Marketers understand how difficult it is to ensure – with confidence – you get a highly personalized message to the right person, on the right channel, at the right time.
Typically, you need some kind of centralized data driver.
Traditionally, this would be your CRM (customer relationship management system).
Which, the name makes sense. You’re trying to build a relationship.
But, there are a lot of reasons why this isn’t the best solution for every business.
Now, I’m not going to get into all those reasons.
What I want to get into is the company who took this pain – getting a highly personalized message to the right person, on the right channel, at the right time – and turned it into a story.
They kicked off, with a collection of other businesses, a campaign called “CRM is not enough”.
They did exactly what marketing storytellers need to do.
They picked up on a pain point.
They crafted a story around that pain.
Then, let that story lead to a solution.
Theirs.
Rarely do we see such beautiful storytelling in B2B marketing.
Storytelling and branding matter in B2B marketing.
Segment, and the CRM is not enough campaign, are living proof it can be done.