WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?
OF PERSONALIZATION
W’s3W’s3THE
Given customers’ rising expectations and the di�culty of marketing to anonymous prospects, real-time personalization tools are very appealing to marketers.
Personalization: Appealing and Easy
The good news is that personalization is
easier to implement and run than you think!
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Identifying a person’s relevant a�ributes: intent, potential to purchase behavior, profile, and/or firmographics
Customizing that person’s online experience by presenting the most relevant content and visuals
1.
2.
Personalization Combines Two Things:
3.
1.
2.
How Can Personalization Help You, As a Marketer?
It creates more meaningful interactions by serving the right content
It educates and nurtures top-of-funnel prospects
It optimizes budget and lowers cost per lead
If real-time personalization seems complicated, relax. You’ll begin by simply defining the 3 W’s of personalization.
that you want to personalize.
Define the:
Start with the 3 W’s of Personalization
WHATWHATWHOWHO WHEREWHERE
WHOWHOWho 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:
Buying History
Customer Journey
Price Sensitivity
Geo-location(personalized down to the zip code)
Product Interest
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
1.
Interest
2.
Evaluation
3.
Commitment
4.
WHATWHATWhat 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 User Experience
Images Product Offers
Most companies have more than enough pre-existing content to start. Content can include:
Blog Posts Ebooks
Videos Calls-to-Action Images
Case Studies
It’s a question of which piece fits which target
audience—which phase of the CDJ they’re in.
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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
Vertical Organization Location
B2B
For consumer marketing prospects, o�er personalized Web experiences based on:
Product Offers Location Price Sensitivity
Whether you’re in B2B or consumer marketing, your
prospects receive the most relevant content possible.
B2C
Consumer Marketing
WHEREWHEREWhere 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 email
channels. Email
Offline
Mobile
Online Advertisement
Website
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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. http://www.marketo.com/software/personalization
Define your 3 W’s and get started today!
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