When we think about personalization, Spotify’s usually the first example that comes to mind.
Now, I’m a bit of a Swiftie. Taylor Swift consistently tops my Wrapped. With my wedding coming up next month, I’ve been digging through my playlists for songs to include in the big day.
But there’s a twist: my mom uses my Spotify account too. So, alongside Taylor, I’m being recommended Sheena Easton, a surprising amount of Robbie Williams, and even Rasputin by Boney M (honestly, that one might make the final cut).
It’s a useful reminder that personalization can be powerful… or a little off. When it goes wrong, it’s usually because the data isn’t quite right. But when it works, it creates magical, memorable moments for users.
When personalization goes too far, it gets weird fast. There’s a big difference between “my barista remembers my order” and “my barista shows up at my house with it.”
So, I’m here to help you get personalization right and make users feel understood, not watched. Here’s a taste of what we’ll cover:
- Why personalization matters and who should own it
- The data and tools you need for effective personalization.
- The best channels for product marketing personalization.
- A few experiments you can try yourself.
Let’s get into it.
Why personalization matters (and who should own it)
First, let’s talk about why personalization is worth your time – and who’s responsible for making it happen.
The case for personalization is pretty clear. According to a report by Twilio Segment, 89% of marketing decision-makers say it’s essential to their success over the next three years. With third-party cookies on their way out, 78% of businesses say first-party data is now their most valuable personalization resource. Plus, McKinsey found that 71% of customers now expect personalized experiences.
In short, people want a better experience, and we’ve got the tools and data to deliver it.
But here’s the catch: no one’s really sure whose job it is. Product marketing looks to growth teams for the data. Growth teams point to ops. Marketing shrugs and tries to figure it out. We’ve seen this play out on our team, and it’s a common pattern.
The result? Personalization ends up in a weird limbo. That means missed opportunities to make users feel seen, understood, and supported.
But here’s the thing – product marketers are in the perfect position to own this. We understand the product, the messaging, and the customer journey. Personalization doesn’t have to live somewhere else. It can and should start with us.
The data, tools, and channels you need for effective personalization
So let’s get into the nuts and bolts – what do you need to start personalizing your product marketing? It all comes down to three things:
- Your who
- Your where
- Your how
First up: the who. This is all about your data – and the good news is, you probably already have a lot of it. Your CRM is packed with first-party data that tells you who your users are.
You can also layer in third-party tools like Clearbit or Vector to identify who’s browsing your site and what they’re interested in. This combo helps you understand not just who you’re speaking to, but what you should be saying.
Next, the where. These are your personalization channels, and it can feel like you’ve got a whole bucket of options to pick from. So, where do you even begin?
I find it helpful to think about it in terms of behavioral data versus known data. For example, if you put a billboard up on the street, you’re speaking to someone totally anonymous. You have no idea if they’re your target audience.
However, if someone’s already a customer, and you know their role, you can get really intentional with your messaging. That’s the sweet spot – where personalization shines without crossing into creepy territory.
So, we’re going to focus on four key channels that sit in that zone:
- Your website
- In-app experiences
- Interactive demos
These are places where the user already knows you, and there’s a mutual understanding that allows for a more tailored experience.
To make this work, you’ll need the right tools for each channel. For in-app messaging, we use Chameleon (yes, I’m using our own product!). For email, we use Customer.io. On the website side, tools like Statamic and Mutiny help tailor content dynamically. Each one plays a role in meeting users where they are with content that actually feels relevant.
Finally, let’s talk about the how. This is how you track whether what you’re doing is actually working. Attribution tools and analytics platforms are key here. For us, that’s tools like Mixpanel and DreamData. They help close the loop – showing you how your efforts are performing, what’s resonating, and what to tweak next.
By the end of this article, you’ll see how it all connects. Data flows in a loop, feeding your channels and insights, without needing constant hands-on attention. That’s the beauty of doing this right.
Personalizing your website (without online backlash)
Let’s start with website personalization – one of the best places for product marketers to make an impact.
It’s already a high-engagement channel, and chances are, you’re already involved in creating the content for it. Think: homepages, use case pages, customer stories – this is your turf.
