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The 4 Keys to 1:1 Marketing #DF13

We saw it at Connections 2013, and we’ve continued to see it at this year’s Dreamforce conference: an emphasis on 1:1, personalized marketing. With the growing adoption of mobile devices and the ever-increasing usage of social media, it’s becoming possible for companies to reach their customers anytime, anywhere. And not only that, companies now have the opportunity to engage with their customers on a level that was previously thought impossible.

Email, mobile, social, the web — the channels through which companies can now target their buyers and customers are continuing to grow. For marketers and salespeople who are looking to harness the potential for personalization that each of these channels offers, tomorrow’s Sales and Marketing Cloud keynotes are a great place to start (at 9AM and 12PM, respectively). The two keynotes, which will feature leaders from salesforce.com and other top-performing companies, will cover how marketers and salespeople can connect with their customers in a meaningful way.

66% of marketers list improved business performance and customer experience as the main driver for 1:1 personalization. (eConsultancy) tweetbutton

Can’t make it to the Dreamforce keynotes? Don’t worry — we’ve got the lowdown on what it takes to achieve this 1:1 marketing ideal using each of the channels mentioned above. Let’s take a look:

Personalize your email messages.

Email personalization used to be all about variable tags, i.e. inserting your recipient’s first name and calling it a day. Today’s marketers can go further. Using the marketing technologies that are now at our disposal, we can send 1:1 lead nurturing emails targeted toward buyer interests and stage of the sales cycle. Dynamic content allows us to substitute relevant content and images based on what we know our recipients prefer. And with detailed tracking and analytics, we can send the exact content that we know our buyers are looking for, exactly when they need it.

Start thinking mobile.

1:1 marketing is all about the customer, and the customer is on their smartphone. With smartphone adoption increasing every year, it’s getting harder and harder for marketers to ignore mobile when it comes to campaign strategy. If you’re not optimizing your website, landing pages, and emails for mobile devices, you’re missing a valuable opportunity to reach your audience.

Use social to connect.

Not only are your buyers and customers using their mobile devices to research and connect with companies, they’re also using social. While marketers have been tapping into social media to reach their audiences for a while, salespeople are only just beginning to realize the potential that social media holds for sales. According to Mark Fidelman (Forbes) and Social Sales Expert Jim Keenan, “selling through social channels (social selling) is the closest thing to being a fly on the wall in your customer’s, prospect’s, and competitor’s world.” Your buyers are offering up plenty of (often ungated) information on their social sites, so make sure you’re taking advantage of this and tailoring your marketing messages and sales pitches accordingly.

Target across the web.

Personalization isn’t limited to email and social media. You can also bring that 1:1 experience to your buyers through the web — in the form of dynamic content and targeted ads. Consider how companies like Amazon create personalized shopping experiences by displaying suggested items based on their consumers’ preferences and purchase behavior. Dynamic content can do the same thing for your website by displaying specific pieces of content depending on who is viewing your site. Catering to your buyers’ preferences ensures that you’re delivering the most relevant and engaging experience possible.

Attending Dreamforce? What else have you learned that can help deliver this personalized marketing experience? Let us know in the comments!