For years, B2B marketers have been gathering customer data and creating persona-based messages to maximize the value of interactions with clients and prospects across channels. What’s new is that leading organizations are seeking to deliver even more personalized experiences to customers by account as a part of a bigger strategy known as Account-Based Marketing (ABM).
Account-Based Marketing is a go-to-market strategy in which a supplier targets a set of named contacts and accounts, representing significantly higher expansion or growth opportunities, to receive tailored marketing and sales support. To do this, marketers use predictive scoring, programmatic advertising and personalization.
But what does good look like? Our research team is currently conducting research on this topic. Here’s a preview of early lessons learned from B2B marketers:
- Use Atomic Content to Ease the Burden – Not every piece of content has to be hyper-personalized. For accounts that demand high degrees of personalization, minimize the need to reversion content. Consider which pieces of content (e.g. paragraphs of an email) you can create multiple versions of, and swap in and out, depending on the needs of the account.
- Test and Learn to Optimize Content – Some organizations have found that certain mediums (e.g. videos rather copy) can be more effective than others at driving action when personalized. For this reason, it’s best to test and learn to find which types and levels of personalization resonate most with your customers. And it’s not just mediums worth testing! One company selling to hotels found more success in using the word “hotel” in ads rather than using a specific hotel’s name.
- Do Some Extra Pre-Work Before Examining Vendors – For B2B marketers, the ABM vendor landscape can be tough to parse through because many offer personalization capabilities, but that can mean a lot of different things: providing your sales reps with a one-stop shop for information on a prospect’s most recent interactions across channels, optimizing promotional offers, personalizing ads by account, enhancing re-targeting efforts or improving next best action recommendations. Think carefully about what kind of personalization you want to experiment with. What’s most important? You’ll be better prepared to avoid what’s flashy in favor of what you’re looking for. More to come on this in Part 2.