ABM is the hottest trend in B2B marketing right now due to its amazing results. Instead of trying a one-way-fits-all approach, marketers are tailoring their experiences from the accounts they are trying to get business from, creating a higher chance of sale every time. Unfortunately, this doesn’t come without drawbacks. Often, creating content for an ABM campaign can appear challenging or intimidating, since creating new content for every single account in a large-scale marketing operation is often not possible. However, have you considered what really needs personalizing? ABM doesn’t mean writing sixty different versions of the same article for different accounts. So how do you actually create effective ABM content?
Understand Your Buyers
“You’ve likely done some research into the types of buyers you’re trying to attract with an ABM scheme, but there are some statistics that apply to buyers as a whole which you need to know,” says Sean Hagen, a content manager at Britstudent.com and Writemyx.com, “such as the fact that, on average, buyers look at around ten to eleven pieces of content before making any important decisions. Similarly, they don’t want to have to wait for each article you post and email you send out – they want all the information that they need, and they want it as soon as possible. This means that giving them content bit by bit only slows down the process for both sides, so make sure that your content is available for whenever a potential buyer wants to investigate.” Little measures like this can mean a lot, like the difference between a buyer getting frustrated with your business methods and not making a purchase, and a buyer becoming loyal and making repeat purchases, and it’s as simple as doing a little research.
Don’t Go Half-Way
If you’re only personalizing some of your content like the landing page for your website or the first line of an email, then you’re not doing ABM right. There’s nothing worse for a client than being drawn in by a personalized front from a business, then realizing half-way through some content that it’s just the same repeated information that everyone else is getting. You don’t need to rephrase every sentence, but the content should be relevant to that particular buyer’s journey and what they would want to get out of working with your business. Sticking to your personalization standards and not getting lazy is one of the most important parts of ABM, because a sloppy approach to creating your content will only lead to less sales and less interest from the accounts which you have specifically selected. There will also be a smaller margin for error than there is with mass-marketing, by a huge amount, so you have to be careful and thorough.
The last thing you want is a confused potential customer searching through your website to find pieces of content tailored to them and their needs, when you’ve already put in the effort to create them, but forgotten to think of the user experience and how they actually need to get to the content. “‘Automatic’ and ‘personalize’ are rarely used in the same sentence, but, in this case, they both apply,” Dawn Morton, a tech writer at Australia2write.com and Nextcoursework.com, “since an easy way to keep your customers finding the content personalized for them is to automate the recommendation process. If they find similar articles, for example, underneath the article they’ve just read, and those articles are relevant to them and their experience with your business, then they’re going to keep consuming that content, and become more likely to make a purchase. If they read an article and don’t see any ‘similar articles’ which actually interest them, then they’re less likely to keep consuming and become that sale that you need. Automatic recommendations can be a lifesaver with an ABM marketing strategy, especially when you’re scaling up your operation.”
Although ABM can seem like a lot of work, it is very precise and has a high success rate when done correctly. Creating personalized ABM content is very important, and leads to increased sales for you and increased customer satisfaction levels, so you have to try and get it right. Scaling up with an ABM strategy in particular can seem scary, but if you’re taking steps to reduce the amount of personalization in your content from ridiculous to manageable, while still being thorough, and take advantage of automated processes like recommendations to make your life easier, then you’re getting closer and closer to reaching your full ABM effectiveness potential.
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