Biz Tips: How to Personalize Content at Scale for Your Target Accounts

Biz Tips: How to Personalize Content at Scale for Your Target Accounts

Biz Tip:

How to Personalize Content at Scale for Your Target Accounts

When it comes to your account-based marketing strategy, what would you say is the most challenging part? If you said personalized content, you’re not alone. A recent survey of B2B marketers revealed that while creating personalized content for each account is one of the most effective ABM strategies, it’s also one of the most difficult to execute.

Much like gift-giving, it’s thoughtful outreach that makes people feel like they matter and want to engage with your company more. But I’m sure the thought of adding one more thing—let alone hundreds of personalized things—to your plate is enough to put you in a bit of a panic. Personalized content is great, but is it really scalable?

How Personalized is Personalized?

It’s important to remember that ABM isn’t always one-to-one marketing. Sending a high-value prospect tickets to their favorite sports team is sure to make you stand out, but depending on how many target accounts you’re working with, it’s typically not something you can do for everyone.

This is where it becomes especially important to determine your ABM approach. Are you targeting eight people or 800? How much do you know about your target accounts? These are some of the considerations you’ll want to keep in mind when determining which type of ABM is right for you.

Image by ITSMA

One-to-One ABM: This is what comes to mind when most people think of ABM. For this type of ABM, marketers are creating highly customized programs for individual target accounts. It makes sense if your deals are six or seven figures, you have adequate resources, and you have enough intel on your target accounts to get really personal. Because it’s at the top of the investment chart, one-to-one ABM typically requires the most effort, but can also have the highest return.

One-to-Few ABM: This approach is similar to one-to-one, but is applied to small groups of accounts. One of the easiest ways to group accounts is by combining those that share similar challenges. For our one-to-few outreach at Uberflip, we look at accounts that use the same tech, are the same persona, and have the same challenges and create a direct mail play, ads, and content streams that speak to all of those accounts, and lightly customize the rest.

One-to-Many ABM: This is where you need to lean on tech to scale your ABM program. Whether your team is small or your resources are limited, an ABM solution is the only way to create personalized content experiences for hundreds of accounts at once and still make meaningful connections.
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Targeting a large number of specific opportunities is less personalized than other approaches, but still more personal than traditional marketing. On an account-by-account basis, this approach is low cost with high return.

Distributing Personalized Content (Without Getting Creepy)

Once you’ve decided which level of personalization you’re going to use, the next step is to decide how you’re going to distribute it without freaking anyone out. What I mean by that is, you must also adapt your level of personalization to the channels you’re working with. Including someone’s first name in an email? Cool. Calling out someone by name in an ad? Too much. So, what are the best practices for each channel?
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Marketing Email: Email is the most effective content distribution method across the board. For one-to-one or one-to-few outreach, you can hand-pick content that suits a very specific set of needs. For one-to-many outreach, you can send out automated emails that are segmented based on pain points and interests.

Paid Ads: Paid ads that target your top accounts can help capture their attention and push content that they may be interested in. For one-to-few or one-to-many outreach, you can even call out specific pain points or company names, but stay away from calling out anyone by their name. That’s creepy.

Direct Mail: While traditionally used for gifting, direct mail can be used to promote and distribute tailor-made content for ABM. Direct mail is a great opportunity to capture people’s attention with a gift and then push them to a personalized online destination.

Social: When it comes to distributing personalized content on social, there’s a fine line between getting personal and getting creepy. It can be effective to tag target accounts in content they may like (I often do this on my own LinkedIn), but avoid sliding into anyone’s DMs with a piece of personalized content.

ITSMA describes ABM as “treating each account as a market of one.” If you only had a market of one customer, you’d pull out all the stops to engage every possible stakeholder and personalize each and every touchpoint to cater to their specific needs. Personalization at scale allows us to execute this approach for more than one account at a time. To ensure you can execute, I challenge you to really think about how you’ve tiered your accounts to determine if personalized content is scalable with your current approach.

If the idea of creating hundreds of pieces of personalized content for your account-based marketing strategy keeps you up at night, check out Uberflip’s no-fear guide to scaling personalized content.

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