In a blog post I wrote at the end of last year, I explained how to prioritize your personalization campaign ideas so you can achieve the quickest time to value. This is a good approach to ensure your efforts deliver an ROI, but you’ll also want to think more broadly about the buyer’s journey at the same time. If all of your campaigns are at the top of the funnel, even if they are effective campaigns that deliver value and drive people to the middle of the funnel, all your hard work is for nothing if you don’t also drive people from the middle to the bottom of the funnel.
