As marketers, when we hear the term “personalization,” we’re conditioned to think, “Hello [recipient name], I really looking forward to sharing with you some ways that [company name] can best serve you.”
Though these methods may have increased opens and clickthrough a decade ago, they are no longer capable of working magic on their own. In short, customers have figured us out.
We all know that email can be effective at driving demand. The challenge is knowing exactly how to craft our emails in such a way that they are immediately relevant to our prospects.
How deep should you segment? How do you figure out the right message to send to each segment?
In this interview at MarketingSherpa Summit 2016, Jeremy Mason, Director of Demand Generation, SCI, will discuss his takeaways from how his team redefined their primary buyer personas and launched a triggered email nurturing program based on prospect depth, role, readiness and behavior.
SCI Solutions, a Seattle-based company that offers software to hospitals and other medical facilities, is faced with an impossibly crowded marketplace. The contact information for every buyer is easily available, and open rates across the industry are less than 1%.
To combat this, Jeremy and his team combined the most effective aspects of persona-marketing and trigger-based marketing to create a truly individualized behavioral marketing plan. Read more…