This document discusses how to create the ultimate buyer experience through better personalization using data. It recommends building buyer personas using both quantitative and qualitative data to better understand customers. Mistakes to avoid include not using data and neglecting qualitative sources. The document provides tips on tools and content to build a personalization strategy, such as case studies, blog posts and webinars organized by persona. Implementing personalization can increase conversions and build credibility and connections with buyers.
8. Understanding and tailoring your content to distinct buyer
personas can yield 2x the open rates and 3x the click-
through rates in your email campaigns.
9. said “they have ‘broken up’ with a brand due to receiving
poor, disruptive or irrelevant marketing messages.”
* Responsys surveyed over 2,000 U.S. adults to find out how they feel about their relationships with brands.
34%
17. “Buyer personas are research-based archetypal
(modeled) representations of who buyers are, what
they are trying to accomplish, what goals drive their
behavior, how they think, how they buy, and why they
make buying decisions.”
— Tony Zambito
42. Email 2 (Events)
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Hi %%first_name%%,
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surveys often involves just getting people to fill them out. This blog post provides a great overview on how you can leverage your surveys in
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44. Email 2 (Lead Generation)
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54. In Conclusion
1. Creating buyer personas leads to better understanding
2. Use quantitative & qualitative data
3. Doesn’t have to be difficult to implement
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