How AI and Intent Data Can Boost Personalization at Scale
As a marketing strategist with over a decade of experience, I’ve seen personalization strategies that range from highly effective to entirely ineffective. The harsh reality is that relying on outdated methods and generic data will no longer set your business apart.
In this article, we’ll explore how generative AI (GenAI) and intent data can work together to create more meaningful personalization at scale.
Personalization: What It Is (And What It Isn’t)
Personalization is all about creating unique interactions, content, and messaging that directly address a buyer’s pain points and speed up their decision-making process. It’s not about knowing someone’s personal hobbies, nor is it just scraping basic information from the web. True personalization taps into a buyer’s specific needs and challenges, making their experience more relevant and efficient.
Why Generic Data Won’t Cut It
In today’s digital landscape, basic data – like publicly available details pulled from online sources – is everywhere. But if everyone is using the same type of data, your content and messaging will all feel generic. There’s nothing special or distinct about it. This leaves little room for differentiation between your company and competitors.
Take this example of an email sent to a CEO:
While it might seem personalized by mentioning the recipient’s name, company, and location, it doesn’t address their actual challenges or needs. The message is bland, and the call-to-action doesn’t offer any real value.
How Intent Data and AI Improve Personalization
At [Marketing Vogue], we believe the key to engaging prospects is delivering the right content at the right time. Intent data allows us to understand the topics a potential buyer is researching, based on their recent activities. This helps us target them with relevant content tailored to their specific interests.
For example, by simply using intent data, we’ve seen a 1.7x increase in response rates. But when we add AI-powered insights into the mix – using machine learning to predict content needs and recommend relevant resources based on user behavior – the results are even more impressive. Combining intent data with AI leads to a 3.6x increase in response rates and better customer retention over time.
The takeaway here is simple: activity data is valuable, but when you layer in AI, you can truly scale and refine your personalization strategy.
Striking the Right Balance: Avoiding “Big Brother” Messaging
Effective personalization connects with prospects based on their challenges and needs. However, it’s important not to overdo it and come across as too invasive or “Big Brother”-like. No one likes feeling like they’re being watched too closely.
Here’s how to strike the right balance:
Do:
- Position yourself as the solution your audience is actively seeking without making them feel like you’ve been spying on them.
- Use intent data to offer relevant content aligned with the trends and pain points the buyer is currently researching.
- Show that you understand their challenges and can provide valuable solutions.
Don’t:
- Avoid using language like “We saw that you viewed XYZ” – this can feel too intrusive.
- Don’t remind them constantly that you’re tracking their activity. They know it’s happening, but mentioning it too often can be off-putting.
- Skip overusing references to past interactions like content downloads or research history. A message that simply thanks them for viewing content is better than saying, “Because you downloaded X, let’s discuss Y.”
A helpful guideline here is the principle of progressive disclosure. This means gradually building your relationship with prospects based on prior interactions, much like how you’d nurture a friendship. Don’t rush the conversation – let it evolve naturally.
Combining AI and Intent Data for True Personalization
Done right, blending high-quality intent data with generative AI can significantly enhance your personalization efforts at scale. While intent data alone gives you valuable insights into what prospects are interested in, AI brings that data to life by predicting content needs and automating personalized experiences. The result? More meaningful interactions and a greater impact on your business’s bottom line.
The key is finding the right balance between AI-driven automation and human input. When used strategically, AI and intent data can transform how you connect with prospects, driving engagement, loyalty, and ultimately, sales.
