So we’ve covered the importance and effectiveness of personalization and shared some tactics on how to personalize campaigns at scale. You’re sensing a theme here, right? Right! Personalization is an essential component to any account-based marketing (ABM) program. However, marketers aren’t the only ones that can leverage customized content to their advantage. Sales is another important cog needed to implement and carry out a successful ABM program.
But how can marketing and sales departments guide countless prospects through the purchase journey while still addressing specific needs and interests at each stage?
Sales Activation Challenges
Understanding the who, what, and when in account-based marketing is critical to growing pipeline. In order to engage the right stakeholders at target accounts, at the right time, sales reps need to be provided the insights to do so. Intent data addresses this challenge. With intent, sales departments are able to monitor who’s surging at what time on what topic. Additionally, the ‘how’ of the matter seems pretty straight forward. Sales reps have been using the same sales tools for ages, from calling and emailing to wining and dining prospects.
But at the end of the day, what exactly is their game plan? What will a sales rep say at each prospect-facing interaction?
With ABM, B2B marketers are able to swoop in and provide sales with the information needed to speak to the needs of the prospect. We call this providing air cover. When buyers are talking to sales to break down the costs, benefits, and expected ROI, pointed marketing touches can help push a clear value proposition and drive consensus.
However, marketers can’t possibly help every single rep prepare content for meetings. There just isn’t enough bandwidth to do so. Enter Triblio’s Smart Pages module.
Scale 1:1 Buying Experiences with Triblio Smart Pages
Earlier this week we launched Triblio Smart Pages, the latest module in our award-winning ABM platform. A Triblio Smart Page is a unique webpage customized to the needs, interests, and buying profile of a specific account. Instead of creating one-off landing pages for every account, marketers can define segmentation rules and let Triblio Smart Pages do the heavy lifting of creating unique 1:1 web pages for each and every target account.
How Triblio Smart Pages work:
- Marketing can create templates for each audience with relevant messaging and curated content so sales reps have a foundation to work from.
- Triblio scales account-based personalization in two main ways, a.) by inserting merge fields in smart page templates to call out target account company name, bio/picture/calendar link for their specific rep, etc.; and b.) by creating custom private URLs for each account so that the content seems hand-picked.
- Sales reps can access their account’s Smart Page within sales tools like Salesforce, Salesloft, Hubspot, and Microsoft Dynamics. Plus, they can further personalize and update individual pages as they learn more about their account’s specific needs.
- Users can track account engagement to understand what buyers are most interested in. Sales can monitor intent on the account level, and marketers can track audience-level insights to inform future messaging and campaign decisions.
With Triblio Smart Pages, marketing teams can now support sales with custom content and create a 1:1 buying experience for hundreds or thousands of accounts.
Read the full Triblio Smart Pages press release here: https://triblio.com/triblio-launches-smart-pages-to-scale-11-buying-experiences/
To learn more about how Triblio Smart Pages can boost your ABM program, schedule a demo with one of our ABM experts here.