Customizing

Engagement History

Feed Dashboard

for Every cup Marketing Cloud

Customer
How 1-to-1 Personalization Drives ROI

Lauren Boyle
Lowell, MA

1 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
 Contents

Introduction........................................................................................... 3

CH. 1 Planning for Personalization........................................................ 4

CH. 2 Approaches to Personalization................................................... 6

CH. 3 Personalization Across Channels................................................ 8

CH. 4 Examples: B2C............................................................................10

CH. 5 Examples: B2B...................................................................................

14
Meet Astro.
Your Guide for Salesforce
Conclusion........................................................................................... 19
Astro and friends love showing
Trailblazers like you around Salesforce
and its many business solutions. Follow
along as they guide you through the tips
and resources in the pages ahead.

2 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
 INTRODUCTION

What Is 1-to-1 Personalization?

Personalization has moved beyond segmentation — it’s now a proven
strategy to transform customer relationships, drive business growth,
and increase overall marketing ROI.

Just because people live in the same city, work in the same Companies also achieve great benefits from real-time
industry, or are the same age or gender, it doesn’t mean they personalization and interaction management, like:
read, buy, or want the same things.

• Improving customer experiences

Brand interactions should reflect each person’s individuality. • Increasing conversion rates
But for a long time, that was a far-fetched goal.
• Lowering acquisition costs
• Driving measurable lift in business results
In recent years, though, personalization — the practice of
tailoring experiences based on knowledge learned about an
individual — has evolved dramatically, from targeting segments In these pages, we’ll explore why it’s important to communicate
with uniform experiences (often ill-fitting for many) to truly with your audience members as the individuals they are — and how
resonating at the per-person level. you can realize the dream of 1-to-1 personalization.

1-to-1 personalization leverages artificial intelligence (AI) to

present individuals with the content, offers, and experiences
that are uniquely relevant for them — wherever, whenever, and
however they’re interacting with your company.

Customers expect this type of treatment. According to the

Salesforce “State of the Connected Customer” report (fifth
edition), 73% of customers expect companies to understand
86%
their unique needs and expectations.

of marketers say personalization has a strong

* Trends in Personalization Report, 2022 or extremely strong impact on customer relationships.*

3 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
01 CHAPTER 1

Planning for Personalization

At the heart of personalization is, of course, the person. So Also, consider how you’ll measure progress. By knowing the key
when formulating strategies and campaigns, it’s important to metrics that support your personalization goals — combined with
remember that focal point. This sometimes requires a change the right technology solution that lets you measure the benefits
in mindset — shifting from asking “What do we want to show — you’ll be able to monitor and report on your success.
each person?” to “What does each person want to see?” This
customer-centric approach will help guide planning efforts and
program execution, enabling you to capture insights and use Assembling Your Team
them to deliver relevance with every customer interaction.
The number of people involved in a personalization initiative
often depends on the number of channels you support and the
Some key planning components include: size of your company. At larger organizations, there are typically
more people to include in questions and decisions related to
goal setting, strategy development, campaign planning, team
Setting Goals assignments, experience creation and approvals, and testing and
optimization. Many have marketing, customer experience, and
Before getting started, it’s important to set clear objectives. ecommerce roles. And companies also often involve designers,
These are often linked to overall business goals, as well as to data analysts, developers, data scientists, and others.
the challenges and opportunities in each channel — such as your
website, web app, mobile app, email, social media, digital ads,
call center, live chat, and in-person. Increasingly, many enterprise companies establish a
Personalization Management Office (PMO) to be at the helm of
their efforts. As with a traditional program management office,
You will probably have different goals, depending on your target the PMO enables your organization to build and scale programs
audience and industry. Some of those goals might include: effectively, establish accountability, and secure buy-in.

• Increasing conversions
• Reducing customer acquisition costs
• Increasing repeat purchasing
The PMO acts as the main
• Driving content downloads, email signups, and offer
redemptions personalization strategy, solution,
and technical resource center for
• Decreasing cart abandonment or bounce rates
the company, serving as the point of
• Lowering servicing costs coordination across business divisions.
• Raising customer lifetime value
• Improving account-based marketing (ABM) initiatives

