Moving Beyond personalization: How 2 companies boosted opportunities by leveraging individualized marketing

Tweet As marketers, when we hear the term “personalization,” we’ve been conditioned to think “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.” Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out. At MarketingSherpa Summit 2016, numerous presenters took the stage to urge their fellow peers to switch their focus from gimmicky, one-sized-fits-all “personalization” to true individualization. Two companies in particular, SCI Solutions and SAP North America, leveraged individualized marketing to significantly increase new opportunities. Behavioral marketing from SCI Solutions SCI Solutions, a Seattle-based company that offers software to hospitals and other medical facilities, is faced with an impossibly crowded marketplace. The contact information for every buyer is easily available, and opens rate across the industry are less than 1%. To combat this, Jeremy Mason, Director of Demand Generation, SCI Solutions, and his team combined the most effective aspects of persona-marketing and trigger-based marketing to create a truly individualized behavioral marketing plan.   The selection of every piece of content and the precise timing of its delivery was anchored by the team’s knowledge of who the recipient was — based on industry standard databases, Data.com reports, LinkedIn research and his team’s own internal data — and where they were in the customer journey. For example, Jeremy’s ideal prospect is the hospital CFO.   When targeting this particular buyer, Jeremy…
Source: Marketing Experiments
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