How can you get to one-to-one personalization? Let’s start by defining what personalization really means. Personalization is the act of delivering the right message, to the right person, at the right time. But it must be in a scalable way, across a variety of channels.
One of the most important ones today is video. Video, short snippets, snackable videos, are key today in a digital engagement model. Text is crucial. You must appear on your target audience’s mobile devices. And then, the old school ways of doing things through email, direct mail, and telephone are also must haves.
For you to be able to deliver the right message, to the right person, at the right time, your platforms are going to have the full picture, the full profile of that individual. Their eligibility is important, geolocation, localization, meaning you need to speak their language if they're outside North America. But the most important aspect is understanding their preferred method of engagement. This is the only way that you're going to get to meaningful conversations with partners.
To personalize, it’s about partner profiling. You have to understand your partner's profile. You need to consider partner audiences and determine which partner types are going to make you successful. You know our ultimate objectives, your corporate objectives, and your channel segment objectives. You need to consider the entire partner audience and look at the ones that are going to allow you to be successful. It's critical in this new digital engagement model.
Second, you need to align messaging and engagement to the selected partner business model or go-to-market because different partner types are going to require different motivators. Then you need to identify and select the different personas. Understand that a brand or a vendor that has very clearly defined who's the partner principal, who's the financial manager at Department of Labor, who's a sales rep, who's a marketing person on department level. You need to get there. You have to understand who you're trying to influence in order to gain engagement.
Once you've achieved that, and once you understand those partner profiles, you need to move to a gamified engagement strategy and partner experience. Engagement is all about making it easy and gamification is going to allow you to do that.
Gamification in the channel is all about driving and rewarding activity and behavior completion. It has nothing to do with games. And therefore, your platforms are going to need to deliver a partner experience that is visually actionable, where a partner is going to understand where they stand on the partner journey on-demand. That is critical in order to make it easy to do business with you. Because you're going to end up reducing rewarding and you're going to move into visualizations of information through dashboards in a lot more white spaces. It should come as no surprise to anyone that partners and their teams don't really read all the stuff that you send them.
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