1、WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?,OF PERSONALIZATION,3Ws,THE,Personalization: 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 iseasi
2、er to implement andrun than you think!,1.Identifying a personsrelevant a ributes: intent,potential to purchasebehavior, prole, and/orrmographics,2.Customizing that personsonline experience bypresenting the mostrelevant contentand visuals,Personalization Combines Two Things:,1.,How Can Personalizatio
3、n Help You, As a Marketer?,It creates moremeaningful interactionsby serving the rightcontent,2. It educates andnurturestop-of-funnelprospectsoptimizes budget,that you want to personalize.,Start with the 3 Ws of PersonalizationIf real-time personalization seems complicated, relax. Youllbegin by simpl
4、y dening the 3 Ws of personalization.Define the:,WHAT,WHO,WHERE,WHO,Who do I personalize for?,The “Who” in personalization is your target audience,which is dened by a combination of a ributes.If youre a B2B Marketer, youll focus on firmographics, such as:,Revenue,Vertical Size,Company Name,If youre
5、a Consumer Marketer, youll personalize your content based on:,Customer Journey,Geo-location,(personalized down to the zip code),Product InterestPrice SensitivityBuying History,Your “Who” can also include your audiences stage inthe Customer Decision Journey (CDJ).Your “Who” might be “hot,prospects”an
6、yone in the,Evaluation stage of thesales journey.,Awareness,1.,2.,Interest3.Evaluation4.Commitment,WHAT,What 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-ActionImages,Use
7、r ExperienceProduct Offers,Most companies have more than enough pre-existingcontent to start. Content can include:,Blog PostsCalls-to-Action,EbooksImages,Case StudiesVideos,Its a question of whichpiece fits which targetaudiencewhich phase ofthe CDJ theyre in.,You can also develop multiple CTAs for a
8、 single pieceof content, designed for various audiences.,For example, 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 together,for a more personalized,user experience.,For B2B prosp
9、ects, deliver contentrelevant to the leads particular:,B2B Marketing,Vertical,Organization,LocationB2B,For consumer marketing prospects, o erpersonalized Web experiences based on:,Location,Price SensitivityWhether youre inB2B or consumermarketing, yourprospects receivethe most relevantcontent possib
10、le.,Product OffersB2C,Consumer Marketing,WHERE,Where do I personalize?,A er youve determined who and what to personalize,youll need to decide where to reach prospects with apersonalized approach.,We recommend startingwith website and emailchannels.,MobileOnline AdvertisementOffline,WebsiteEmail,Your
11、 website is an important channel becauseprospects are engaged, a entive, and interestedin learning more.,Unfortunately, more than,98% of first-time visitors toyour website are anonymous.,Real-time personalization allows you to engageanonymous rst-time visitors to your website byidentifying their:,In
12、dustries,Locations,Digital Behaviors,Companies,Dene the 3 Ws to successfully personalizeyour marketing.,Dene Your Companys 3 Ws,Painful Implementation,Time-Consuming Maintenance,An Arsenal of Brand New Content,Making real-time personalization tools a part ofyour marketing strategy does not require:,Real-time personalization tools are builtto OPERATE and OPTIMIZE automatically.,Check out Marketos,Real-Time Personalization.http:/ your 3 Ws and get started today!,
