How to put your ABM on rocket fuel with ... - B2B Marketingmrkto.b2bmarketing.net › rs › 085-VAB-435 › images › 12.35... · A strategic marketing approach jointly implemented

Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com

How to put your ABM on rocket fuel with

next level personalisation

@Kirstydawe1

http://www.reallyb2b.com/


A strategic marketing approach jointly implemented by sales and

marketing that focuses on key targeted accounts. (whether

they’re existing customers or not).

It’s about identifying who your most important accounts are,

gathering as much insight on them and using it to align your

proposition to their challenge(s). Crafting a personalised

marketing campaign.

(B2B marketing – Account based benchmarketing report 2017)

What is ABM?

@Kirstydawe1



An ABM history lesson

@Kirstydawe1



The power of personalisation

5-15% increase in revenues

Up to 30% increase in marketing spend efficiency

88% of B2B marketers say their customers

EXPECT a personalised experience

49% of B2B marketers say personalised content

is their most effective ABM channel

@Kirstydawe1 Harvard business review 2018

Evergage 2018 researchscape international

Gartner 2019



Top 4 Reasons Marketing Leaders Cite for Pursuing Personalisation

0%

5%

10%

15%

20%

25%

30%

Drive engagement Drive conversion Drive brand loyalty Deepen relationships

16%

26% 26%

15%

@Kirstydawe1 Gartner 2019 Maximise the impact of personalisation



Getting personalisation right

is easier if you’re smaller

63% 83%

@Kirstydawe1 Gartner 2019 Maximise the impact of personalisation



Pursuing personalisation with the highest impact

Recognition and

engagement

Who I am

What’s important to me

What I’ve done

Nurture through

the buyer

journey

Teach me something new

Make it easy

Reassure me

Direct me

Create a great

customer

experience

I can tell this looks different for

me than it does for other

customers

This feels really relevant

@Kirstydawe1



It starts with the data



What to personalise

Vertical

Size – SME/ Mid-tier/Corporate

Funnel stage

Key areas of interest Job function

Individual goals and ambitions

Other sales insight from CRM

Location

@Kirstydawe1

Business drivers & strategic goals



Digital – enabler or obstacle?

X 3

Up to 50%



My top 4 B2B personalisation gamechangers

@Kirstydawe1


Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever

without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com

• B2B website personalisation

• IP based AI creating unique experience

for every website visitor

• 1 to 1 or 1 to many

• Personalise by a range of variables

• Easy to use and intuitive

• Creating a seamless ABM

experience

• Stops you going from personalised to

one size fits all

@Kirstydawe1




How it works

@Kirstydawe1

Completely tailored

online experience

for ebay



How it works

@Kirstydawe1

Prospect and sector

based imagery & copy.

Logos of relevant

customers. Link to

personalised content



How it works

@Kirstydawe1



Gamechanger scale rating

Budget impact ££

0 2 4 6 8 10 12

Impact

Ease

Webeo

@Kirstydawe1




• Enables you to understand your

ABM prospects at individual level

• Uses DISC profiling to determine

their personality profile

• Uses AI to analyse their social profiles

and social behaviour

• Advises on language to use,

subject lines and approach to

drive optimum response

• Use for one to one ABM

@Kirstydawe1



Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com @Kirstydawe1

How it works



How it works




0 1 2 3 4 5 6 7 8 9

Impact

Ease

Crystal knows

Budget impact £

@Kirstydawe1




• Create completely personalised

emails at individual level for each

ABM prospect

• Change images, content types

& links - every email can be different

• Personalise based on firmographics, job

function and funnel stage




How it works

@Kirstydawe1

Personalised

greeting and

imagery related to

individual

Content based on funnel

stage



How it works

@Kirstydawe1

Location based content

showing team they would

engage with




Budget impact ££££

0 1 2 3 4 5 6 7 8 9

Impact

Ease

Movable Ink

@Kirstydawe1




• Use digital display to target your

ABM prospects in the right place at

the right time

• Target at both business & function

level

• Increase focus on businesses

showing intent

• Attract the right prospects in their own

environment

@Kirstydawe1




How it works

@Kirstydawe1

Digital display

personalised at

business level



How it works

@Kirstydawe1

Vertically focused

copy for 1 to many

ABM




Budget impact ££

0 1 2 3 4 5 6 7 8 9

Impact

Ease

Radiate B2B

@Kirstydawe1



Personalisation top tips

1. Get your data and audience right before investing in

personalisation

2. Start with firmographic data first at one to many then move

to one to one

3. An image speaks a thousand words

4. Personalised content has the most significant impact and

is worth the effort for your most valuable accounts

@Kirstydawe1


Thank you and questions

Documents

How to put your ABM on rocket fuel with ... - B2B Marketingmrkto.b2bmarketing.net › rs › 085-VAB-435 › images › 12.35... · A strategic marketing approach jointly implemented