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How can you personalize your B2B account-based marketing strategy?

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Personalization is a key factor for successful B2B account-based marketing (ABM) campaigns. ABM is a strategy that focuses on targeting specific accounts or prospects with tailored messages and offers, rather than generic ones. By personalizing your content, you can increase engagement, relevance, and trust with your potential buyers. But how can you personalize your B2B ABM strategy effectively? Here are some tips to help you out.

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1 Identify your ideal customer profile

Before you can personalize your content, you need to know who you are talking to. Your ideal customer profile (ICP) is a description of the characteristics, needs, and goals of your best-fit accounts. You can use data from your CRM, analytics, surveys, and interviews to create your ICP. Your ICP should include information such as industry, size, location, revenue, pain points, challenges, and decision-makers.

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Christopher Nault

?? Complex problem solver, leading with empathy ?? Passionate about ABM and Growth Operations ?? #notaguru
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Don't overthink this part - I think the word IDEAL scares everyone. Who are you most successful working with. The idea is to find some commonality to narrow your marketing efforts and be able to provide real first party data stories. I.e. proof you've helped similar companies with similar problems.

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2 Segment your accounts into tiers

Not all accounts are equal in terms of value, potential, and readiness. You need to prioritize and segment your accounts into tiers based on their fit, interest, and behavior. For example, you can use a three-tier model: tier 1 accounts are your most valuable and strategic ones, tier 2 accounts are your mid-level prospects, and tier 3 accounts are your low-hanging fruit. By segmenting your accounts, you can allocate your resources and efforts accordingly and tailor your content to each tier.

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Christopher Nault

?? Complex problem solver, leading with empathy ?? Passionate about ABM and Growth Operations ?? #notaguru
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Don't overthink this You likely have a few clients you would LOVE to work with. You can treat them as more valuable and understand it may take longer to attract them. Tier 2 could be great fits bc of your ICP findings and usually something else related like location or recently acquired. Tier 3 are the closest to your orbit - perhaps organizations you run into frequently online or at a trade show. These lists are not written in stone - iterate often !

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3 Map your buyer personas and journeys

Within each account, there are multiple stakeholders involved in the buying process. You need to map your buyer personas and journeys to understand their roles, motivations, preferences, and pain points. A buyer persona is a semi-fictional representation of your ideal buyer, while a buyer journey is the path they take from awareness to decision. By mapping your buyer personas and journeys, you can create content that addresses their specific needs, questions, and objections at each stage.

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4 Create personalized content and offers

Now that you have a clear picture of your accounts, personas, and journeys, you can create personalized content and offers that resonate with them. Personalized content and offers are those that are customized to the account, persona, or journey level, rather than generic or mass-produced. For example, you can use personalization elements such as name, company, industry, pain point, solution, or case study. You can also use dynamic content that changes based on the user's behavior or profile.

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5 Deliver your content through the right channels

Personalization is not only about what you say, but also how and where you say it. You need to deliver your content through the right channels that match your account's preferences and behavior. For example, you can use email, social media, webinars, landing pages, or direct mail. You can also use automation tools to trigger and track your content delivery based on the account's actions or signals. By delivering your content through the right channels, you can increase your reach, response, and conversion rates.

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María Eugenia Bancescu

LinkedIn Strategy Manager | Copywriter | Redactora SEO | Profesora en Letras | Storytelling | UX writing | Comunicación corporativa | Marketing de contenidos
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Uno de los canales más adecuados para una estrategia de marketing de contenidos para B2B es la plataforma de LinkedIn. Existen diversas razones, pero la más contundente es que 64 millones de empresas tienen página aquí. Por otro lado, los tomadores de decisiones están actualmente más enfocados en el Dark social que en otro tipo de fuentes para tomar decisiones de compra, con lo cual LinkedIn es una herramienta indispensable para generar autoridad y confianza. Por último, es la red ideal para generar conexiones y relaciones, por lo cual no desaprovecharía la oportunidad de posicionar tanto la empresa como los perfiles de los líderes que darán mayor visibilidad y peso a la estrategia.

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Christopher Nault

?? Complex problem solver, leading with empathy ?? Passionate about ABM and Growth Operations ?? #notaguru
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Everyone has a magical treasure box for opportunity and it may be obvious and sometimes less obvious but they key is you need to experiment to find it. The more recognized the play the more competitive the channel. I am a strong believer in authenticity in your marketing - less is more.

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6 Measure and optimize your results

Personalization is not a one-time thing, but an ongoing process. You need to measure and optimize your results to ensure that your content is effective and relevant. You can use metrics such as open rate, click-through rate, engagement rate, conversion rate, or revenue to evaluate your content performance. You can also use feedback, testing, and analytics to identify what works and what doesn't, and make improvements accordingly. By measuring and optimizing your results, you can refine your personalization strategy and achieve your ABM goals.

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Christopher Nault

?? Complex problem solver, leading with empathy ?? Passionate about ABM and Growth Operations ?? #notaguru
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Please have a knowledgeable person or organization setup your revenue operations when moving w ABM. The worst thing is to stop or slow a program realizing later leads and opportunities did come through, you had not realized it.

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7 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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Content Strategy

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How can you personalize your B2B account-based marketing strategy?

1

2

3

4

5

6

7

1 Identify your ideal customer profile

2 Segment your accounts into tiers

3 Map your buyer personas and journeys

4 Create personalized content and offers

5 Deliver your content through the right channels

6 Measure and optimize your results

7 Here’s what else to consider

Content Strategy

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How can you personalize your B2B account-based marketing strategy?

1

2

3

4

5

6

7

1 Identify your ideal customer profile

2 Segment your accounts into tiers

3 Map your buyer personas and journeys

4 Create personalized content and offers

5 Deliver your content through the right channels

6 Measure and optimize your results

7 Here’s what else to consider

Content Strategy

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