1、WHO,WHAT,AND WHERE CAN YOU PERSONALIZE?OF PERSONALIZATION3WsTHEPersonalization:Appealing and EasyGiven customers rising expectations and thedi culty of marketing to anonymous prospects,real-timepersonalization tools are very appealing to marketers.The good news is thatpersonalization iseasier to imp
2、lement andrun than you think!1.Identifying a personsrelevant a ributes:intent,potential to purchasebehavior,profile,and/orfirmographics2.Customizing that personsonline experience bypresenting the mostrelevant contentand visualsPersonalization Combines Two Things:1.How Can Personalization Help You,As
3、 a Marketer?It creates moremeaningful interactionsby serving the rightcontent2.It educates andnurturestop-of-funnelprospectsoptimizes budgetthat you want to personalize.Start with the 3 Ws of PersonalizationIf real-time personalization seems complicated,relax.Youllbegin by simply defining the 3 Ws o
4、f personalization.Define the:WHATWHOWHEREWHOWho do I personalize for?The“Who”in personalization is your target audience,which is defined by a combination of a ributes.If youre a B2B Marketer,youll focus on firmographics,such as:RevenueVertical SizeCompany NameIf youre a Consumer Marketer,youll perso
5、nalize your content based on:Customer JourneyGeo-location(personalized down to the zip code)Product InterestPrice SensitivityBuying HistoryYour“Who”can also include your audiences stage inthe Customer Decision Journey(CDJ).Your“Who”might be“hotprospects”anyone in theEvaluation stage of thesales jour
6、ney.Awareness1.2.Interest3.Evaluation4.CommitmentWHATWhat should I personalize?Now,lets decide what you are personalizing.Leveraging content that you already have,you can usereal-time personalization to personalize your:Calls-to-ActionImagesUser ExperienceProduct OffersMost companies have more than
7、enough pre-existingcontent to start.Content can include:Blog PostsCalls-to-ActionEbooksImagesCase StudiesVideosIts a question of whichpiece fits which targetaudiencewhich phase ofthe CDJ theyre in.You can also develop multiple CTAs for a single pieceof content,designed for various audiences.For exam
8、ple,a so ware company CEO might see one CTA at thebo om of your homepage,while a healthcare company CEO mightsee a di erent CTA.You can combine content,CTAs,and images togetherfor a more personalizeduser experience.For B2B prospects,deliver contentrelevant to the leads particular:B2B MarketingVertic
9、alOrganization LocationB2BFor consumer marketing prospects,o erpersonalized Web experiences based on:LocationPrice SensitivityWhether youre inB2B or consumermarketing,yourprospects receivethe most relevantcontent possible.Product OffersB2CConsumer MarketingWHEREWhere do I personalize?A er youve dete
10、rmined who and what to personalize,youll need to decide where to reach prospects with apersonalized approach.We recommend startingwith website and emailchannels.MobileOnline AdvertisementOfflineWebsiteEmailYour website is an important channel becauseprospects are engaged,a entive,and interestedin le
11、arning more.Unfortunately,more than98%of first-time visitors toyour website are anonymous.Real-time personalization allows you to engageanonymous first-time visitors to your website byidentifying their:IndustriesLocationsDigital BehaviorsCompaniesDefine the 3 Ws to successfully personalizeyour marke
12、ting.Define Your Companys 3 WsPainful ImplementationTime-Consuming MaintenanceAn Arsenal of Brand New ContentMaking real-time personalization tools a part ofyour marketing strategy does not require:Real-time personalization tools are builtto OPERATE and OPTIMIZE automatically.Check out MarketosReal-Time Personalization.http:/ your 3 Ws and get started today!
