5 Steps to Creating Personalized Content Experiences for ABM

RANDY FRISCH | October 1, 2018

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It’s something you may not even realize, but as a consumer, you’re getting served personalized experiences left and right. From your Netflix recommendations to your suggested Spotify playlists, nearly everything we interact with online has some kind of personalization attached to it. Until recently, this high level of personalization has existed almost exclusively in the B2C world, and it’s really only been within the past couple of years that personalization in the form of account-based marketing (ABM) has blown up for B2B marketers. It’s no longer a tactic, it’s a tried-and-true strategy. So much so that some organizations have nearly abandoned more traditional approaches because of the success they’ve seen from ABM. But when I get the chance to talk to fellow marketers about it, one of the things I hear time and again is that actually creating those highly personalized experiences is sometimes easier said than done.

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OTHER ARTICLES

How To Optimize ABM With Influencer Marketing

Article | February 17, 2020

According to a new study from ITSMA / ABM Leadership Alliance, 73% of B2B marketers plan to increase ABM budgets in 2020 and 71% saw greater ROI within their ABM efforts compared to their traditional marketing initiatives. There is momentum behind ABM in the B2B marketing world and yet there is still opportunity optimize for effectiveness. Research from Demand Gen Report tells us that 95% of marketers prefer credible content from industry influencers (a 30% YoY increase) and most ABM playbooks include no mention of influencer integration at all. Are B2B brands’ ABM programs leaving performance gains on the table by not considering the impact that influence plays on their target accounts? How can ambitious marketers optimize the performance of their account-based-marketing (ABM) programs? To answer that question, we invite you to join TopRank® Marketing chief executive and co-founder Lee Odden as he explores how influencer marketing can drives optimization of ABM performance, as he presents at the B2B Marketing Exchange 2020 conference on Wednesday, February 26, 2020 at 10:40 a.m. Mountain Time in Scottsdale, Arizona.

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How to Use Intent Data to Improve Your Customer’s Experience

Article | March 26, 2020

Data, data everywhere. We’re swimming in it, and at times it can feel like we’re drowning. What’s the solution? We’ve got to learn to swim really well in different kinds of water. While most B2B marketers use data to get insights about buyer behavior, often we miss the opportunity to use some of the same types of data to learn about customers after they buy. When it comes to ABM, the most commonly used types of data are firmographic, technographic, engagement and intent data. They’re all important, but of the four, intent data is arguably the most underused when it comes to elevating the customer experience. Consider this an advanced swimming lesson for how to use intent data to enhance the post-sale experience.

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The Grizzly Bear Strategy: How to Align Your Demand Marketing and ABM Programs

Article | March 20, 2020

Some B2B marketers tell me they think account-based marketing (ABM) will eventually replace demand marketing. Some think ABM is just a new buzzword for the data-driven demand marketing they have always practiced. Others tell me that demand marketing and ABM are completely different strategies that should exist on their own within a company. To me, all of these different viewpoints are rooted in the fact that the B2B marketing ecosystem is in a state of rapid evolution and innovation and that’s fantastic for those of us in the B2B marketing profession!

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The Pareto Principle in Account-Based Marketing

Article | February 2, 2021

The Pareto Principle is introduced by an Italian economist - Vilfredo Pareto. According to this principle, for several results, 80% of the outcomes arise from 20% of the cause. Other variations of the Pareto principle states: 80% of the sales come from 20% of customers or 80% of marketing engagement comes from 20% of accounts. Many researchers believe that ABM is a descendent of the 80/20 rule. By following this rule, businesses can spend the bulk on creating personalized marketing campaigns for the 20% of customers who spent the most on the product or services of their company. How the Pareto Rule Brings Sales Growth? In ABM, the Pareto principle can be used as a guide to overcoming the business growth obstacle and acquiring extremely productive business solutions. So here are a few strategies that will assist in bringing the resources and attention to the top 20% of customers. 1. Identify Best Customers Companies might have hundreds or thousands of customers or prospect lists either from email, social media, or by the website. To ensure making a wise choice, it is a must to have a glance at the historical data of every account, then compare it with the ideal customer profile and determine which makes it to the list of the best customers. After finding the top customers for the business, assure to mark them as a top priority. 2. Locating Their Area An important factor is to check the Point-of-Sale platform and find the area from where the highest number of best customers belongs to. It will lead to determining the most suitable sales or marketing strategies that can boost the growth of the organization. 3. Rank The Need Of Customers After creating the list of best accounts or customers, try to dig a bit deeper and discover the want, need, or problems each customer has. If in case, the insight is not up to the mark, a company will have to form a team that can gather some information, by: Tracking customer’s social media Having a conversation with the customer Purchasing Insights from vendors. After finalizing the need list make sure to mark each with their importance and address them accordingly. 4. Offer Personalization Across Different Platform Marketing according to the way that connects with each customer deeply without engulfing the resource and budget can be achieved by making the process as automated as possible through hiring developers. Some of how businesses can personalize their channels are: Using images that shows the customer’s interested area Addressing each customer by their name Sharing related case studies with the customers Including a personalized note Remember to keep a track of the progress you made through these steps and modify your list and strategies based on them. Take Away! If used properly, the Pareto rule in account-based marketing helps a business in keeping the focus on what matters the most. It stops enterprises from multi-tasking all the time. With the help of the 80/20 rule, businesses can properly allocate time and resources to the areas that produce the best results. That being said, relocating the budget while cultivating time for referrals from the customers who generate long-term advantages is the core to sustainable growth.

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Spotlight

Sagarmatha

Sagarmatha develops and markets innovative, agile, data-centric solutions that influence the path to purchase and streamline retail marketing decision making. Our behavioral targeting tools reach tens of millions of consumers each week, helping major retailers worldwide grow their share of customer wallet by keeping offers in synch with actual customer purchase patterns...

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