AI Personalisation Tactics can revolutionise your marketing strategy, helping you scale growth while maintaining a personal touch. Read on to discover how to integrate these tactics effectively.
As businesses expand, marketing teams often grapple with maintaining the personalised touch that initially drove customer engagement. The challenge lies in scaling efforts to reach a broader audience without diluting the impact of targeted interactions.
In a recent episode of “Marketing Against the Grain,” Kieran and I discussed how larger audiences make it increasingly difficult to deliver consistent, targeted interactions. This often leads to generic messaging, missed opportunities, and reduced conversions.
So, what can companies do to keep their marketing strategies relevant and impactful as they scale? The answer lies in AI personalisation tactics. These tools can analyse and interpret vast amounts of customer interactions, leading to higher engagement, smarter segmentation, and increased campaign efficiency.
How to Use AI Personalisation Tactics to Scale Marketing Growth
Here are our top three recommendations on how to use AI personalisation to scale marketing growth, along with tips and resources to get you started today.
1. Build Detailed Ideal Customer Profiles
One of the most effective ways AI personalisation tools help marketers scale is by creating incredibly detailed Ideal Customer Profiles (ICPs). Tools like Scout AI and Humantic AI combine internal data, such as customer behaviors and preferences, with external data sources like Google search, LinkedIn contacts, and paid ad performance. These insights generate a detailed ICP tailored to your business needs.
Once you have your ICP and contact database, personalisation tools can craft targeted outreach strategies. These include dynamic content suggestions, paid ads, and email campaigns aligned with your ideal customers. This allows marketing and sales teams to focus on the most relevant, high-value prospects, making demand generation more efficient and scalable.
2. Tailor Content and Messaging With Real-Time Data
AI personalisation tools also support marketing scalability by processing real-time user data. This includes browsing behavior, previous purchases, and location, allowing you to adjust marketing content and messaging based on these insights for individual customers.
“AI has elevated us from segment personalisation to one-to-one personalisation,” Kieran explains. Tools like ChatSpot AI, 6Sense, and Clay integrate with CRM platforms like HubSpot. They allow marketing teams to analyze real-time customer data and refine their campaign pitches, email messages, or creative assets. This dynamic approach ensures every interaction is timely and relevant to the customer’s current needs.
As Kieran puts it, “We are transitioning from the traffic acquisition era to the attention acquisition era.” This shift makes tailored content and messaging crucial for quickly capturing customer loyalty and differentiating your business from the competition.
3. Accelerate and Amplify Creative Content
AI can also supercharge marketing growth by identifying what creative content works well, automating its creation, and accelerating iterations and testing. AI tools can ingest keyword data and analyse the content that currently ranks for those keywords. They then break down why that content is performing well and offer recommendations on how to replicate and improve upon it.
From there, AI allows marketing teams to rapidly test these creative templates at scale. AI re-ingests both internal and external data to continuously refine its recommendations. Many AI tools also have built-in analytics, helping you identify what’s performing best over time and find fresh ideas to ensure your creative strategy resonates with your audience.
Real-World Applications and Case Studies
To illustrate the power of AI personalisation tactics, let’s look at a few real-world applications and case studies.
Case Study 1: E-commerce personalisation
An online retail company used AI to analyse customer browsing and purchase history. By tailoring product recommendations and email campaigns, they saw a 30% increase in conversion rates and a 20% boost in average order value.
Case Study 2: B2B Lead Generation
A B2B software company employed AI to create detailed ICPs and target high-value prospects. This led to a 40% increase in qualified leads and a 25% reduction in customer acquisition costs.
Case Study 3: Content Marketing
A content marketing agency used AI to analyse top-performing content and generate new ideas. They saw a 50% increase in organic traffic and a 35% improvement in engagement metrics.
Getting Started with AI Personalisation Tactics
Ready to integrate AI personalisation tactics into your marketing strategy? Here are some steps to get you started:
Step 1: Choose the Right Tools
Select AI tools that align with your business needs. Consider factors like data integration capabilities, ease of use, and scalability. Some popular options include Scout AI, Humantic AI, ChatSpot AI, 6Sense, and Clay.
Step 2: Build Your ICPs
Use your chosen AI tools to create detailed Ideal Customer Profiles. Combine internal data with external sources to generate insights that will guide your marketing efforts.
Step 3: Implement Real-Time Personalisation
Integrate AI tools with your CRM platform to process real-time user data. Tailor your content and messaging based on these insights to ensure every interaction is relevant and engaging.
Step 4: Test and Iterate
Use AI to analyse the performance of your creative content. Continuously refine your strategies based on data-driven insights to maximise your marketing impact.
Conclusion
AI personalisation tactics offer a powerful way to scale your marketing efforts while maintaining a personal touch. By building detailed ICPs, tailoring content with real-time data, and accelerating creative content, you can drive higher engagement, smarter segmentation, and increased campaign efficiency.
Interested in learning more about AI personalisation tactics? Check out our blog or contact us via email at info@07hm.co.uk or telephone at 01702 410663.
