Good morning: What and who you know
Do your customers feel like you know them?
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Good morning, Marketers, it’s not what you know, it’s who you know.
That’s an old truism, but it gains new meaning when it comes to privacy and data-driven marketing.
The customers you know, you’ve built a relationship with them. They’ve contacted you for advice about a product or problem to solve. You’ve followed up with a message when it came in handy for them. You’ve become a trusted source, and they feel like you know them. You’ve personalized, but without being too creepy or out of left field.
For customers lower on this ideal spectrum, you might have their data in a privacy compliant way. But do they feel like you know them? If they don’t feel that way, it doesn’t matter what you know about them. Because the real actionable data is the data you use to build value in the customer relationship. It also helps to communicate transparently about how you know what you know.
Chris Wood,
Editor
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. MarTech is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
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