Good morning marketers, do you use personalization in your marketing?
Personalization: everybody’s talking about it, but who is doing it? Well, Community Health Network (CHN) – An Indiana-based healthcare system – is proof that personalization has value in just about every sector, even healthcare. (And that’s saying something given the strict limits of HIPPA laws.)
To scale its personalization approach, CHN integrated CRM data and paid social campaigns to its personalization platform in order to measure content and personas, then defined UTM parameters to track site interactions with on-page content. Ultimately, their findings revealed that each persona had very different goals based on the calls-to-action they engaged with.
To put it all into context: A small team of three digital marketers owns CHN’s entire personalization efforts from end-to-end. The team is constantly testing and measuring different content variations against their audiences. The tools they use enable the team to scale their execution on a level that helps healthcare consumers and patients to quickly find the resources and local services they need. If they can do it given the limitations around resources and patient privacy regulations – you probably can too. Here’s a basic approach to getting started.
In other news, Marketo’s February 2020 release notes feature updates to its account-based marketing (ABM) tools and Core Marketo Engage platform. FYI: this could impact marketing and sales users. The updates were mostly a result of upgrades on Marketo’s API Calls application, which Marketo has been working to improve stability and enable smoother integrations.
Salesforce is acquiring the software company Vlocity for $1.3 billion, an announcement that came as part of the company’s latest earnings report. Vlocity develops software that sits atop Salesforce’s platform and is tailored for customers in industries such as communications, media and entertainment and insurance.
Below you’ll find updates on the latest social news and a list of five benefits you’ll get from visualizing your martech stack.
Taylor Peterson,
Deputy Editor
