The Big Book Of: Personalized Marketing Examples

The Big Book of
The Big Book of

Personalized
Personalized
Marketing
Marketing
Examples
The Big Book of Personalized Marketing Examples
Table of Contents
Introduction ......................................................................... 3
1 Industry or Persona Personalization ................................... 5
Fortinet | Multi-Channel Nurture .................................................. 7
2 Intent-Based Personalization ............................................... 8

CollabNet VersionOne | Intent-Based Prospecting ..................... 10
3 Stage of the Buyer Journey ............................................... 11

Uberflip | Buying Stage Nurture .................................................. 13
4 Account-Level Personalization .......................................... 14
Snowflake | One-to-One Account-Based Marketing ................... 16
5 Predictive Experiences at an Account Level ...................... 17

Aprimo | Predictive One-to-One Account-Based Marketing ....... 19
6 One-to-One Outreach from a Sales Rep ............................ 20
Vidyard | Sales Outreach ............................................................ 22
FullStory | Sales Outreach .......................................................... 23
Conclusion ......................................................................... 24
WRITING & CONCEPTUALIZATION

Melissa Wankiewicz
COPY EDITING
Lynda Spark
DESIGN
Rob Scanlan
Uberflip 2
Introduction
Who isn’t talking about personalization these days?
In the marketing world, it’s a buzzword that can
sometimes feel impossible to achieve. And for everyone
else, it has become an expectation for all of their online
experiences. In fact, 74% of buyers have said they get
frustrated when a website’s content doesn’t feel personalized
to their needs.
Marketers know that if they’re not providing the personalized

experiences their buyers crave, they’ll lose their attention
in no time. But for many of us, anything beyond inserting a
personalization token into an email can feel like a daunting task.
Without spending all of our waking hours personalizing content
destinations for each unique user, how can we show our
customers and prospects that we truly understand their needs?
We often think of Netflix as the ultimate personalized content

experience. As soon as you log in, you’re met with a collection
of content that feels like it was made just for you. And it was!
...curated for you, that is. Netflix isn’t out filming new shows
based on what you like, but they’re surfacing shows they know
you’ll enjoy based on your watch history.
It’s the overall experience Netflix creates that makes it feel

like they just get you. And when you really think about their
approach, it’s not something that’s unachievable for us as
marketers. Netflix shows us that personalization doesn’t have
to mean content created for each unique customer. It can
simply mean curating your content in a way that speaks to
someone’s interests or needs.
Uberflip 3
Calling out a prospect by their name or company may capture

their attention initially, but it’s relevant content that causes
people to stay engaged for longer. It’s important to get clicks,
but it’s more important to ensure that we’re actually converting
the traffic that lands on our sites when they click. And content
experiences that are personalized based on job function,
industry, or stage of the buyer journey have proven to be more
impactful than surface-level personalization like first name or
company—78% of buyers have said personally relevant content
from brands increases their purchase intent.
In the coming pages of this visual guide, we’ll explore how you
can take personalization beyond “Hi {First Name}” and start
serving up relevant content experiences to buyers that will
keep them engaged for longer. We’ll look at the full spectrum
of personalization, along with some shining examples of the
different approaches and the tools you can use to make it
all happen.
Personalization in marketing has come to mean different things

to different people. But the one thing we can all agree on is that
personalization equals relevancy—relevant messaging, relevant
content, and relevant calls-to-action.
Building out these types of experiences for your buyers

shouldn’t be intimidating, it should be exciting. Ready to start
speaking your buyers’ language with personalized content?
PERSONALIZATION SPECTRUM
1 2 3 4 5 6
LIGHT HEAVY
Uberflip 4
Industry
or Persona
Personalization
Uberflip 5
Industry or Persona
Personalization
To nurture our buyers, many of us segment our traditional
demand strategies by persona or industry. To kick this up a
notch, try creating a dedicated destination for the defined
segment of your audience so you can easily drop prospects into
an immersive experience full of content that suits their needs.
We often refer to this type of personalized content collection as
a nurture destination because it gives buyers the opportunity to
self-nurture at their own pace.
In these next examples, take a look at how Fortinet, a

