Strategies Used for Personalization Marketers Using a Lifecycle Approach To Personalization Support content for existing customers (e.g., how-to guides, troubleshooting tips) Customer retention content for existing customers (e.g., loyalty program invitations) Personalized in-app experiences Dynamic content High performers Moderate performers Under- performers Personalized emails Onboarding content for new customers Personalized web pages 87% 85% 80% 79% 76% 74% 84% All respondents 57 % 60% 59% 48% S A L E S F O R C E 24 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers Connect the Dots to Reach Their Audience Creating a unique brand experience requires ongoing, targeted engagement throughout the customer journey. This can be particularly challenging during early stages, when less customer data is available. Such constraints could explain why marketers are more likely to personalize content for established customers than onboarding materials for newcomers. Over half of marketers provide all of the above, taking a lifecycle approach to personalization. A lifecycle approach is when marketers personalize content along the entire customer journey — from onboarding to retention and ongoing support. Still, 43% of marketers take a fragmented approach to personalization — demonstrating an understanding of customer needs at certain stages and leveraging mass messaging at others. The divide is sharper when segmented by performance, as underperformers fall behind their high- and moderate performing peers. Marketers Move to a Lifecycle Approach for Personalization 03