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Why You Should Care about Personalized Marketing

We’ve closed out our last two months on customer-centric marketing and brand engagement, and are excited to bring you another month of content — this time focusing on personalization. While we’ll still be posting our usual best practices content, check back every few days for more information on how marketers and salespeople alike can personalize the sales process, from click to close.

So why is this topic so important that we’re willing to devote an entire month of content to it? The answer is simple: your audience will no longer tolerate marketing and sales messages that aren’t personalized. To put a Lord-of-the-Rings-esque spin on it: The age of batch-and-blast marketing is over. The time for personalized, 1:1 messages has come. 

Businesses that are currently personalizing web experiences are seeing an increase in sales of 19% on average. (Econsultancy)

With new marketing technologies arising every year, it’s getting harder and harder to make a case against personalized marketing. In fact, according to eConsultancy, 66% of marketers cite improved business performance and customer experience as the main driver for personalization. Now that technologies like marketing automation exist, which can segment marketing messages, alter website content based on who is viewing it, and monitor buyer activities, it’s time for B2B marketers to embrace this trend and start using it to their advantage.

So what can you expect to see on our blog over the next month? Throughout June, we hope to answer the following questions:

  • How can marketers use marketing automation to personalize the customer experience?
  • What can sales to do tailor their sales pitches to their individual buyers?
  • Where does dynamic content play into personalized marketing?
  • How can marketers personalize their marketing messages? What about sales messages and drip emails?
  • How can marketers build a complete profile of their buyers?

Want to get a jump start on our June theme? Take a look at some of our related content below: