• Personalization, 
  • Growth

Using Website Personalization for Effective Account-Based Marketing

Esat Artug
Esat Artug
January 1, 2024 · 9 min read
Using Website Personalization for Effective Account-Based Marketing

As B2B businesses strive to create better customer experiences, account-based marketing (ABM) has become one of the most efficient and effective ways to target specific accounts and customers.

ABM is a strategic approach that focuses on specific organizations and individuals rather than treating entire markets as a single entity.

And when it comes to ABM, relevance is key. In order to make the most of your time and resources, it's important to focus on leads that are most likely to convert.

Personalization can help you do just that.

And with technology that allows for a more personalized engagement at scale, there’s no reason your business can’t implement a personalized ABM strategy of its own. By tailoring your content and messaging specifically for each account, you can ensure that your efforts are as effective as possible.

Not sure where to start?

In this blog post, we’ll explore the basics of account-based marketing personalization and discuss some of the benefits you can expect from using it. We’ll also provide tips for getting started with your own account-based marketing personalization strategy.

What Is Account-Based Marketing?

Account-based marketing is a strategic approach to B2B marketing that focuses on key accounts rather than mass targeting. In an ABM, each account is treated as a market in its own right, with its own unique needs and objectives. This approach allows businesses to tailor their marketing efforts to specific accounts, increasing the likelihood of success.

ABM typically involves three key elements: account selection, account insights, and account activation.

To select the right accounts, businesses need to identify their ideal customer profile and then use data analysis to identify which companies match this profile. Once the right accounts have been selected, businesses need to generate insights about each account in order to create customized messages and content. Finally, businesses need to activate their contacts within each account by nurturing leads and driving conversions.

While ABM requires a more customized approach than traditional marketing techniques, it can be an extremely effective way to grow your business. By taking the time to understand the specific needs of your target customers, you can create a highly targeted marketing campaign that is more likely to result in 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.

There are a number of ways to personalize your account-based marketing efforts, but some of the most effective include segmenting your audience, tailoring your content, and using dynamic content.

Segmenting your audience allows you to target specific accounts with highly relevant messages. This approach can be especially effective if you have a large number of target accounts. By segmenting your audience, you can ensure that each account receives content that is specifically tailored to their needs and interests.

Tailoring your content is another great way to personalize your account-based marketing efforts. This involves creating personalized content for each target account. This can be anything from tailored collateral to personalized email campaigns. The goal is to create content that resonates with each account and helps them see the value in doing business with you.

Finally, dynamic content is an excellent way to ensure that your account-based marketing efforts are always relevant and up-to-date. Dynamic content is simply content that changes based on certain conditions or triggers.

Getting Started with Account-Based Marketing Personalization

In order to maximize the impact of your account-based marketing efforts, it's important to personalize your approach. This means tailoring your marketing messages and strategies to your target accounts' specific needs and interests.

What works for one account may not work for another, so it's important to tailor your approach accordingly.

Luckily, there are a few simple ways to get started with account-based marketing personalization.

1. Have the Right Data Strategy

Any successful marketing technique is only as good as the data it’s based on. This is especially true when it comes to account-based marketing.

In order to create a personalized ABM strategy that will effectively engage your target accounts, you need to have the right intent data in place.

This data should include information about the specific companies you’re targeting and detailed data about the individuals within those companies.

2. Choose the Right Tech Stack

Technology plays a critical role in account-based marketing personalization strategies. The right technology stack can help you segment and target your accounts, track engagement, and measure success.

There are a few different factors to consider when making this decision, including your budget, the size of your target market, time to market, scalability, the level of personalization you need, etc.

Regardless of all these factors, you need two marketing technology tools for sure:

3. Align the Sales and Marketing Teams

Aligning the sales and marketing teams is the third step of an effective account-based marketing personalization strategy. This step is essential because it ensures that both teams are working together towards the common goal of acquiring and retaining customers.

By aligning the marketing and sales teams, businesses can develop a more holistic approach to customer engagement, which can lead to improved customer loyalty and higher levels of customer lifetime value.

In addition, this alignment can help businesses to avoid silos within the organization, which can lead to inefficiencies and a lack of coordination.

4. Segment Your Target Accounts

To personalize your account-based marketing approach, you need to segment your target accounts into different groups. This will allow you to tailor your messaging and outreach to each group's specific needs and interests.

This not only makes your marketing more effective but it can also help you to identify high-value accounts.

5. Uncover the Customer Journeys and Intent

The fifth step of the effective account-based marketing personalization strategy is uncovering the customer journeys and intent. This allows you to identify the best content and message for each customer journey stage.

To do this, you need to understand how your customers interact with your brand online. This includes understanding what they search for, what content they consume, and what actions they take.

Once you have this information, you can map out the customer journey and create targeted content that meets their needs at each stage.

6. Create Use Cases and Hypothesis

Use cases and hypotheses are essential for any account-based marketing effort. By creating use cases, you can identify what success looks like for your target accounts. This will help you create personalized campaigns that are more likely to resonate with your target contacts.

Hypotheses can also be helpful in testing different approaches to see what works best for your specific situation.

By taking the time to create use cases and hypotheses, you can increase the chances of success for your ABM strategy.

7. Develop Personalized Content

Once you've segmented your target accounts, you can develop targeted content that speaks directly to each group's pain points. This could include sections on the website, blog posts, e-books, whitepapers, and more.

8. Measure Your Results

Finally, don't forget to measure your results so you can see how effective your personalized ABM approach is. This will help you fine-tune your efforts and continue to improve your results over time.

3 Account-Based Marketing Personalization Tactics

1. Headline Personalization

Landing pages are the first impression your customers have of your website, and as such, every element in the landing page needs to be perfect.

However, it's not the case for most of the landing pages.

Although the needs and wants are different from one visitor to another, every visitor sees the same headline and message on the landing page.

Personalization is a powerful tool that gives the landing page a competitive advantage by dynamically adapting the headline.

The more personal the connection between your headline message and your target accounts, the more likely it is to convert.

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

Social proofs on your website add instant credibility to your promising value. Companies are using different types of social proof across their website:

  • customer testimonials

  • product reviews

  • customer logos

As competition for customer attention increases, companies are looking for new ways to stand out from the crowd. Businesses can achieve this by personalizing social proofs on their websites.

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.

Therefore, for instance, visitors from the gaming industry can see company logos and testimonials from gaming companies, while visitors from other industries see social proofs related to their industry and specific use cases.

3. Case Study/Success Story Personalization

With the wide range of content on the internet, it’s important to make your website personalize as best as possible. 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.

You can personalize the featured blog posts for every visitor based on specific attributes, including previous browsing behavior, location, buying intent, or firmographic data, such as the industry, company size, etc.

Boost Your Account-Based Marketing Strategy with Ninetailed and Albacross

As the account-based marketing movement continues to grow, B2B marketers are under pressure to deliver more personalized and targeted content to their target accounts. However, only a few are able to achieve account-based marketing personalization at scale.

To truly personalize your ABM communications, you need a tool that can give you a detailed insight into each account and another tool that creates personalized experiences.

This is where Ninetailed and Albacross come into play:

  • Albacross is a B2B intent data source that helps you to understand your audience and uncover hidden prospects

  • Ninetailed is an experience optimization tool that turns customer data and content into personalized experiences

If you're looking to take your ABM strategy to the next level, consider using Ninetailed with Albacross. With our powerful combination of intent data and personalization, you'll be able to create a truly personalized experience for each of your accounts.

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