Personalization. It’s not just the latest marketing buzz-word. It’s the way to break through the noise and reach your target audience. In fact, it’s a concept that is driving much of the marketing automation technology innovation for both B2B and B2C companies. So, it makes sense that we spend some time figuring out why it is so important and how you can start personalizing your go-to-market. To help us on our journey, I’ll reference key statistics and findings from three well done research studies: the Salesforce State of Marketing Survey, Salesforce’s State of the Connected Customer Research and the B2B Content Marketing 2019: Benchmarks, Budgets, and Trends report from Content Marketing Institute and MarketingProfs.
It’s eating away at your budget. Wasted hours on content that doesn’t drive traffic to your website and doesn’t yield conversions. Content takes a lot of manpower to produce – product marketers, content marketers, graphic designers, etc. And if you are promoting the content via organic and/or paid efforts you are wasting those resources too.
The mistake being made is creating content without knowing who you are creating it for. That content is just another blade of grass in a big field of generic content. Sure, maybe you have a job title in mind. But what I’m referring to is knowing exactly who you are trying to get the attention of that is most likely to buy your solution.