Marketing Automation: From personalisation to 1-1

From personalisation to relevance

Personalisation has been part of marketing automation for years. But a first name or a customer segment only tells you so much. What someone does, what they’ve shown interest in and where they are in their journey can tell you much more about what’s relevant right now.

By picking up on those signals, your marketing automation can respond to what’s actually happening, rather than relying only on predefined paths and schedules.

One to one at scale

The more context you can take into account, the more relevant your communication can become. Take that far enough and you move towards one to one communication, where the next message or action is based on the individual customer.

The challenge is doing that at scale. This is where AI can help. During the talk, Tobias Pasman, Strategy Lead, will use practical examples from HubSpot to show what this can look like and how to start with what you already have.

What you’ll learn:

• Why personalisation doesn’t always mean relevance

• How customer context can make marketing automation more relevant

• How to move towards one to one communication without creating more manual work

• Where AI can help make this possible at scale

Who should attend this webinar?

This session is for marketing leaders and others working with CRM, marketing automation, sales or digital growth who want to get more from their marketing automation.

You don’t need to use HubSpot today. The examples will be practical, but the thinking applies whether you’re already working with advanced automation or looking at where to go next.