Personalization 6 Buckets

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.

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