For most of us, creating content is not a problem. It’s when we’re tasked with creating content for ABM that anxiety sets in. And we’re not alone. According to the results of the Account-Based Marketing Strategy Survey conducted by Ascend2 and Uberflip, personalized content is the most effective way to engage target accounts but it’s also the most difficult to execute. In fact, 42% of B2B marketers surveyed said that creating content mapped to account segments was a top priority, but 41% said there were perceived barriers to doing so. And it’s no surprise. If you don’t have a team of writers to create all new content for your ABM approach, then what do you do?
Here are three ways you can personalize content for ABM without creating net new content each and every time.
Ideal for: One-to-many
If your ABM campaign is broad enough (think segmented by persona or technology usage, for example) then one of the easiest ways to personalize your content for ABM is by curating a collection of content for the intended audience. By hand-selecting pieces from your current content library and packaging them for the ABM campaign, you’re able to give target accounts a personalized experience without creating any new content.
What’s more, because this experience is digital you’re able to learn more about your target accounts based on how they engaged with your content collection. And because you’ve sent a collection rather than one net new piece of content, you provide opportunities for your target accounts to engage further with your content, learn more about your brand and solution, and provide additional info about their interests to you and your team.
Ideal for: One-to-few
While curating content is a quick and easy way to provide a good level of personalization for your target accounts, once you cross the threshold and start tackling industry verticals, your target accounts will expect a bit more customization. But don’t worry, this doesn’t mean you have to create all new industry-specific content (unless of course, you have the resources, in which case have at it!)
Instead, focus on high-impact elements such as headlines, visuals, and examples to personalize key assets for your intended audience. For instance, take what you know at a high-level about an industry and swap out language to be more industry-specific. For instance, what we might call “demand generation” in B2B marketing might be called “patient acquisition” in healthcare. These are easy switches that will have a high return for low effort. Another easy swap for more mid- to bottom-of-the-funnel assets can be swapping examples or quotes from customers in that particular industry.
Ideal for: One-to-one
Often we think of one-to-one account-based marketing as sending high-value gifts, direct mail plays and event invitations—all of which can benefit from an accompanying digital content experience as I mentioned in tip 1. But let’s not forget that one-to-one account-based outreach is something the sales team does often. And marketing can assist with content! While this tip is less about personalizing content and more about organizing it, I’d argue that organizing your content is a crucial (and sometimes forgotten step) that empowers your salesforce to be as effective and personalized as possible in their account-based (and content-infused) outreach.
Having your content tagged and categorized so your sales team can sort by industry vertical, persona, or other segmentation types, will allow them to pick the right content to share with the right prospect when they begin their one-to-one account outreach. This can be done in a simple Google sheet or Excel document, or on the back-end of your content management system via tags. From there, your sales team can share links to useful content—or better yet, create their own collection of content—and add personal touches to truly engage the account on a one-to-one level.
Think adding a photo, referencing a particular interest they know an account contact has in the email, or using personalized video to help build rapport. Whatever they choose, arming them with the right content will aid them in their one-to-one outreach.
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