Gartner for Marketers Research

Expert Research March 20, 2019

The Essential Guide to Marketing Personalization

The 4 keys to unlock the power of personalized marketing.
What every marketing leader needs to know about personalization strategy!


Key 1. Develop Personalization Skills
Discover how to effectively hire, train and develop the key competencies your team needs for effective personalization and build a customized marketing strategy. 

Key 2. Atomize Your Custom Content
Learn how custom content can be turned into atomized pieces and combined to build and scale powerful personalized content and experiences that deliver results and won’t overwhelm you.

Key 3. Prioritize Your Data
How do you draw the line between personal and creepy? When marketers don’t use personal data accurately — either using too many data points or using data in a way that is perceived as too personal, the brand will lose. Discover how to prioritize your customer data to deliver highly targeted marketing messages.

Key 4. Offer Tailored Help
Learn how the “know me to help me” approach can amplify your brand’s personalization success. Tailored help is an approach to messaging that provides valuable customer assistance while using a limited number of data dimensions. This allows companies to offer very purposeful help to their customers without violating their sense of privacy. 

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