If you are a marketer who has been in the business at any point in the past decade you will likely understand how marketing has evolved from just a strategy of mass production and broad audience focus to a more streamlined, targeted, and concentrated approach. Account based marketing has exploded over the last few years and forced marketers to align their demand creation strategies with clearly-defined account goals.
Clients and customers alike no longer want to be sold to or marketed to en masse. Instead, most prefer a personalized, customized experience. ABM does exactly that. It allows marketers to develop and launch personalized campaigns that are designed to engage each individual account or user, refining the marketing message on specific account needs and characteristics.
For example, if an account is targeting software developers, the verbiage and imaging is likely to be designed in a language and with visuals that those in the software development industry will find relatable. Creating personalized content is one of the best things you can do to show your clients that you understand the needs and challenges of their specific accounts.
It can take time to understand what an audience wants. You don’t always get it right the first time, but with continued focus on audience needs and satisfaction goals, you will eventually discover how much personalization fits in to your overall target account strategy. Delivering personalized experiences to every account can be tough. However, for engaged accounts, an ABM approach is very critical.
Why is personalization so important for marketers?
First, creating content that matters.
Doing the hard work of creating personalized messages and conversations is what makes ABM a more effective strategy. ABM content does not need to replace the content at the top of the funnel, but it should work alongside it to reach the people who matter most. While content that is at the top of the funnel is broad reaching, ABM content is specific to the needs of a buyer. It shows you understand the challenges the buyer is facing and speaks to a way you can solve them.
Second, boosts conversion rates and revenue.
Personalization can increase the efficiency of how you spend your marketing dollars. No longer do you have to spend endless amounts of money on marketing to a broad audience with little return. Personalization with ABM will allow for better conversion rates as you target the audience and people who are sure to be interested in what you have offer. At the end of the day, a well-implemented ABM strategy will boost conversion rates, decrease costs, and increase revenue.
Ensuring your messaging is prepared specifically for your audience will allow you to scale your personalization efforts without breaking the bank. Gain insight into how your content is engaging customers and measure the impact of personalized experiences over time to ensure you stay on the right track.
Looking for a way to integrate account based marketing into your marketing strategy? Inventive SMI is here to help. Contact us today.