What are ways to personalize messaging other than segmentation of customer groups?
Yes! As we know, personalization is key in reaching your target audience, driving sales, and increasing customer loyalty.
A few segmentation options I've tried in the past that have been successful:
Based on pain points: You can create more resonance between the customer and your company by anchoring your messaging on the specific areas that your product/software solves.
Based on customer journey: Although this is a similar to a "customer group", centering messaging on where the customer is in the customer journey can also be effective. For example, messaging on an ad can be high level that hits on a customer need. When they go to the website, messaging can be more specific to what the product is and how it solves for their challenge. However, when they speak to a sales rep, the messaging is more strategic and personalized.
Based on personas: Personalizing messaging based on roles/personas can also reach your target audience in a meaningful way. By creating messaging centered on roles, you can speak directly to what they're looking for. For example, a functional buyer might want to hear more about how the product is used, whereas the economic buyer might want to hear about how cost effective your solution is, and then the technical buyer wants to understand more about integrations, interoperability, etc.
We've seen success with data - driven personalization. Beyond customer segmentation, for marketing to small business or business customers, helping to provide them with insights and data-driven recommendations for how to grow their business is one of the most engaging messages that we can deliver. I've also found that showing a customer what they could have earned or saved by using a specific product feature you can use opportunistic / "FOMO" - like messaging to drive product/feature adoption and/or a behavioral change in customers.
Besides segmenting customer groups by any number of more static characteristics (industry, role, geography, tenure, company size), you can personalize based on behaviors and actions.
If they've taken an action (they just signed up for X), or need to (trial is ending)
By the extent of impact or value they'll see if they take an action (likely to be big spenders? likely to see major savings?)
Features they're already using or not using
Off-platform behaviors
But if you're asking about how to personalize messaging not related at all to targeting or grouping customers? Hmm. I guess external factors: seasonality, date/time, current events, economic state, known networks (mutuals with X, etc.).
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