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In the B2B demand generation and ABM space, it’s no secret that brands need to bring a level of personalization into their marketing efforts. This can range from 1:industry to 1:few, all the way down to the ideal of 1:1 account level.
Note, this all might depend on how ambitious your new business goals are and how fruitful you were in prospecting new industries and accounts. However, if you are in the early stages of going after new clients or testing approaches, you might not be working with a huge prospect list. This affords you the ability to start small with 10, 25, or 50 accounts using a 1:1 personalized approach and then scale up from there.
We run through content and advertising touchpoints below, but first, let’s cover why personalization is crucial.
To launch a highly targeted demand generation or ABM approach, it’s time to begin creating and deploying content, ads, and experiences that are directly relevant to the new client’s needs. Utilize all the information you discovered about them back in the research phase and infuse this into your messaging.
From helpful educational articles and infographics to the more direct sales enablement content, you’ll need a range of the right content engagement environments and formats designed to drive action and impact. For example, instead of covering the incredibly broad topic of content strategy, we focus on the usage of digital experiences and the format in which they should be built to keep a specific purpose in mind.
Shown to offer 3X levels of engagement with content according to UberFlip, personalized content hubs are effective for a number of reasons including:
Hushly recently published a study showing a 15-20% increase in conversions for personalized landing page implementation as part of a content campaign. Other key elements include:
Increase engagement by as much as 16X according to Planable i/o with a personalized video that directly addresses the viewer.
Increase engagement levels by 51% vs static content and provide interactive content in the form of video, photo galleries, and more.
Email remains one of the most effective marketing channels available, and personalized emails are even more effective, with a 46% higher open rate vs. generic emails according to HubSpot.
The traditional approach to marketing has long been supplemented and in some cases replaced by inbound content experiences in the form of blog posts and search engine optimization. In fact, 70% of marketers see SEO as more effective than PPC.
Almost all (85%) of leadership (Senior Managers, Executives, and Board Members) believe in-person events are essential to their company’s success.
We’ve presented a laundry list of content experiences. It’s your job now to utilize them accordingly using a holistic approach to your specific marketing program.