Personalised Customer Experience as the new buzz word

So what is personalized customer experience? It is a part of a marketing lifecycle when Marketers will plan and personalize marketing campaigns based in a customer’s journey across multi-channels.

These days, automation is the king of the buzz words flying around and Marketers need to quickly learn and adapt to using automation tools. Using Agile methodologies and flexible marketing automation tools, Marketers can save time and money by automating campaigns that bring customers along a targeted and personalized buyer’s journey.

Tools such as Marketo, Eloqua and Salesforce Journey Builder tool allows a Marketer to bring inbound leads along into a campaign and automatically triggering emails with specific content targeted towards the customer who has registered to download whitepaper topics based on their interest or business requirements. Not only is using Marketing automation tools effective in automating such triggers in real time, but such campaign performance metrics can be measure by Marketers in real time too.

Now removing all the marketing and tech jargon from now on, what does this all mean to the average reader?

To put it simply, imagine a scenario where a customer, whom henceforth shall be named Linda, is an IT procurement person searching for a faster and more efficient server storage rack for the company she works in. Linda searched on the internet and lands on Company A’s website as well as Company B’s website to register and download the respective whitepapers on the two companies competing server storage racks. Company A in the following weeks start sending Linda a series of 5 to 10 emails with topics ranging from Network equipment to Cloud services, all in an effort to entice Linda to consider Company’s A products and services. But Company B using Marketing Automation tools identifies that Linda is only interested in server storage racks and sends Linda only 3 emails with content and promotional offers specific to only the server storage models that Linda was originally researching on. Which company do you think will Linda favor purchasing from?

Most likely the company that did not waste Linda’s time and precious email inbox space and who cut straight to the point with specific marketing materials related to the kind of server storage model that Linda was researching on will win most of the time. That is the true benefit and potential of Marketing Automation tools. It saves time and money for everyone involved.

So take a look at your competitors. If they are not equipped with marketing automation tools, this is your chance to get ahead pf the competition.