Is there anything more annoying than logging into your email and finding an inbox full of irrelevant, poorly targeted messages? Studies show that people respond better when they feel that the marketing materials and ads they see are tailored to their interests – we like to feel like we’re a person, more than just a prospect. We’ve come a long way when it comes to personalization, and we’re better marketers for it.
I’m Kaleigh, a Demand Generation Specialist at Marsden Marketing, and today we’re going to get a little personal...specifically, how you can develop a personalization strategy that empowers you to deliver the right message to the right person at the right time.
Developing a Personalization Strategy
Personalization allows us as marketers to establish meaningful connections with prospects. Over the last few years, it has become more important than ever to reach prospects as individuals with content that's tailored to their needs and interests. Personalization isn’t just slapping a prospect's name on an email and calling it a day; understanding its role alongside other strategic processes like segmentation and targeting allows you to leverage it in a way that attracts prospects rather than alienates them.
Segmentation refers to grouping prospects by common high-level traits at the account level. This allows you to address shared pain points effectively and efficiently.
Targeting focuses on the buying group for an account. Effective targeting allows you to speak to the needs of key decision-making representatives.
Finally, personalization is the tailoring of marketing assets to an individual. You might mention them by name or customize content to reflect their brand name or colors.
Marketing Automation and Personalization
This can be a lot to manage – that's where marketing automation comes in. The right marketing automation platform makes it easy to manage prospects, segment your audiences, target appropriately, and personalize in a way that will surprise and delight your audience.
Here are some next steps to help you get started:
- Review the data you’re collecting and its integrity. Your automation platform and database are only as good as the data you funnel into it.
- Revisit your marketing planning and buyer personas to ensure they align with your goals.
- Evaluate and optimize your technology, and make a plan for updating your stack where needed.
To learn more about the power of personalization and how you can use it to attract and retain more leads, schedule a consultation today.
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