Marry Brand and Demand to Unleash the Full Power of Personalization in ABM

Technology has enabled B2B marketers to hyper-target with a high degree of accuracy. However, driving sales still relies on the message's effectiveness in resonating with its target. Combining brand-building and demand generation campaigns together is key to breaking through the noise of a cluttered B2B marketplace. Account-based marketing ( ABM) helps to achieve hyper-targeting and personalization at scale, but an emotional element must also be included.

Customers are looking for customization and personalization that traditional demand gen and persona-based marketing cannot sufficiently provide. The brand campaign's role is to inject emotion into the mix by understanding customers' unique goals and challenges. To effectively personalize content, primary research and keyword research can be used. Also, conversations with salespeople can help marketers spot trends and topics to use in their campaigns.

For B2B marketing to succeed in today's environment, Sales and Marketing must be properly aligned. C-level executives must feel that marketers understand their business goals, as buying decisions are trending towards centralization in the C-suite. Hyper-targeting, personalization, and ABM are essential to driving revenue in this environment.