The Role of Marketing Automation in Hyper-Personalisation

Personalisation is a long trend that has already overtaken many spheres including the marketing industry. The effort of personalising your marketing messages and brand is now considered the most effective way to be recognised by potential clients. Personalisation is the core principle that is growing in popularity even in the B2B industry, especially when implementing account-based marketing.

In a hecting environment, Marketing Automation (MA) and Customer Relationship Management (CRM) softwares play a crucial role in your everyday marketing and sales activities. These powerful tools not only streamline your marketing efforts but also enable you to create a deeply personalised relationship and experience for your customers. 

Here are a few examples of how Marketing Automation and CRM can help you create personalised and meaningful touch points with your customers. 

1. Tailored Email Campaigns

Emails are one of the most popular channels to send out personalised content. Marketing Automation software empowers you to send targeted email campaigns to your subscribers based on their behaviour, preferences, and demographics. By segmenting your audience based on their past behaviours, you can send messages that resonate with each group, increasing open rates and conversions.

Here are a few examples of customisable contents in an email that dynamically changes based on their segmented personas:

  • Subject line
  • Greetings
  • Images
  • Elements of email content
  • Any information regarding your leads saved as a contact property (eg., company name, area of interests, birthday, etc.)

2. Dynamic Web Page Content

Leveraging CRM data allows you to personalise content  presented to every website visitor. This entails suggesting products, displaying location-specific details, and incorporating more relevant images tailored to specific personas or segments. Personalised web experiences significantly boost user engagement and enhance conversion rates.

3. Lead Nurturing

Lead nurturing is all about building relationships. Marketing Automation enables you to automate the delivery of relevant content to leads at different stages of the sales funnel, creating touchpoints with leads at the right time with the right information. This tailored approach effectively moves prospects closer to a purchase decision. Best part of all, it is all done automatically!

Constant Contact Behaviour Based Email
Image: Workflow of Nurturing Leads Emails via past behaviour such as viewing a specific product

4. Social Media Engagement

CRM softwares with behavioural tracking capabilities can provide valuable insights into your audience’s social media behaviour. In contrast to the generic statistics displayed on social media platforms, CRM enables you to observe the interactions of a specific lead with your social media pages. Moreover, you can also enable alerts notifying the sales team that a lead has recently expressed interest based on their interactions with the brand and is ready to be contacted. From the data above, you can also schedule the right posts, interact with followers, and share content that resonates with your target audience.

Constant Contact Lead Tracking
Image: Tracking leads behaviour across social channels

5. Personalised Ads

Data collected from your leads touchpoints and their behaviour by CRM also play a crucial role in remarketing. It can be utilised to create tailored, highly-targeted ads on social media platforms like Facebook and Google. By showing the right message to the right people, you can increase ad performances and ROI. Ultimately, you will be able to track all your conversions in your Marketing Automation and CRM tool. Everything from the lead’s first touchpoint up till the final conversion stage.

6. Omnichannel experience

Customers interact with businesses across a variety of channels, including websites, social media, email, and mobile apps. By using CRM tools businesses can create   seamless customer experience across multi channels, providing relevant and aligned approaches, regardless of the interaction channel. This can help to tailor marketing efforts based on customer preferences and behaviours. Everything from your email contents, ads and even push notifications can be personalised.

7. Customer Support

CRM softwares is not only limited to sales and marketing, but it also extends to customer service. Agents can access detailed customer histories, enabling them to offer personalised support and resolve issues more efficiently. Some Marketing Automation and CRM tools also provide you with Chatbots that will not only help to capture leads but also can speed up personalised support.

8. Product Recommendations

E-commerce businesses can harness the power of personalised product recommendations. There are three main recommendation types that combined together delivers the best result:

  • History-based recommendation: These suggestions draw from a customer’s past browsing and purchase history by analysing their previous interactions, similar or complementary products. 

  • Cart-based recommendation: These recommendations analyse the contents of a customer’s current shopping cart, offering additional items that complement what’s already selected.

  • Trend-based recommendation: Suggestions are based on real-time data and market trends, recommending products that are currently popular or in high demand.

9. Feedback and Surveys

In today’s customer-centric market, the core focus of any business revolves around customers. Their perception of your brand holds paramount significance. With the aid of Marketing Automation and CRM tools, you have the ability to dispatch personalised feedback requests and surveys to your customers, tailored to their purchases or service subscriptions with your company. This not only highlights your commitment to valuing their opinions but also provides them with the opportunity to contribute valuable insights for ongoing improvements.

10. Loyalty Programs

Customer loyalty can be described as the probability of a customer choosing to do business with a company again. Within your CRM system, you can record and access valuable purchase data to establish and execute personalised loyalty programs. Here are a few ways you can maximise your loyalty programs:

  • Personalised Loyalty Programs: With CRM, you can create loyalty programs tailored to individual customers, which serve as incentives to encourage repeat business.

  • Referral Programs: CRM can be used to identify and incentivize customers to refer friends and family to your business, thereby expanding your customer base through word-of-mouth referrals.

  • Cross-Departmental Insights: CRM data provides insights that can be shared with other departments in your organisation, fostering a collaborative approach to enhancing customer loyalty and overall business success.


Personalisation through Marketing Automation and CRM software isn’t just a trend, it is instead a necessity in today’s competitive market. By leveraging these tools, you can build deeper connections with your audience, drive engagement, and ultimately boost sales all while saving time and resources from your end. 

What's next for you?

If you’re not yet utilising personalisation with Marketing Automation and CRM tools, now is the right time to start! Contact our team at “Lead Gen and CRM” by Constant Contact and we will help you to transform your marketing efforts into improved customer satisfaction and loyalty.

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