“A scalable approach increases your team’s ability to execute.”
Katy Moses knows that marketers can struggle to strike a balance between delivering highly personalized and relevant messaging to their customers while getting to market quickly. “It’s not always easy to focus on how to get personal and relevant messaging to your customer without getting lost in the details that take too long to be first to market. The key is knowing your customer well while making sure you’re hitting on your strategic priorities. In some cases, being relevant means going with the vertical approach rather than an individual personalized approach,” she says. Striking this balance while juggling multiple priorities under tight deadlines can be a challenge. “I think one challenge for marketers is that they have so many different solutions or products they’re trying to cover. I look at it as a real estate map that needs to reflect your (solution or product) priorities, your potential revenue to the business, and relevance to the customer. Aligning those things helps,” she says. In addition to that, “A scalable approach increases your team’s ability to execute,” she advises.