6 Buckets of Personalization

Bucket 1: Self-Authored Content (Highest Value)

Content the prospect has created themselves:

1. •Speaking Engagements - Conferences, podcasts
2. •Webinars - Hosted or participated
3. •Articles - Blog posts, publications
4. •Posts - LinkedIn, Twitter content

Usage: Highest value personalization. Reference their thought leadership directly.

Bucket 2: Engaged Content

Content the prospect has interacted with:

1. •Commented On - Their comments on posts
2. •Shared - Content they've shared
3. •Liked Comments - Comments they've liked
4. •Liked Posts - Posts they've liked

Usage: Shows what topics interest them. Reference shared interests.

Bucket 3: Self-Identified Traits

How the prospect describes themselves:

1. •Profile Line ("About me" Section) - Bio content
2. •Company Line (Role, Specialization & Achievements) - Role description
3. •Headline (Below Profile Picture) - LinkedIn headline

Usage: Use their own words to frame relevance.

Bucket 4: Junk Drawer

Personal details from their profile:

1. •Personal Interests - Hobbies, activities
2. •Volunteer Experience: Personal (Charity) - Causes they support
3. •Languages Spoken - Multilingual abilities
4. •Schools Attended - Education background
5. •Interested In/Following - Topics they follow

Usage: Build rapport but don't overdo it. Use sparingly.

Bucket 5: Background Centric

Professional history and credentials:

1. •Tenure at Company - How long they've been there
2. •Professional Trajectory - Career movement
3. •Recommendations Given - Who they recommend
4. •Recommendations Received - Social proof
5. •Boards They're On - Board positions
6. •Volunteer Experience: Professional (Mentorship) - Industry involvement
7. •Awards Received - Recognition
8. •Certifications - Professional credentials
9. •Mutual Connections - Shared network
10. •Skill Endorsements - Endorsed abilities

Usage: Reference career achievements and professional credibility.

Bucket 6: Company Level

Company-wide information:

1. •Company Website Language - Messaging and positioning
2. •Company Post - Recent social content
3. •Company Blog Entry - Blog content
4. •Company News Mentions - Press coverage
5. •Company IPO - Public offering
6. •Company Funding - Investment rounds
7. •Company Financial Reports - Public financials
8. •M&A: Acquired/Were Acquired/Merged - M&A activity
9. •Company Growth - Growth trajectory
10. •Hiring / Made a "Key Hire" - Team changes
11. •Moved Headquarters / Opened New Locations - Expansion
12. •New Product/Feature/Integration Release - Product updates
13. •Impactful Marketing Moves - Marketing activities
14. •Company Competitors / Competitor Moves - Competitive landscape
15. •Negative/Positive Outputs/Midputs/Inputs - Business problems

Usage: Trigger-based personalization at scale.

5 Types of Core-Static Relevance (Fallback)

When personalization isn't possible:

1. •Demographic: Buyer Persona
2. •Firmographic: Company Segment
3. •Firmographic: Company Industry Vertical
4. •Firmographic: Company Market Geos
5. •Technographic: Tech Stack

Combines with

Example prompts

Research Bucket 1 (Self-Authored Content) for this prospect: [LinkedIn URL]

Which bucket should I prioritize for a quick 50-prospect campaign?

Create a strong hook using Bucket 6 (Company Level) data about their funding.