THE ● ce 3W'S o°9。 ● Q OF PERSONALIZATION WHO. WHAT AND WHERE CAN YOU PERSONALIZE? COLUMN FIVE Marketo
WHO, WHAT, AND WHERE CAN YOU PERSONALIZE? OF PERSONALIZATION 3W’s THE
Personalization:Appealing and Eas Given customers' rising expectations and the di culty of marketing to anonymous prospects, real-ti personalization tools are very appealing to marketers The good news is that personalIzation IS easier to implement ar run than you think
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! { }
Personalization Combines Two Thing Identifying a persons relevant a ributes: intent otential to purchase behavior, profile, and/or firmographics Customizing that person online experience b presenting the most relevant content and visuals
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:
How Can Personalization Help You, As a Market 1. It creates more meaningful interactions by serving the right content It educates and nurtures top-of-funnel prospects optimizes budget
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
Start with the 3 W's of Personalizatid If real-time personalization seems complicated, relax. You begin by simply defining the 3 Ws of personalization Define the. WHO WHAT WHER that you want to personalize
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
WHO Who do I personalize for
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 Company Name Vertical Size Revenue
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
Do If you're a Consumer Marketer, you'll personalize your content Customer Journey Geo-ocation (personalized down to the zip code) Product Interest Price Sensitivity Buying History
If you’re a Consumer Marketer, you’ll personalize your content based 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"ho prospects"anyone in th Evaluation stage of the Awareness sales journey. Interest Evaluation
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. 2. Interest 3. Evaluation 4. Commitment
WHAT What should I personalize
WHAT What should I personalize?