Four Ways to Personalize Content With Tools You Have

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By Patrice Meadows — Jan 23, 2018 11:00 AM

Blog banner image for post that explains how Cascade CMS users can start to personalize content using existing tools

Facilitating individualized connections with large audiences can be difficult without the right tools and strategies. Lucky for you, many MarTech tools have features that make basic personalization possible.

If content personalization is in your future, getting started can be as easy as using existing tools to do new and different things. One of the easiest ways to start personalizing content is through micro-segmentation.

Q: What is micro-segmentation?
A: Microsegmentation is simply breaking down large audiences into smaller, more specific groups based on certain data or behaviors.

You can use micro-segmentation in various tools to make marketing campaigns feel more personal. Often, this means tailoring core messages and processes various times to fit the unique needs and experiences of each micro-segmented group. The time and energy involved with doing this will totally pay off in the form of more engagement and conversions.

Here are four common MarTech tools you can use to create customized experiences that customers and prospects will love.

Chatbots & Messaging Platforms

These two tools are becoming more and more common. Many big brands use chatbots to deliver speedy service to thousands of customers at once. While other organizations use messaging platforms like Intercom to connect with customers on websites or within products. Both present critical opportunities for marketers to use existing data to create positive experiences.


  • Analysts at Juniper Research predict that chatbots will save companies more than $8 billion annually by 2022.
  • According to a study by Forrester, 60% of US adults that use the Internet regularly use online messaging, voice, or video chat services.
  • Gartner estimates that the average individual will have more conversations with chatbots than their spouse by 2020.

Segment customers based on behaviors, interests, needs or any other demographic or psychographic information that makes sense for your brand, then program messages into Chatbot platforms that are tailored to each segment’s needs. You can use specific tags to include individual’s names, location, or recent purchases to add even more value to each interaction.

Messaging Platforms

Create an array of messages to deliver to customers or prospects on your website or within your software to keep them engaged with your brand or product. Messages can go out to all users or be displayed only to those fitting certain criteria, similarly, your responses can be automated based on details included in their message or created individually by those that manage the tool.

How we do it:

We’re dedicated to using the latest technology to deliver outstanding experiences to Cascade CMS customers. We use Intercom, Slack, and Zendesk to engage prospects and existing customers for marketing and product support.

Intercom is used on our website and within Cascade CMS to share information with prospective clients and end-users. Prospective clients can request demos, collateral or simply ask questions on our website. While end-users can request guidance or get the latest product info while using Cascade CMS.

Our Slack Channel connects Cascade CMS users across the world to exchange ideas, best practices, and recommendations.

All support tickets are processed through Zendesk and help our team quickly respond to customer issues. We offer personalized support and automated responses using this tool.

Content Management Systems

Leading systems make tagging content easy for content contributors. Often, maintaining content tags is as simple as selecting categories from a menu when creating or updating content. Tagging makes targeted content delivery possible. Marketers can use this feature to deliver related content automatically by including a feed of similar posts or events on specific pages. This practice has tons of benefits for marketers and site visitors alike. Marketers can increase time on site, engagement, and conversions by helping visitors discover more useful information, while visitors enjoy more value for their time.

How we do it:

Cascade CMS users can use content tags to pull in related events, blog posts, department pages or any other pertinent information that will enhance readers’ experiences. Instead of forcing them to look all over sites for more information, tagging highlights relevant information automatically.

Email Marketing Platforms

Many email marketing platforms include various tools to add personalized elements and increase engagement. These features help email marketers communicate with thousands of contacts in more personal and relevant ways. In addition to breaking large groups up into smaller, more segmented groups, marketers can use names, locations, occupations and recent purchase data to help messages stand out. Similarly, using plain text templates and individual mailboxes in lieu of HTML and general return addresses can make large marketing campaigns feel more personal.

How we do it:

Our product suite helps marketers create and manage completely customizable campaigns that can be as large or small as needed to meet their goals. We also offer ways to incorporate content snippets or personalization tokens into marketing messages to make them more relevant to recipients.

Optimize offline events

With a little planning, in-person events can also be tailored to meet the needs and interests of individual attendees. Customer Relationship Management resources have valuable information you can use to add value to prospects’ experience.

For example, if an event you’re managing offers various content tracks, you can use past conversations to make personalized recommendations to attendees. These messages can highlight specific benefits of recommended tracks based on each prospects’ goals. Sharing this information can help prospects get more out of their experience and demonstrate your organization’s commitment to their success.