Personalisation is easy. Researching your prospect. Understanding their interests. Carefully writing a message that specifically resonates with their needs. Piece of cake.
What’s hard is personalisation at scale.
In an ideal world, this wouldn’t be a problem. You’d have an unlimited number of marketers and creatives diligently crafting communications for each and every one of your prospects.
Unfortunately, this is the real world. Time, budget, head count: these are the factors limiting the extent of your personalisation. For years, marketers have had a choice - market a generic message to many, or a personalised message to a few.
What if I told you that you could have the best of both worlds?
Today, mass-personalisation is not only possible, but is quickly becoming standard. As I said in my previous blog post, B2C giants like Netflix are really good at this. But there’s no reason why B2B businesses can’t start tailoring their messaging on a similarly huge scale.
Personalisation at scale
Let’s take ABM (account based marketing) as an example. It’s been a pretty standard discipline for a while now. But in the modern era, it’s been given a new lease of life.
AI-powered technology can gather and process huge amounts of data without you lifting a finger. This is then fed back into your communication strategy, which can be continually refined as your data set grows throughout the campaign.
This is exactly what we did in a recent ABM programme for one of our clients. Through publishing content and analysing interactions, we were able to nurture each lead on an ever-more bespoke journey – all the way through to conversion.
ABM can be scaled further by utilising technologies that dynamically populate communications. Think subject lines that are personalised with names, headlines tailored to stakeholder seniority, or content recommendations chosen specifically according to behavioural preferences.
And the possibilities don’t end with email marketing. From intelligent landing pages to content binge hubs and dynamic video advertising, each and every facet of your communication strategy can be enriched by hyper personalisation.
Scale is the operative word here. For the first time, we can talk to hundreds, thousands, even millions of people with the intimacy of a one-to-one conversation. That’s the exciting thing for me. Never before have we been able to speak to so many people without sacrificing the value that comes from the personal touch.
At MOI, we specialise in turning the heads of the people that count. If you’d like to discuss how to scale the personalisation of your content, then please get in touch.