So, if speaking to men, use male models in your creatives. And, in those creatives, use images and copy that actually will resonate with that sub-audience. LetвЂ™s say you have three core personas and three stages of the marketing funnel, that would be a total of nine different creatives that need to be created (not just one). Personalizing your marketing means you need different marketing creatives for each sub-audience. What does personalizing marketing actually mean? Why does that matter? Your marketing messaging should be tailored to where they are in their customer journey. A customer that is researching to figure out what it needs is typically the upper funnel, a customer that knows what it wants and is considering various vendors or solutions is the middle funnel, and a customer that is price shopping and ready to pull the trigger is the lower funnel. The customer journey is the path in which a customer researches, considers and ultimately purchases products or services.

Related: This Is How You Discern the Person in All That Customer Personalization Data What is the customer journey? Every single one of these sub-audiences should receive marketing messages from you that are directly relevant to them. lower-level managers) or different sizes of companies (e.g., enterprise vs. If you are a B2B business, maybe that is customers from one industry or another, or buyers at different levels of the organization (e.g., executives vs. younger buyers, or which target products they are most interested in (e.g., coffee drinkers vs. If you are a consumer business, maybe that is men vs. A customer persona is the sub-audience of users that are buying your product or service.

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