4 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
01

Assessing Your Channels

Think about all the different ways customers interact with your Important zero and first-party data sources to tap for your
brand — such as on your website or mobile app; through an campaigns include:
email campaign; on social media; on-property at a kiosk, ATM,
or point-of-sale (POS) system; or in a conversation with a sales
or service representative. Any channel you use to communicate • Behavioral data — encompassing an individual’s current
with customers and prospects should be personalized in some and previous digital behaviors. In addition to opens,
way. You might choose to start with personalization in select clicks, and page views, deeper behavioral indicators —
channels before moving on to others, thinking through your such as active time spent and engagement (hovering,
prioritization and approach. scrolling, zooming, interacting with reviews, and so on)
— and transactions should be factored in too, for a more
complete picture of each person’s interests and intent.
Even if you opt to deploy personalization only in a limited • Attribute data — or data describing any characteristic of
number of channels, it’s still important to collect data from a person. Attributes can be accessed directly from the
your other touchpoints too — factoring that in to present the web (such as a person’s geolocation, referring source,
most relevant and timely experiences, and next best actions company, browser, and device type). They can also be
for each individual. pulled from connected databases, including CRMs,
email and marketing automation platforms, and more.
Identifying Your Data Sources • Zero-party and first-party data — such as responses
to forms and survey questions, which can be used to
Data underpins your personalization strategy. Personalization supplement behavioral and attribute data.
based on good data — that’s accurate, real-time, in-depth,
modeled/analyzed, centralized, accessible, and actionable — • Third-party data — purchased from outside sources,
yields relevant and helpful experiences. But when you feed and often including demographic and firmographic
incorrect, outdated, or incomplete data into your rules and information.
algorithms, the outcome is poorly targeted and off-base
communications, which isn’t personalization at all.
Keep in mind that honesty is key when it comes to data
sourcing — customers want to feel in control of their privacy.
Simply put, be transparent. Always publish your policies about
how you collect and use third party data.

5 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
02 CHAPTER 2

Approaches to Personalization
Once you establish your goals, and identify your channels Machine-Learning Personalization
and data sources for personalization, it’s time to select the
Machine learning, a form of AI, uses algorithms and predictive
approach you’ll use. To deliver personalized experiences, you
analytics to determine and display the most relevant content,
can use rules or machine-learning algorithms. They each have
offers, recommendations, and complete experiences — in real
their place in a successful personalization strategy, and many
time and in a highly scalable way. Machine-learning algorithms
marketers and digital professionals use a combination of
process vast quantities of data, detecting patterns in a manner
the two.
— and at a speed — that humans can’t. This form of AI is
important to infuse into your marketing to help build lasting
customer relationships.
Rule-Based Personalization
Rules are an important foundation for most personalization
programs. Rule-based personalization enables marketers to With rule-based personalization, marketers must pick each
deliver experiences to segments — or predefined groups of experience they want to show each segment manually. But
people — based on the manual creation and manipulation of with machine learning, marketers can simply set up a single
business rules. Segments can be broad (such as all individuals algorithm or an algorithmic “recipe” to automatically provide a
from a specific region) or narrow (such as individuals from a unique, relevant experience for each individual.
target industry who have not yet downloaded a piece of content
and have spent more than a minute viewing a particular
category of content on your site). Marketers can set up rules to
display experiences to these broad or narrow segments. Keep
in mind: The more targeted, relevant, and granular you want to
get with your experiences, the more rules you need to create
and maintain.

Use Rules for: Use Machine Learning for:

Geo-targeting Product, content, and category recs

Persona-based marketing Next best actions or offers

Account-based marketing (ABM) 1-to-1 experiences and messages

Any segment-based communication Continuous testing and optimization

6 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
02

The Growth of AI
As the technology becomes more accessible and its benefits
are more widely known, the use of AI across marketing is
skyrocketing. According to the most recent “State of Marketing”
report, 68% of marketers say they have a fully defined AI
strategy — up from 60% in 2021 and 57% in 2020.

For personalization, the use of AI — in particular, machine

learning — is also becoming more mainstream, so that
68%
companies can deliver real-time, 1-to-1 experiences at scale.
Certain machine-learning algorithms get smarter the more data
they’re fed and can even automatically detect and respond to
changes in individuals’ buying patterns and behaviors.

of marketers say they have a

According to the most recent “State of Marketing” report,

88%
62% of marketers say they have invested in artificial fully defined AI strategy.*
intelligence for the purposes of personalization. These
marketers create individualized experiences within specific
segments by combining machine learning and rules.

