Why you shouldn’t rely on tools

“‘Gartner Predicts 80% of Marketers Will Abandon Personalization Efforts by 2025’


A lot of folks think tools are magic. It’s common for amateurs and executives removed from execution to think that the new shiny toy will deliver results. Pros know the tool is only there to support you. 


Personalization tools allow for targeting, but they don’t replace understanding the people you’re trying to sell to. A human needs to do the hard work still. Setting up 39 personalized segments is the easy bit. Tailoring messaging that is truly personalized – messaging that resonates with those humans – that is very hard work. Most even can’t get their general messaging right.”

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