WHO, WHAT, AND WHERE CAN YOU PERSONALIZE? OF PERSONALIZATION 3W’s THE
Personalization: Appealing and Easy Given customers’ rising expectations and the di culty of marketing to anonymous prospects, real-time personalization tools are very appealing to marketers. The good news is that personalization is easier to implement and run than you think! {}
1. Identifying a person’s relevant a ributes: intent, potential to purchase behavior, profile, and/or firmographics 2. Customizing that person’s online experience by presenting the most relevant content and visuals Personalization Combines Two Things:
1. How Can Personalization Help You, As a Marketer? It creates more meaningful interactions by serving the right content 2. It educates and nurtures top-of-funnel prospects optimizes budget
that you want to personalize. Start with the 3 W’s of Personalization If real-time personalization seems complicated, relax. You’ll begin by simply defining the 3 W’s of personalization. Define the: WHATWHOWHERE
WHO Who do I personalize for?
The “Who” in personalization is your target audience, which is defined by a combination of a ributes. If you’re a B2B Marketer, you’ll focus on firmographics, such as: RevenueVertical SizeCompany Name
If you’re a Consumer Marketer, you’ll personalize your content based on: Customer Journey Geo-location (personalized down to the zip code) Product Interest Price Sensitivity Buying History
Your “Who” can also include your audience’s stage in the Customer Decision Journey (CDJ). Your “Who” might be “hot prospects”—anyone in the Evaluation stage of the sales journey. Awareness Interest 3. Evaluation 4. Commitment
WHAT What should I personalize?
Now, let’s decide what you are personalizing. Leveraging content that you already have, you can use real-time personalization to personalize your: Calls-to-Action Images User Experience Product Offers
Most companies have more than enough pre-existing content to start. Content can include: Blog Posts Calls-to-Action Ebooks Images Case Studies Videos It’s a question of which piece fits which target audience—which phase of the CDJ they’re in. { }
You can also develop multiple CTAs for a single piece of content, designed for various audiences. For example, a so ware company CEO might see one CTA at the bo om of your homepage, while a healthcare company CEO might see a di erent CTA. You can combine content, CTAs, and images together for a more personalized user experience.
For B2B prospects, deliver content relevant to the lead’s particular: B2B Marketing VerticalOrganizationLocation B2B
For consumer marketing prospects, o er personalized Web experiences based on: LocationPrice Sensitivity Whether you’re in B2B or consumer marketing, your prospects receive the most relevant content possible. Product Offers B2C Consumer Marketing
WHERE Where do I personalize?
A er you’ve determined who and what to personalize, you’ll need to decide where to reach prospects with a personalized approach. We recommend starting with website and channels. Mobile Online Advertisement Offline Website {}
Your website is an important channel because prospects are engaged, a entive, and interested in learning more. Unfortunately, more than 98% of first-time visitors to your website are anonymous.
Real-time personalization allows you to engage anonymous first-time visitors to your website by identifying their: Industries Locations Digital Behaviors Companies
Define the 3 W’s to successfully personalize your marketing. Define Your Company’s 3 W’s Painful Implementation Time-Consuming Maintenance An Arsenal of Brand New Content Making real-time personalization tools a part of your marketing strategy does not require:
Real-time personalization tools are built to OPERATE and OPTIMIZE automatically.
Check out Marketo's Real-Time Personalization. software/personalization Define your 3 W’s and get started today!
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