Back in the early days of digital marketing, having your name at the start of an email and mentioning your company seemed a nice touch. It was a welcome experience.

These days, people see past simple personalisation, and drawing on personal information about your family and life, well that does seem a bit too creepy.

What matters more these days, seems to be understanding their pains and their industry. Like trying to do more marketing, in a competitive and specialist industry, when you have no time, money or experienced team members.

⏱⏱ = 👏 More detail:

This might seem like a little more effort, and perhaps something you will want to reserve for a specific targeted campaign.

The more time you spend researching your prospects and the challenges they, and their business face (remember, even though we’re talking B2B, we’re still dealing with individuals), the better received your content will be.
So my advice is to prioritise your audience, and segment. Spend a little time researching the needs of the few, rather than the boring facts of the many.

⏱⏱⏱ = 💪 Further reading:

If you want to hear what other people have to say about this topic, then I suggest you listen to Randy Frisch talk about the meaning of personalization on the Martech podcast >

Or, feel free to book a quick call with me and we can have a chat about how I can help >