Everyone in your company, from the summer intern to the CEO, has opportunities to communicate with individual customers.

But few companies understand how to leverage these one-to-one marketing opportunities.

Twenty years ago, Don Peppers and Martha Rogers, in their book, The One to One Future, introduced the term "one-to-one" marketing.

Websites and data-driven marketing campaigns have become more targeted and dynamic, but most companies have been unable to implement true one-to-one marketing at scale.

But this doesn't mean that startups should ignore one-to-one marketing.

Such individualized interactions can create loyal customers and help improve your business.

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