Consumer insights, presentation tips: Thursday’s daily brief

Plus, further thoughts on the great mar tech debate. be with us in mag digital.

Tips for a successful presentation

Presenters often get stuck in their topic matter and forget some of the basics that provide them with clear informative presentations. If you’re getting ready to present a session at a virtual event or a webinar, here are some tips to pay attention to.

1. Get the audience’s attention by starting with a fascinating fact or statement that shows what the presentation is about.
2. Keep your presentation topic narrow in focus. You can’t teach someone everything they need to know about a wide topic in one 30 or even 60-minute presentation. The more specific the topic of your presentation is, the more likely you’ll present what you’ve promised to teach.
3. Skip the details and get to the meat of the presentation. If someone has chosen to come to your session or webinar, they usually understand or have experienced the problem. So skip the details about why the topic is important (they know) and go straight to the solutions you’re teaching.
4. Keep the words on the slides to a minimum and use graphics to demonstrate the point. It’s been said before but it’s hard to do. The words and graphics on your slides should illustrate and improve what you’re saying, not serve as writing. If you want your audience to have more details, provide them with an extra document or handout.
5. Keep your presentation very actionable. For most event and webinar presentations, the attendee wants to walk away with a new tip or technique they can use to improve their business. Providing step-by-step instructions or a framework is often a successful way of doing that.
6. Leave your audience with a summary or next steps. Don’t make your viewers work hard, leave them with a list of things they can use to get started enforcing what you’ve just taught them.

Infutor scales its consumer insight capabilities

In the last contribution to solving the consumer identity puzzle, consumer data management company Infutor today presented a new product, Total Consumer Insights (TCI). TCI aggregates privacy-compliant behavioral and household characteristics on 266 million US consumers and 120 million households. The scale of the data set is similar to the U.S. consumer data sets maintained by Epsilon and Experian, and it contains predictive attributes such as age, household income, and gender, as well as behavioral signals.

““Infutor has been somehow behind the scenes of many of the data compilers and aggregators that are out there,” said Senat. “Now we’re moving a little bit more downstream, focusing on our products, and the deployment of mentioned products, more toward the brand and the agency.” TCI is explicitly considered, therefore, as competitive with other products in the market. “Historically, Infutor has been very good at standardizing, cleansing, and enriching data, and we’ll continue to do all of those things,” said Zora Senat, SVP of Marketing and Partnerships, “but beyond that, we want to complete the cycle and move into activation and measurement.”

Why we care. Infutor’s new product is yet another piece in the complex jigsaw puzzle of consumer identity. It’s part of the trend of leaning heavily on first-party data profiles while adding demographic and behavioral signals to those profiles. The message heard from many sides right now is that first-party data, for all its restrictions, will be the basis of marketing going forwards.

Integrate launches the Demand Acceleration Platform

“We would discuss that the B2B buyer was changing even before COVID, but has only sped up 110%,” said Deb Wolf, CMO at Integrate. “Buyers today are so much more dependent, and marketers are left to find out almost how to be the marketer and the salesperson because they need to be in all these channels where the buyers are.” That’s the context for the foundation of Integrate’s Demand Acceleration Platform, aimed at helping marketers produce the B2B buying experience for the digital era. Integrate explains this as an account-based, customizable, precision-demand approach.

The new platform will give marketers this chance to connect engagement at all parts of the funnel, from content syndication to getting new buyers at the top, through webinars and display advertising, to understanding what individual account members are doing. It should also provide insights into how channels are performing, to inform the best next investments.