Marketing personalization is a new trend in marketing that is gaining traction due to increased awareness and current global situations. Understanding your customer to deliver targeted and personalized marketing campaigns is what personalization in marketing is all about.

What Is Personalization in Marketing?

Statistics show that customers today, including B2B customers, want a more personalized experience. Personalization allows you to develop more meaningful bonds with your customers, by creating targeted and useful content which eventually help increase your sales. It can be as elementary as adding a prospect's name to email subject lines or it can be highly advanced including targeted marketing campaigns based on web activity, demographics, buyer preferences and much more.

Benefits of Personalization in Marketing?

Personalized content leads to a better user experience and the right content to the right person will also increase your conversion rate. There are plenty more benefits to personalization.

1. Humanizes Your Brand

Personalization will introduce a more human element to your brand. Customized messages make customers feel their individual needs are being met by a human rather than a bot.

2. Increases Sales and Conversions

Targeting custom needs of customers will allow you to offer solutions and product recommendations to meet those needs. You can even show them products or solutions they might not have realized they needed or were available.

You can increase sales, improve customer satisfaction and gain improved online visibility by targeting smaller groups of customers that find your content relevant and useful.

3. Better Customer Experiences

Understanding the exact needs of customers and providing solutions will save them time and save you money. Personalization will give them a better overall experience because you can effectively and efficiently target their needs. This will lead to customer satisfaction and make them want to do business with you again.

4. Raises Brand Awareness

Customers are more likely to remember a personalized email or message that catered to their specific requirements. This helps create a good impression on them and they realize your brand cares about its customers. Your brand effectively improves its image and awareness and those customers are more likely to recommend you to others.

How to Conduct Personalized Marketing?

Segmentation

You need customer and contact data in order to implement personalization. The easiest way to leverage this data is through prospect list segmentation. You can break down marketing lists into multiple short prospect lists, targeting key data points. List segmentation will allow you to deliver the most relevant content to potential customers. You can target data points like:

• Purchase history
• Behavioral data
• Demographic data
• Tech stack data
• Many more

Implement Single Customer View (SCV)

This is the key to personalization for your brand.  SCV is a cumulative, consistent, and holistic representation of data about your customers. It provides you with:

• Channel consistency
• Increased revenue
• Brand loyalty

Developing an all encompassing view of your target customer will allow you to personalize more effectively and accurately.

Customer Self Personalization

If customers can personalize their own experiences, there is greater chance they will be satisfied with the experience. Some ways to achieve this are:

• Surveys
  You can conduct surveys to ask customers about their experience, preferences or any suggestions. This information can then be used to customize their future experiences with your brand.
• Preference Centers
  These are pages that allow your customers to manage their interactions with your brand. They can customize how they want to communicate and improve engagements.
• Chat bots for Customer Service
  Chat bots are an effective and time saving way to collect feedback from customers. 

Utilize Technology

Advanced technology can allow you to streamline and scale personalization processes that would otherwise take up a lot of time, money and resources. Find tools that reduce manual analysis in marketing personalization and software that can integrate easily with your existing technologies.

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