How Alyce Flipped Email Strategy On Its Head To Achieve Real Personalization

Meet Nina Butler, Director of Demand Generation at Alyce - a Boston-based start-up that delivers one-to-one business connections through its personal gifting platform. Nina leads the strategy and execution of full-funnel marketing programs to drive initial and continued demand for the product.

In this episode, you'll hear about the evolution of a new marketing category at Alyce and personalization in a competitive B2B SaaS industry. Then you'll learn how Alyce is flipping email strategy on its head to take personalization to another level, shifting away from MQLs to a marketing-qualified approach that thinks about an account holistically. And finally, you'll hear about launching thought-leadership events to define a new category. Enjoy!

Notes:

- 02:40 Enabling Enterprise Sellers & Marketers To Create Personal Bonds By Way Of One-To-One Gifting

- 04:05 Considering The Person Behind The Marketable Persona

- 05:50 Trying To Fundamentally Change How People Develop Relationships & Experiences For Their Audience

- 06:50 Finding Product-Market Fit Is An Iterative Process

- 10:05 Re-Imagining The Email Strategy For Real Personalization

- 12:05 Layering Dimensions For Segmentation 

- 17:40 Shifting Away From MQLs To A Marketing Qualified Account Approach

- 19:50 The Right Moment To Take More Of An Account-Based Approach

- 21:00 Introducing A Brand New Category W/ A Custom Designed Event

- 24:05 The Fundamental Shift In How Prospects & Customers Expect To Do Business

- 25:10 When It Makes Sense To Build Your Own Category

- 27:25 Hard Lesson: Virtual Trade Shows

- 29:15 Challenges And Opportunities Ahead In The B2B Market

- 31:20 Lightning Questions