cybersecurity company targeting infrastructure, network
security, and IT professionals in an array of industries has
kicked a tried-and-true segmentation strategy up a notch
by going multi-channel in their efforts and creating a fully
personalized journey for their buyers.
Uberflip 6
Fortinet | Multi-Channel Nurture
Segmentation by Persona
1 2 4 5
Anyone identified as Display ads running alongside Banner is identical to display A curated collection of content
fitting this particular sales cadence to engage ad—consistency is key for tailored to this particular persona
persona buyers on all channels brand recognition here!
Campaign Destination with Offer

Display Ad
Booked Meeting
Contacts
Sales Email
Title
Role
Retargeting Ad
3 6 7
Adding a personal touch Retargeting ad with offer for anyone who Finally! A meeting
with sales outreach visited the content stream (Sometimes with sales
people need a little extra push)
Segmentation by Industry
1 2 3 4
This time, Fortinet is Very similar ad, but messaging Banner still matches Content isn’t focused on a particular persona,
targeting prospects is tailored to industry rather the display ad! but instead messaging has changed to speak
by industry than persona to everyone within this particular industry
Display Ad Campaign Destination with Offer
Booked Meeting
Contacts
Sales Email
Title
Industry Retargeting Ad
Tech Used
Identify Accounts Ad Distribution Sales Cadence Personalized Destination Calendar Booking
Uberflip 7
Intent-Based
Personalization
2
Uberflip 8
Intent-Based
Personalization
Intent data is a great way to capture the attention of prospective
buyers who are surging on topics related to your business.
There are a ton of different ways you can leverage intent data
in your marketing strategy, but one of our favorites is using it
to attract new visitors, then nurturing them with personalized
content.
The three primary types of intent are behavioral intent, search-

based intent, and social intent—and determining which to use
depends on the tech you have at your disposal and how you
plan to engage prospective buyers.
While most intent data providers will translate IP addresses to

company names so you know exactly who’s surging on your
identified topics, it’s important to remember that your goal is to
provide a contextual experience, not scare anyone away.
Uberflip 9
CollabNet VersionOne | Intent-Based Prospecting
Our friends at CollabNet VersionOne are creating a personalized journey for anyone who is
researching topics relevant to their business. They’re targeting their ads using intent data,
then sending audiences to a curated collection of content—hand-picked to align with the
needs of someone who is in the research phase of their journey.
1 3 4
Concise messaging and a clear CTA A curated collection of Banner is consistent with
show someone exactly what they’ll be content tailored to this ads so the buyer can quickly
getting when they click through your ad particular persona make the connection
Contacts 5
CTA so highly engaged
buyers can connect
with a sales rep
6
Free trial to show
prospective customers
value upfront!
BDR Email 7
More relevant content
2 contained in a
Relevance is essential to making a display contextual experience
ad stand out (and to ensure people are —optimal for content
connecting each of your ads to the others) bingeing
Tech Used
Intent Data Ad Distribution Content Destination
Uberflip 10
Stage of
the Buyer
Journey
3
Uberflip 11
Stage of the
Buyer Journey
One of the obvious benefits of personalized content is that
it compels people to engage with more of it. Given that the
average buyer needs 11.4 pieces of content before they’re ready
to make a purchase decision, marketers need to do all that they
can to speed up the process. So drop them into a contextual
personalized experience, and they’ll binge on content curated
just for them and get to that 11.4 number faster!
Uberflip 12
Uberflip | Buying Stage Nurture
Take a look at how our team at Uberflip has created a personalized experience for anyone
who is in the opportunity stage of a sales cycle. We’ve separated the program into two
phases: early-stage opportunities and late-stage. The intention is to use bottom-of-funnel
content, customer stories, and other product-related collateral that someone in the decision-
making stage of the buyer journey would be interested in. Rather than leaving our buyers
to do this research themselves, we’ve packaged up the content that’s relevant to all of their
questions and concerns and turned it into an experience that we drive people to through
email, paid social, and display ads.
1 2 5 7
Eye-catching ad featuring a This messaging sums up what this As a buyer gets deeper into Customer and analyst
results-driven customer story content stream is about—showcasing the sales cycle, the ads get affirmation, one-pagers about
other customers’ successes a little more aggressive some of our integrations, and
articles featuring examples of
Retargeting Ads Uberflip use cases
Campaign Destination
Email Signatures
We have exciting news here at Uberflip to share! Our leading B2B content
experience platform has been named a contender by Forrester, an
Contacts
independent research firm, in The Forrester Wave™: Content Marketing
Platforms for B2B Marketers, Q2 2019 for the first time.
Sandra Lamar
Business Development
Toll 1-888-694-2946
MadisonLogic Ad
Direct Mail
Bene
Flash ﬁt
Key Beneﬁts Reps can
easily create
one-to-one
are unique
to
tric selling. content that photo to
Customer-cen streams of message and
Ca
• with targeted a personal
experiences They can add
rds
each prospect.human level. easily accessible
a sales collateral
connect on content and content without leaving
their
Make marketing canWHA less time
• They embed selling and
to your reps. T TOmore time
spend
so they can SAY
email inbox TO success. Measure
the right asset. to drive pipelineGET THEM their
looking for and sales to better maximize
ON-S
• Align marketingteams are using content IDE
how
and track
efforts
Silver Bullet by making

