Mark Kilens, the Vice President of Content and Community at Drift, leads the content, events, community, and learning and development teams. He brings his unique perspectives on personalization, using entertainment and education to build great communities. He has spearheaded the Drift Insider, a community with 35,000 members and he is a seasoned inbound marketer.
Mark: I have been focused on developing a personal operating system for the last 15 years for myself, and I am constantly searching for ways to improve the same as things are constantly changing. For example, I recently had a child, and the baby changed my personal operating system, like how I prioritize things, the system I used, the tools I used to take care of my family. Creating a personal operating system that makes your life fulfilling allows you to focus on things that matter to you.
Mark: I haven't talked too much about it publicly. I have done a couple of LinkedIn posts. In Google, you get a lot of content for this. For example, Tim Ferris talked a lot about this, but to me, it's like you have to live deep-rooted with principles and purpose, and you need some methods for time management as time is a most precious asset with the focus on living life more deliberately and free-floating. So there should be some structure, and I use the personal operating system to help me.
Mark: Engagement with customers and buyers is essential as they are precious assets for sales, salespeople, and marketers on the website. You are leaving money on the table if you are developing great digital-first experiences amidst this pandemic situation that changed our habits, routines, and patterns. This situation urged me to think like a marketer or salesperson about providing the best experiences to customers and buyers who visit our website. If we don't make their journey easy and personalized, then it would be like missing an opportunity or "leaving money on the table".
In my opinion, every interaction is precious irrespective of how big or small it is. So every engagement is an opportunity to build trust and relationship with your brand and business. And personalization here allows marketers to use more tools and technologies to personalize the experience at scale with more focus on customers. You are making the seller and marketer more focused on customers. Personalization is a must to engage and offer a one-to-one experience for website visitors and engage with your marketing and sales teams.
Mark: The power of conversation plays a vital role in this context. Conversational data is a revenue acceleration platform, and we use it in sales to unify the marketing and sales team to engage customers. The conversation includes engagement, shared level of understanding, recommendations, and all the information like metadata is valuable for marketers and salespeople, customer success people, product people to create improved brand experiences, better products, and features. We have conversational insights powered by AI drift to parse through all this data and personalize the experience for customers. We use this as insight into proactive and reactive ways to develop new products and experiences for people. The conversation moves marketing forwards, irrespective of whether it is B2B or B2C.
It is crucial for building relationships within a community like a one-to-one way between sales or customer success. There needs to be a connection through the conversation like online forums, virtual events, in-person events, but the conversation itself is a way to develop a connection, relationship, and trust. Marketers should utilize the power of conversation to develop their brands and build a relationship with customers.
Mark: My content strategy is focused on community building. For the best content marketer, the customer is the center for any action. Learn from your customers, the people in your tangential category or industry. Skill up yourself in channel tactics, copywriting, marketing-centric, and content marketing type of skills. It is about storytelling, inspiring people, educating them on something unique about your business, and for me, it's about creating movement.
I have this idea called cornerstone content assets that develop gravitational pull around them, and it is divided into six types of assets that you marketers should use. Start with one or two in the initial stage.
One cornerstone content creates another cornerstone content, and it also creates micro-content used across all available distribution channels—the one you own and the one you rent.
The company called Casted is focused on amplified marketing. You use these different types of assets to amplify the reach of your message to audiences through different channels and break the content. When people see the customer journey they see this content, the messaging is consistent, but the method of engagement is personalized.
Mark: You have to look at your audience, goals, and competition. These are three things I consider when I have to pick an asset to create a particular thing.
"The power of conversation plays a vital role in the context of hyper-personalization."