Creating personalized content is one of the most effective things you can do to prove you understand your target account’s pressing challenges and needs. It can take time to do this right, but in the end great personalization results in true ABM success. Read this blog to discover three reasons to use personalization as a key part of your target account strategy.
As outlined in this chart, delivering personalized experiences for accounts at scale is tough and where many people struggle.
However, we also know that personalization is absolutely essential for engaging accounts. It’s critical for marketing, and particularly important for account-based programs.
So why is it important? Why do marketers do it?
1) Personalization creates meaningful content:
Creating content for ABM can be tough, but entirely necessary. Personalized conversations and relationships are what make ABM a more effective strategy than traditional inbound or outbound tactics. The ABM content that you create does not need to replace your top of funnel (TOFU) content, but they should work together. TOFU content is broad-reaching and designed to educate the masses. ABM content, on the other hand, is timely and specific to a buyer and his/her needs. It shows you understand the buyer’s pain and helps you speak directly to them.
2) Personalization establishes deep relationships:
When we personalize an experience for a prospect or a company, we connect with them as a human. The experience we deliver through our content and our programs sparks an emotional response that makes that person want to work with us as an individual or as a company. ABM personalization is about having the right delivery channel, timing, and content, but doing it in a way that delivers a compelling experience that’s interesting and creates a human connection. There are a lot of technologies that can help you personalize content. Two of my favorites are:
- Vendors that serve dynamic content to deliver highly personalized messages that adapt as the audience interacts
- Vendors like Vidyard that can insert a person and company name into videos
3) Personalization increases conversion rates and revenue:
Let’s face it, personalization works. Data from McKinsey & Company shows that personalization reduces acquisition costs by as much as 50% and increases revenues as high as 15%. And what all marketers love is that it increases the efficiency of marketing spend by 10 to 30%. It helps marketers focus on doing a few things well versus doing a bunch of broad programs that don’t work. A well implemented ABM strategy helps increase the effectiveness of these programs.
To learn more on how to incorporate personalization into your campaigns for a unique buying experience, join our Turn Followers into Fans with Personalization webinar on Tuesday, July 17 at 10am PT to discover how to develop targeted, ABM programs that will make your story/marketing/campaigns irresistible to your buyers.
Register for this webinar and get access to all of our upcoming webinars in the Future of ABM Space Flight Program!