The document discusses how brands and agencies can leverage metrics to optimize their marketing strategies through personalization and segmentation. It highlights the challenges faced by marketing professionals like Andrea, who strives to balance traditional and digital marketing while producing results under pressure. Key elements include the importance of understanding customer personas, the customer journey, and utilizing technology for targeted advertising and engagement.

2. Brands and agencies work with Brilliant Metrics to
better measure, optimize and automate their marketing
while applying their insight and strategic guidance.

3. PODCAST
STEVE ROBINSON
Founder/CEO, Brilliant Metrics

4. 1.Definition
2.Why?
3.Segment First
4.Where & How
5.Questions
TODAY

5. + +
The Right
Message
The Right
Audience
The Right
Time
MARKETING PERSONALIZATION

6. DO I REALLY NEED MARKETING
PERSONALIZATION?

7. THE “AMAZON EFFECT”

8. SALES NOW ARRIVES LATE IN THE GAME

9. PERSONALIZATION REDUCES WASTE

10. SEGMENTATION IS KEY

11. MonicaNathan
PERSONA SEGMENTATION

12. MARKETING & SALES PERSONAS
ANDREA
Marketing Director
Floors Unlimited
“Keeping up is not enough - I need to
be ahead of the curve.”
BACKGROUND
• 39 years old
• Married, two kids (elementary age)
• Lives in Milton, Georgia
• Bachelors in Business Administration
• Marketing generalist whose education
didn’t include many of the tactics she
uses today
PROFESSIONAL ROLE
• Oversees marketing strategy and
implementation for the company,
including Advertising, Branding and PR
• Relies on external vendors to fill holes in
team
• Trying to balance traditional and digital
• Tasked with producing results, but
doesn’t have the oversight to do so
FRUSTRATIONS
• Constant flux in advertising and
technology landscapes
• Never enough budget, or time, to do
everything that needs to be done
• Questioned at every decision point,
especially by Sales
• Always reactive, never proactive
ASPIRATIONS
• Develop strategy that connects the
dots, clearly showing the“why”
• Understand if the campaign is working
• Showing ROI
• Understanding the value she brings
WHAT SHE READS
• AdWeek, BrandWeek, CRM Magazine,
AMA Newsletter
• Industry-specific publications
SOCIAL MEDIA PROFILE
• Facebook, Instagram and Pinterest for
personal use
• LinkedIn, professional
OTHER INFO SOURCES
• Quick internet search to fill skill gap
• Personal Network (including agency),
networking events, trade shows
A DAY INTHE LIFE OF ANDREA
• Feels overwhelmed by unrealistic
expectations placed on her
• Everything is important; there is no
guidance on prioritization
• Under pressure from Sales to provide
“quality”leads, but not sure what that is
• Pressured to produce campaigns, but
unsure how they support objectives
MAKE HER JOB EASIER
• Provide a means to prioritize marketing
• Increase digital proficiency, both for the
company and Andrea
• Connect marketing activities to top line
results
• Guide her on strategy
KEY BRAND AFFINITIES
• Direction
• Collaboration
COMPANY PROFILE
National floor covering distributor selling
carpet, hardwood, ceramic and more
PERSONAS KEY IN ON PSYCHORGRAPICS

13. Procurement Owner/Partner Doctor
Insurance
Adam Ross
Healthcare
Nathan Phil
Legal
Adam Allie

14. Bargain Luxury
Ski Enthusiasts
Sue Leigh
Skateboard
Enthusiasts
Hannah
Surf Enthusiasts
Allie Charles

15. CUSTOMER JOURNEY ADDRESSES “WHEN”

16. Prospect is qualified,
but in no way thinking
or considering your
product or service.
Everyone
See
Think
Do
Grow
Give
“SEE” STATE

17. Prospect is qualified
and thinking about
making a change or
purchase but has no
timeframe or
commitment
Everyone
See
Think
Do
Grow
Give
“THINK” STATE

18. Prospect is qualified
and has made a
commitment to
themselves or
someone else to
purchase
Everyone
See
Think
Do
Grow
Give
“DO” STATE

19. Customer will
consider your brand
first, but is not singing
your praises to others
Everyone
See
Think
Do
Grow
Give
“GROW” STATE

