e tion dina oor art 10 c f Personalized content P The importanco Turn generic marketing content from your content marketing programs into highly-targeted or even personalized content for use across your Plays. Marketing that doesn’t scale Buyers are overwhelmed by slick campaigns Dimensional mailers, handwritten letters, These can be important touches – and, when they designed by vendors trying to ‘scale up’ their Scrabble tiles spelling out the customer’s come and get it, you get important signals about marketing efforts. Against this background, a name… For your most important accounts, what each buying team is most interested in. high-touch, low-scale, personal touch can anything that helps you stand out is worth it really leap out and get noticed. – especially if it doesn’t scale. “Do things that don’t scale.” Jason Seeba, CMO, Bloomreach The content personalization spectrum 100% Highly Highly Customized Industry-specific Multi-sector Generic personalized personalized customized Created just for Created for Existing content, Existing content Content targeted Targeted to a Broad content this account AND multiple heavily adapted with lighter spin to one industry cluster of related for all targets, but persona personas at for one account for one account markets still relevant to a single (eg. insurance the account target account and banking) Account Based Everything Demand generation personalization at scale non-personalized 89