Relevance is the new black — or, in this case, the new personalization. The days of robotic outreach populated with information scraped from a list are gone, as an overwhelming 65% of buyers only interact with content that’s easily accessible and speaks to their needs.
While a company name and logo in an advertisement or email subject line will still catch a prospect’s eye, Influ2’s VP of Marketing Nirosha Methananda explained that personalization has moved beyond plugging basic company information in an email to highlighting or acknowledging specific interests or problems a target has on channels they frequent most.
“Marketers are starting to highlight key pain points that are relevant to prospects, so we’re seeing this shift toward relevance as personalization,” she continued. “From that perspective, there are more sophisticated or mature marketers with established audiences who are personalizing toward segments of accounts or personas, which is where a lot of people have caught traction and seen success.”
Companies are taking that idea of relevance one step further and applying it to the actual content they’re sending prospects, not just the initial outreach. Instead of a personalized email with a generic White Paper attached, marketing teams are personalizing the deliverable assets through welcome videos and informative interactive content.
It’s quite easy to stick someone's logo on an asset, but what’s really effective is actually going in and personalizing the content itself,” said Nick Mason, CEO, Founder and Chief Storytelling Officer of enterprise content automation platform Turtl. “And the relevancy part of it is important because it signifies to someone that their time is valuable and they’re special. If you give someone a nicely wrapped gift but there’s something generic and boring inside, then the giftwrapping was misleading.