to personalize marketing at scale

No personalization, no leads. Or just a few.

Research supports the idea that 2023 will be a paradigm shift. 56% consumers expect that offers will be personalized 100 percent of the time. And 83% of consumers would be willing to exchange their data for a customized experience.

How can marketers personalize campaigns on a large scale? How detailed should personalization go? Where do you collect data on customer behavior?

Here’s an example of how some well-known companies have successfully used a variety of marketing personalization software.

How Domino’s reduced CPA by 65% using Twilio Segment

Domino’s was faced with a problem of customer data silos. This prevented collaboration around customer experience and led to a low return on advertising spend (ROAS).

Alsea, the parent company of Domino’s created a cloud-based data lake powered by Twilio’s segment CDP to consolidate and collect all its customer data across 16 brands including Domino’s and break down silos with a data pipeline scalable across all customer touchpoints.

Domino’s was able to create hyper-relevant audiences by using SQL traits and build personalized customer journeys based upon behaviors. They were able to inform all advertising campaigns in order to make them more effective, and increase revenue for its online and mobile business.

The result is

• Cost per acquisition (CPA), month over month, has dropped by 65%.
• Facebook campaigns resulted in a 23% increase in conversions in terms of customer acquisition, and a 16% increase in retention.
• Google campaigns led to a 700% increase in ROAS, and a 65% reduction in the cost of customer acquisition (CAC).

Clari learned how to ‘wake up the dead’

Clari was a revenue platform that used a “spray-and-pray” strategy to go-to market, instead of focusing solely on companies with genuine purchasing intent. This lead to targeting any major brand that was on the mind.

Clari, after diving into 6sense Features – an ABM orchestration tool – used a wake the dead account based strategy in order to regain lost accounts. The company used 6sense ads to send senior-level personas to Folloze-curated landing pages.

Clari generated $1 million of qualified leads in only one quarter. Clari set KPIs to reach 42 accounts, with six booked meetings and $500,000 in their pipeline. With 6sense Display Ads they were able to reach all 42 accounts, with a CTR of 79% and eight booked meetings.

Appcues’ personalized home pages

Onboarding platform Appcues wanted to boost their demos and trial by optimizing their conversion rates using their existing traffic. UseProof was used as a tool to personalize websites.

They then tried using Clearbit data for segmenting their customers by industry, creating seven different industry audiences: travel, HR/recruiting and fintech.

The Appcues demand generation team used UseProof’s Experiences feature in order to create seven different variations of their homepage. Each variation was customized for each industry.

The results? The personalized variant generated 42.54% higher trials than the generic control. The campaign also achieved 8,000+ customized experiences in zero engineering hours.

ProfitWell also implemented UseProof in order to personalize content journeys based on visitor behavior. They saw a 162% rise in leads generated from the download of content on their blog.

Zingtree matches information from multiple sources

Zingtree was not satisfied with the amount of qualified leads generated after spending a large sum on paid advertising. The biggest challenge was getting the right people in front of them on Facebook, Instagram, and LinkedIn using native targeting.

Zigntree implemented MetaMatch by Metadata in order to collect and combine technographic data with intent data, eCommerce information, contact and account list uploads and dynamic Salesforce audiences.

MetaMatch has been used by Zingtree for 30 days and they have already received a lead from paid social.

DICK’S Sports Goods

DICK’S Sporting Goods wanted to personalize its experience for athletes by showing the right products at the right place and time. offering millions of athletes an unique experience at scale is not easy.

Adobe Real-Time Customer Data Platform was used to create a secure, single source of all customer data. The company gained insight into the online and offline behaviors of their customers, including what they were browsing, buying and experiencing. Adobe Insights was used to create segments of customers and customize email, text and mobile notifications.

Results: Omnichannel customers account for 65% of sales, and those who have a personalized experience spend 10% more.

CloudTalk

CloudTalk struggled to convert interested site visitors into clients because they could not determine the companies who viewed “top-of-the funnel” content such as blog posts. They couldn’t provide highly personalized experiences.

CloudTalk used Leedfeader to track buyers’ data, and also filter companies who spent some time on the site but did not do anything else. The company used the data to customize marketing messages for the top 20% most active browsers.

Wrapping up the presentation

Personalization of marketing is the turning point in omnichannel campaigns for companies looking to improve ROAS, reduce CAC and increase sales. At first, it’s a complicated and expensive process that requires solid diligence. The end does justify the means.

The article Marketing personalization at scale first appeared on MarTech.