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3 Ways To Use Sales and Marketing Data to Customize Your Marketing Messages

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As the market continues to become more competitive, successful digital marketing and sales are based off one integral principle: Personalization.

Whether you are using an email marketing system and/or other marketing automation tools, the goal is to create a message that resonates with customers while encouraging conversions. The strategy is simple, use the data captured from CRMs and other marketing tools, and start customizing for your audience.

There are lots of different ways to harness your data and create tailored messages that your audience wants to read. But, in the end, it's all about honing in on what contributes to direct engagement and sales.

To get started, here are some ideas on how you can create effective personalized marketing campaigns:

1) Identify their interests

Your CRM and other analytics tools have likely captured a lot of information about your customers' interests, what they click on, what pages they visit, and so on. It's time to start using your captured information towards more powerful marketing. CRM data combined with marketing automation helps you craft better, more targeted strategies.

Segmenting your database via interests helps your send more relevant messages and promotions, thus increasing conversions. This might mean sending enticing discounts, countdowns to sales, or even sending reminders of incomplete purchases (shopping card abandonment). Use automation tools to schedule promos and tailored messages based on their interests and their engagement to stay top of mind without overwhelming users.

2) Target their actions

Target based on customers' actions. Keep your marketing agile by triggering specific messages when a customer is perusing your site or if they clicked on an ad or social media post. For segments of customers where you may not have as much data about their interests, you can focus on their behavior instead. Build 

For example, if they clicked on a link in an email or on your website, you know that they are interested in that particular topic (product, service, etc). Builf out customer journeys to help you plan out the different actions and triggers to help streamline and automate your personalization efforts. 

Triggering emails (or other marketing actions) based on behavior is essential. Whether it's just reminders or product information they've previously encountered, these serve as helpful lead nurturing additions to your campaigns. It helps you refine the current data you have for better targeting while still keeping customer interest -  you can better understand these customers and what they want.

3) Target demographics

Demographic targeting is an important aspect to consider since it allows you to create refined campaigns that target either larger swaths or micro-segments of your data. Companies have various different ways to stratify this level of data, some key demographic points to think about are: 

  • gender
  • age
  • location
  • devices used
  • income 
  • relationship status
  • homeowner vs. renter
  • B2B vs. B2C 
  • industry
  • roles and titles 

You can further subdivide these into segments such as females the age of 26-30 who live in Souther Calfiornia. Or perhaps, males in their early 40s currently working in B2B as a sales director. There are a lot of different ways to break it down. As you continue to analyze your data, you will begin to spot patterns that can shape long-term marketing strategies based on what you observe. This helps you tailor the campaigns more without excluding your audience and it makes your message more accessible and therefore more personal.

Using automation tools and keeping your CRM data accurate and up to date is absolutely crucial for personalization to work and improve your overall marketing messages. Email marketing is an incredibly powerful tool, but it gets better as you segment and filter data with automation. Rather than trying a one-size-fits-all approach and sending out mass emails every week, why not set aside some time to build out a marketing calendar? Highlight important promotions, upcoming sales, and other events to help you better pinpoint which audiences need what kind of message. You can start building your campaigns from there to create some really amazing marketing material -- just for them.


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