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Personalization Engine
Introduction
An introduction to the Personalization Engine
An introduction to the Personalization Engine

This article provides a high-level introduction to personalization, the four methods of personalizing, and when they would be used

Nastja Sodin avatar
Written by Nastja Sodin
Updated this week

Note: This feature is available if you have purchased the Personalization module and are on a Professional or Unlimited plan.

Turtl makes it easy for anyone to scale deep personalization for thousands of accounts, allowing you to supersize your ABM, marketing campaigns, and sales outreach.

Our website provides a high-level introduction to what you can do with personalization. Or if you're ready to learn more, keep reading.

Video title: What is the personalization engine and why would you use it?

In the video, we cover:

What is the Personalization engine ➜ 00:17- 00:40

The Personalization Process ➜ 00:40- 01:16

Common Use Cases ➜ 01:16- 01:34

Benefits of Personalization ➜ 01:34- 02:16

Types of Personalization ➜ 02:16- 04:04


Methods of personalization

There are different methods of personalizing content. Let’s look at what they are, their benefits, and the common use cases of each:

  • Self-service personalization via internal form

  • Batch personalization via file upload

  • Public personalization via reader form

  • Automated personalization using CRM data

  • Automated personalization using personalization API


Self-service personalization via internal form

What can you do?

Complete an internal-facing personalization form on a Turtl Doc to create personalized versions on an ad-hoc basis. A Turtl license is required to fill in the personalization form.

When would you use it?

This option is useful when you want to manually create a small number of personalizations at a time and have some information on your target audience (e.g. their name, job role, interests, etc.) or you can gather information about them in conversation and personalize the Doc on the fly – for example, during an interview.

Use case examples:

  • Sales materials: You work in sales and want to create a personalized Doc for a meeting with a potential customer, showing their company name, logo, and other branding.

  • Recruitment materials: Your recruitment team is sending out personalized information packs to interviewees, whose names are featured on the cover, and that contain only the chapters relevant to their job role and location.

Video title: See self-service personalization via internal form in action


Batch personalization via file upload (.csv)

What can you do?

Upload data via a .csv file to generate personalized documents at scale. A Turtl license is required to generate a batch of personalizations.

When would you use it?

This type of personalization is useful when you want to create a large number of personalizations at a time (up to 25,000 per batch).

After you’ve created your batch of personalized Docs, you can download a .csv file which contains the URL, ID, animated GIF cover link, and static PNG cover link for each of your personalized Docs.

These data points can be imported into your Marketing Automation Platform or CRM and referenced within email templates, allowing you to send out personalized content at scale.

Use case examples:

  • Customer newsletter: You work in marketing and want to create 3,000 personalized newsletters for your customers to include their names on the front cover and specific content relevant to their industry. You plan to send this content out in a marketing email campaign.

  • ABM: You want to produce 100 personalized Docs for your top accounts, customized with their name, product information relevant to their specific needs, and a custom message from their Account Manager. You plan to provide your Account Managers with personalized content for use in their email reach-out and face-to-face meetings.

Video title: See batch personalization via file upload in action


Public personalization via reader form

What can you do?

Put the power of personalization into the hands of your external readers (e.g. customers, prospects, employees) and enable them to self-personalize content. Your external readers don’t require a Turtl license to personalize content.

When would you use it?

This method of personalization via reader form is great if you don't know your readers but still want to deliver a personalized experience. The information gathered can help you learn more about your audience e.g. what products or topics they’re interested in. Different customization and logic options allow you to create an interactive, engaging experience, for example in the form of a quiz.

Use case examples:

  • Product brochure (e.g. cars): A prospect selects a type of vehicle they are interested in, the brand, the price they are willing to pay, their location, etc. After submitting the form, they’re presented only with cars they are interested in, that are within their budget, and with contact details of the nearest car dealer.

  • Social media awareness campaign: A reader is taken through a series of questions to understand their social media persona e.g. oversharer, observer etc. Based on their answers, they’re presented with a customized Doc tailored to their specific profile with info on how to manage their social media presence.

In both examples above, the reader gets a fun, personalized experience and you get detailed insights that allow you to segment customers into different groups.

Video title: See public personalization in action


Automated personalization using your CRM data

What can you do?

Use contact data within your CRM/MAP platform (e.g. Hubspot, Marketo, or Salesforce) to automatically create personalized content in Turtl.

When would you use it?

This method of personalization is useful if you have established processes and workflows within your CRM and you’re looking to automatically produce a piece of personalized content off the back of a contact or company taking an action or meeting certain requirements. For example, you might want to automatically produce a piece of personalized content when someone completes a form on your website.

The benefit of this type of personalization is that customers already collect all the user information in their CRM/MAP and using this data for personalization can save time and money since it’s all in one place.

Once the Turtl Doc is ready, marketing and sales teams don’t need to go into it – they can set triggers for when the Doc should be personalized and to whom it should be sent through the CRM/MAP.

Use case examples:

  • Sales enablement: A prospect completes a form on your website to request a brochure for a specific service. Based on the data within the form, a personalized Doc can automatically be created and sent to the prospect’s email address, no manual intervention is required.

  • ABM: An account completes a form on your website to request more information on a particular product. Based on the data within the form, a personalized Doc can automatically be created and sent to the account’s email address, with relevant industry case studies and testimonials for them.

Learn more about automatic personalization using data from Hubspot, Marketo, or Salesforce.

Note: If you are using another CRM/MAP, you can achieve a similar result using our Personalization API (explained below).


Automated personalization using the Personalization API

What can you do?

Use data within any external platform (e.g. a data warehouse) to automatically create personalized content in Turtl.

When would you use it?

When you have data in an external platform, or a CRM/MAP which we don’t offer a no-code solution for, which you want to use to automatically create personalized content in Turtl.

Use case example:

  • Sending personalized job information to a candidate: A recruitment agency with several job listings from different companies is collecting information from job-seekers through a digital form including their name, educational background, and role of interest.

A job-seeker submits a form, expressing their interest in job opportunities. Their submission data is sent to Turtl's API endpoint to generate a personalized Doc with job offers based on their selected interest (e.g. Law, Engineering, Design, etc.) into their inbox.

Learn more about the Personalization API.

#personalization #personalize

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