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Inbound Marketing  |  
4 minute read

How to use Personalisation to Offer Customers a 1-1 Marketing Experience

Written by Raza Kazi

24 | 03 | 19

One-to-one marketing (or 1:1/1-1, whichever you prefer) is a CRM strategy which emphasises having personal interactions with your customers. The thought process behind it is that personalised experiences can foster greater customer loyalty and better return on marketing investment

Here’s how you can use personalisation effectively to offer your customers a 1-1 marketing experience.


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Use Personalisation Tokens

If you have all of your marketing linked to a database like HubSpot, you can personalise marketing touchpoints based on what you know about people from that database. Let’s say you’ve attracted a new prospect for the first time and they’re on your website. The message they’d see compared to returning visitors should be completely different.

For example, a first-time visitor should see messaging about your company, who you are and an overall contextual understanding of your business. That then changes as visitors progress.

Through the use of personalisation tokens, if that first-time visitor downloads a comparison guide from your website, then the messaging should change to match where they are in the buyer’s journey.

Basically, show them what they need to know. The easiest way to differentiate the two and know how to use personalisation tokens effectively is if a brand new customer visits your website. Just explain who you are and don’t go overboard with personalisation.

If a visitor signs up, you can personalise their messaging by saying ‘Welcome back, [name]. Your account manager is [name], here’s the phone number [phone number].’

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It’s helpful and it gives the visitor what they want. Obviously, in between the two options, there are different levels. Keep an eye on where visitors are in the journey and use personalisation tokens to provide messaging that’s most relevant to them.

Make Good Use of Smart CTAs

You can also personalise your calls-to-action (CTAs) to offer a 1-1 marketing experience. Smart CTAs follow your customers through their journey and if we refer back to your first-time visitors, we can safely assume that they’re chasing awareness-based content.

By downloading an awareness stage piece of content by clicking on a smart CTA, it can trigger in a platform like HubSpot to move them into a consideration stage list. Then, if that visitor clicks on a smart CTA to download a consideration stage piece of content, a trigger within your CRM platform - like HubSpot, for example - can direct them towards a decision list and so on.

So, by showing smart CTAs in blogs and retargeting ads, you can have middle-of-the-funnel pieces of content readily available as visitors move along their journey.

Include Smart Content

Smart content can make your marketing feel super personalised to individuals based on a variety of factors. Again, the easiest way to explain it is if we use the HubSpot platform as an example, as you can create smart content pretty easily in there.

By navigating to the smart modules section in HubSpot, you’ll have plenty of options to choose from. Originally, HubSpot offered IP address, location, language and lists as options - but the modules continue to grow which means you have plenty of personalisation options available.

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That can be stretched to smart modules like the device type a visitor is using, their lifecycle stage and even a referral source which shows how they found your website.

What all of these modules allow you to do is change your emails, messaging and CTAs on your website based on those factors. You might have a Canadian visitor who speaks and understands French, so you can have particular messaging in that location, for example.

When you provide that person with smart content, even if they’re not in your database and you don’t know enough about them, you'll still have enough traces from their computer or device to give you an indication about their location or language. You can then use this to amend your smart content accordingly.

Implement Workflows

Finally, you can implement workflows which seemingly provide a 1-1 marketing experience. Smart workflows understand where your visitors are in the buyer’s journey by knowing the persona they fall under. You can even make them feel like they’re receiving a 1-1 experience by using plain text emails rather than HTML - as it all makes a big difference.

This is the best way nurturing can be done. When something is downloaded, ask what persona the person downloading the content is so you can get a better understanding of what stage of the buyer’s journey they’re at.

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All of this feels like a more personal connection between your company and your visitors which can all help lead to more conversions and nurture much stronger loyalty.

Use Personalisation to Make Your Enterprise Inbound Campaigns a Success

Offering personalised experiences is a big strategy you should consider when putting together your inbound campaigns so you can deliver them successfully at scale. However, it’s not the only tactic to keep in mind. Both account-based marketing (ABM) and event marketing are other enterprise strategies that can lead to great success when done right.

To make sure you’re on the right path, download our free Inbound for Enterprise eBook. You’ll find more information on personalisation as well as all sorts of other useful content, ranging from how you can do inbound on a large scale right through to tips on how you can implement your campaigns and deliver them using HubSpot.

To get your free copy, click the link below.

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