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How can you optimize your marketing operations for account-based web personalization?

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Account-based web personalization is a strategy that allows you to tailor your website content and design to the specific needs, preferences, and behaviors of your target accounts. By doing so, you can increase engagement, conversions, and loyalty among your most valuable prospects and customers. However, to implement account-based web personalization effectively, you need to optimize your marketing operations for this approach. Here are some tips on how to do that.

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Maciek Marchlewski

Director of Revenue and Marketing Operations | I’m a Ops enthusiast seeking connections and growth in MOps & AI-MOps
Josh Buchanan

Marketing Operations Manager at Lucidworks | MCE

1 Align your marketing and sales teams

One of the key benefits of account-based web personalization is that it aligns your marketing and sales efforts around the same accounts. However, this also means that you need to have a clear and consistent communication and collaboration between your marketing and sales teams. You need to define your target account criteria, segment your accounts based on their needs and stages, and agree on the goals and metrics for each account. You also need to share data and insights on account behavior, feedback, and opportunities, and coordinate your outreach and follow-up activities.

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2 Use a robust web personalization platform

To deliver personalized web experiences to your target accounts, you need a web personalization platform that can integrate with your CRM, marketing automation, and analytics tools. This way, you can leverage the data you have on your accounts, such as industry, company size, location, role, interests, pain points, and past interactions, to create dynamic and relevant web content and design. You also need a platform that can track and measure the impact of your web personalization efforts on your account engagement, conversion, and retention rates.

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3 Test and optimize your web personalization campaigns

Account-based web personalization is not a one-time project, but an ongoing process that requires testing and optimization. You need to monitor how your target accounts respond to your personalized web content and design, and use A/B testing, multivariate testing, or other methods to compare and improve your web personalization campaigns. You also need to collect feedback from your target accounts, either through surveys, interviews, or other channels, to understand their needs, expectations, and satisfaction levels. By testing and optimizing your web personalization campaigns, you can ensure that you are delivering the best possible web experiences to your target accounts.

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Josh Buchanan

Marketing Operations Manager at Lucidworks | MCE
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Crafting specialized campaigns in account-based web personalization is crucial to success. Moreover, working with a dedicated ABM Marketer is the key to developing tailored strategies, and ensuring content relevance. To get that personal touch at scale, utilize dynamic elements and snippets within platforms like Marketo. This drastically enhances the extent of your personalization capabilities. Finally, ABM reporting and Split A/B Testing are essential to determine which campaigns resonate best with target accounts. This approach not only fine-tunes marketing efforts but also aligns them closely with the unique preferences and responses of each account, leading to more effective and engaging campaign experiences.

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4 Educate and train your marketing team

Account-based web personalization is a complex and sophisticated strategy that requires a high level of skill and expertise from your marketing team. You need to educate and train your marketing team on the best practices, tools, and techniques for account-based web personalization. You also need to provide them with the resources and support they need to execute and manage your web personalization campaigns. By educating and training your marketing team, you can increase their confidence, competence, and creativity in account-based web personalization.

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Maciek Marchlewski

Director of Revenue and Marketing Operations | I’m a Ops enthusiast seeking connections and growth in MOps & AI-MOps
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Optimizing ABM hinges on effective change management. It diverges from traditional lead generation by emphasizing a strong marketing-sales alignment. Marketing’s role is to provide insights on key accounts, enabling sales teams to use this data and collateral effectively for building relationships. Identifying key accounts is crucial. Conducting a TAM analysis can be challenging, as it might seem to limit sales potential. However, this focused approach leads to more efficient resource allocation and potentially higher returns.

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5 Review and report on your web personalization results

Account-based web personalization is a strategy that aims to deliver value to your target accounts and your business. Therefore, you need to review and report on your web personalization results regularly and systematically. You need to use the metrics and KPIs that you have agreed on with your sales team, such as account engagement, conversion, retention, revenue, and ROI. You also need to use dashboards, reports, and presentations to communicate your web personalization results to your stakeholders, such as your sales team, your management, and your clients. By reviewing and reporting on your web personalization results, you can demonstrate your value, celebrate your successes, and identify your areas for improvement.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you optimize your marketing operations for account-based web personalization?

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2

3

4

5

6

1 Align your marketing and sales teams

2 Use a robust web personalization platform

3 Test and optimize your web personalization campaigns

4 Educate and train your marketing team

5 Review and report on your web personalization results

6 Here’s what else to consider

Marketing Operations

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How can you optimize your marketing operations for account-based web personalization?

1

2

3

4

5

6

1 Align your marketing and sales teams

2 Use a robust web personalization platform

3 Test and optimize your web personalization campaigns

4 Educate and train your marketing team

5 Review and report on your web personalization results

6 Here’s what else to consider

Marketing Operations

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