Additionally, many marketers are opting for a more transparent,

human-guided approach to machine learning, where they
have insight into and can fine-tune the algorithms that power
their campaigns. of marketers say they use AI to
personalize the customer journey
across channels.*

*Salesforce, “State of Marketing,” Eighth Edition

7 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
03 CHAPTER 3

Personalization Across Channels

Building a Personalization Experience Connecting Web with Email Messaging
Across Channels The next step toward personalization maturity is connecting
Let’s face it – adjusting your entire marketing approach around a customer’s web experience with their email experience.
personalizing every customer interaction can feel daunting. It’s a critical leap across two major channels for customer
But when approached in stages, it’s not as overwhelming. The engagement, and helps bring organizations closer to the dream
simplest method is to select an initial channel to optimize — like of an omni-channel personalization experience.
your website, email, or mobile app — then build out a complete
personalized experience from there.
When a customer leaves your website or makes a purchase,
a well-timed and hyper-relevant follow-up message can
Starting with Web Personalization deepen that relationship and increase lifetime value without a
significant incremental investment in marketing spend.
Your brand’s website functions as your digital storefront. For
many organizations, it’s the place where your customers most
often interact with your brand. It’s where new customers
come to make quick decisions about doing business with you,
and where your current customers go to decide on their next
purchase or action. This is why website personalization is the
natural place many companies begin their personalization
journey. Salesforce customers report a

20%
Website personalization means making sure the page a
returning customer sees is relevant to their last experience
or recent purchase. It can also mean that the product
recommendations a new customer sees are focused around
their in-session browsing.
increase in email open rates while using
Marketing Cloud Personalization divisions.*
The return on this initial investment can be quick and powerful.
Many companies that implement personalization on their
website can see conversion rates jump as much as 50% or
more.* This means that a site that was previously converting
2% of visitors could jump to 3%. For many digital marketers,
that level of lift in site conversion is a dream come true. It * Source: 2022 Salesforce Success Metrics Global Highlights. A 2022 study based
also has tremendous impact across your marketing programs, on 3,706 customer interviews in the US, Canada, UK, Germany, France, Australia,
helping you reduce your overall customer acquisition costs. India, Singapore, Japan, and Brazil.

8 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
03

Omni-Channel Experiences For many companies, though, this is a major challenge. With
customer data siloed across multiple channels, teams, and
The final step is to extend personalization across every
systems, customers can sometimes be left with a disjointed
channel. This means wherever customers are interacting
experience. Your personalization solution should process and
with your brand, they associate that touchpoint with you —
synthesize all of this cross-channel information by storing
including in-store, at a kiosk, or when speaking to a sales
behavioral, attribute, explicit, and third-party data within a
rep or service agent.
unified customer profile (UCP) for each customer, prospect,
and account.
Customers expect to be able to pick up where they left off.
In fact, according to the “State of the Connected Customer”
report, 83% of customers expect to interact with someone The solution should also:
immediately when they contact a company.
• “Stitch” together identities — marry profile data for
anonymous users with known ones, once a person is
identified (by logging in, email click-through, loyalty ID,
and so on).
• Pass data to and from complementary systems — such

78%
of customers have as CRMs, email and marketing automation platforms,
used multiple channels and POS systems.
to start and complete • Power the delivery of omni-channel personalization in
a transaction* real time.

The Role of Testing

Once your campaigns are live, it’s important to test them. By
testing different experiences and algorithms, you can optimize
Bringing Your Data Together your personalization efforts — maximizing engagement,
To support and power personalization, you need to have conversions, revenue, or other goals. Your personalization
real-time insights into each individual’s up-to-the-minute solution should offer a simple way to conduct A/B testing
behaviors and interactions. You also need to be able to (comparing experiences, messages, images, subject lines,
activate all that data, right as the person is engaging. algorithms, and so on against each other), measure lift over
control, evaluate the impact against any single goal (or all
goals), and filter results by segment.

*Salesforce “State of the Connected Customer” report, fifth edition

9 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
04 CHAPTER 4

Examples: B2C
Here are some ways business-to-consumer companies use real-time,
AI-driven personalization to drive engagement and conversions.

1. Increase the ROI of every site visit. 2. Build your first-party data.
Each time visitors arrive on your site, even if they’re Make email capture campaigns and other sign-up offers
anonymous, they provide clues about their interests and more effective by targeting them to specific visitors —
attributes — depending on how they arrive, where they’re timing the message to appear when the person is engaged
located, what they engage with, and much more. Knowing this and likely to be receptive.
information, you can tailor the homepage and any landing
page in real time to make it more relevant to them.

