How to Personalise Content for Account-based Marketing

1. How To Personalise Content For Account-Based Marketing For most of us, creating content is not a problem. It’s when we’re tasked with creating content foraccount based marketing that anxiety sets in.However,personalized content is the most effective way to engage target accounts but it’s also the most difficult to execute. Unsurprisingly, 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. Here are three ways you can personalize content for ABM without creating new content each and every time: 1) Create A Personalised Bank of Content This approach is ideal for one-to-many accounts with a broader ABM campaign (think: segmented by persona or technology usage). One of the easiest ways to personalize your content for account-based marketing 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. 2) Update current content with your industry vertical or buyer persona This approach is ideal for one-to-few accounts. For an account based marketing company, curating content is a quick and easy way to provide a good level of personalization for your target accounts. But once you cross the threshold, and start tackling industry verticals, your target accounts will expect a bit more customization. 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. Example- What we might call “demand generation” inB2B marketingmight be called “patient acquisition” in healthcare. These are easy switches that will have a high return for low effort. 3) Organise content for easy and personalised sales outreach This approach is ideal for one-to-one accounts where clients expect the white glove treatment. We often think of one-to-one account-based marketing as sending high-value gifts, direct mail plays and event invites—all of which can benefit from a personalised digital content experience as discussed in the first point. Marketing can supply the content, while your sales team makes one-to-one contact with high-value accounts. This step is less about personalizing content and more about organizing it, but organizing your content is a pivotal (and sometimes forgotten) step that empowers your sales dept. 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.