As B2B marketers, we’re sure you’re adept with the known fact that personalization is key to account-based marketing (ABM). You can create a lot of great, meaty content introducing the best, ground-breaking product, but if the hook isn’t there, people are going to tune out. Personalization is a tactic that works and an effective way to engage target accounts. According to Harvard Business Review, stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t. It makes sense, doesn’t it?
ABM personalization is about having the right messaging, timing, and channel, but it’s not always easy to execute. In a perfect world, orchestrating multi-channel 1:1 campaigns for all of our target accounts would be a breeze. However, most organizations don’t have the bandwidth or the resources to help sales with that kind of lift.
Depending on the structure and goals of your specific marketing department, there are different ways to address the bandwidth problem. One common strategy is to start small and double down on just a few high-value top tier accounts.
Taking a Hyper-Personalized Approach for Top Tier Accounts
A great example of the power of personalization comes from our client, Trapeze Group. The company was having trouble trying to schedule a meeting with the LA Transit Authority, so they decided to try a hyper-personalized 1:1 approach to ABM.
The LA Transit Authority is a very public account with well-known needs. Trapeze knew exactly what they wanted to communicate to the key stakeholders. The marketing team had a clear value proposition, and the account had dedicated sales reps. However, Trapeze wasn’t delivering consistent messaging on every touch. Common points of interaction like the homepage and banner ads contained generic messaging that did not stand out to the LA Transit Authority.
Through partnering with Triblio, Trapeze was able to coordinate messaging across multiple channels. The marketing team ran account-based display advertising and homepage personalizations to match their highly targeted direct mail pieces. In addition, LA Transit had its own personalized microsite with account-specific messaging, curated case studies, and direct links to their specific rep’s calendar. These hyper-personalized touches clearly made an impression on the LA Transit Authority. As a result of this campaign, Trapeze was able to book a first meeting, which led to a multi-million dollar contract.
Trapeze Group’s deep 1:1 account targeting won Demand Gen Report’s 2018 award for Best Marketing Campaign. Let’s face it, a well-implemented account-based personalization strategy can help increase the effectiveness of your ABM program. By developing a hyper-personalized marketing initiative you are able to help sales team drive pipeline in an impactful way.
To read the full Trapeze Group case study, visit: https://triblio.com/why-triblio-trapeze/
Developing highly integrated campaigns with unique, account-specific messaging can make or break an ABM program. The truth is, personalization is essential to developing trust in a brand, which is an important element for revenue growth. However, we understand that not all companies are like Trapeze. We don’t all have a handful of multi-million deals to go after. Next week we’ll be introducing some tools marketers can use to scale hyper-personalization for hundreds or even thousands of accounts. Stay tuned!