The Personalization It-Factor: You Have What it Takes to Personalize Your Marketing

They’re a awe-inspiring stats that come out of our world... 40% increase in revenue inspiring. Even the most jaded CEO’s have to stop and look! But doesn’t a limited budget make personalization a no-go for most small-to-medium sized marketing campaigns?

Not so, Centerfield CMO John Busby says. Because if budget is your primary concern, you need to know that even when the money isn't where the marketing is, you still have what it takes to personalize your customer’s experiences.

Personalization can be used to address shoppers' concerns, respond to their inquiries, and ignite (and hold) their curiosity. It happens across platforms, devices and touchpoints. A common misconception though, is that personalization has to completely immerse the shopper in order to be effective. 

Busby says, “Chances are, you can see meaningful gains from dozens of experiences, [rather than thousands].” For example, is your target market operating within the software space? 

The following may be all you need:

• Organization Size

• Location

• Industry

This is enough for meaningful gains. In fact, there is such a thing as too much detail, and even the most impressive data sets need to be distilled to their most impactful columns for a campaign to run smoothly. So while a marketer may seek to immerse a customer in a universe of touchpoints, it’s the key data that makes the biggest difference. 

When leveraged expertly, just 3 or 4 key pieces of intel are all it takes to get those double-digit gains in leads, calls, or outright sales. 

How can you leverage data like an expert?

Smart and simple is the aim of the game. Begin by creating segments of your data around customers that have unique differentiating factors. If you focus on these differences, and speak to them, your shoppers will respond in kind. 

Be sure that your marketing sends repeated cues that the product or service you’re offering can fit their unique needs. This will help you stand apart from all other options, and builds trust and authority in your target’s mind. 

It only takes a few, well timed, well-crafted communications to win a customer. And while “few” is in the eye of the beholder, in today’s technology-steeped world, it’s never been easier to be at the right place, at the right time.

So- go personalize, come back, and tell us how a 40% gain in revenue feels. 

We’ll say: welcome to the winner’s circle.