it as easy
as possible
and
the sales cycle outreach to their prospects
Uber flip shortens
• provide personalized
for reps to velocity.
increase pipeline
Chatbot
Chatbot
3 4 6
Customer stories are A friendly Driftbot ...and we send this direct mail
front and center connects visitors with package with benefits
their Account Executive flashcards, customer quote
cards, a CSM intro, branded pens,
and even champagne to pop!
Tech Used
Ad Distribution Direct Mail Content Destination
Uberflip 13
Account-Level
Personalization
Uberflip 14
Account-Level
Personalization
There are some accounts you just want to pull out all the stops
for. This typically makes the most sense when you’re looking at
a significant deal size, have the resources to make it happen,
and, most importantly, if you have enough data or intel on
your target account or client to create something that’s really
personal and special.
Sticking a company’s logo onto an ad won’t make them fall

in love with you—and if you can’t support your personalized
outreach with an equally personalized content journey, it’ll make
them see through your efforts pretty quickly.
This level of personalization is high effort and high reward—and

in order to execute it effectively, you must communicate a clear
understanding of an account’s needs and how you can support
them in their challenges.
Uberflip 15
Snowflake | One-to-One Account-Based Marketing
Notice just how tailored this example from Snowflake is. They’ve used a ton of different
channels to drive their target accounts to a branded, personalized destination. Not
only do they call out their target account by their company name and include content
that’s relevant to their business needs, but they also have content that’s been created
specifically for them.
Display Ad 1 5
Retargeting Ad
Nothing like a bold (and The consistent
beautifully designed) ad to experience
capture someone’s attention! continues
Campaign Destination with Offer
Sales Email
2 6
This shows the prospect that this A personal touch from
content destination was carefully sales—straight from the
created with them in mind Uberflip Gmail extension
Personalized Content
3
Here’s that
personalized Slack Flipbot
piece of 4 Email Signature 7
content! Signature This shows the
dynamically prospect that this
changes when a content destination
rep is emailing was carefully created
this account PEPSICO with them in mind
Tech Used
Intent Data and Intelligence Ad Distribution Content Destination Measurement
Uberflip 16
Predictive
Experiences
at an Account
Level
Uberflip 17
Predictive Experiences
at an Account Level
For many marketers, account-level personalization is about as
personalized as they’d ever imagine getting. But there’s actually
an additional layer we’ve seen added to this approach which
really takes tailored account outreach to another level. In this
section, we’ll dive into predictive content experiences and the
idea of personalizing a destination based on not just what you
think someone may like, but by challenges you know they’ve
been researching online.
Uberflip 18
Aprimo | Predictive One-to-One Account-Based Marketing

