💭 Personalization + Firmographic Data = Effective ABM | XS’ Issue #60
3 Account-Based Marketing Personalization Tactics
1. Headline Personalization
Landing pages are the first impression your customers have of your website, and as such, every element in the landing page needs to be perfect.
However, it's not the case for most of the landing pages.
Although the needs and wants are different from one visitor to another, every visitor sees the same headline and message on the landing page.
Personalization is a powerful tool that gives the landing page a competitive advantage by dynamically adapting the headline.
The more personal the connection between your headline message and your target accounts, the more likely it is to convert.
You can tailor the headline messages for the different target accounts. Using different firmographic variables such as industry, location, revenue, company size, etc., would be highly beneficial for creating different variations to target your accounts.
2. Social Proof Personalization
Social proofs on your website add instant credibility to your promising value. Companies are using different types of social proof across their website:
customer testimonials
product reviews
customer logos
As competition for customer attention increases, companies are looking for new ways to stand out from the crowd. Businesses can achieve this by personalizing social proofs on their websites.
You can personalize the social proofs for each target account by using relevant logos, reviews, and testimonials to match not only their wants and needs but also their industry, company size, location, etc.
Therefore, for instance, visitors from the gaming industry can see company logos and testimonials from gaming companies, while visitors from other industries see social proofs related to their industry and specific use cases.
3. Case Study/Success Story Personalization
With the wide range of content on the internet, it’s important to make your website personalize as best as possible. Personalizing featured success stories is a great way to make sure you provide the right content for your audience.
When you personalize featured case studies and success stories, you are making it clear that you care about their interests and needs. This will help build trust with your audience and make it more likely for people to return again and again to learn more from you.
You can personalize the featured blog posts for every visitor based on specific attributes, including previous browsing behavior, location, buying intent, or firmographic data, such as the industry, company size, etc.
Rounding Up the Stack
Each and every week, hundreds of blog posts, guides, and playbooks are written, tens of podcast episodes are recorded, and tens of videos and webinars are produced in the digital experience space.
These are the most exciting content from last week that caught our attention, and we enjoyed reading, listening, and watching:
Blog Posts
In this article, you’ll explore why more digital leaders are switching to composable solutions—and why composability is an emerging theme for digital organizations, from its scalability advantages and simplified integrations with existing systems to its flexibility.
“Composable content is all about enabling teams to distribute the right content to the right visitor on the right channel without recreating that content every time.”
Look for the following must-haves when you want to move data seamlessly between sources and destinations of all kinds.
A look at the top 10 privacy risks for marketers in our data-driven era — staying ahead and staying compliant.
“Not all great tech transformations are brought to the table by a developer, engineer, CTO or other technical person.”
Podcast Episodes
The Composable Architecture Revolution with Netlify
In Part II of this episode, host Tim Ahlenius and CCO, CSO, and Co-Founder of Netlify, Chris Bach discuss where the future is heading for composable architecture, integrating new tools towards functionality, and more:
Videos and Webinars
Discover How Generative AI can Revolutionize Ecommerce - 6 Amazing Opportunities!
Guides, Case Studies, and Reports
In this comprehensive guide, you’ll get into the details of firmographic segmentation. You’ll explore its importance in B2B marketing and give you the information and resources you need to use it successfully.
That’s it from our side.
Hope you’ll enjoy the content presented above.
Please let us know if you have any questions, comments, or feedback. Don’t hesitate to reach out to us by replying to one of the emails or emailing directly to me via esat@experiencestack.co
And, if you think your friends or colleagues might enjoy reading this newsletter, feel free to forward it to them 🤗
Till next time 😉