20. Customer is brand
loyal and an advocate
for the brand
Everyone
See
Think
Do
Grow
Give
“GIVE” STATE

21. 300 X 250
WHAT CAN WE PERSONALIZE?
Ads
Web Email
Social

22. HOW DO I PERSONALIZE MY WEBSITE?

23. IP-BASED PERSONALIZATION

24. IP-BASED PERSONALIZATION

25. IP-BASED PERSONALIZATION

26. PROFILE/PURCHASE BASED PERSONALIZATION

27. CRM-BASED PERSONALIZATION

28. CRM-BASED PERSONALIZATION

29. BEHAVIORAL PERSONALIZATION

30. HOW CAN I PERSONALIZE EMAIL?

31. SENDER PERSONALIZATION

32. SENDER PERSONALIZATION

33. CONTENT PERSONALIZATION

34. HOW DO I PERSONALIZE ADVERTISING?

35. Targets “Think” State Targets “Do” State
AD PERSONALIZATION

36. Targets Wholesale Industry Targets Cargo Industry
AD PERSONALIZATION

37. prospect@gmail.com
@
CRM “RETARGETING”

38. Engages
with “Do”
state content
“Do”
Retargeting
Pool
ADVANCED TRADITIONAL RETARGETING

39. Engages
with “Do”
state content
Engages
engages
with
insurance
content
“Do”
Retargeting
Pool
Insurance
Retargeting
Pool
ADVANCED TRADITIONAL RETARGETING

40. Engages
with “Do”
state content
Engages
engages
with
insurance
content
“Do”
Retargeting
Pool
Insurance
Retargeting
Pool
Sees “Do”
state ads
personalized
to the
insurance
industry
ADVANCED TRADITIONAL RETARGETING

41. I CAN PERSONALIZE SOCIAL MEDIA?

42. =
ONLY PAID SOCIAL CAN BE PERSONALIZED

43. SOCIAL AD PERSONALIZATION
Targets Roofing Contractors Targets Roofing Distributors

44. SOCIAL AD PERSONALIZATION
Targets “Think” State Targets “Do” State

45. prospect@gmail.com
(555) 555-5555
@twittername
@
CRM TARGETING

46. Watches
Facebook video
“yoga practice”
(Only persona
Paula would find
interesting)
Paula
Retargeting
Pool
ADVANCED TRADITIONAL RETARGETING

47. “Think”
Retargeting
Pool
“Do”
Retargeting
Pool
Exclude prospects
in “Think” and
“Do” states
Watches
Facebook video
“yoga practice”
(Only persona
Paula would find
interesting)
Paula
Retargeting
Pool
ADVANCED TRADITIONAL RETARGETING

48. “Think”
Retargeting
Pool
“Do”
Retargeting
Pool
Exclude prospects
in “Think” and
“Do” states
Watches
Facebook video
“yoga practice”
(Only persona
Paula would find
interesting)
Paula
Retargeting
Pool
Sees “See”
state ads
personalized
to Paula’s
concerns
ADVANCED TRADITIONAL RETARGETING

49. LET ME EXPLAIN… NO, LET ME SUM UP
• Personalization
gets the right
message to the
right person at
the right time
• Segmentation is
they key to
effective
personalization

50. LET ME EXPLAIN… NO, LET ME SUM UP
• Persona and
journey state are
ideal segmentation
options for
personalization
• We can personalize
web content, email,
ads, and social
media

51. LET ME EXPLAIN… NO, LET ME SUM UP
• CRM, marketing
automation and
account-based
marketing (ABM)
technology helps
• Retargeting
technology makes
personalizing ad
and social media
possible

52. RESOURCES
Customer Journey Template
http://iterativemarketing.net/?downl
oad_id=340de95da8e9916db05845
a40aa52f14
B2B Sample Persona
http://iterativemarketing.net/?downl
oad_id=e6e3fa5e10bf186086b9df6
177a43e06
B2C Sample Persona
http://iterativemarketing.net/?downl
oad_id=573becfbe75b263e66470a
71b07e0d4e
Mapping Customer Journey (How-To)
http://iterativemarketing.net/mapping-
customer-journey-marketings-
perspective/
How to create B2B buyer persona
http://iterativemarketing.net/create-b2b-
buyer-persona/
Step by step B2C buyer persona: http://
Segmenting Your Audience for
Maximum Marketing Effect
http://iterativemarketing.net/segment-
audience-maximum-marketing-effect/

53. STEVE ROBINSON
Founder/CEO, Brilliant Metrics
@SteveRobinson
Steve.Robinson@BrilliantMetrics.com
Questions? Let’s Connect
Read More of Steve’s Work
BrilliantMetrics.com
IterativeMarketing.net

54. QUESTIONS?