6 Buckets of Personalization
Bucket 1: Self-Authored Content (Highest Value)
Content the prospect has created themselves:
- Speaking Engagements - Conferences, podcasts
- Webinars - Hosted or participated
- Articles - Blog posts, publications
- Posts - LinkedIn, Twitter content
Usage: Highest value personalization. Reference their thought leadership directly.
Bucket 2: Engaged Content
Content the prospect has interacted with:
- Commented On - Their comments on posts
- Shared - Content they've shared
- Liked Comments - Comments they've liked
- 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:
- Profile Line ("About me" Section) - Bio content
- Company Line (Role, Specialization & Achievements) - Role description
- Headline (Below Profile Picture) - LinkedIn headline
Usage: Use their own words to frame relevance.
Bucket 4: Junk Drawer
Personal details from their profile:
- Personal Interests - Hobbies, activities
- Volunteer Experience: Personal (Charity) - Causes they support
- Languages Spoken - Multilingual abilities
- Schools Attended - Education background
- Interested In/Following - Topics they follow
Usage: Build rapport but don't overdo it. Use sparingly.
Bucket 5: Background Centric
Professional history and credentials:
- Tenure at Company - How long they've been there
- Professional Trajectory - Career movement
- Recommendations Given - Who they recommend
- Recommendations Received - Social proof
- Boards They're On - Board positions
- Volunteer Experience: Professional (Mentorship) - Industry involvement
- Awards Received - Recognition
- Certifications - Professional credentials
- Mutual Connections - Shared network
- Skill Endorsements - Endorsed abilities
Usage: Reference career achievements and professional credibility.
Bucket 6: Company Level
Company-wide information:
- Company Website Language - Messaging and positioning
- Company Post - Recent social content
- Company Blog Entry - Blog content
- Company News Mentions - Press coverage
- Company IPO - Public offering
- Company Funding - Investment rounds
- Company Financial Reports - Public financials
- M&A: Acquired/Were Acquired/Merged - M&A activity
- Company Growth - Growth trajectory
- Hiring / Made a "Key Hire" - Team changes
- Moved Headquarters / Opened New Locations - Expansion
- New Product/Feature/Integration Release - Product updates
- Impactful Marketing Moves - Marketing activities
- Company Competitors / Competitor Moves - Competitive landscape
- 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:
- Demographic: Buyer Persona
- Firmographic: Company Segment
- Firmographic: Company Industry Vertical
- Firmographic: Company Market Geos
- Technographic: Tech Stack
Combines with
| Skill | Why |
|---|---|
personalization-hooks | Turn bucket data into hooks |
ai-personalization-prompts | Automate bucket research |
personalization-playbooks | Choose personalization level |
cold-email-4-sequence | Apply buckets to sequence |
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.