Personalization Generates Leads

Today’s prospects independently research products and services before making a purchase, which creates numerous interaction touch points. Now, organizations are starting to realize the importance of personalizing those touch-points and providing an engaging, valuable experience for each visitor. But realizing the importance is different than actually implementing a personalized experience. You need to build a successful branding or personalization strategy.

Personalization can be obtained by finding out who your key audiences are, and what the defining characteristics are of your target audiences. And you also need determine which content assets are most valuable to your ideal persona, such as blog posts or case studies and which channel you are focusing on.

If you’re looking to generate new leads or nurture existing leads and further educate them, start by choosing only two or three use cases that make the most sense or will have the most impact on your business. If you’re B2B, you can consider employing account based web marketing to target specific companies, industries, or even personas that are what is considered, of higher-value.

After you’ve selected a few use cases to focus on, go one step further by detailing the specifics. For instance, for some companies this may entail listing account names or regions that are most valuable to your business. For others, you can zoom in on a particular behavior or specific product interest.

But before starting to run any campaigns, determine what you’re going to measure and how, so establish analytics. This can help you understand how each key audience interacts with you. Set up your measurements to determine baseline metrics for the different verticals and audiences and start testing personalization campaign or brand marketing results to measure uplift. And track performance by checking how many visitors from each specific segment visit your website, how they behave on-site, and what type of content they prefer.

Personalization is an excellent way to push prospects down the funnel, but once they turn into leads, it’s a marketer’s responsibility to turn them over to sales. Use the same segmentation capabilities to provide your sales teams with real time sales intelligence about their target customers.