Sophisticated buyers expect more. They want relevant content, tailored experiences, and solutions designed with their specific needs in mind. Welcome to the world of Account-Based Marketing (ABM), where personalization is not just an added bonus; it’s the foundation of impactful strategies.
ABM has risen to the forefront of B2B marketing, proving itself invaluable for focusing efforts on high-value accounts. But succeeding in ABM doesn’t simply happen by targeting the right accounts. The key isn’t just in who you target—but how you engage them. And that “how” hinges on personalization.
This blog will walk you through why personalization matters in ABM and how you can implement tailored strategies to foster higher engagement, deeper connections, and ultimately, better results.
Understanding Your Audience
Why Audience Segmentation Matters
Account segmentation is where personalization begins. ABM is not a one-size-fits-all approach, and randomly targeting accounts could result in wasted resources and missed potential opportunities. Successful ABM requires laser-focus, turning broad customer profiles into specific audiences with unique messaging needs. This segmentation isn’t just about dividing your audience by industry or revenue. It involves using intent data, firmographics, purchase behaviors, and account-level insights to group accounts into meaningful clusters.
For instance, a SaaS company might segment its audience by company size. SMEs might require messaging focused on affordability and ease of implementation, while enterprise-level customers often need solutions that emphasize scalability and security.
Gathering Insights
Use tools that combine first-party data (like CRM systems) with third-party platforms (such as Bombora or ZoomInfo) to create rich audience profiles. Pair this with client interviews, surveys, and competitive analysis for a well-rounded understanding of your ideal accounts.
Once you’ve segmented your audience, you’re ready to craft customized messaging that resonates with the unique priorities of each account.
Custom Content Creation
Building Content That Speaks Directly to Accounts
One of the most valuable elements of ABM is its ability to leverage ultra-relevant content. Whether it’s a blog post, case study, testimonial, or sales deck, content should feel like it’s been made exclusively for the recipient account.
Examples of Personalized Content Assets
- Case Studies Targeted to Industries
Rather than generic case studies, share ones that spotlight challenges and success stories faced by businesses in the same industry as your recipient.
- Blogs Tailored Around Challenges
For example, if your target account operates in the healthcare industry, a blog discussing “How Technology is Reshaping Patient Care” would have more impact than a general blog on tech adoption.
- Interactive Tools
Use calculators, quizzes, or even downloadable templates that enable your prospects to engage directly with your offerings in meaningful ways.
Easy Wins with Personalization
Even if you can’t create new assets for every account, repurpose existing resources. For example, customize an eBook’s introduction to reference the prospect’s unique priorities. Or add visuals like their company logo to make the content feel exclusive.
Choosing a Multi-Channel Approach
Personalizing Email Outreach
Email is often the backbone of ABM campaigns, but generic outreach only leads to unopened messages. Instead, personalize your emails by referencing specifics about the recipient’s business challenges, achievements, or recent developments. Out-of-the-box references demonstrate that you’ve done your homework and increase the likelihood of engagement.
Subject Line Tips:
- Lead with relevant data insights (e.g., “How [X Solution] Improves Productivity by 27% for [Target Industry]”).
- Include the prospect’s name or company for an extra personal touch.
Within the email’s body, focus on the specific pain points that the recipient might be facing, and highlight how your solution can address them.
Engaging on Social Media
Social selling has emerged as a pivotal technique, creating opportunities to build rapport with decision-makers on platforms like LinkedIn. Personalized comments, thoughtful shares, and direct interactions that emphasize shared interests or relevant insights can amplify your brand’s visibility and approachability.
For example:
- Celebrate prospects’ company milestones on LinkedIn.
- Share tailored blog posts and tag their company when relevant.
- Reach out with direct LinkedIn messages that include personalized touch points based on their profile or company updates.
Creating Personalized Web Experiences
Did you know your website can also become a personalized experience for different accounts? By using dynamic content tools like Optimizely or Demandbase, you can redesign landing pages and web elements to cater to visitors’ preferences and company profiles.
Examples of web personalization:
- Show visitor-specific CTAs (e.g., “See How [Visitor’s Company] Can Optimize Their Logistics Team”).
- Feature testimonials or reviews from companies in their niche.
This level of tailoring makes prospects feel valued while increasing the relevancy of your pitch.
Measuring Success in Personalization
Key Performance Indicators
How do you know if your personalization efforts are effective? For ABM campaigns, standard metrics like website traffic or email open rates must give way to more account-specific KPIs, such as:
- Engagement Level Per Account: Track the number of interactions, opens, replies, or downloads at the account level.
- Time on Page and Content Consumption: How much time did prospects from target accounts spend engaging with personalized content?
- Qualified Leads and Pipeline Growth Per Segment: Assess whether your personalized messages are compelling enough to move prospects further downstream.
A/B Testing Personalized Campaigns
Even within personalized efforts, small tweaks can make a difference. Test different personalization tactics for the same audience segment. For example, compare the CTR (click-through rate) on emails that include the recipient’s name versus their company’s logo. Continually analyze what resonates best.
Technology for Tracking Impact
Tracking tools such as HubSpot, Marketo, and Salesforce can analyze every interaction with your target accounts, providing deep insights into what’s working and where improvements are needed. Complement these tools by integrating ABM platforms like LeanData to stay aligned with your account-focused strategy.
The Future of ABM: Personalization Is Non-Negotiable
Customization has long been a mighty weapon in the B2B toolbox, but in the ABM era it’s become the main way to achieve the bottom line. No longer are we in the days of broad-stroke approaches where one message works for all. Today, firms are keen to know that you fully comprehend them as well as their discomfort factors and their aspirations.
When done right, personalization increases trust, builds relationships, and drives measurable outcomes. To get there, however, you need intentional strategies, the right tools, and cross-team alignment between marketers and sales reps.
Want to elevate your ABM approach and discover how personalization can power up your outreach? Get started with customized content and flexible tactics today. Show me the money! My training data goes up to October 2023.
Take your ABM strategy to new heights. So give personalized content a try today and see engagement like never before.
