With a little more detail you can turn standard (potentially slightly boring) content into eye-catching visuals for your prospective customers. Personalization isn’t new, but its value for sales and marketing strategies remains significant. Personalizing content in your ABM strategy adds a flair that’s catered to your audience’s interest and will drive more engagement. Let’s take a look at three pro tips to optimize your personalization efforts.
1. Know your buyer personas
You may already have an idea of what an ideal customer profile (ICP) looks like, but planning out buyer personas grants an even deeper understanding of prospective customers. Personalization is most effective when you have a clear understanding of your organization’s current and prospective customers’ behaviors and interests.
Building off that foundation allows marketers to create content that alleviates the pain points prospects are facing. For example, Foundry customer Redpoint Global used 1st and 3rd party intent data to create two major buyer personas based on audience interactions. From the initial point of interest up to the point of purchase, each prospective buyer receives unified, targeted messaging that addresses their specific use case.
ABM can be a great fit for businesses in a variety of industries, but is best suited for B2B or B2G facing companies. The SaaS industry has thrived on ABM strategies, but ABM can be useful in other industries such as manufacturing, construction, professional services, IT, HR, finance, and more. ABM programs thrive for companies with niche ideal customer profiles.
2. Diversify your content
According to a 2020 FocusVision survey, B2B buyers consume on average 13 pieces of content during the purchase journey. Since buyers can make the initial hand-raise at any point during their journey, it’s best to have a variety of content planned out across every channel. With buyer personas planned out, marketers can organize and adjust content to the likings of prospective customers. Below is a list of common customizable channels that will help you optimize your personalized content objectives.
3. Repurpose old content
Repurposing old content is a great way to refine previously successful content towards the interest of another account. Not only does this strategy save marketers time from developing brand new content from the ground up, but customers are also seeing content with a proven track record that is relevant to them.
Similar to how intent data helps establish a buyer’s persona, it also supports content repurposing efforts. Intent data allows you to segment current and prospective customers into groupings based on what their interests are. For example, packaging old content to create personalized landing pages with a minimal amount of adjustments.
Buyers want content that speaks to them, and getting personalized content in front of them early in the buyer’s journey will pay dividends in your ABM programs. With a variety of content and intent data to know your audience better, you’ll be able to reach buyers with the right content at the right time.