Mastering B2B Engagement: Hyper-Personalization and Multi-threading with Mariana Cogan of People.ai

The Stack

In this episode, Mariana Cogan, CMO of People.ai, shares her unique tactics for tracking conversions, understanding digital journeys, and using tools like Hotjar and UserTesting.com to create a highly personalized, multithreaded experience.

She emphasizes that multithreading deals involving engaging multiple organizational stakeholders can significantly increase the win rate by 34%. Mariana argues that understanding the relationship between these business units and creating personalized connections is critical to the success of these multithreaded deals.

The discussion also offers valuable insights into creating snackable content, aligning sales and marketing efforts, and the crucial role of technology and diversity in the workplace.

Main Takeaways:

• Personalized, multi-threaded experiences combined with conversion tactics and MarTech tools significantly enhance win rates and conversion tracking.
• ‘Snackable content,’ involving bite-sized, easily digestible information, boosts customer engagement and is critical in successful conversions.
• Understanding the buyer’s journey and timely, tailored content delivery significantly improves customer experiences and sales win rates.
• Leveraging technology and diversity for one-to-one customer connections provides deeper insights into customer needs, fortifying relationships and customer experiences.
• Grasping the dynamics between various business units allows businesses to customize their services, positioning them as the preferred choice for customers.

People.ai's Stack and Tools:

• People.ai: A sales intelligence platform that helps sales professionals identify and engage with qualified prospects, manage their pipeline, and close more deals.
• Hotjar: A behavior analytics tool that helps businesses understand how users interact with their website by providing heatmaps, screen recordings, and feedback polls.
• UserTesting.com: A user research platform that allows businesses to get feedback on their website or product from real users in minutes.
• WordPress: A content management system (CMS) that powers over 40% of all websites on the internet.
• Google Analytics: A web analytics platform that helps businesses track and analyze website traffic data.
• Drift: A conversational marketing platform that helps businesses turn website visitors into customers through live chat and chatbots.
• 6Sense: A sales and marketing engagement platform that helps businesses identify and engage with the right buyers at the right time.

Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

Subscribe to The Stack Podcast