Individualized Marketing

B2B marketing has really always been about marketing to individuals. We like to think of B2B as B2Ixn where “n” represents the complexity of decision making units in the customer (number of units, number of members in the units).

Individualized Marketing is about tailoring messages to the individual and the current state of the individual in the decision of relationship process. It is fair to say that Individualized marketing is a subset of a high quality customer experience.  It is also fair to say that individualized marketing is a special case of differentiated marketing (or segment marketing) with a segment size of one individual.

There are four sub-services within this practice:

• Individualized Marketing Strategy & Planning – involves the traditional marketing activities of setting organizational goals and objectives and definition of target individuals within target decision making units.
• Permission Based Marketing– is a key approach used in individualized marketing. Permission marketing involves managing a set of customers and prospects based on their explicit permission to send some form of communication (or stream of communications or other interaction). Key activities within a permission marketing engagement include:
• Defining the scope (goals, objectives, audience, strategy, content) of the permission marketing program
• Securing commitment from the organization that it will adhere to the integrated approach
• Working with Permission Based Marketing partners to implement PBM applications, databased and processes to ensure success.
• Individualized Marketing Deployment – involves planning and deploying campaigns targeting individuals that have “opted-in” (or given permission in some form). The key differences between individualized marketing campaigns and traditional campaigns extends beyond permission to include individualization of content based on profiling individuals (often self-profiling) and individualization of campaign path logic for individuals.
• Individualized Marketing Measurement - involves integration of individualized/permission metrics with other marketing measurement activities. May also include a general upgrade to marketing measurement and management as indicated. Interactive dashboard development may be included.

© 2012 Filigree Consulting. All Rights Reserved.