In the age of digital marketing, it’s essential for brands to be able to connect with their customers in a meaningful way. That’s where Tal Klein, CMO at Relay Network, comes in. With his expertise in digital engagement, Tal has helped countless brands enhance their social media feeds to drive more online brand engagement with their target customers. But who is Tal Klein, and what makes him so good at what he does?
Tal’s journey to becoming a digital engagement expert started when he saw the huge opportunity for brands to foster better digital engagement with their customers during the COVID-19 lockdowns. That’s when he joined Relay Network, a company that harnesses the power of social and news feeds to deliver personalized content to customers. Since then, Tal has been at the forefront of developing new ways to enhance customer engagement through feeds.
At Relay Network, Tal has played a crucial role in developing the company’s core offering: Relay Feeds. These feeds are designed to deliver content in a way that’s familiar to today’s digital users, and only catalyze engagement when the algorithm identifies highly relevant opportunities. With the recent launch of Relay IQ, a new product that uses machine learning and customer interaction data to further tailor content, Tal has shown that he’s always pushing the envelope when it comes to delivering personalized, relevant content.
But what about the changes in algorithms on platforms like Facebook, Google, and Instagram? Tal knows that social media platforms are realizing that algorithms have reached a limit when it comes to providing content that is actually meaningful. As each platform evolves, they’re making changes that allow users to provide enhanced feedback on what they like or care about. For marketers, this means that they need to be wary of creating bad content on good channels, which can drive customer disengagement and dormancy.
So what can marketers do to stay atop of constant changes to feed formats and algorithms? Tal says that they need to follow the data and be careful of cognitive bias when developing content or journeys. By creating and delivering content that is informed by outcomes rather than KPIs, marketers can ensure that their content is always relevant and personal. And in the future of social marketing, personalization is what will drive growth.
But it’s not just about the metrics; it’s also about the customer experience. Tal knows that if loyalty and customer-relationship leaders are to drive retention and growth, they must act to align CX and marketing by bridging silos and focusing on meaningful engagement. However, one of the big problems of delivering CX-centric marketing is that many of the metrics used by marketing teams to gauge the engage-ability of their strategies are burdened by bias.
To clear inadvertent cognitive bias in marketing and customer engagement, businesses need to re-evaluate the metrics they know and have grown to love. Tal examines three metrics commonly used in CX: open rates, clickthrough rates, and opt-out rates. While open and clickthrough rates can be useful in tracking inbound traffic, they don’t map back to any well-defined business goals. Opt-out rates, on the other hand, are a true indicator of how many people are actually engaging with a business’s outreach.
So what does the future of martech and B2B marketing look like? According to Tal, the brands delivering the most meaningful content over the most engaging channels are the ones who will succeed in creating customers for life. As personalization becomes more important in social marketing, businesses need to focus on delivering content that is not just personalized, but also personally meaningful and interactive. By doing so, they can stay ahead of the curve and ensure that their customers remain engaged and loyal.
Tal’s vision for the future of martech and B2B marketing is grounded in the idea of creating a more humanized approach to digital engagement. He believes that businesses should focus on building real, meaningful relationships with their customers, rather than just pushing out content for the sake of it. By using the power of feeds and personalization, brands can create a more authentic and engaging experience for their customers.
In addition to his work at Relay Network, Tal is also a thought leader in the marketing industry. He has been featured in publications such as Forbes, The Wall Street Journal, and Ad Age, where he shares his insights and expertise on digital engagement and marketing strategy. His thought-provoking articles and interviews offer a fresh perspective on the constantly evolving world of marketing.
Overall, Tal Klein is a force to be reckoned with in the digital marketing space. His innovative approach to enhancing social media feeds and creating personalized, engaging content has helped countless brands connect with their customers in a more meaningful way. As the industry continues to evolve, Tal’s expertise and insights will undoubtedly continue to shape the future of digital engagement and marketing strategy.