6 Tips to Use Personalization in Marketo to Drive Engagement in Financial Services

Marketo Engage Strategy
James T Fletcher
CEO, Principal Consultant


In today’s competitive financial services landscape, personalized marketing is no longer just a nice-to-have—it’s essential for staying ahead of the curve and driving meaningful connections with customers. As a financial services marketer using Marketo, you understand the importance of delivering tailored experiences that resonate with your audience’s unique needs and preferences. However, achieving effective personalization requires more than just basic segmentation and token insertion. It requires a strategic approach that leverages Marketo’s advanced features to deliver hyper-relevant content at scale.

Get the most from tokens:

Tokens are your secret weapon for personalizing campaigns in Marketo, and as a financial services marketer, it’s likely that you have access to a wealth of customer data that can be leveraged through tokens. From first names to account information, tokens allow you to dynamically populate content across emails, landing pages, and forms, providing a seamless experience for your audience.

Use dynamic content:

In the fast-paced world of financial services, customer needs and preferences can change in an instant. That’s where dynamic content comes in. By leveraging Marketo’s dynamic content capabilities, you can adapt your messaging in real-time based on customer data points such as account status, investment preferences, or life events, ensuring that your communications are always relevant and timely.

Velocity scripting:

As a financial services marketer, you’re no stranger to complex data sets and intricate customer journeys. Velocity scripting empowers you to take personalization to the next level by creating highly customized content experiences based on individual attributes and behaviors. Whether you’re targeting high-net-worth individuals with personalized investment recommendations or providing tailored mortgage solutions based on credit scores, velocity scripting allows you to deliver hyper-personalized content that drives engagement and conversions.

Real-time personalization (RTP):

In the fast-paced world of financial services, every interaction counts. With Marketo’s real-time personalization (RTP) capabilities, you can deliver targeted messages and offers to website visitors based on their browsing behavior, interests, and past interactions. Whether you’re promoting a new credit card offer, highlighting investment opportunities, or providing personalized retirement planning advice, RTP enables you to deliver the right message to the right person at the right time, driving engagement and conversions on your website.

The need for good quality data:

Effective personalization starts with good quality data. As a financial services marketer, you understand the importance of accurate customer information for driving personalized experiences. Ensure that your Marketo database is populated with up-to-date and relevant data to fuel your personalization efforts and maximize the impact of your campaigns.

Start with your final objectives and work back:

As you embark on your personalization journey with Marketo, it’s essential to start with your end goals in mind. Whether you’re looking to increase customer engagement, drive conversions, or improve overall campaign performance, align your personalization efforts with your overarching objectives to ensure success. By focusing on your desired outcomes and leveraging Marketo’s advanced features, you can elevate your personalization strategy and achieve meaningful results in the competitive world of financial services marketing.

Ready to Take Your Marketo Personalization to the Next Level?

Unlock the full potential of Marketo and elevate your personalization strategy with our expert guidance. Reach out to our team today to learn how we can help you drive engagement, conversions, and success in the dynamic world of financial services marketing.

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