An excerpt from the e-book “Marketing Automation in a nutshell” presents what marketing automation platforms are and how they support marketing.

Concerning marketing automation, by personalization, I mean activities concerning selected data from the CRM customer database (CRM aggregates data from e-commerce, ERP, pew). Personalization is used to adjust the message to the individual recipient to maximize the positive customer experience, and this, in turn, should directly contribute to an increase in ROI.

Personalization concerns:

  • time − when the customer receives the message
  • content − what is included in the message
  • form/channel − where the customer receives the message (cell phone, e-mail box ..)

For unknown reasons, it is often believed that only the content of a message, that is, the content prepared by a copywriter, can be personalized. The truth is, however, that it is only a part of a larger whole. Even a well-written message will prove useless if it is sent at the wrong moment (then the context to which it refers may no longer be relevant, as in the example with a loyalty discount). The trick is to plan the three elements mentioned above (time, content, and channel) so that they perfectly interact with each other.

Customer segmentation, meaning the separation of groups of recipients to whom a selected communication prepared with them in mind will reach, is of crucial importance in the personalization process.

Segmentation is also personalization but on a more general level. It can be said to be an initial personalization that precedes the proper one.

What is segmentation? What are its criteria? Gender? Order size? Customer activity? There is no right answer to this question. It depends on what segmentation is needed for, what task it has to perform. For each company, it can mean something different. In Craftware, we deal with the implementation of marketing automation for the customers. In the implemented projects, I most often encounter segmentation in the implemented projects, referring to the customer’s life cycle, meaning potential, current, and inactive customers.

Additional segmentation can be carried out within these three stages of the cycle (at a more advanced stage of activities). However, at the beginning of the adventure with marketing automation, there is no need for it. Even this basic segmentation allows you to plan an effective campaign and specific actions within it: one-time communication (information about a new product, for example) or a customer journey cycle (an abandoned basket, for instance). I will discuss this in the next chapters of the e-book.

Personalizing communication and building positive experiences on its basis can be compared to… preparations for the wedding. Everything must look good and must happen at the right time. That is why more and more often, marketing automation specialists are called good impression designers. They can correctly extract the data about their clients from the ocean of customer data and make a coherent communication strategy out of them. All this is to ensure that a few seconds of interaction between the customer and the brand not only takes place without tension, but also creates a pleasant surprise, and results in greater attachment to the brand.

However, with the personalization of communication, one has to be careful so as not to exaggerate. A personalized message cannot give the customers the impression that they are followed, and the company knows everything about them. That is why every MA project should be carried out based on the customer’s information clauses. Then, they will only receive the communication they have agreed to. Additionally, a more personalized message helps to move away from spamming the customer with excessive messages, which is expensive and has long since stopped being effective.

In a word, communication must follow the customer. As a customer, do you like to call the company and place an order with a consultant? Or maybe you prefer to get an e-mail with information, read it, and then shop online in the comfort of your home? The company that uses marketing automation knows your preferences. Do you choose a contact by phone? We will call you, or you call us. No? Then you will receive an e-mail, and no one will bother you by calling or with unwanted messages.Time is money, and I guess nobody likes it when time is not respected, forcing you to read (and delete) generic messages. Contrary to appearances, customers have an excellent memory and limited patience. When this runs out, they will move on to the competition at the first opportunity, which they hope will take better care of.

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Author

  • Marek Ceglarz
  • Salesforce CRM Consultant | Marketing Cloud Team Leader
  • Salesforce CRM specialist. Initially associated with the hotel industry, from which he went to IT (JAVA and Salesforce technology). He cooperates with domestic and international clients. He began his adventure with Salesforce in the Craftware sales department; currently, he is a Salesforce CRM consultant. His work focuses on finding the value of implementation for new customers, working with them on building its scope and pricing. He is also responsible for system configuration and deployments. In addition to his daily work at Craftware, Marek is an ALK lecturer at post-graduate studies in CRM and Marketing Automation. He is an avid motorcyclist. He owns a Salesforce Accredited Sales Professional certificate.

Editorial study
Anna Sawicka
Text revision
Aleksandra Pasek
Text proofreading
Kinga Kisielińska
Text translation