‘Dear [name]': the knotty problem with personalization
Thing is, as CMOs everywhere wrestle with the stark risks of content that doesn’t perform or build pipeline (i.e. losing their budget, their job, maybe both), most do know the answer.
It’s personalization.
The righteous path to conversion, personalization can inject relevance into content—by nature. It can spark interest. It can build pipeline. It can increase sales. And supercharge ROI.
But ‘can’ is the key word.
Because saying and doing are two very different things. And while the idea of content personalization is not all that new, there are countless ways to get it wrong.
Clearly, just slapping a prospect’s name on your content—then keeping everything else sloppily the same—is nowhere near enough. Your would-be customers aren’t silly or naïve, and this tactic is much more ‘lazy spammer’ than ‘expert marketer’.
To have any real chance of hitting your content goals, you’ll need to serve the right message to the right person at the right time. And then repeat this at scale.
Everyone, individually, all at once.
Thank god then, that it’s not only possible to pull this off but, armed with the right tech, surprisingly easy.
Strong performance, strong pipeline: the power of proper personalization
While it would’ve seemed space age even a few years back, you can now have a thousand unique convos with a thousand different contacts, simultaneously.
By using AI tools, you can harness live and existing data to fully customize web pages, reports, emails or entire campaigns—built to win your audience’s time, as well as their interest, wherever they sit on the customer journey.
Even better, you can tweak this at a truly microscopic level—down to job title, industry, or even the specific contact—then test and improve as you go.
The result is high-quality, relevant, repeatable content. All packaged and ready to ship within a few short minutes.
Used in tandem with machine learning, personalization gets even better the more you use it—with suggestions fueled by lookalike principles and trends that emerge over time.
And, when you feed your customer database into an API, the scale of this is truly limitless.
Hyper personalization at speed, and scale, that’s proven to get results (like 10x’ing your conversion rates, for instance). It does beg the question:
If this isn’t already a core part of your content strategy, can you really afford to keep sleeping on it?
