With a savvier customer, you need a more sophisticated way to communicate, one that speaks to that person on an individual level. It matters because expectations have changed and being relevant to what a buyer wants to know is key.
Personalization offers you an edge against the competition, too. The data supports this — a study by Demand Gen found a 20% increase in sales opportunities when brands use personalized lead nurturing.
It’s being identified as a trend because of how prolific it has become. A report from Forrester indicates that 92% of marketers have seen an increase in personalized marketing.
Personalization depends almost completely on data. So, the more data you have about your customers, the better the chance to create more meaningful messaging. You’ll need to decide what type of information you need, including demographics, priorities, preferences, objections, and how they use what you offer.
You won’t start with much data. If you get a lead to give you a name and email address for one piece of content, that’s a start. Additional data can be found through third-party sources, plus you’ll know which topic interested the prospect.
With a name, email address and content topic, create a campaign that offers those that fit this parameter additional relevant content via email. Then you’ll be able to track if they open the email and what links they click on. The more they interact with your brand, the more personalization you can include.