Last week we talked about the power of personalization and how our client, Trapeze Group, focused on high-value accounts in a successful account-based marketing (ABM) strategy. By leveraging 1:1 account personalization across multiple channels, Trapeze was able to increase the drive meetings and win multi-million dollar deals. Read the full blog post here.
This week, we’re going to tackle how marketers can personalize one-to-many campaigns for demand generation. Some of us have hundreds or thousands of target accounts that we need to reach, engage, and convert to pipeline. How do we personalize campaigns at scale?
Display ads are part of the equation
It’s pretty standard for a B2B marketer to run some sort of display ad campaign. Many account-based marketers would ideally like to tackle 1:1 account targeting, and we’ve seen that work well for clients like Dodge Data. However, not everyone has the bandwidth to make custom creatives for each of their target accounts.
The most important thing in B2B display advertising is brand awareness, and you can drive awareness with generic creatives–as long as they’re catchy and put in front of the right people. Platforms like Triblio help with targeting and orchestration. Depending on your needs, Triblio can run either IP ads for broad account-wide coverage or contact-based ads for more granular targeting.
But ads won’t get you more demos
More than 90% of our customers run account-based display ads, but hardly any of them see direct conversions. Why do they continue setting aside budget for ad spend? Our clients run ads because they see engagement increase across channels. In one month’s time, Plex saw only 10 ad clicks, but they saw more than 200% lift in engagement across other channels.
Ads won’t immediately get you more leads, and they won’t directly drive meetings. However, they are proven to correlate with growth. Account-based ads drive awareness and traffic with the right people. The question is, how do you make sure to capture ad traffic and turn awareness into real business results?
Drive engagement at scale with dynamic web personalization
Personalize your homepage. When the growing number of in-target visitors hit your website, whether that’s through a google search or a LinkedIn post, you want to guide your stakeholders to the information that they’re looking for. ABM technology allows marketers to dynamically personalize anything from header text to images, videos, and more. Make the most relevant content easy to access, and you’ll accelerate the buying process.
How you personalize depends on the audience you’re targeting. More and more, we’ve seen clients target intent-based audiences. Triblio incorporates intent into our audience build–depending on which topics each target account is surging on, they get pulled into a different audience. Clients can easily run ad campaigns and create web personalization campaigns for major topic clusters because Triblio handles the orchestration. When target accounts see your company associated with the topics they’re interested in, they’re more like to engage.
Incorporating web personalization into your demand gen campaign is a great way to reach and engage the right people within your key accounts. However, engagement doesn’t always lead to pipeline growth. For that, we need to get the sales team involved. Next week, we’ll be discussing tips for personalizing sales activation at scale. When marketers can tie together their branding, demand gen, and sales campaigns, that’s when the magic really starts to happen.