Account-based marketing (ABM) is all about creating personalised experiences for your target accounts. By delivering the right message to the right person at the right time, you can increase engagement, drive conversions, and build lasting relationships with your customers.
In this blog, we'll explore the steps you can take to personalise your messaging and content for your ABM program.
Step 1: Leverage Your Buyer Personas
One of the keys to personalising your messaging and content is understanding your buyer personas. By developing detailed profiles of the individuals involved in the buying process, including their needs, challenges, and preferred communication channels, you can tailor your messaging to each persona's unique needs.
According to a report by Marketing Insider Group, 82% of companies using ABM report a significant increase in engagement and conversions from their target accounts.
By personalising your messaging to each persona, you can increase the effectiveness of your ABM program and generate more revenue for your business.
Step 2: Use Account-Level Data
Another critical step in personalising your messaging and content is using account-level data. By analysing engagement data, purchase history, and other information about each account, you can tailor your messaging to each account's unique needs and preferences.
According to a report by Demandbase, 64% of B2B marketers say that personalising content based on the account is more effective than personalising based on the individual.
Using account-level data can help you identify which accounts are most engaged with your brand, what content they've interacted with, and what messaging resonates with them. This information can inform your messaging and content strategy, allowing you to deliver more personalised experiences to your target accounts.
Step 3: Align Sales and Marketing
To deliver a truly personalised experience to your target accounts, it's essential to align your sales and marketing teams. By sharing information and collaborating on strategy, you can ensure that your messaging is consistent and personalised across all touchpoints.
According to a report by Terminus, 60% of B2B marketers say that aligning sales and marketing is a top priority for their ABM program.
By working together, your sales and marketing teams can develop a more effective ABM program that delivers personalised messaging and content to your target accounts.
Step 4: Leverage Personalisation Tools
There are a variety of tools available to help you personalise your messaging and content for your ABM program. For example, dynamic content tools can allow you to serve up personalised content to each visitor based on their account, persona, and engagement history.
According to a report by Marketo, 80% of customers are more likely to do business with a company that offers personalised experiences.
Using personalisation tools can help you deliver a more engaging and relevant experience to your target accounts, increasing the effectiveness of your ABM program and driving revenue for your business.
Conclusion
Personalising your messaging and content is a critical step in creating a successful account-based marketing program. By leveraging your buyer personas, using account-level data, aligning sales and marketing, and leveraging personalisation tools, you can create a targeted and effective ABM program that generates revenue and growth for your business.
Remember, ABM is a long-term commitment that requires ongoing effort to deliver personalised experiences to your target accounts. By prioritising personalisation and using data to guide your efforts, you can create a successful ABM program that drives results for your business.
#ABM # accountbasedmarketing #personalisation
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