So you’ve decided to adopt an account-based marketing (ABM) strategy, congratulations! You’ve done your research, participated in some demos, and have had meetings upon meetings with your C-suite to determine whether or not ABM is right for your organization. The final verdict? Of course it works! Most marketers find ABM to be a treat because it helps them make a bigger impact on pipeline. It’s like getting a full-sized Snickers bar instead of chalky Smarties.
One of the essential questions ABM marketers ask early on is, how much should I be personalizing my campaigns? Personalization is an effective way to engage target accounts. In an ideal world, we’d all be orchestrating multi-channel one-to-one campaigns for all of our target accounts, but most companies don’t have that kind of bandwidth. Today, we’re breaking down three account-based personalization tactics that work really well and drive clear results.
One personalization tool that’s helped boost sales conversions is the account-based content board. At Triblio, all of our AEs create custom content boards for each of their opportunities. They’re easy for sales reps to use because marketing provides the content and the styline. Sales then hand-picks pieces from an existing content library that answers to the account’s specific needs.
By creating a content board, you’re also able to learn more about the target accounts based on their engagement with the content provided. Insights into account activity make it easier for you to accurately appeal to your prospects’ needs.
Industry-Specific Homepage Personalization
Tackling personalization by industry vertical is another common ABM tactic. Many software companies offer custom solutions and sell into multiple different verticals, so their challenge is to prove that they are the best option for a particular job. Personalizing the homepage by vertical can often do the trick. Marketers can engage target accounts by showcasing industry-specific headers, case studies, and calls-to-action with just a few clicks.
Like with content boards, if the content already exists, there’s no need to pour time into creating new industry-specific pieces. ABM tools can dynamically curate your homepage so that your target accounts only see the information that’s relevant to their needs. With a WYSIWYG editor, it’s simple to execute, providing a high return for low effort.
One-on-One Air Cover
With large accounts that have a lot of revenue potential, most marketers find that one-on-one personalization is worth it. While AEs are doing the brunt of the outreach, we’ve seen marketers really move the needle through hyper-targeted air cover. When buyers are talking to sales to break down the costs, benefits, and expected ROI, frequent and pointed marketing touches can help push a clear value proposition and drive consensus. Sometimes, buyers stop responding to sales and seem to fall off the map. In these cases, air cover can revive cold accounts by bringing your solution back into focus.
Whether you’re creating custom ads that highlight account-specific needs or referencing a particular interest you know a target account has in an email, the goal is to continue to build that VIP experience and strengthen the relationship. ABM enables you to effectively customize messaging to the right people at the right time of the buying journey in parallel to your sales team.