10 Tips on Personalization in Account-Based Marketing

Personalization is crucial in Account-Based Marketing (ABM) and Account-Based Experience (ABX).

At its heart, ABM is about allocating marketing resources more precisely to a select group of accounts instead of a broad audience. You do this by leveraging insights about targeted accounts and the buying behavior of personas within each account’s buyer group.

Personalization is one of the magic ingredients in ABM.

The trick is how you use account and customer insights, intent, and behavioral data to tailor your marketing efforts.

Personalization has been proven to work, and it’s worth the effort.  Studies indicate that a personalized approach increases the likelihood of purchasers buying from and recommending a brand. Personalization is becoming an expected standard, and many B2B marketing leaders are prioritizing investments in content marketing and personalization technology.

So, how do you implement personalization in ABM?

Top 10 ABM Personalization Tips

  1. Develop a Deep Understanding: Gain a comprehensive understanding of your target accounts, including their pain points, needs, and preferences. This will enable you to tailor your marketing efforts effectively.
  2. Segment Your Accounts: Divide your target accounts into meaningful segments based on common characteristics or behaviors. This segmentation will allow you to personalize your messaging and offers for each group.
  3. Create Buyer Personas: Build detailed buyer personas for key stakeholders within your target accounts. Identify their roles, responsibilities, motivations, and challenges to create personalized content that resonates with them.
  4. Leverage Data and Analytics: Utilize data and analytics to gather insights about your target accounts. This information will help you identify patterns, preferences, and opportunities for personalization.
  5. Craft Personalized Content: Develop content that speaks directly to your target accounts’ unique needs and pain points. Tailor your messaging, offers, and calls-to-action to resonate with specific segments and individuals.
  6. Implement Dynamic Content: Use technology and automation to deliver dynamic content that adapts to your target accounts’ preferences and behaviors. This approach ensures a personalized experience throughout the buyer’s journey.
  7. Use Account-Specific Landing Pages: Create dedicated landing pages for each target account, highlighting personalized content and offers. This level of personalization shows a deep understanding of their needs and increases engagement.
  8. Leverage Personalization Technology: Implement tools and technologies that enable real-time customization of marketing messages, emails, and website experiences. These tools enhance the effectiveness of your ABM efforts.
  9. Embrace Omnichannel Personalization: Extend personalization across multiple channels, including email, social media, website, and offline interactions. Consistent and tailored messaging at each touchpoint strengthens your relationship with target accounts.
  10. Continuously Optimize and Measure: Regularly analyze the performance of your personalization efforts and optimize them based on data-driven insights. Measure key metrics, such as engagement, conversions, and revenue, to ensure the effectiveness of your ABM strategy.

Following these ten recommended tactics can help you accelerate personalization in your account-based marketing approach.

If you are interested and when you are ready, we can help you on your ABM journey. Here are some ways to get started:

  1. Check out more posts like this in the Healthtech Marketing Learning Center. It is chock-full of articles, use cases, how-to’s, and ideas to get you started on your ABM journey.
  2. Follow me or connect with me on LinkedIn. I publish videos and articles on ABM and healthtech marketing.
  3. Work with me directly. Let’s book a growth session and we can explore ways you can improve your marketing using the latest techniques in account-based marketing.

Originally posted on healthlaunchpad.com

Adam Turinas

Adam Turinas is a long-time technology marketing leader and entrepreneur. He is the co-author of the Total Customer Growth book and founder of Total Customer Growth LLC. Adam spent two decades marketing for Dell, IBM, Bank of America, and dozens of other major marketers. In 2012 he founded, grew, and eventually sold a healthcare technology software business and then created healthlaunchpad, a leading healthtech marketing firm that teaches clients how to use ABM.