Strategies for Personalizing Content to Combat Fatigue

🥱 There’s nothing personal about {{ first_name }} anymore. That’s bare minimum effort these days... and honestly, brands STILL mess it up! Is {first_name } the only personalization your CRM tool is doing with the data you’ve collected? 😮💨 You’re basically sending a letter that says: “Hey you. I sort of know who you are. But not really. I hope you maybe click this...” 🤦🏻♀️ Here’s what #personalization should look like in 2025 (without being creepy): 1️⃣ Lots of messaging that supports a user's changing values & motivations [aka not all users should get the same copy + message] 2️⃣ Message timing that is specific to EACH USER, not audience-wide 3️⃣ Content delivered on their preferred channel 4️⃣ A CRM tool that can adapt to how each user's behavior evolves Personalization is about the relevance of WHAT you say, WHEN and WHERE... not just how you address them with a user attribute. Marketers get stuck in very static, rules-based tactics here... which limits personalization. 🛒 If someone abandons their cart, MUST you send them a discount code with a "hey {{ first_name }}, you forgot this" 30 min later to bring them back!?!? That's just one overused tactic that ignores the nuances of your customer's intent, preferences, & behaviors. It's also sadly what most ESPs, SMS tools, and CRMs encourage. 🏆 What's a better, more personalized option? Having 6+ different cart abandonment strategies AND a marketing tool that helps identify which one is most relevant to each user based on the users' behavior, intent & engagement... Maybe the dog knocked over a coffee while they were trying to checkout, and the user simply needs time to finish checking out- not an email/sms/push with a discount code. 🐶 No messaging is an option. OR maybe they have questions about your return/satisfaction guarantee policy, so they're uncertain about purchasing. 📚 Sharing FAQs is another option. OR they need help discovering similar products and just plugged one into their cart as a placeholder. 🛍️ Product recommendations is another option. OR they are uncertain about quality and want reassurance from past customers. 🌟 Sharing real 5-star reviews is another option! These are just a few different creative strategies for a cart abandonment... but most #Lifecycle folks are limited by their CRM tool's abilities and just send a single tactical message. 👉🏼 TLDR: People are unique snowflakes... their intent, values, and purchasing paths are SO varied. You need to give them more than a {{ first_name }} and move beyond a singular triggered automation that serves them 1 message only. 🧡Huge shoutout to the Aampe team who have really pushed me to re-imagine the extent of individual personalization (leveraging #agenticAI of course). Paul Meinshausen Schaun Wheeler Sami Abboud Patricia Lazatin Daria (Dars) Sidorova Aaron Bernstein Mark Detrow Carter Cain Ria Panjwani Mohana Das Luke Hoban Benjamin T. Amaan Kulatunga

Hyper-personalization and hyper-relevancy are definitely trending in B2B marketing. But. How do you do this at scale? Industrialize it? 1. You need a content operating system 2. Just like the best creators, authors, filmmakers, you need a multi-year vision and narrative 3. Deeply aligned with your ICPs, but go as deep as you can to align to personal motivation, as close to 1:1 as possible (without being creepy) 4. Utilize a set of nested story arcs that break down into actionable monthly, then weekly sequences of amazing story-telling and VUC (very useful content) 5. Map this to learning styles (reading, visual, auditory, experiential/kinesthetic, etc) 6. Also "level" the content to appropriate audiences (C-suite, senior execs, influencers, delegators, operators, etc.) 7. Produce the highest quality...dare I say epic...content that you can muster 8. And get creative. Are memes best? Earned podcasts? Street art near Times Square? An amazing personalized direct mail piece? If you tackle this complex matrix, you will win. Share your ideas too! Thanks. #cmoinsights #b2bmarketing #momentum

Just back from an industry event, and boy, are they more critical than ever. Having those person-to-person conversations are truly the building blocks of establishing an identity in your market and growing your pipeline. But what happens after the handshakes, pitches, and booth visits? The goal is, conversion. But, oh, the commonly treaded path of basic follow-up messages, "Thanks for visiting us at X Event" only lead you down to the valley of low conversions. The trick here is to not simply reach out, but reach out smart. Remember that amazing conversation about AI’s impact on logistics management you had with John from XYZ Corp at your booth? Refer back to it. A simple, personalized note "John, Our chat about embracing AI for more efficient logistics management was insightful. I'd like to share a resource with you.." can do wonders. Or perhaps you recall Sarah from ABC Inc. showing interest in a specific product demonstration? Ensure your follow-up message focuses on that "Sarah, I'm glad you found our product demo helpful. As we discussed our solution has increased <insert value> by X% at other companies in your industry. Would you be interested in a more in-depth, personalized demonstration exclusively for ABC Inc?" The goal is to be relevant, targeted, and most importantly, personal. Remember, in the game of marketing, personalization is a power-play. It shows you listened, and that's crucial for nurturing relationships that result in lucrative partnerships. The impersonal, one-size fits all "thanks for visiting" message may be the start, but to truly convert those event conversations into profitable prospects, the magic lies all in the follow-up. Do you have a favorite way to follow up? #branding #leadgeneration #eventmarketing

