Todd Grossman, CEO Americas at Talkwalker and Seth Besmertnik, CEO of Conductor, had an insightful discussion on value-first marketing and synergies created by the powerful partnership of two data-driven companies. This partnership between Talkwalker & Conductor aims to help marketers that have traditionally gone to two siloed channels - SEO and social data - to answer the same yet important question of who their customers are and what they want. These two companies are coming together to provide a unified picture by revealing the full story behind who these customers are, what they care about and what they are searching for.
Seth, what would be the best way to describe Conductor?
Seth Besmertnik: At a high-level, Conductor is about helping companies through this transformation of moving to value-first marketing, giving people something useful. And the most important part of doing that is having deep understanding of what consumers actually want.
And Todd, what is Talkwalker all about?
Todd Grossman: We have very similar philosophies, because we look at the customer as well and how we can help them in terms of value, in all the different ways that you can post, comment, write, and create. And there's a lot of content out there. So, what are we doing at Talkwalker? We're doing some serious heavy listening, monitoring, and aggregation. So what that means is that we're crawling more than 150 million websites in 187 different languages. We're trying to help communicators and marketers optimize their communication and marketing efforts by getting these rich insights and data. Ranging from demographic data to influencer data.
We see influencers as a big trend in marketing right now. Our clients use Talkwalker in three ways which we outline in our PMP model (Protect, Measure, Promote). We help customers protect their brand - crisis alerts, brand health reputation, etc. Then, we help them measure the effectiveness of their campaigns and how they compare to previous ones, or competitors, or peer companies.
Lastly, we help them with the promotion of their brand through insights for their content creation, ideation, influencer marketing, trend research, etc. We're trying to help the CEOs and marketers look around the corner to see what's coming next.
What do you see as the biggest issues for companies and how will the Talkwalker & Conductor partnership help in tackling them?
Seth Besmertnik: You know, most companies are really not doing anything, which is shocking. When there is a hundred million people searching for the product and service that you provide on Google or YouTube every day or every year, and they don't find you, no one knows. Most companies just look at the rankings and how they trend, and then check the box: “we're doing SEO, we're doing content marketing”. Meanwhile, there's still 99 million people looking for what you do, and they can't find you.
Once a company can see what they haven't been seeing, they can't unsee it. It's always on their mind and that if you get that information to the right person it will allow them to realign their priorities.
If you look at 99.9% of marketers - that's the data set they're using. They're using search behavior, search demand to understand who these people are and their habits.
What is so exciting about this partnership and the intersection and combination of our two respective data sources, is that we will now be able to tell businesses what people are looking for. Because in a world where you're trying to create value you're trying to harness wisdom and deliver the best content and the best experience.
Todd Grossman: Both our companies listen to our customers, and our customers will help us with that journey in terms of giving them the best possible service.
Find out more about our partners program!
Todd Grossman: It's a hard job for a marketer and communicator, right now. There's not one platform that can do it all, and those smart companies that work together like ourselves, become indispensable for providing good value. We want to educate our customers; we want to make their lives easier. We want them to be efficient, we want them to focus on things that matter for them and not get stuck in the weeds.
Visit our partners team page to learn more - https://www.talkwalker.com/partners
