Assemble the right team: The market is moving
toward more personalized marketing touches and
experiences, so building on your team’s competency in
behavioral marketing will reward you in the long run. Hire
and train with an eye on building both creative prowess
(modeling customer journeys, creating compelling
messages, etc.) and analytical skills (assessing events
within buyer journeys, building campaign logic, etc.).
The job of a marketer has become central in business strategy and customer relationship
management. Getting to know prospects based on their behavior and predicting the best ways
to serve that person can turn a prospect into a lifelong customer if done correctly.
Behavioral marketing techniques allow marketers to follow a contact’s unique interactions and
use that data to tailor a message or strategy that’s speciﬁc to that individual. Each behavior
triggers a speciﬁc opportunity to better understand that person’s needs.
In our experience working with marketers who are looking to implement behavioral marketing
techniques, we recommend these ﬁve starter tips and tricks:
Avoid becoming overwhelmed: Prospect and
customer behavior is constantly changing; people
search, shop and change their needs and wants from day
to day. How does a marketer know which behaviors to
focus on? The good news is that it’s all about taking
small steps driving toward a big result. Gradually adding
data points and behavior-driven messaging triggers can
add up to big revenue growth over time.
Evaluate where you are now: It’s important to have a
good understanding of where you are in your current behavioral
marketing capabilities and a reasonable goal in where you
realistically want to be. Having a quantiﬁed measure of your
“now” state allows you to measure improvement over time.
Assess your technology stack: As your marketing
lists mature and your desires become more behavioral,
you may ﬁnd it’s time for an update to your current digital
marketing stack. Do your research, talk to your industry
peers, and review use cases. Be your company’s main
advocate for marketing technologies by building out an
ROI case for the solution you recommend.
Stepping Up to
Track and segment your audience based on website
behaviors: Learn from your current customers and their online
patterns on your site. Then work with your IT team to install the
Use this data to drive more relevant, personalized content tailored to the
web page the visitor looked at or the stage that person is in within the
Keeping prospects and customers central to the entire process – no
matter which channel, platform or system they’re coming from – is a
core tenet of behavioral marketing. Once you have the systems in place,
you’ll be well-positioned to modify your outbound marketing based on
what you know the contacts are interested in.
For more details on getting started with behavioral marketing — including the
three campaigns that typically drive the most success — check out our tip
sheet, “7 Tips for Getting Started with Behavioral Marketing.”