“Making it interesting for the customer,” is Andrew Mahr's mantra. In this episode of The Data Heroes Podcast, Andrew Mahr Chief Customer Officer talks about goals, strategies and requirements for implementing one-to-one customer personalization. “For personalization to work in an account based context, it needs to be based on insights and good data of the account.”
By personalizing marketing campaigns, you ultimately improve the customer experience and the overall effectiveness of Sales and Marketing efforts. “Personalization has to be done correctly for it to have a good impact. Focus on the needs and interests of the account.” Orchestration and alignment are key for collaboratively utilizing cross-channel strategies to keep messaging consistent and engaging. “Given different data signals and given different qualifying criteria, we identify how we actually want Marketing and Sales to engage accounts.”
Andrew and host John Kosturos also discuss ICP targeting, intent data, and improving campaign effectiveness through high quality data. “You want a system that can understand the difference between when to feed someone top of funnel brand awareness messaging, versus when to trigger a higher cost marketing tactic.”
