Personalization is essential to a successful account-based marketing ( ABM) campaign. Research from McKinsey suggests that it can reduce acquisition costs by up to 50%, increase revenues by 15%, and increase marketing spend efficiency by 30%. To create meaningful relationships, marketers must understand their prospects’ needs and provide them with valuable solutions.
To make ABM campaigns stand out, marketers should create custom content tailored to their target customers, provide a personalized experience on their website, and send tailored outreach that inspires prospects to learn more about the brand. This can include SEO-friendly pieces, plugins and platforms that personalize the website, and thoughtful gifts or donations. Timing is important and should be coordinated with the sales team.
By personalizing the ABM experience, marketers can build trust with their prospects and create long-term partnerships. This will lead to more business in the long-run and higher ROI from ABM campaigns.
Three Ways to Personalize Your Next ABM Campaign to Close More Deals
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Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.