What Is Account-Based Marketing?
In short, account-based marketing (ABM)
is a strategic approach to B2B marketing that focuses on targeting and engaging specific accounts rather than individual leads.
ABM aims to generate more revenue from fewer, bigger deals by aligning your sales and marketing teams around a common set of target accounts. This alignment allows you to tailor your outreach and messages to better resonate with each account, increasing the likelihood of success.
How Personalization Can Impact Account-Based Marketing
In account-based marketing, personalization is key.
By tailoring your messages and content to fit your target accounts’ specific needs and interests, you can significantly increase the likelihood of conversion.
- Have the right data strategy
- Choose the right tech stack
- Align the sales and marketing teams
- Segment your target accounts
- Uncover the customer journeys and intent
- Create use cases and hypothesis
- Develop personalized content (and campaigns)
- Measure and analyze results
3 Account-Based Marketing Personalization Tactics for Profitable Growth
1. Headline Personalization
You can tailor the headline messages for the different target accounts. Using different firmographic
variables such as industry, location, revenue, company size, etc., would be highly beneficial for creating different variations to target your accounts.
2. Social Proof Personalization
You can personalize the social proofs for each target account by using relevant logos, reviews, and testimonials to match not only their wants and needs but also their industry, company size, location, etc.
3. Case Study/Success Story Personalization
Personalizing featured success stories is a great way to make sure you provide the right content for your audience.
When you personalize featured case studies and success stories, you are making it clear that you care about their interests and needs. This will help build trust with your audience and make it more likely for people to return again and again to learn more from you.