Planon, Marketo frontrunner in The Netherlands, outsourced projects related to GDPR, data quality, and campaign deployment to us
A success journey towards digital transformation
Advanced Personalization
We’re entering a new age where I have to balance my data driven marketing with humanistic marketing. The ever increasing requirement to be relevant, requires my company to be even better in understanding our audience, but equally important is to be able to leverage that intelligently in engaging our audience at scale.
Fianna van Dijk, MarTech Specialist
"Research shows that in-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales."
Commercial leaders are asking themselves:
- How can we personalize the whole customer experience with our brand from start to finish?
- How can we leverage our digital marketing solutions to be the most relevant to our audience?
- How do I balance data driven marketing and humanistic marketing?
- What would better personalization mean for generating more business value?
- How do I operationalize personas in my marketing?
- Is there a roadmap to personalization?
Frontrunning practitioners ask themselves:
- How can we engage with thousands of prospects on our website on a personal level?
- How can we individualize marketing to increase response and/or engage more?
- How do I properly use script tokens, segments, and dynamic content?
- How do I measure the impact of personalization on conversion?
- How to start? Are there best-practices, templates, examples, roadmaps available to get started?
Our offering
With 70% of buyers and buying experiences being based on how customers feel they’re being understood (McKinsey), and with 80% of buyers indicating they will only engage with personalized offers, it’s evident to personalize and tailor the entire buyer journey experience at scale through digital technologies (and machine learning).
But do this with a proper roadmap and according to proven best-practices, keeping a proper balance between a data driven and humanistic approach.
We can offer you three packages: Elementary, Mature, and Advanced
- Operationalizing Personas and Segments
- Data Quality Assurance for Personalization
- Personalization Pilot / Business Case
- Next-gen Personalization (e.g. Machine Learning)
- (Corporate) Website Personalization
Download the full factsheet for this offering
Some customers we helped with our Advanced Personalization methodologies
Marit Rossing, Lead Marketing Operations at Planon
"Within two weeks they were live with 100+ Marketo landing pages using Adobe Marketo Predictive Content."
Related methodology
Operations > Leverage > Engagement
How can you ensure you can leverage what you have deployed? We see four crucial elements to this. One of them is Engagement.
Everything you do evolves around your (potential) customer. How can you optimaly leverage the engagement with them. Through nurturing, scoring, events, webinars, chat, feedback, or conversational marketing. How can you leverage learnings and best-practices with a center-of-excellence and templated campaigns?
Read more
Related resources
Planon's Road To Predictive Personalization
Learn how to mature to predictive personalization with Marketo. Planon presented their best-practices at our Marketo Tips Sessions in London.
White spaces and Email Salutation Tokens Scripts in Marketo
#MarTechFriday 001 - Different combinations of not having a stored value for MiddleName and/or Salutation can lead to unwanted extra white spaces in your email opening. You can address this with formula field tokens or velocity email scripting.