... to help develop that relationship.”
— Brian Gates (12:41)

The Impact of Data Silos on Personalization (15:00 - 20:47)

Greg and Brian explore the challenges organizations face due to data silos, particularly in event marketing. Brian recounts his initial surprise at the disconnect between event technologies and CRM systems, highlighting the complexity and fragmentation within the event tech landscape.

Key Points:

• Historical Silos: Event data often remains isolated from other marketing systems.
• Complexity of Event Tech: Multiple specialized tools lead to fragmented data management.
• Shift Post-COVID: The pandemic accelerated digital transformation, prompting organizations to integrate event data with broader marketing strategies.

Notable Quotes:

“Events and the technologies that run events aren't connected into the CRM or marketing automation... What do you mean it's not connected? Why?”
— Brian Gates (16:26)

“Covid helped drive a lot of digital transformation and awakening the larger organization to integrate event data...”
— Brian Gates (18:00)

Benefits of Overcoming Data Silos (19:47 - 21:45)

Brian outlines the advantages organizations experience once they begin to dismantle data silos. Centralizing event data leads to substantial cost savings and an enhanced customer experience, as data-driven insights streamline interactions and reduce redundant information requests.

Key Points:

• Cost Savings: Efficiency gains from centralized data management.
• Enhanced Customer Experience: Personalized interactions make customers feel recognized and valued.
• Streamlined Journeys: Eliminating repetitive data requests improves overall engagement.

Notable Quotes:

“There's a tremendous amount of cost savings... and a tremendous uplift in terms of your overall customer experience.”
— Brian Gates (19:47)

“They feel known... organizations can generate offers that are relevant to that given user...”
— Brian Gates (20:47)

Future Trends in Event Marketing and Data Integration (22:13 - 23:32)

In the final segment, Brian shares his vision for the future of event marketing. He anticipates a rise in targeted, localized events that foster advocacy and the integration of advanced technologies like AR and VR to create hybrid experiences. Additionally, as younger, digitally-savvy decision-makers ascend in organizations, virtual events will play a more significant role.

Key Points:

• Localized and Targeted Events: Bringing together like-minded individuals around specific passions.
• Advanced Technologies: Incorporating AR, VR, and hybrid event models to enhance personalization and scalability.
• Digital-Forward Audience: Catering to a tech-savvy generation of decision-makers.

Notable Quote:

“You're going to see an explosion of more targeted localized events... and how virtual events start to play in that mix and start to bring together hybrid experiences, AR, VR...”
— Brian Gates (22:13)

Conclusion

Greg concludes the episode by thanking Brian Gates for his valuable insights into overcoming data silos and enhancing personalized marketing through effective use of event data. Listeners are encouraged to explore more about Brian and RainFocus through the show notes.

Closing Remarks:

“Thanks again for listening to the B2B Agility podcast... Stay focused and stay Ag.”
— Greg Kihlström (23:45)

Key Takeaways

• Integration is Crucial: Breaking down data silos, especially in event marketing, is essential for effective personalized marketing and seamless customer journeys.
• Value of First and Zero-Party Data: Leveraging data directly provided by customers enhances understanding and engagement.
• Transparency Builds Trust: Clear communication about data usage fosters customer trust and willingness to share information.
• Future-Ready Strategies: Embracing advanced technologies and targeted event strategies will be pivotal in staying competitive and relevant.

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