ABM Strategy

Data Only Goes So Far— For All Else, There’s Personalization

SUBTITLE GOES HERE

TLDR:

When data fails, marketers should always rely on personalization. The accounts marketers target are made up of individual people with their own preferences.

Technology isn’t everything. Even though marketers have been seeing some results using different techs in their stack, what they’re losing out on is customer experience. This isn’t surprising since a third of marketers forget that the people they’re marketing to are actual people and not just numbers. 

In times where data-driven decisions reign supreme, it’s easy to lose that quality that makes marketing so attractive to customers in the first place—connection. Without it, customers don’t have a reason to care about a brand. This means that customer loyalty circles the drain and a brand is replaced by a competitor easily accessed through a few keywords. 

If businesses can’t keep up with serving relevant and personalized ads at the right time, they won’t make it in today’s B2B marketing landscape. Brands have the ability to keep the pace  by improving their ability to make customer experience better. 

Customers like brands that engage with them—brands that know them for them. In keeping with that fact, customers also need to feel as though an offering is packaged up nicely with all of the bells and whistles refined to their specific tastes. In short, they need to feel that human touch, which is something technology has consistently failed to provide. 

A method of personalizing in a B2B marketing context would be to use ABM. This marketing philosophy works when marketing and sales work together by targeting specific accounts through their decision-makers and influencers with personalized,  timely, and relevant ads. 

Another way to effectively personalize is through the use of AI. Handy not just for chatting with customers, AI also remembers specific conversations and preferences. Marketers are able to leverage the information provided to them this way to get attuned to the particular needs of their audience. 

But this automation is useless if it’s all that’s relied on. The whole point of automating something is to save time and improve the relationships that matter. There’s no confusion, no data-scrambling. While marketing statistics and sales numbers are important, just as important are your customer’s preferences provided through an improved customer experience.

Original article from DMNews on 28 February 2019. 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

Back to top button
Close