Personalization in Marketing: The How and the Why

You know those inflatable chambers where they generate a money blowing tornado? The ones where whatever money you can catch, you get to keep. Imagine you’re in one. You’re watching not only ones but tens, twentys and even some fiftys fly around you. The more you try to gather the bills into you, the more escape, and the more discouraged you get.

This is sometimes what marketing feels like. The more contacts you find, and mass emails you send out, the more you’re surprised by how few real responses you get. In one of our latest podcasts with Paul Jones and Billy Bateman, they consider how personalization in marketing could be the solution you’ve been searching for to up your marketing game.

What is Personalization in Marketing?

Personalization in marketing (also known as individual or one-on-one marketing) uses using data to individualize messages sent to customers and potential customers. This is more than just inserting their name where your message says *Name Here*. By figuring out specific interests, each message can really capture the recipient’s need for what you are selling. Considering where people have gone to college, if they live in certain regions, or even how long they have been working at a company, puts your marketing on steroids. People love to be loved and understood, and these details are the first step in starting the relationship between you and your customers.

Use a Tool to Create a List

To describe contact lists for personalization in marketing

So we just introduced the tactic of sending personalized messages to combat the fact that everyone is sick of getting impersonal marketing emails,  BUT easier said than done right? How in the world are you supposed to find out who would actually be interested in what you have to sell? And then something about them that is going to hook their interest?! According to Paul Jones, there’s a couple of ways that seem almost too good to be true. Here are 4 of those platforms:


  • 113 million business emails globally
  • 59 million direct dials globally
  • 13 million C-level contacts
  • 21 million direct dials for company decision-makers.
  • 204,000 contacts added daily, so the numbers constantly climbing


  • 46 million contacts
  • Over 200 countries covered worldwide
  • More than 50 criteria, including job title, industry, management level, business type, and more.

Seamless Artificial Intelligence

  • 1.2 billion contacts
  • Helping over 35,879 SaaS companies
  • Unlimited downloads, searches, and CRM imports

LinkedIn Sales Navigator

  • 660 million member network
  • Great results:
    • 51% more likely to achieve quota
    • 80% more productive
    • 3X more likely to go to club

Obviously, contacts aren’t everything, but they definitely make the slower process of personalization marketing a little bit faster. According to Jones, “Your ability to build lists is everything.” Take a step back, breath, and embrace the real connections you can make with your customers. By discovering what college an individual went to and then how many other individuals went to that college too, you’re personalizing your messages on a large scale. Then can you not only explain to them why they are interested in your product- but how other people just like them are too.

Know Their Characteristics

So you’re making your lists based on groups of people with commonalities. That’s enough right? Well maybe not. There’s a pyramid of importance when it comes to the characteristics of a person.

Characteristic Pyramid

The difference between knowing where someone works and the fact that you both have the same friends is a huge one.

Distribute Something

So all this talk about finding out all the details of someone’s life might seem a little creepy or invasive. But to understand if your product is relevant to someone, you really do have to understand that person first. This not only helps you get more leads, but it helps your customers get what they really want, fast. The issue then is in moving this personalization large scale. Positively.

Distribution can up your game immensely. Planning events that involve groups of people with similar interests can be a great way to get people involved and invested in your brand. These events help people network, as well as solidifying their spot in your tribe. Another is through email marketing. This is a classic example, but if done right it’s one of the best methods for getting information to big groups of people quickly. Then combine them both. Send out information about events by email, using your contact lists to target a specific group. Done. The last thing we are going to discuss is marketing through phone calls. On the receiving end of marketing, personalized phone calls are very helpful. Knowing who is calling you before you even pick up the phone can help with buyer frustration and company organization. These are just some of the ways that you can distribute content and gain leads through personalized marketing.

Application and Adaptation

So this is all great in theory, but how could it actually work with your specific business? As a b2b conversion optimization platform, we look specifically for people that have a chatbot or that we think could benefit from one. Then, these are the people that we market to. By specializing in our marketing, we eliminate the number of leads that fall through and manage our time more effectively.

Discover what is most integral to your business, and look for that in your contacts. When you can really pinpoint the people that are probably going to be the most interested in your product, that’s when your marketing becomes personalized. A couple hundred contacts could very well be better for you than a thousand contacts without interest- so slow down and create those relationships that will last.

Pete Ketchum

Pete Ketchum

Contributor for Signals with a background in public service, tech, business and marketing.

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