ABM Frequently Asked Questions

What is personalization?

Personalization allows your website to serve the content or resources visitors are looking for as soon as they land on your site. It’s that simple, and it’s very effective at driving higher engagement, lead generation, and purchase.

Why should you personalize?

With personalization, you as a marketer connect with the visitors to your website in a way that aligns with their interests. This drives increased content engagement, lead generation and purchase.

For example: Guardian Life Insurance wanted to promote informational dental insurance guides to their ideal customer profile: insurance brokers. Using Bound, they segmented out the broker audience for targeting. Then, they sub-segmented that audience by each stage of their onsite journey. This allowed them to test which content was most effective for each stage. The results were a 237% increase in the click through rate for Guardian’s dental resources compared to the rate for non-targeted website visitors. Guardian’s strategy shows how personalization is a way to drive your marketing goals and have web visitors actively engage with them.

How would I describe personalization to someone who has never heard about it?

Imagine there was a grocery store where you could scan your shopping list at the door, and when you entered, you were directed to an aisle that had everything on your list, plus any items related to your list. Sounds like revolutionary convenience right? That’s how personalization empowers your website and it’s something internet users expect from their online experience.

Your website is the grocery store. Your website content is like the items somebody is looking for. Onsite engagement, buyer personas, industry and company alignments are the shopping list. Those indicators allow you to direct someone to the right content. When you can’t find the item you are looking for in a store, you simply don’t buy it. The same is true on your website. If your visitors can’t find what they are looking for, they are less likely to choose your company to do business with.

Who benefits from personalization?

The Marketing Team benefits from the ability to drive and achieve their goals through increased engagement with the content they create. With the ability to target specific audiences, personalization removes the guess work in designing content. Additionally, personalization enables you to deliver the most relevant information to the right visitors, driving their engagement with the marketing content. