ABM is an incredibly effective way to drive results. Some studies show that ABM can generate up to 10X higher ROI than traditional marketing programs.
The key to success is tailoring your ABM strategy to the specific needs and goals of your business. One of the best ways to do that is by leveraging the power of personalization.
Personalization has long been a key component of successful marketing campaigns, but with new technologies coming in, it’s become easier than ever to deliver highly personalized experiences at scale.
With account-based marketing, personalization is taken to a whole new level.
This article explores many techniques to combine personalization with ABM for multiplying your success. Read on.
Table of Content
- What is Personalization in ABM
- Three Reasons Why Personalization Is Important for ABM Outreach
- Use a targeted approach
- Stand out
- Build trust and credibility
- 6 Things To Keep In Mind While Personalizing Your ABM Campaign
- The modern buyer demands personalization
- B2B purchasing decisions are team decisions
- Personalized content is more memorable
- Targeted account-based marketing is more effective
- Most ABM programs are typically one-to-one
- ABM programs can also be one-to-many
- Four Ways to Personalize Your ABM Data
- Use Your Own Data
- Use 3rd Party Intent Data
- Tap into Your Team’s Knowledge
- Personalize Account Experiences
- Five Steps To Build A Unique Account Experience In ABM
- Define your ideal customer profile [ICP]
- Research Your Target Accounts
- Create personalized content
- Engage with your target accounts
- Four Quick KPIs To Measure Success
- Six ways Personalize Your Content For ABM
- Create Content To Fit Your Audience
- Tell Your Brand Story Better
- Create Personalized Resource Hubs
- Personalize your website, or microsite content
- Personalize Emails To Target Accounts
- Add Experiential Marketing To Your ABM
- Key Takeaways
#1. What is Personalization in ABM
ABM is a great go-to-market strategy for B2B firms. The key to ABM success is personalization.
When you personalize, you customize each and every aspect of your outreach and engagement to fit the specific account you’re targeting.
When you personalize your approach, you’re showing the decision-maker that you understand their specific needs and challenges. And that you have a solution that is tailored to them.
It’s a much more effective way to market and sell than the traditional, one-size-fits-all approach.
#2. Three Reasons Why Personalization Is Important for ABM Outreach
Personalization is key to account based marketing because of 3 reasons.
Use a targeted approach
Utilize a customized approach for each specific account. This allows you to better understand the needs and wants of your ideal customer, and in turn, craft messages and content that are more likely to resonate.
In an increasingly competitive landscape, account based marketing that is tailored to the specific needs of your target accounts can be a major differentiator.
Build trust and credibility
By demonstrating that you understand their unique needs and challenges, you can position yourself as a trusted partner that is invested in their success.
#3. 6 Things To Keep In Mind While Personalizing Your ABM Campaign
The modern buyer demands personalization
He/she is used to a high level of personalization in their consumer lives, and they expect the same from businesses.
B2B purchasing decisions are team decisions
Here decisions are, more often than not, made by teams, so it’s important to target your content and communications to the entire decision-making unit.
Personalized content is more memorable
Personalized experiences are more likely to be remembered and trusted, leading to improved sales results.
Targeted account-based marketing is more effective
Targeted programs are more effective than generic programs, so it’s important to put the effort into personalizing your program.
Most ABM programs are typically one-to-one
This means that each account is assigned a dedicated account manager who is responsible for developing a relationship with that account.
Here the account manager will customize their approach based on the specific needs of the account, and will work to create a unique value proposition that is tailored to that account.
ABM programs can also be one-to-many
This means that a team of account managers is responsible for a portfolio of accounts.
In this case, the account managers will develop relationships with their accounts and work to create a unique value proposition, but they will also work together to create a coordinated approach that is designed to maximize the revenue from the entire portfolio of accounts.
If you’re not already personalizing your ABM program, now is the time to start. With the right approach, you can improve your sales results and ROI.
#4. Four Ways to Personalize Your ABM Data
Here are four ways to make sure your ABM program uses data efficiently for success.
Use Your Own Data
The best way to personalize your ABM strategy is to use your own data. This includes data from Google Analytics, Google Console, and your CRM. By using this data, you can create hyper-relevant content that will resonate with your target accounts.
Use 3rd Party Intent Data
In addition to your own data, you can also use 3rd party intent data to further customize your ABM strategy. This data can help you create even more relevant and targeted content.
5 intent data providers you can use
Intentdata.io provides account-based marketing (ABM) data and intelligence on the technology buying journey.
Terminus is an account-based marketing platform that helps you target, engage, and convert your ideal customers.
Bombora is a data company that provides intent data for account-based marketing.
6sense is an AI-powered account-based marketing platform. They help you identify and engage with your ideal customers across the entire customer journey.
Madison Logic provides 3rd party intent data that can be used for ABM campaigns. This data can be used to create targeted campaigns that reach companies that are interested in your products or services.
Tap into Your Team’s Knowledge
Another great way to personalize your ABM strategy is to tap into your team’s knowledge.
This includes sales and marketing alignment, as well as the team’s knowledge of marketing touchpoints. By leveraging your team’s knowledge, you can create a more customized ABM program.
Personalize Account Experiences
You can also personalize account experiences. This involves covering the entire account experience, from brand awareness to prospect education to influence and commit.
By personalizing account experiences, you can create a more holistic ABM program.
#5. Five Steps To Build A Unique Account Experience In ABM
In order to create a successful account-based marketing campaign, you need to include 5 steps. These are: Define your ideal customer profile, Research your target accounts, Create personalized content, Use a mix of channels to reach out and be clear about the KPIs for measuring success
Define your ideal customer profile [ICP]
In order to create a personalized and successful account based marketing strategy, you need to first define your ideal customer Profile.
Your ideal customer profile is the foundation for your account-based marketing strategy. Without it, you’ll be shooting in the dark, trying to appeal to everyone and ending up speaking to no one.
To create your ICP, start by identifying your target accounts. These are the companies that are most likely to benefit from your product or service. Once you’ve identified your target accounts, you can begin to create your ICP.
Your ICP should include:
This includes information such as job title, industry, company size, and location.
This includes information such as revenue, growth rate, and profitability.
This includes information such as technology stack, website traffic, and social media followers
This includes information such as buyer persona, pain points, and motivations.
Once you have all of this information, you can start to create your ICP. Use this information to create buyer personas for your target accounts. These buyer personas will be your guide for creating personalized content that speaks directly to the needs of your target accounts.
When creating content for your account-based marketing strategy, always keep your ICP in mind.
Research Your Target Accounts
Next, you need to research your target accounts. This includes
understanding what their specific pain points are and what their
To do this effectively, use any of the 4 techniques below.
Use ABM Platforms
There are a number of account-based marketing software platforms that can help you with your research. These platforms can help you automate your outreach, track your progress, and even score your target accounts.
Setup Google Alerts
Google Alerts is a free tool that allows you to track specific keywords. This is a great way to stay up-to-date on your target accounts and their activity. You can even use Google Alerts to track your competitor’s activity.
Use social media
Social media is a great way to research your target accounts. You can use social media groups to learn more about audience interests, pain points, and even their buying journey. Additionally, you can use social media to connect with your target accounts and build relationships.
Use discussion forums
Reddit threads are a great place to research for information and finding VOC material.
Create personalized content
Once you have a good understanding of your target accounts, you can create personalized content that speaks to their specific pain points.
The first step is to gain a good understanding of your target accounts.
What are their specific pain points?
What are their problems, anxieties, fears, frustrations and the mistakes they make?
What are their goals?
Where are they now? Where do they wish to be?
Techniques for personalizing content are detailed below separately.
Engage with your target accounts
Once you have created personalized content, you need to engage with your target accounts.
Use a mix of channels to reach out to your target companies. Leverage email, phone, and social media.
Once you have made initial contact, continue to nurture your relationships with your target companies. Stay in touch and offer helpful resources using emails, newsletters and blogs.
Four Quick KPIs To Measure Success
Finally, you need to measure your success to see if your account based marketing strategy is working.
There are a number of key performance indicators (KPIs) that you can focus on when reporting on the success of your account-based marketing (ABM) initiatives. Here are some of the most important ones to keep in mind:
This is perhaps the most important metric to track when assessing the success of your ABM efforts. Keep tabs on the revenue that your targeted accounts are generating, and compare this to your overall company revenue.
If your targeted accounts are significantly outperforming the rest of your customer base, then you can be confident that your ABM strategy is working.
Another key metric to track is the level of engagement that your targeted accounts are showing.
This can be measured in a number of ways, including the number of contacts within an account that are interacting with your brand, the number of times an account is visiting your website, and the number of times an account is interacting with your sales team.
Another key metric to track is the contribution that your targeted accounts are making to your sales pipeline.
This metric can be measured in a number of ways, including the number of opportunities that are generated from your targeted accounts, the value of those opportunities, and the number of deals that are closed.
Finally, it’s also important to track the level of satisfaction that your targeted accounts have with your brand. This can be measured in a number of ways, including customer surveys and Net Promoter Scores.
By tracking these KPIs, you’ll be able to get a clear picture of the success of your ABM initiatives and make necessary adjustments to your strategy accordingly.
#6. Six Ways Personalize Your Content For ABM
How do you personalize content? We discuss 6 techniques for doing this.
- Create Content To Fit Your Audience
- Tell your story better
- Create Personalized Resource Hubs
- Personalize your website, or microsite content
- Personalize emails to target accounts
- Add Experiential Marketing To Your ABM
#a. Create Content To Fit Your Audience
Personalize Outreach Campaigns
By personalizing your content and outreach to fit the needs of your target accounts, you’ll be much more likely to capture their attention and forge a lasting relationship. Here are 4 ways to do that.
Personalize social media outreach
With social media, you have the opportunity to reach out to your target accounts directly and engage with them on a personal level. By customizing your message and content to fit the needs of each account, you’ll be much more likely to capture their attention and interest.
Use advanced programmatic ads
With programmatic advertising, you can target your ads specifically to the accounts you’re trying to reach. This allows you to deliver a highly personalized message that speaks directly to the needs of your target accounts.
Tailor nurture campaigns
When you’re developing nurture campaigns, it’s important to tailor the content to fit the needs of each account. By including materials that are relevant to each account, you’ll be much more likely to keep them engaged and interested in your campaign.
Develop dedicated landing pages
specific to one target account, or multiple accounts who have similar needs in a specific industry
#b. Tell Your Brand Story Better
As a business, your story is important. It’s what sets you apart from
the competition and tells potential customers who you are, what
you stand for, and why they should choose you.
There are a few key ways to make sure your story is told in the best possible light and resonates with your target audience.
Combine product videos with case studies
relevant to the target account’s needs.
Your product videos are a great way to show off what you have to offer, but they can be even more effective when combined with case studies that show how your product or service has helped solve specific problems for other businesses.
This allows potential customers to see how your product could work for them, and gives them a better understanding of the value you can provide.
Use relevant success stories
when reaching target accounts. Allow them to see themselves as the business in the case study.
Success stories are always a powerful marketing tool, but they can be especially effective when targeting specific accounts.
When using success stories, make sure to focus on those that are relevant to the needs of the target account. This will help them to see themselves in the story and understand how your business could help them achieve similar success.
Highlight the customer experience
the target account can expect to have with your business.
The customer experience is one of the most important aspects of any business, and it’s something that should be highlighted when telling your story.
Potential customers want to know what they can expect when they do business with you, so make sure to highlight the positive aspects of your customer experience. This will give them a better idea of what to expect and help them make the decision to do business with you.
Share your company culture and milestones.
Your company culture says a lot about who you are as a business, and it’s something that can be very appealing to potential customers.
