Customer Intelligence

The key to customer personalization

Businessman considering a brainstorm in cloudy desert setting

According to a study featured in Forbs Magazine, 53% of the companies surveyed were using marketing automation (MA) in 2017, and 37% said they were planning to use it. Why is that?

Businessman considering a brainstorm in cloudy desert setting

”Marketing that is automated (scalable) with a high level of personalization and relevance based on gathered data, as well as measureable”

Marketing automation is like a chain reaction where companies need to understand each customer to understand what content they should be provided with, at any given time. To understand why it is so important, we need to describe marketing automation in relation to customer insights – a combination that enables personalised communication.

A better way to engage with your customers
Marketing automation, when combined with intelligent user behaviour-driven platforms helps engage prospects and customers through relevant content that converts prospects into customers and customers into loyal customers. Sending the relevant marketing message at the right time through the right channel is key in retaining customers over time.

Consequently, marketing automation will help you to increase leads, improve conversions, and ultimately generate better ROI!

Marketing Automation makes your customer a loyal customer
Marketing automation enables companies to offer personalized messages, and individualized offers. It allows you to better engage customers in interactive dialogues that build trust and loyalty. It’s essential in order to take full advantage of your customer data to improve interactions across all your marketing channels by monitoring and responding to changes in customer behaviours. The more you understand the customer as an individual, the more relevant can you be in your communication.

There are many ways that your organization interacts with customers and you probably use a variety of technologies to orchestrate those interactions – e.g. web, events, mobile, social media and direct email. For marketing automation to interact with customers via these touchpoints, your organization must be able to react to a request when initiated by the customer over these channels. It’s not easy, but it’s super effective.


Reaching personalized customer communication
Personalized marketing is a two-way street. The customer provides signals about his or her needs and intentions - through activities like purchases, online browsing, social media posts and so on. The company responds to the signal with a relevant and timely message, which is called a trigger, that is sent to the individual customer. This is where Marketing automation meets personalized marketing and they work together. To send the right message, at the right time, it requires careful planning and analysis. The marketing team needs to develop a library of trigger messages matched to individual signals.

It’s a lot of information to take in. Many businesses want to implement MA as fast as possible. That’s not really the best way to develop a successful marketing automation strategy. To optimize your personalization towards your visitors and customers, take one step at a time and don’t rush it. You don’t want to invest money in something, and then sub optimize its opportunities.

Do you want to learn more about how you can use Marketing Automation and customer insight to communicate more efficient with your customers?
Click here: Book a free advice-meeting with us!