Personalization Strategy and Planning

Why Personalization? 

Personalization allows front-line marketers to customize messaging and content on Folloze boards to more effectively personalize the buyer experience.

This feature is set up through a powerful rule-based engine that can identify and update the board experience for Account Name, Contact First Name, and other attributes; as well as offer specific assets relevant to the buyer. Personalization is easy to set up, scalable, increases engagement, and differentiates you from your competitors. 

“You can personalize the experience for accounts, but you can also add accounts very quickly. The time to market is just crazy off the hook.”- Sr. Manager of ABM @ FireEye

The question then becomes, why not personalization? Read below to get started.

Best Practices

• Activate personalization via the general tab
• Plan the audience taxonomy first
• Be creative and value driven in messaging
• Don’t over personalize - 80/20 rule
• Don’t forget default messaging and content
• Don’t forget the “visible for everyone” section in the studio - if item is not there, it will not be presented to the default group

Terminology/Definitions

Known v. Unknown Visitors

• • Known (generally outbound)
    • Visitors landing on a board with individual identifying information (email address at minimum)
  • Unknown (generally inbound)
    • Visitors landing on a board with no individual identifying information

Outbound v. Inbound Motions

• • Outbound motions are ways to reach known individuals
    • Email campaigns
    • Sales outreach (e.g., AE sends a board link)
    • Direct Mail
  • Inbound motions are ways in which you reach individuals through motions like display or search ads, messages, or links on social platforms
    • Website
    • Targeted Ads - LinkedIn Ads, Conversational Ads/InMail messages, Search and display ads (Google Ads, Google Retargeting)
    • Social Media posts
      

Use Case Tiers

• • 1:1
    • ~1 - 50 individual accounts or contacts of high strategic value with unique messaging and design assets for each
  • 1:few
    • ~50 - 250 comparable accounts (based on persona, product/service, etc.) with similar needs that can be segmented on a few tailored attributes
  • 1:many
    • ~250 - 2,000 priority accounts (usually top of funnel) that can be provided one experience with a few dynamic personalization attributes

Board Links

• • Public: direct link to your board with no identifying information attached
    • These URLs can be appended to include variants like Account Domain, but do not contain contact information for a single individual
  • Campaign: link customized for the applicable Marketing Automation or Sales Enablement Platform (Marketo, Salesloft, Pardot, etc.)
  • Individual/Group: link created with one individual’s email address or a label for a smaller group of individuals

Establish the Audience and Outreach Motion

• Build a Foundation
• Establish the target audience (Who are they? What is known about them? Is this a broad segment or smaller segments?)
• Establish the tools to determine inbound or outbound strategies noted below (How can they be reached? Is there an email for each individual?)
• Establish the segmented messaging (What is the desired outcome for board visitors? How does the message/design vary by the audience segments?)
• Reach the Audience (the tool(s) determine the strategy)
• Outbound Strategy
• 1:1
• Campaign link through an MAP email campaign
• Individual link through a direct email or message
• 1:Few or 1:Many
• Campaign link through an MAP email campaign
• Group link through a direct email or message
• Inbound Strategy
• 1:Few or 1:Many
• Public link with or without appended parameters

Plan the Personalization Elements

• How do the following change based on account or contact attributes?:
• Messaging and/or design
• Content
• Desired outcomes
• Once the above are answered, use the Board Planning Document to build a plan for the different elements which can be personalized in the applicable motion
• Outbound Attributes
• These attributes will be transformed dynamically through a Campaign Link or manually appended through creation of an Individual/Group Link
• Account-level attributes
• Account Domain, Country, Employee Range, Industry, Company Name, Revenue Range, State, Stock Symbol
• Contact-level attributes
• First Name, Last Name, Title/Role
• Inbound Attributes
• These attributes can be appended manually to a Public Link
• Account-level attributes
• Account Domain, Country, Employee Range, Industry, Company Name, Revenue Range, State, Stock Symbol

Detailed How To 

• Personalization Studio
• Designer Personalization
• Personalization of Content
• Personalize Design and Messaging
• Inbound Personalization Variants
• Forced Variant Personalization
• Logo Personalization
• Contact Card Personalization
• Personalization with 6Sense
• Personalization with Demandbase
• Testing Personalization