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WHO,WHAT,ANDWHERECANYOUPERSONALIZE?OFPERSONALIZATION3W’sTHEPersonalization:AppealingandEasyGivencustomers’risingexpectationsandthedicultyofmarketingtoanonymousprospects,real-timepersonalizationtoolsareveryappealingtomarketers.Thegoodnewsisthatpersonalizationiseasiertoimplementandrunthanyouthink!{}1.Identifyingaperson’srelevantaributes:intent,potentialtopurchasebehavior,profile,and/orfirmographics2.Customizingthatperson’sonlineexperiencebypresentingthemostrelevantcontentandvisualsPersonalizationCombinesTwoThings:1.HowCanPersonalizationHelpYou,AsaMarketer?Itcreatesmoremeaningfulinteractionsbyservingtherightcontent2.Iteducatesandnurturestop-of-funnelprospectsoptimizesbudgetthatyouwanttopersonalize.Startwiththe3W’sofPersonalizationIfreal-timepersonalizationseemscomplicated,relax.You’llbeginbysimplydefiningthe3W’sofpersonalization.Definethe:WHATWHOWHEREWHOWhodoIpersonalizefor?The“Who”inpersonalizationisyourtargetaudience,whichisdefinedbyacombinationofaributes.Ifyou’reaB2BMarketer,you’llfocusonfirmographics,suchas:RevenueVerticalSizeCompanyNameIfyou’reaConsumerMarketer,you’llpersonalizeyourcontentbasedon:CustomerJourneyGeo-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,whileahealthcarecompanyCEOmightseeadierentCTA.Youcancombinecontent,CTAs,andimagestogetherforamorepersonalizeduserexperience.ForB2Bprospects,delivercontentrelevanttothelead’sparticular:B2BMarketingVerticalOrganizationLocationB2BForconsumermarketingprospects,oerpersonalizedWebexperiencesbasedon:LocationPriceSensitivityWhetheryou’reinB2Borconsumermarketing,yourprospectsreceivethemostrelevantcontentpossible.ProductOffersB2CConsumerMarketingWHEREWheredoIpersonalize?Aeryou’vedeterminedwhoandwhattopersonalize,you’llneedtodecidewheretoreachprospectswithapersonalizedapproach.Werecommendstartingwithwebsiteandemailchannels.MobileOnlineAdvertisementOfflineWebsiteEmail{}Yourwebsiteisanimportantchannelbecauseprospectsareengaged,aentive,andinterestedinlearningmore.Unfortunately,morethan98%offirst-timevisitorstoyourwebsiteareanonymous.Real-timepersonalizationallowsyoutoengageanonymousfirst-timevisitorstoyourwebsitebyidentifyingtheir:IndustriesLocationsDigitalBehaviorsCompaniesDefinethe3W’stosuccessfullypersonalizeyourmarketing.DefineYourCompany’s3W’sPainfulImplementationTime-ConsumingMaintenanceAnArsenalofBrandNewContentMakingreal-timepersonalizationtoolsapartofyourmarketingstrategydoesnotrequire:Real-timepersonalizationtoolsarebuilttoOPERATEandOPTIMIZEautomatically.CheckoutMarketo'sDefineyour3W’sandgetstartedtoday!