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Embracing data-driven personalization
Understanding data holistically
For Foram, data is the cornerstone of effective marketing. She emphasizes the importance of seeing data holistically, understanding that it's constantly evolving, and using it to make informed decisions. Beyond merely collecting data in a CRM, Foram stresses the significance of engaging with customers directly through stakeholder interviews to uncover the reasons behind both wins and losses.
Building targeted audiences
One key strategy Foram employs is building look-alike lists based on collected data. She creates highly targeted audience segments by leveraging third-party data solutions and overlaying various data points such as ICP, buying committee, company size, industry vertical, revenue, etc. Intent data plays a crucial role in this process, assisting in list-building and serving as a valuable starting point for conversations.
Some common data points to leverage for personalization include:
- Demographic data
- Social media activity
- Purchase history
- Geographical and location data
- Behavioral data
- Interactions with content
- Technographic data
- Predictive analytics
- Intent data
- Communication preferences
- Lifecycle stage
As Foram indicates above, personalization is key to industry focused marketing and audience expansion. Those extremely confident in effective personalization are expanding by exploring new demographics or industries and expanding market segments at 63%. Those that weren’t so confident are only expanding at a lower rate (53%).
When putting personalization into practice, take a note from those doing it with ease.
