7 Effective Ways to Personalize the Customer Journey With Marketing Automation

Diving into the vast world of marketing automation, we’ve gathered insights from seven industry experts, including Content Marketing Managers and Marketing Automation Specialists. They share specific strategies they’ve employed, from initiating segment-specific drip campaigns to adding a personal touch to event marketing, to personalize the customer journey at scale.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!

Segment-Specific Drip Campaigns

We’ve personalized content according to the individual and the segment they are a part of. This is particularly important in drip campaigns that nurture potential customers. Our email marketing software offers great insight into what content our segments are clicking on. This helps us plan relevant content that resonates with specific market segments and where they are in the marketing funnel or customer journey.

Nicole Lee, Content Marketing Manager, Upland Software

AI Gatekeeper Personalizes Community Entry

We have implemented an AI Gatekeeper for our free online community, and it will reject people who fill in spam answers.Our gatekeeper will also read the intake answers from the new  member and craft a personalized welcome message, both by DM and email.

It then tags that person accordingly and saves the info to our CRM.

Over 1,500 people and counting.

Hans Thisen, Owner, Scale By Tech

Drip-Email Automations Boost Retention

Between 2019 and 2021, I worked as a product marketer at a B2C fintech company where we had a customer retention problem. To tackle it, we created drip-email automations for customers at every stage of the user journey, ultimately boosting product stickiness, driving engagement, and minimizing churn. 

It was an interesting exercise, and we began to see significant improvement in our retention rate from the first month. We also leveraged Firebase for automated push notifications, ensuring we met users at different touchpoints.

Oyinkansola Ogunyinka Edem, Freelance Writer and Content Marketing Manager

Tailored Content via Automation Platforms

I regularly utilize marketing automation platforms like HubSpot, Mailchimp, etc., to personalize my website and email content based on user actions and preferences. Tailoring the content to match my customers’ needs is essential to improve lead conversion. 

Also, based on customers’ purchase history, form submissions, and browsing behavior, I have leveraged automation to create user-specific and personalized product recommendations through emails or website pop-ups, which has helped greatly in cross-sales and repeat purchases. 

Implementing these few tricks, leveraging marketing automation, can do wonders for increasing lead generation and help specify target audiences more efficiently and effectively.

Kartik Ahuja, Digital Marketer, kartikahuja.com

Questioning Strategy Enhances Personalization

As the mastermind of creating personalized marketing automation, it’s important to know the “who, what, when, where, and why.”

Who is the target audience, and is there any relevant profile information to include as dynamic content? What did they do to enter the workflow, and what elements should be included to personalize the email specifically for that subscriber? Where in the sales funnel will email communication be most effective, and when should the emails, delays, and splits be strategically placed?

And most importantly—WHY? I question everything—why should the subscriber even enter this workflow? Why is this the right time to communicate with them? Why should they convert? Why are we sharing this piece of content… why, why, why???

An effective marketing automation strategy only works if you ask yourself the hard questions so that you know how to craft the right journey for subscribers to engage with and for business owners to accomplish their goals.

Dessy Germosen-Vargas, Senior Marketing Automation Specialist, NP Digital

AI Chatbots Deliver Instant Personalization

I’ve leveraged AI-powered chatbots to engage customers at key touchpoints. This allows us to provide instant, personalized support 24/7. The bots use natural language processing to understand customer intent. They can answer common questions, suggest relevant products, and seamlessly hand off to human agents when needed. It’s been a game-changer for delivering efficient, tailored service at scale.

Casey Jones, Founder and Head of Marketing, CJ&CO

Event Marketing with Automated Personal Touches

Marketing automation provides an avenue for personalized touches along various stages of the customer funnel. If your organization has an event they’d like to host—it’s almost the perfect use case! 

Create a list with engagement activity by demographics. Create different emails for various personas, push the event, and then use the data/insights of prospects and customers who have registered and attended to tailor the next event push even more. 

The best thing about marketing automation is that it’s a never-ending cycle of data and creativity!

Tianna De Mel, Marketing Automation Specialist

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!