1. THE
3W’s
OF PERSONALIZATION
WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?

2. { } easier to implement and
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!

3. Personalization Combines Two Things: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

4. 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

5. WHO WHAT WHERE 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:
WHO
WHAT
WHERE
that you want to personalize.

6. WHO
Who do I personalize for?

7. 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:
Company Name
Vertical Size
Revenue

8. Customer Journey Geo-location Product Interest Price Sensitivity
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

9. Your “Who” can also include your audience’s stage in
the Customer Decision Journey (CDJ).
Your “Who” might be “hot
prospects”—anyone in the 1.
Evaluation stage of the
sales journey.
Awareness 2.
Interest 3.
Evaluation 4.
Commitment

10. WHAT
What should I personalize?

11. 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

12. { } Most companies have more than enough pre-existing
content to start. Content can include:
Case Studies
Videos
Blog Posts
Calls-to-Action
Ebooks
Images { }
It’s a question of which
piece fits which target
audience—which phase of
the CDJ they’re in.

13. 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.

14. B2B For B2B prospects, deliver content B2B Marketing
relevant to the lead’s particular:
B2B Marketing
Vertical
Organization
Location
B2B

15. For consumer marketing prospects, o er
personalized Web experiences based on:
Consumer Marketing
Product Offers
B2C
Location
Price Sensitivity
Whether you’re in
B2B or consumer
marketing, your
prospects receive
the most relevant
content possible.

16. WHERE
Where do I personalize?

17. { } A er you’ve determined who and what to personalize,
you’ll need to decide where to reach prospects with a
personalized approach.
Website { }
We recommend starting
with website and
channels.
Mobile
Online Advertisement
Offline

18. 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.

19. Real-time personalization allows you to engage
anonymous first-time visitors to your website by
identifying their:
Companies
Industries
Locations
Digital Behaviors

20. Define Your Company’s 3 W’s
Define the 3 W’s to successfully personalize
your marketing.
Making real-time personalization tools a part of
your marketing strategy does not require:
Painful Implementation
Time-Consuming Maintenance
An Arsenal of Brand New Content

21. Real-time personalization tools are built
to OPERATE and OPTIMIZE automatically.

22. Define your 3 W’s and get started today!
Check out Marketo's
Real-Time Personalization.
software/personalization