Which of the following segments is a good starting point for personalization efforts?

Starting with your buyer personas is an effective approach for personalization efforts because these personas are based on a collection of data that represents your ideal customers. They encapsulate information such as demographics, behaviors, motivations, and pain points, which are essential for tailoring content and messaging to meet the needs of specific audience segments.

Utilizing buyer personas allows marketers to create more relevant and engaging experiences, as they can deliver content that speaks directly to the interests and challenges faced by their target audience. This targeted outreach tends to increase audience engagement and conversion rates because the messaging aligns closely with what the personas seek.

While the other options may seem relevant, they do not provide the same depth of insight that buyer personas offer. For instance, social media followers might not represent your ideal customer base, and looking at all visitors in the past 60 days does not offer the refined understanding of individuals’ motivations. Targeting specific accounts is strategic but may lack the broader applicability that buyer personas can provide across multiple marketing efforts. Thus, beginning personalization efforts with buyer personas lays a foundation for more focused and effective marketing strategies.