The rapid growth of AI is both a blessing and a curse for content creators. On one hand, tools like ChatGPT enable faster content creation and automate some of the more mundane and manual tasks associated with creating content. They’ll help teams increase output and reach. But many fear AI will also lead to rampant production of generic, impersonal content as derivative machine-generated copy becomes the norm. So how do brands stand out and connect amidst the coming wave of AI content? 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 and 𝐡𝐮𝐦𝐚𝐧𝐢𝐭𝐲 will be the differentiators. Even advanced AI lacks empathy and emotional connection. It cannot replace authentic perspectives born out of real-world experience. Brands that incorporate personal connections and human elements into their content will gain an edge. Here are 4 ways to leverage the power of AI while keeping content human-centric: 𝐅𝐨𝐜𝐮𝐬 𝐨𝐧 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐚𝐧𝐝 𝐮𝐧𝐢𝐪𝐮𝐞 𝐧𝐚𝐫𝐫𝐚𝐭𝐢𝐯𝐞𝐬. Audiences want compelling stories that resonate on a personal level. Give your content writers liberty to share experiences that evoke emotion. 𝐄𝐦𝐩𝐡𝐚𝐬𝐢𝐳𝐞 𝐚𝐮𝐭𝐡𝐨𝐫𝐬𝐡𝐢𝐩 𝐚𝐧𝐝 𝐭𝐡𝐨𝐮𝐠𝐡𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩. Identify, by name, your writers and highlight their backgrounds. Put real experts, employees and influencers at the forefront. Their credibility and authenticity builds trust. 𝐂𝐮𝐬𝐭𝐨𝐦𝐢𝐳𝐞 𝐦𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧. Tailor content to align with the specific needs of each audience you’re trying to reach. One-size fits all rarely works. 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞 𝐯𝐢𝐝𝐞𝐨 𝐚𝐧𝐝 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐯𝐞 𝐜𝐨𝐧𝐭𝐞𝐧t. Rich media that engages multiple senses helps content feel more genuine and human. Sight, sound and motion instead of black words on white pages. The use of AI requires a delicate balance. Emerging technology can enhance your content efforts if applied right but should complement, not replace, human creativity. Brands that embrace AI as a tool while retaining authenticity will strengthen connections with audiences. Those that churn out generic, derivative machine-made content will become increasingly irrelevant. Those that keep the human touch while riding the AI wave will lead the way. How do you see AI impacting content marketing? What strategies are you considering to keep content fresh and audience-focused as AI grows more pervasive? I'd love to hear your perspectives! #contentmarketing #SEO #AI

How to Spark Life Back into Your B2B Content Strategy? As B2B marketers, we're often on a treadmill, producing content relentlessly. But what happens when our audience hits the 'snooze' button? Content fatigue is real and it's a silent killer in demand gen strategies. You'll see it in dipping engagement rates, the lack of buzz around your content, and the alarming silence in places where interaction used to thrive. Here's the deal To combat content burnout, we need to break the cycle of predictability. It's not just about finding new formats; it's about rethinking our approach to content creation. ✅ Listen Actively: Use social listening tools to understand what your audience is tired of and what they're curious about. This isn't just about trends, it's about the deeper needs and pain points that aren't being addressed. ✅ Co-Create with Your Audience: Involve your audience in content creation. This could be through crowdsourced ideas, user-generated content, or even collaborative problem-solving sessions. This not only brings fresh perspectives but also builds a stronger community. Remember, combating content burnout is not about adding more; it's about adding meaning and relevance. As experts, our challenge is to keep our finger on the pulse of our audience's changing needs and to be brave enough to pivot our strategies accordingly. Ready to turn the tide in your content game? Dive into the discussion below. Share your experiences, strategies, and successes in reinvigorating your B2B content. Let's collaborate to forge new frontiers in B2B marketing! Let's lead the charge in redefining the content landscape in B2B marketing! #b2bleadgeneration #b2bcontentmarketing #b2b