WHO,WHAT,ANDWHERECANYOUPERSONALIZE?OFPERSONALIZATION3W’sTHEPersonalization:AppealingandEasyGivencustomers’risingexpectationsandthedicultyofmarketingtoanonymousprospects,real-timepersonalizationtoolsareveryappealingtomarketers.Thegoodnewsisthatpersonalizationiseasiertoimplementandrunthanyouthink!{}1.Identifyingaperson’srelevantaributes:intent,potentialtopurchasebehavior,prole,fiand/orrmographicsfi2.Customizingthatperson’sonlineexperiencebypresentingthemostrelevantcontentandvisualsPersonalizationCombinesTwoThings:1.HowCanPersonalizationHelpYou,AsaMarketer?Itcreatesmoremeaningfulinteractionsbyservingtherightcontent2.Iteducatesandnurturestop-of-funnelprospectsoptimizesbudgetthatyouwanttopersonalize.Startwiththe3W’sofPersonalizationIfreal-timepersonalizationseemscomplicated,relax.You’llbeginbysimplydeningfithe3W’sofpersonalization.Definethe:WHATWHOWHEREWHOWhodoIpersonalizefor?The“Who”inpersonalizationisyourtargetaudience,whichisdenedfibyacombinationofaributes.Ifyou’reaB2BMarketer,you’llfocusonfirmographics,suchas:RevenueVerticalSizeCompanyNameIfyou’reaConsumerMarketer,you’llpersonalizeyourcontentbasedonCustomerJourneyGeo-location(personalizeddowntothezipcode)ProductInterestPriceSensitivityBuyingHistoryYour“Who”canalsoincludeyouraudience’sstageintheCustomerDecisionJourney(CDJ).Your“Who”mightbe“hotprospects”—anyoneintheEvaluationstageofthesalesjourney.Awareness1.2.Interest3.Evaluation4.CommitmentWHATWhatshouldIpersonalize?Now,let’sdecidewhatyouarepersonalizing.Leveragingcontentthatyoualreadyhave,youcanusereal-timepersonalizationtopersonalizeyour:Calls-to-ActionImagesUserExperienceProductOffersMostcompanieshavemorethanenoughpre-existingcontenttostart.Contentcaninclude:BlogPostsCalls-to-ActionEbooksImagesCaseStudiesVideosIt’saquestionofwhichpiecefitswhichtargetaudience—whichphaseoftheCDJthey’rein.{}YoucanalsodevelopmultipleCTAsforasinglepieceofcontent,designedforvariousaudiences.Forexample,asowarecompanyCEOmightseeoneCTAattheboomofyourhomepage,whi...
