the 3 w's of personalization

WHO, WHAT, AND WHERE CAN YOU PERSONALIZE?

OF PERSONALIZATION

W’s3W’s3THE

Given customers’ rising expectations and the di�culty of marketing to anonymous prospects, real-time personalization tools are very appealing to marketers.

Personalization: Appealing and Easy

The good news is that personalization is

easier to implement and run than you think!

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Identifying a person’s relevant a�ributes: intent, potential to purchase behavior, profile, and/or firmographics

Customizing that person’s online experience by presenting the most relevant content and visuals

1.

2.

Personalization Combines Two Things:

3.

1.

2.

How Can Personalization Help You, As a Marketer?

It creates more meaningful interactions by serving the right content

It educates and nurtures top-of-funnel prospects

It optimizes budget and lowers cost per lead

If real-time personalization seems complicated, relax. You’ll begin by simply defining the 3 W’s of personalization.

that you want to personalize.

Define the:

Start with the 3 W’s of Personalization

WHATWHATWHOWHO WHEREWHERE

WHOWHOWho do I personalize for?

The “Who” in personalization is your target audience, which is defined by a combination of a�ributes.

If you’re a B2B Marketer, you’ll focus on firmographics, such as:

RevenueVertical SizeCompany Name

If you’re a Consumer Marketer, you’ll personalize your content based on:

Buying History

Customer Journey

Price Sensitivity

Geo-location(personalized down to the zip code)

Product Interest

Your “Who” can also include your audience’s stage in the Customer Decision Journey (CDJ).

Your “Who” might be “hot prospects”—anyone in the

Evaluation stage of the sales journey.

Awareness

1.

Interest

2.

Evaluation

3.

Commitment

4.

WHATWHATWhat should I personalize?

Now, let’s decide what you are personalizing.

Leveraging content that you already have, you can use real-time personalization to personalize your:

Calls-to-Action User Experience

Images Product Offers

Most companies have more than enough pre-existing content to start. Content can include:

Blog Posts Ebooks

Videos Calls-to-Action Images

Case Studies

It’s a question of which piece fits which target

audience—which phase of the CDJ they’re in.

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You can also develop multiple CTAs for a single piece of content, designed for various audiences.

For example, a so�ware company CEO might see one CTA at the bo�om of your homepage, while a healthcare company CEO might see a di�erent CTA.

You can combine content, CTAs, and images together

for a more personalized user experience.

For B2B prospects, deliver content relevant to the lead’s particular:B2B Marketing

Vertical Organization Location

B2B

For consumer marketing prospects, o�er personalized Web experiences based on:

Product Offers Location Price Sensitivity

Whether you’re in B2B or consumer marketing, your

prospects receive the most relevant content possible.

B2C

Consumer Marketing

WHEREWHEREWhere do I personalize?

A�er you’ve determined who and what to personalize, you’ll need to decide where to reach prospects with a personalized approach.

We recommend starting with website and email

channels. Email

Offline

Mobile

Online Advertisement

Website

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Your website is an important channel because prospects are engaged, a�entive, and interested in learning more.

Unfortunately, more than 98% of first-time visitors to

your website are anonymous.

Real-time personalization allows you to engage anonymous first-time visitors to your website by identifying their:

Industries

Locations

Digital Behaviors

Companies

Define the 3 W’s to successfully personalize your marketing.

Define Your Company’s 3 W’s

Painful Implementation

Time-Consuming Maintenance

An Arsenal of Brand New Content

Making real-time personalization tools a part of your marketing strategy does not require:

Real-time personalization tools are built to OPERATE and OPTIMIZE automatically.

Check out Marketo's Real-Time Personalization. http://www.marketo.com/software/personalization

Define your 3 W’s and get started today!