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Since this visitor previously clicked on an ad for Cumulus’ rewards When an engaged visitor on Cumulus’ credit card application page is about
credit card offer, the bank’s homepage hero banner and content to abandon the site, this message is triggered. Based on the person’s time
recommendations underneath are personalized with relevant resources on the site and the interest they’ve shown, they may be willing to provide
and calls to action — making it easy for the person to find what they need. their email address to receive additional, helpful information — enabling the
bank to continue engaging with the prospective customer.

10 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
04

3. Trigger personalized notifications. 4. Personalize mobile app experiences.

Improve reengagement by deploying targeted and timely Present relevant in-app messages, offers, or recommendations
email, push, or SMS notifications. These can be sent to while a customer is using your mobile app, based not only on
segments of users — letting them know about a relevant, what the person is doing in the moment in the app, but also
upcoming sale — or triggered at the individual level, based on on all the insights you’ve gathered about that individual over
someone’s geolocation, affinities, items left in cart, and more. time — how they’ve engaged on your site, with your emails, with
Letting your customer know that their favorite item is back in online ads, and with call center agents.
stock, for example, is a great way to boost brand loyalty.

A mobile push message lets

John know about helpful, Bank

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personalized based on his
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As the customer reviews his
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credit card statement via the
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Cumulus mobile app, he is
Purchases/Debits/Drafts $267.89 presented with a contextually
relevant article about
reducing his credit card
interest rate — helping build
trust and loyalty.

11 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
04

5. Recommend relevant products and offers. 6. Personalize emails at open time.

Embed relevant, real-time, 1-to-1 recommendations and Engage your audiences with targeted emails — where
next-best offers across any page or screen of your website personalized content, recommendations, or offers appear
or mobile app, and across your other touchpoints — such right when a message is opened. This way, campaigns factor in
as email, call center, and paid media — for consistent recipients’ up-to-the-minute activity across all of your channels,
brand experiences. and you can promote new, relevant items (not what they just
bought, redeemed, read, or downloaded).

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both online (e.g., active time on
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page for particular categories/ next reward bonus.
products, engagement with
reviews, affinity for certain
Recommended for You colors and brands, and so on)
and across Northern Trail’s
other channels.
Updated right as it’s opened,
this email shows the recipient
how much she needs to
spend before accruing her
next loyalty reward discount.
It also promotes a relevant
sale in her preferred category
(hiking) to encourage her to
make a purchase and earn
her next reward.

12 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
04

7. Deliver consistent messaging at point of sale. 8. Trigger notifications to call center agents.
Provide personalized product recommendations or relevant, Trigger relevant and timely messages to call center agents
helpful messaging when a customer checks out at the register, when customers are on the phone to provide helpful and
logs in to a self-service kiosk, or uses an ATM. Knowing a cohesive journeys. These notifications — personalized based
person’s physical location along with their full cross-channel on customers’ onsite or in-app behaviors and histories, for
history enables you to deliver highly tailored experiences while example — can alert agents to next best actions and offers, or
they’re executing an in-person transaction. suggest ways to resolve an issue.

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When this shopper visits an in-store kiosk to pick up the bike she Prominent messages can be triggered and displayed in Salesforce
ordered online, she sees relevant, 1-to-1 recommendations on the Service Cloud, based on an individual’s behavior and history across
screen — highlighting clothing (women’s biking pants), gear, and channels. In this case, because a customer who calls in has left a
accessories that complement her purchase, and map to her needs high-margin item in her shopping cart, a gray alert (upper left) lets
and preferences. the call center agent know that they should extend a 15% discount
offer for completing the purchase over the phone.

13 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
05 CHAPTER 5

Examples: B2B
For business-to-business companies seeking ideas and inspiration,
here are some ways to employ real-time, AI-infused personalization.

1. Increase the ROI of every site visit. 2. Improve ABM with industry targeting.
Show — don’t tell — prospects that your solution is the right one Recognize and target high-value visitors the instant they hit your
for their unique business needs. Based on each visitor’s source, site. You can put the most relevant content and messaging in
location, behavior, history, and other data, you can present front of them immediately — providing experiences tailored to
them with relevant, helpful messaging in the moment to their industry, size, or even specific company, to accelerate their
engage them faster, reduce your bounce rate, and drive more interest in your solutions.
qualified leads.

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A prospect who clicks the Makana Tech online ad, above, immediately Makana Tech can immediately detect when a visitor from a target
sees consistent messaging and offers on the Makana website — account and industry lands on its site. For this prospect from a
creating a cohesive and unified experience that shows the visitor they’re pharmaceutical company, the Makana Tech homepage is tailored to
in the right place. show relevant videos, content, and calls to action.

