2. Executive Summary
Personalization plays a key role as marketing strives to build better
relationships with customers and prospects. This translates into a better
return on the company’s marketing investments. The concept of
True personalization
personalization, though, has evolved. A few years ago, personalization was involves tailoring an
limited to addressing a recipient by name; personalization now involves
the use of customer analytics and offering the customer a truly offering so it meets the
individualized experience. True personalization is not possible without use precise needs of each
of technology. This whitepaper highlights how you can create a high
degree of personalization in your marketing efforts using MindMatrix’s specific customer.
Automated Marketing Platform (AMP.)
True Personalization
True personalization involves tailoring an offering so it meets the precise needs of each specific
customer. Personalization is the directing of all marketing efforts towards finding this laser-sharp target
to meet a prospect’s exacting requirements. A study by Gartner G2, imedia communications and the
Wharton School of the University of Pennsylvania, summarizes the following benefits of true
personalization:
More efficient use of customer/prospect time
Increased customer retention
Overall increases in revenue
Increase in average time spent at website by prospects/clients
More efficient use of employee time
Increased number of website visitors
Shortened sales cycle
Improved website registration rate
Reduced costs
Increased margin of average sale
However, the report also stated while the majority of marketers know and agree that there is a link
between marketing and revenue generation, many are still not utilizing the power of personalization to
its fullest. The report states most marketers have yet to use optimal personalized marketing techniques.
How AMP Can Help?
Personalization can be done at two levels—visually and by content. AMP is a sophisticated program that focuses
on both. AMP helps you ‘truly personalize’ your marketing communications. The following AMP features enable
you to customize the “look and feel,” as well as, the text of your collateral for an individual situation.
3. FLEXIBLE DATA STORAGE: AMP allows storage of
customer preferences and contact details using
flexible parameters, saving as much or as little AMP has powerful tools
information as desired for each contact.
that allow you to change
PROSPECT SEGMENTATION: AMP allows sorting the look of collateral based
prospects and customers manually, according to
the attributes you define. For example, sort two
on target-related
major segments of Joe’s Clothing Store’s parameters.
prospects—one in the age group of 30-35,
consisting of working professionals, and the other
in the age group of 15-18, comprised of students. Within AMP, Joe can save and
segment these details into two separate groups. When holding a sale on
business suits, you can target contacts from the first segment. Shoppers in the
second segment may be contacted when there is a discount on jeans and tees.
This also helps ensure your communications remain relevant to clients and do
not become “spam.”
AUTOMATIC FILTRATION: AMP facilitates the creation of automatic groups
based on pre-set filters. AMP allows automated filtration of
prospects/customers based on their activity or attributes. By identifying
prospect activity, propositions can be directed to the most likely users. For
example, suppose retail outlet e-mails discount coupons to customers who have
made purchases exceeding $200 within the past month. Using AMP’s ‘Smart list’
feature, this process can be automated. AMP can automatically update this list
every month so only those contacts who made purchases, above the specified
amount, receive the coupons.
VISUAL PERSONALIZATION: AMP has powerful tools that allow you to change
the look of collateral based on target-related parameters. For example, suppose
Acme Pharmacy is offering a discount on eyeglasses and plans to send an e-mail
flyer to everyone on its contact list. Acme can define a parameter to request
that all recipients over age 45 receive the e-mail in a larger font size. An interior
design firm has data about the preferred color palette of its clients. When
sending communications, every can be e-mail can be personalized to the color
preferences of the recipient.
CONTENT PERSONALIZATION: AMP can personalize the content of specific
marketing materials based on target attributes. AMP supports varying levels of
content personalization to suit your needs, including an advanced level that
facilitates language translation.
Consider a Real Estate firm with branches in UK and France. If it wants to market
its services in these two countries, there is no need to design two entirely
different sets of collateral. AMP’s template design allows translated text to be
effectively “dropped in” to your pre-designed marketing materials.
4. Similarly, if a particular proposal is being presented to two different units within
a corporation, perhaps engineering and marketing, AMP allows you to
personalize the content. While the two proposals look the same visually, the
text is customized to be directly relevant to the differing concerns of each
group.
Personalization can be the core element determining the success or failure of a marketing campaign.
AMP can help you truly personalize the communication you have with your prospects/customers, thus
enabling you to provide them with a superior experience.
5. For the past 14 years, MindMatrix has been aligning sales and marketing
functions for over 20,000 sales and marketing professionals across 200
companies, from diverse verticals through its innovative sales and
marketing software and solutions.
Unique to the industry, MindMatrix offers Next Generation Marketing
Automation software on a single unified platform for Sales and Marketing.
Our solutions bring about a seamless integrat ion of the 2 functions helping
our clients derive the maximum benefit from their investment in marketing
and sales automation.
Contact me today to know more about how MindMatrix solutions can help
you align your marketing and sales processes for improved results.
