The surge of AI technology is revolutionizing industries worldwide, and ABM is no exception. AI is transforming how businesses approach ABM by enabling more precise targeting, predictive analytics, and personalized content delivery. As AI continues to permeate the marketing sector, businesses are also incorporating AI-driven insights and automation to enhance their ABM strategies. Companies are increasingly leveraging AI to automate and scale their personalization efforts, resulting in more efficient campaigns.
What is ABM and Personalization at Scale?
So, what is personalization at scale? Personalization at scale in ABM is connecting with your target accounts on a personal level, addressing their specific pain points in a language that they relate to the most, and creating tailored experiences throughout their ABM journey. If done correctly, it is basically the balancing act of launching the right content at the right time for all your target accounts.
Companies that excel at personalization generate 40% more revenue from those activities than average players. [Source: McKinsey]
How do you achieve personalization at scale?
Achieving personalization at scale can be tricky. While it might be easy to personalize your outreach efforts to a few of your target accounts, the challenge lies in scaling them, making your outreach efforts that can cater to many of your accounts but feel like they’re exclusively created for a few.
Here are some things you can do to achieve this balance:
1. Leverage your data
Start by gathering and analyzing first-party data to understand your target accounts better. Ask questions like, “What content are they engaging with the most?” and “What are their key challenges?” Use this data to formulate a personalization strategy. High-quality first-party data can provide valuable insights, helping your sales team craft personalized messages.
2. Gather insights
While first-party data is invaluable, desk research can offer deeper insights into your target accounts. To achieve personalization at scale, Business Brainz provides brief insight reports that give an overview of similar target accounts, helping you tailor your outreach efforts. These insights enable you to understand account clusters and achieve personalization at scale. Learn more about our insight offerings here.
3. Leverage AI for enhanced personalization
Integrate AI tools to automate and enhance your personalization efforts. AI can analyze vast amounts of data to identify patterns, predict future behavior, and deliver highly personalized content recommendations. AI-driven chatbots and virtual assistants can provide real-time, personalized interactions with your target accounts, ensuring a seamless and tailored experience across all touchpoints.
4. Ensure a good flow of relevant content
After you gather a better understanding of your target accounts, create and share content that resonates with them. This includes use cases, case studies, blogs, and playbooks that align with their interests and challenges. For accounts engaging with your content, consider creating highly personalized content to nurture the relationship further.
5. Align sales and marketing teams
6. Explore and personalize channels
Utilize multiple channels such as email, paid ads, and direct mail. Determine where your target accounts spend most of their time and tailor your account experience delivery through those channels.
Why do we need personalization at scale?
Personalization, when done well, can instantly drive influence and revenue while enhancing consumer experiences. ABM is not a one-size-fits-all approach; personalization at scale makes your outreach more meaningful, fosters better engagement, and accelerates the sales process. According to the 2024 Demand Gen Benchmark Survey, 38% of marketers are increasing the budget for personalization of buyer engagement.
Understanding Roles and Messaging
What are the different levels of personalization in ABM?
When it comes to the level of personalization in ABM, it all depends on the type of ABM. A high level of personalization is required in one-to-one ABM whereas the level decreases with one-to-few and one-to-many.
While ABM has been here for many years, a new blended model of ABM is emerging and being practiced which can be seen as, Strategic ABM (one-to-one), Scenario ABM (focused on specific outcome – lighter than 1:1), Segment ABM (focused on accounts with common priorities), Programmatic ABM (one-to-many) and Pursuit Marketing (focused on winning specific opportunities and deal-specific engagement).
Conclusion
In conclusion, personalizing ABM at scale is complex but achievable with the right strategies. Whether you’re implementing one-to-one, one-to-few, or one-to-many ABM, focus on leveraging data, gathering insights, ensuring relevant content flow, aligning sales and marketing teams, exploring various channels, and integrating AI-driven tools. Adapting to the evolving landscape with AI-driven tools can further enhance your efforts, ensuring your ABM strategy remains effective and impactful.
Are you looking to personalize your ABM at scale? Have a quick look at our reports to know how our insight can help you scale your ABM programs.