14 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
05

3. Increase deal velocity and deal size for 4. Increase customer adoption and lifetime value
target accounts. with relevant content.
Are prospects from a target account demonstrating high Even if you have a lot of great content, it’s often not easy for
activity and engagement on your website or across other prospects to find what they want and need. Use 1-to-1 content
touchpoints? You can automatically trigger alerts to the recommendations to promote the most relevant asset (e-book,
right reps in your CRM with a recommended next best video, article, and so on) to each person visiting your site, using
action — so they’re able to follow up intelligently and while your app, or opening your emails — engaging prospects and
interest is hot. guiding them along the buyer’s journey.

Follow up
4 people from this target account
have downloaded a total of 8 items
in the last week.

Edit and view details

A high volume of content downloads from people who work at this After this visitor registers to download an e-book, he sees personalized
target account triggers an alert to the appropriate sales rep in Salesforce recommendations for other content that’s likely to engage him. The
Sales Cloud, suggesting the next best action she should take. recommendations are assets he hasn’t previously consumed and are
based on his preferences and interests.

15 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
05

5. Drive registrations for webinars and events. 6. Integrate email and website experiences.
Drive greater visibility and attendance to your virtual and Your email campaigns and website experience should be
physical events by promoting them to the right audience. working together to help prospects navigate the buyer’s
Across your touchpoints, you can highlight webinars and journey. With open-time email personalization, you can
events that align to individuals’ interests, personas, or dynamically tailor content when an individual opens a message
geography to generate more registrations. — not when it’s sent — to reflect that person’s latest interactions
and activities on your site (and across your other channels).

Detecting a visitor’s location,

Makana Tech can instantly
promote an upcoming local
and relevant event to drive
attendance and improve
lead generation.

Katie is a new subscriber to

the Makana Tech newsletter.
Based on the preferences she
indicated and the content
she has viewed across
Makana’s channels, this
e-book and video are being
ROADSHOW recommended for her. These
Join us in Boston are items she hasn’t engaged
on July 29th! with yet, and after she
downloads or watches them,
if she reopens the email,
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the content will dynamically
adjust to showcase new
relevant items.

16 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
05

7. Drive adoption by freemium users and new 8. Collect zero-party data with personalized surveys.
customers. Looking for more specific data about your customers and
You can use behavioral data from logged-in users to improve prospects? Ask them directly, using personalized and targeted
their experiences and engagement in real time. For example, surveys on your web and mobile properties. Responses are
educate freemium users with timely, in-app updates, and target added to each person’s profile to enrich your database, and
engaged users with messages about the benefits of various they can even trigger helpful, personalized experiences in the
features. Guide new, logged-in customers with onboarding moment — showing respondents the value of engaging.
content and relevant tips, tailored to their specific needs.

This power user of

Makana Tech’s mobile app
has logged in five times this
week. Based on the user’s
interest and activity, Makana
can show them a message
Upgrade today about the benefits of
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Key Benefits: robust paid version.
• Data visualization
• Export/Import
• Multiple users

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When web and mobile
ROADSHOW visitors answer the “What’s
Join us in Boston your analytics goal?” survey
on July 29th! question, the response they
select dictates what they see
APPLY TODAY next — guiding them to the
content and solutions that
will be most useful for
their needs.

17 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
 CONCLUSION

Increase Marketing ROI with

Salesforce Personalization.
Make the dream of 1-to-1 engagement across channels a reality The more relevant your message, the more engaged a customer
with Salesforce Personalization. Each day, Personalization will be with your brand. And higher engagement rates lead to
delivers automated, AI-driven experiences to billions of people increased conversion. It’s a win-win for your customers, and for
across the world. It helps companies increase conversion rates your business.
while building engagement and loyalty.

With Personalization you can:

Capture individual insights Coordinate engagement everywhere

Deep behavioral tracking, data aggregation from various Everything you learn about someone from their interactions on
sources, and affinity modeling shine a light on each person’s one channel can be used to improve that person’s experiences,
true interests and intent. in the moment, in the same channel or any other.

Deliver optimized experiences with AI Test and analyze experiences

Marketer-friendly, customizable algorithms interpret the data You can optimize your personalization campaigns and
and make decisions in real time (less than 30 milliseconds), customer engagement efforts throughout ongoing A/B testing,
so every interaction is relevant at the 1-to-1 level. reporting, and analysis.

Want to learn more? Request a demo today at sfdc.co/mc-personalization-demo.

18 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com
19 Customizing for Every Customer: How 1-to-1 Personalization Drives ROI salesforce.com