In order to succeed in today’s increasingly content-saturated digital world, marketers need to personalize the experiences they deliver to their customers.

But often, the reason why marketers fail to personalize content is not because they don’t see the value in personalization. In fact, according to eConsultancy, 94 percent of companies agree that personalization is critical to their current and future success.

Marketers are not personalizing because it is difficult, time-consuming, and often requires more resources than they can afford to expend. But that doesn’t necessarily have to be the case.

Enriching contact data for personalization at scale

Marketing automation has been a boon to the increasingly overworked marketing professional. In its early days, it was enough that the software helped prioritize and streamline marketing activities, taking some of the strain off. Now, however, it has to do more.

The contact data within your marketing automation software is not just a repository of anonymous leads. It represents real, individual consumers. And by enriching this data using social insights, you can begin to develop a near flesh-and-blood model of each contact.

Enriching your contact data with social insights like demographics (Are they married? How old are they?), psychographics (What do they value?), intent (Are they ready to make a purchase?), behavior (What websites do they visit?) and more will enable you to create personalized experiences for your audience, at scale.

Audience Segmentation

The first benefit of enriching your contact data is better audience segmentation. Rather than solely segmenting by the action a contact has taken – like downloading an ebook or watching a video – why not add additional layers that pull in information about who they are?

Leveraging social data in your marketing automation means that you can segment based on criteria as varied as brand affinity, income and the degree to which a prospect likes certain activities. This enables you to nurture leads more effectively, by grouping them based on more than just one or two points of data.

Personalization of Content  

A second and related benefit of enriching your contact data is the ability to produce better, more personalized content.

Consumers are bombarded with marketing messages on- and off-line, and the ones that stick are the ones that resonate with who they are. If you can develop audience segments that are representative of your customers as people, you can learn what content will perform best with the various segments.

For a consumer to see content as valuable, it must first and foremost fill a need. And by integrating social data with your automation software, you can uncover these needs and create and send content that meets them.


Imbuing contact data within marketing automation software with social insights is essential for marketing today. Personalization at scale is not a unicorn. It’s not a mythical, idealized future event. It is here, and now, and a growing necessity for marketers who want to stay relevant in their customers’ minds.