4 ways to use marketing personalization to win

Personalization in your marketing connects you with your customers and curates their experiences for higher engagement. And with the plethora of data available, customers have come to appreciate and even expect it.

  • Seventy percent of companies that surpassed their revenue goals use personalization.
  • Ninety-two percent of marketers say prospects and customers expect brands to use personalization.
  • Forty-four percent of customers are frustrated when a brand doesn’t provide a personalized shopping experience.

How to get started

Collect and analyze as much customer data as possible. Data can be obtained in a number of ways, including proprietary data services like EDA and RigDig, customer surveys and tracking customer behavior on and off your site. Information you should look for includes name, job title, location, demographics, industry, pain points, business goals and place in buyer’s journey.
With your data, segment your audience into buyer personas so it’s easier to build an effective strategy and create customized content, ads and campaigns. You should also keep in mind the varying stages of the buyer’s journey so your messaging aligns with the right stages.
Marketing automation and personalization services such as HubSpot, Marketo and Salesforce can help put your strategy into effect.

What can you personalize?

If you segment your email list to send newsletters and deals based on which audience members are more likely to engage with them or to address your customer by name, then you’re already participating in marketing personalization. But you shouldn’t be satisfied stopping there. Here are four more ways to personalize your marketing: 

1. Landing pages

You can customize the messaging, featured product and targeted industry to connect more with your visitors. Personalizing landing pages to feature only the most relevant offers and information reduces bounce rate and increases conversions.

2. Digital ads

Use a customer’s browsing history in ad retargeting efforts to keep your brand and the products they were considering top of mind once they leave your website. It’s especially useful when a browsing session was unexpectedly interrupted and their research was not complete. 

3. CTAs

Calls-to-action based on pain points and needs make them more appealing to a specific audience, increasing effectiveness. Rather than casting a wide net, you are focusing on your most valuable asset for one group and increasing your chances of engagement.

4. Curated lists

Promoting case studies or articles based on the purchase history, pain points and business goals demonstrated by a customer’s data brings them back to your brand for educational material. That curated content adds value to their experiences with your brand, which increases brand loyalty and engagement.


Personalization is almost a requirement in today’s data-driven marketing landscape. Customers expect you to see them as an individual. Why cast a wide net when you can zero in on a customer’s personal needs and wants and appeal on a whole new level?
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