Share your company culture with potential customers and let them know what makes you unique. This will help them to understand your business and what you stand for, and it can be a deciding factor in whether or not they choose to do business with you.
Be sure to also share your business milestones. This will show potential customers that you’re a successful and growing business, and it will give them confidence in your ability to provide a good product or service.
Telling your story is an important part of marketing your business. By following these tips, you can make sure your story is told in the best possible light and resonates with your target audience.
#c. Create Personalized Resource Hubs
The most important thing for any B2B company is to generate leads that convert into sales and customers. In order to do this, you need to create content that speaks to the specific needs of your target audience.
One way to do this is to create personalized resource hubs that are tailored to the specific needs of your target audience. This could include creating industry vertical categories, account specific categories, or challenges and benefits categories.
- Industry vertical categories are best for ABM campaigns that are focusing on three or fewer target verticals. This allows you to create content that is specifically tailored to the needs of those target industries.
- Account specific categories are perfect for if you are targeting a specific large account. This allows you to create a landing page resource center that is specifically designed for them. This way, you can make use of all the valuable assets you have created for your ABM campaign.
- Challenges and benefits categories are perfect for targeting multiple accounts that share similar challenges. This allows you to create a resource center where they can learn more about the benefits of implementing your products and solutions. This is a great way to generate leads that are more likely to convert into sales.
#d. Personalize Your Website, Or Microsite Content
By following these 5 tips, you can personalize your website and microsites to create a more engaging experience for your customers.
- Use website visitor profiling tools such as Demandbase and Clearbit. These provide real-time actionable data that can help you understand your customer base.
- Diversify your content assets to include a variety of formats, such as blog posts, infographics, videos, and slide presentations. This will give website visitors different ways to engage with your content.
- Make sure your website’s navigation is easy to use. A straightforward user experience will encourage leads to stay on your site longer.
- Conduct A/B testing on different elements of your website, such as keywords, copy, placement of CTAs, pricing info, layout, images, landing pages, and contact forms. This will help you determine what works best for your website.
- Boost the quality of your content by having an editor check your copy for accuracy, coherence, and tone. This will ensure that website visitors have a positive experience on your site.
#e. Personalize Emails To Target Accounts
This is a more effective way to get their attention than sending email blasts or including them in marketing or sales email sequences.
By including specific information that pertains directly to the recipient, you are more likely to get their attention and interest.
For example, you might include any of the following:
- VIP event invitations
- Exclusive offers tailored to the account
- Any other information that will be of interest to the account.
#f. Add Experiential Marketing To Your ABM
Experiential marketing is all about creating a strong emotional connection between your brand and your customers.
This could be done through:
- In-person events
- Digital marketing campaigns
- One-on-one meetings.
To successfully implement an experiential marketing campaign, you’ll need to focus on creating new content that speaks to your focused value proposition. You’ll also need to create a customer value proposition that’s tailored to each account or vertical.
Once you have your content strategy in place, you can start applying it to a digital and real-world customer experience framework. This will help you touch base with all of your customers, no matter where they are in their buyer’s journey.
By taking the time to create an experiential marketing campaign, you’ll be able to build stronger relationships with your customers and scale your business for long-term success.
- Personalization allows you to create a more targeted and customized approach for each specific account.
- The starting point for personalization is knowing your target accounts, researching their pains/ gains, building an Ideal Customer Profile and working out Value Propositions for each audience.
- There are many techniques for personalizing. At one level it involves intent data – your own as well as 3rd party and using the insights from it to target the user behaviors.
- Personalizing also involves content data – this information comes from analytics and CRM data which give you insights into what your audience does with content, their stage in the buying journey and more
- You tailor content based on the data/ analytics insights for different target accounts. Then place this content in various channels: social media, nurture campaigns, landing pages, websites, email campaigns, etc.
- The specialized content can be promoted through ads, syndication, SEO, social media, etc.
- With the right approach, personalization helps you improve your sales results and ROI.