Deep Personalization Requires Confidence in Your Data
Posted: Mon Dec 23, 2024 7:27 am
Personalization has never been more important than it is today, and its usage will only grow as time goes on. Companies are working toward deeper, more data-rich personalization based on the actions that their customers take all the time. HubSpot builds deep personalization into all of its features, allowing you to speak directly and specifically to your customers about their problems and needs.
Such personalization has become so prevalent that modern customers expect it. In fact, 78% of customers will only engage with offers if they have been personalized and reflect their previous engagements with a company.
There is no question that personalization is effective. But companies need to have a wealth of data to achieve the true, deep personalization they seek and that HubSpot is able to provide.
With that data, there needs to be a certain level of confidence. The only thing worse than not using personalization in HubSpot marketing campaigns is doing it and getting it wrong. Without confidence in your data, you can’t leverage opportunities to inject data into your campaigns.
If you don’t have confidence in your data, you’ll have a hard time designing fully-formed personalization campaigns that fulfill their potential.
Ultimately, your marketing team's ability to harness data is limited by uruguay country code your HubSpot data quality. Without confidence in your data, much of it will sit there unused.
3. Inaccurate Marketing Data Negatively Impacts Brand Perception
Inaccurate marketing data doesn’t just affect your bottom line. It also negatively impacts the perception of your brand. Imagine being shown marketing that has been “personalized” but uses inaccurate data. Maybe an email calls you by the wrong name. Or worse, it calls you “[firstname].” The communication could address you by the wrong job title, or associate you with the wrong company. Wouldn’t that affect your opinion of the brand?
Those early impressions of your brand stick. Once customers develop a negative opinion of your brand, 70% of customers will avoid buying your products.
When prospects receive ads that incorrectly use personalization data or fail to deliver their message in a way that resonates, it can be a frustrating experience. Additionally, dirty HubSpot CRM data can cause sales reps to reach out to prospects using inaccurate data to drive their engagements, derailing conversations, and killing conversion rates. The impact of bad data flows throughout an organization. It’s never isolated to a single campaign or issue.
Such personalization has become so prevalent that modern customers expect it. In fact, 78% of customers will only engage with offers if they have been personalized and reflect their previous engagements with a company.
There is no question that personalization is effective. But companies need to have a wealth of data to achieve the true, deep personalization they seek and that HubSpot is able to provide.
With that data, there needs to be a certain level of confidence. The only thing worse than not using personalization in HubSpot marketing campaigns is doing it and getting it wrong. Without confidence in your data, you can’t leverage opportunities to inject data into your campaigns.
If you don’t have confidence in your data, you’ll have a hard time designing fully-formed personalization campaigns that fulfill their potential.
Ultimately, your marketing team's ability to harness data is limited by uruguay country code your HubSpot data quality. Without confidence in your data, much of it will sit there unused.
3. Inaccurate Marketing Data Negatively Impacts Brand Perception
Inaccurate marketing data doesn’t just affect your bottom line. It also negatively impacts the perception of your brand. Imagine being shown marketing that has been “personalized” but uses inaccurate data. Maybe an email calls you by the wrong name. Or worse, it calls you “[firstname].” The communication could address you by the wrong job title, or associate you with the wrong company. Wouldn’t that affect your opinion of the brand?
Those early impressions of your brand stick. Once customers develop a negative opinion of your brand, 70% of customers will avoid buying your products.
When prospects receive ads that incorrectly use personalization data or fail to deliver their message in a way that resonates, it can be a frustrating experience. Additionally, dirty HubSpot CRM data can cause sales reps to reach out to prospects using inaccurate data to drive their engagements, derailing conversations, and killing conversion rates. The impact of bad data flows throughout an organization. It’s never isolated to a single campaign or issue.