Similar to the CollabNet VersionOne example we explored earlier, Aprimo uses intent
signals like anonymous web visits, third party research, and false form fills to create
even more personalized experiences for their prospects. But what takes their approach
up a notch is targeting both by account and that account’s intent. By identifying people
who are searching for topics around content strategy, content management, and digital
asset management, they’re able to use that information to build out content destinations
focused on the unique challenge that each account is trying to solve.
Predictive content experiences like this one really show how true personalization is all
about relevancy. While Aprimo uses a number of different channels to drive prospects
to their content destinations, it’s the collection of resources that speak directly to each
buyer’s pain points that gets people to actually convert.
1 3 6
Aprimo’s LinkedIn ad calls out their Personalized chatbot to More personalization! Placing a prospect’s
prospect by name to capture their capture attention and drive to logo in the banner reminds them this
attention, but hooks them by mentioning a curated content destination experience was created just for them
one of their unique business challenges
5
Calling out the
business challenge this
account was surging on Campaign Destination with Offer
Social Ad
Contacts Sales Cadence Chatbot
Video
2
Email cadence from
sales centered around
buyer pain points
4 7
This video puts a face to the BDR Collection of content that
who keeps popping up in the addresses buyer challenges
buyer’s inbox and tells them and educates them on Aprimo
exactly how Aprimo can help them
Tech Used
Intent Data Ad Distribution Personalized Chatbot Sales Cadence Content Destination
Uberflip 19
One-to-One
Outreach from
a Sales Rep
6
Uberflip 20
One-to-One Outreach
from a Sales Rep
By the time a lead has gotten to a stage where they’re engaging
with a sales rep, the stakes are higher and the need for relevant
and contextual content becomes greater than ever. A great
way for a sales rep to follow up after a call is by packaging a
collection of relevant resources into a custom experience that’s
explicitly for that particular prospect. By calling your contact out
by name and sending them resources that you think can really
help them, you’re not only creating a personalized experience at
that point, but a real personal connection.
Uberflip 21
Vidyard | Sales Outreach
Nothing says personal like some face time with a prospect. And if you can’t get to visit
them IRL, video can do the trick! In this example, look at how a sales rep at Vidyard
has created a video marketing resource center packed full of content to support their
prospect’s video marketing goals. They’ve included their prospect’s logo and tailored
the content to suit the prospect’s needs—and topped it off with a custom video that
auto-plays upon opening the stream.
It’s important you’ve done your research here to ensure the personalized experience
includes content that will move the prospect closer to a buying decision based on past
engagement and browsing intent. This kind of personal outreach can make someone
feel valued and heard—two pretty important factors when they’re evaluating your
product or service!
1 3 4
This tile in an email Custom video from Prospect's logo
looks a lot better than a the sales rep is included here
series of hyperlinks!
Sales Email Content Destination

New Message _x
To Cc Bcc
Subject
2
Resources pulled
The Definitive Guide
to Session Replay specifically to speak
to someone’s unique
pain points
Send
5
Having a sales rep’s photo on a
CTA adds a personal touch—you
know just who you’re talking to!
Tech Used
Distribution Content Destination Personalized Video
Uberflip 22
FullStory | Sales Outreach
In this example from FullStory, a rep has pulled together a collection of case studies,
guides, and whitepapers that make reference to the challenges discussed while on the
phone with their prospect. They’ve also made it super easy to follow up if they have
any questions!
1 2
Embedded content tile in Messaging to reflect Account-Level Personalization
sales follow-up email engagement with
individual prospect
Sales Email
4
New Message _x Everything a buyer
To Cc Bcc needs to know about
FullStory
Subject
The Definitive Guide

5
to Session Replay
3 More contextual
Rep’s contact resources that
information so support the
prospects can easily challenges discussed
Send on sales call
reach out
Tech Used
Distribution Content Destination
Uberflip 23
Conclusion
When it comes to personalizing the buyer journey,
the important thing to remember is that there isn’t
a one-size-fits-all approach—and there are actually
a ton of factors to consider when thinking through
your personalization strategy to determine just how
personal you should get.
As with most things, the secret to getting ahead in the

personalization game is just getting started. Begin with a light
personalization approach and slowly build onto your strategy
from there. Personalization is a spectrum, after all.
Before I send you off to start brainstorming, let’s review what the
examples in this guide have shown us.
1. Personalization doesn’t have to be executed at a one-to-one level every time.

