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What Kind of Marketing Hero Are You?

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In a world overrun by the scourge of irrelevant advertising, the masses look to the skies for a hero. Someone who will fight for truth, justice, and the personalization way. Whether you’re targeting businesses or consumers, your journey to becoming their marketing hero starts now. 


[box padding="biggest" margin="bigger"][img_block title="The Blaster" img="/sites/default/files/pers_cam_overlay_blaster.png"]

Stage 1: One to All

Pushes mass distribution of communications to everyone in the database

The customer experiences no variation of content. Content is changed on a mass level and distributed to everyone accordingly. The process can be labor intensive with little ROI feedback.


  • Push marketing
  • Batch campaigns
  • No segmentation
  • No optimization
  • Silo channels
  • Standard analytics

Channels: Email

Average ROI: 3%


[box padding="biggest" margin="bigger"][img_block title="The Regulator" img="/sites/default/files/pers_cam_overlay_regulator.png"]

Stage 2: One to Many

Uses rules to define customer communications within a defined channel.

Customer experiences the brand across multiple channels — site, emails, mobile site, call center etc.  Experience is not usually consistent or integrated.  Campaign rules determine the next interaction.


  • Push marketing
  • Drip / trigger campaigns
  • Rules-based segmentation
  • Ad hoc A/B testing
  • Silo channels

Channels: Email, Website

Average ROI: 10%


[box padding="biggest" margin="bigger"][img_block title="The Modeler" img="/sites/default/files/pers_cam_overlay_modeler.png"]

Stage 3: One to Some

Uses segmented audiences (or personas) to guide messaging and communications.

Each channel / media has a variation of content based on channels, brands, and personas. Some channels and media are starting to integrate messaging. Offers are aligned to model-defined segments.


  • Push/pull marketing
  • Multi-wave campaigns
  • Model segmentation
  • A/B & multivariate testing
  • Minimal integrated channels

Channels: Email, Website, Display

Average ROI: 20%


[box padding="biggest" margin="bigger"][img_block title="The Integrator" img="/sites/default/files/pers_cam_overlay_integrator.png"]

Stage 4: One to Few

Uses marketing automation to manage integrated omni-channel interactions, as defined by the customer journey.

Customer experiences a connection between online and offline messaging. Company communicates with the customer on an interactive basis – leveraging model optimization and response messaging.


  • Push/pull marketing
  • Interactive campaigns
  • Automated segmentation
  • Advanced testing and optimization
  • Some channel integration
  • Consumer moment mapping

Channels: Email, Website, Mobile, Third-Party Websites, Call Center


[box padding="biggest" margin="bigger"][img_block title="The Personalizer" img="/sites/default/files/pers_cam_overlay_personalizer.png"]

Stage 5: One to One

Integrates channel and media in a cohesive interaction, so as to interact and predict the best engagement across a defined journey – driving incremental engagement.

Customer experiences personalized content optimized across channels. Communications are defined by interest, interactions, and orchestrated decisioning, which are delivered at the right time.


  • Automated push/pull
  • Interactive marketing
  • Automated segmentation
  • Automated orchestration
  • Omni-channel integration
  • Automated journey management

Channels: Email, Website, Mobile, Third-Party Websites, Call Center, Display, Print, Social Networks, Face-to-Face, Search, Out of Home

Average ROI: 120%


[pardotiframe src="https://go.pardot.com/l/47252/2016-02-10/2w11m8" width="full" height="670" align="none"][/pardotiframe]

[box border=no padding=no margin=no bg=transparent]Personalization is really the ideal combination of data and analytics, marketing technology, customer strategy, and creative. Be sure to upgrade your data and analytics capabilities at the same speed you update your marketing technology capabilities. This way your ability to understand who your customers are and what they care about will grow commensurate with your ability to target and engage those customers. 

As you grow those two capabilities, try to push your strategic and creative execution to the boundaries of what is possible. As soon as you’re able to address a customer segment in a new way, look at the data, think about what would be effective with them, make a new set of creative for them, and try it. And remember to always, always measure whatever you can.

As you move up the stages, you’ll move from campaign management to interaction management where each customer’s actions trigger a new result, designed specifically to move them further along the customer journey. With the right technology, these interactions become automated, using a customer’s past behaviors and known preferences to determine which communication will prove most effective for that specific customer. Ultimately, the algorithms and decision engines carry the burden of choosing the interaction, and your work becomes setting up a beautifully intricate conversion machine. [/box]