The Role of Data in Personalization: How Marketing Agencies Can Deliver Tailored Experiences
Personalization is the path to effective conversion. The stats speak for themselves: marketers who stated they exceeded their revenue targets were utilizing personalization in 83% of cases. Businesses using data-driven personalization delivered an ROI of up to eight times the initial marketing spend.
B2B buyers expect your offerings (or your clients’ offerings) to be tailored to their preferences. Collating and utilizing business data from multiple sources is the key to unlocking personalization that works.
Data You Can Leverage to Personalize Marketing Materials
Understanding potential buyers’ online behaviors is a good start to your personalization journey. Use tools to gather data on browsing behavior, social media interactions, and even previous purchase history where relevant.
It’s also critical that you understand the target audience deeply. You and your clients should create ideal customer profiles (ICPs). These help you understand buyer pain points and how the service you’re promoting addresses those.
Consider the difference between these two messages:
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The second one is both more compelling and helps firms gather first-party data. The personalization at this level is just understanding the target audience, their industry, and maybe even the role of decision-makers. With the right first-party data, you can go further, addressing emails/messages to individuals by name and referring to previous interactions.
The Right Tools for the Job
To gather this data, you can use:
Your customer relationship management (CRM) platform
AI-powered business intelligence (BI) tools
Data integration and analytics software
Dedicated personalization platforms
Bringing relevant data into a central repository helps you utilize it for personalization, forecasting trends, and honing campaign materials.
The Benefits of Effective, Data-Driven Personalization
Here are just a few of the benefits of data-driven personalization:
Shorter buyer journeys
Increased conversion rates
Better company reputation
A deeper understanding of target audiences
Increased customer satisfaction
Combine personalization with content marketing focused on authenticity and thought leadership, and you’ll attract the attention of leads who are ideally suited to buy your clients’ products or services.
Final Word
Marketers must, of course, take data privacy laws into account when creating personalized campaigns. It’s okay to create a campaign that targets everyone who subscribed to your platform over a certain period of time. It’s not okay to use email addresses or cell numbers for direct marketing without consent. Use online forms, pop-ups, and follow-up communications to gain that consent so you can leverage this more personal first-party data legally.
If you want to learn more about effective, buyer-centric marketing, book a free 15-minute introductory call with Arch Collective.
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