Tier your strategy based on persona, industry, stage of the funnel, channel,
and/or deal size.
2. Surface-level personalization like first name and company are great ways
to capture someone’s attention, but at the end of the day, the key to true
personalization is relevance.
3. Content is at the core of it all. You don’t need to be creating new content
for each account, but surface the content you already have that speaks to
someone’s needs or interests.
Uberflip 24
4. Generic landing pages or product pages as destinations are no more. Buyers

today are looking to self-educate, they’re looking for choice, and they want
it all to be personalized. It doesn’t matter how many clicks you’re getting on
your ads or emails if no one is actually converting.
5. You don’t have to do it all on your own. Scaling personalization without a

tech toolbox at your disposal can be intimidating and time-consuming. To
start, review the experiences in this guide and see which ones align most
with the areas you struggle with. Then take a look at the tech used to see
how you can accomplish similar levels of personalization.
You’re not Netflix, but you can start serving up

personalized experiences like them. It’s time to start
leveraging your content to drive conversions, speed
up buyer journeys, and, most importantly, show your
customers and prospects that you really get them.
Uberflip 25
With Uberflip, taking your personalization
approach beyond “Hi {First Name}” has never
been easier.
Request a demo to see how we can help you

create truly personalized content experiences for
your buyers in minutes.
Request a Demo

The Big Book Of: Personalized Marketing Examples

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Big Book Of: Personalized Marketing Examples

Uploaded by

Copyright:

Available Formats

The Big Book of

The Big Book of

2 Intent-Based Personalization ............................................... 8

3 Stage of the Buyer Journey ............................................... 11

Snowflake | One-to-One Account-Based Marketing ................... 16

5 Predictive Experiences at an Account Level ...................... 17

WRITING & CONCEPTUALIZATION

Marketers know that if they’re not providing the personalized

We often think of Netflix as the ultimate personalized content

It’s the overall experience Netflix creates that makes it feel

Calling out a prospect by their name or company may capture

Personalization in marketing has come to mean different things

Building out these types of experiences for your buyers

In these next examples, take a look at how Fortinet, a

Fortinet | Multi-Channel Nurture

Campaign Destination with Offer

Display Ad Campaign Destination with Offer

Identify Accounts Ad Distribution Sales Cadence Personalized Destination Calendar Booking

The three primary types of intent are behavioral intent, search-

While most intent data providers will translate IP addresses to

CollabNet VersionOne | Intent-Based Prospecting

Display Ad Campaign Destination with Offer

Intent Data Ad Distribution Content Destination

Uberflip | Buying Stage Nurture

Silver Bullet by making

Ad Distribution Direct Mail Content Destination

Sticking a company’s logo onto an ad won’t make them fall

This level of personalization is high effort and high reward—and

Snowflake | One-to-One Account-Based Marketing

Intent Data and Intelligence Ad Distribution Content Destination Measurement

Aprimo | Predictive One-to-One Account-Based Marketing

Intent Data Ad Distribution Personalized Chatbot Sales Cadence Content Destination

Vidyard | Sales Outreach

Sales Email Content Destination

Distribution Content Destination Personalized Video

FullStory | Sales Outreach

The Definitive Guide

Distribution Content Destination

As with most things, the secret to getting ahead in the

1. Personalization doesn’t have to be executed at a one-to-one level every time.

4. Generic landing pages or product pages as destinations are no more. Buyers

5. You don’t have to do it all on your own. Scaling personalization without a

You’re not Netflix, but you can start serving up

Request a demo to see how we can help you

You might also like