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.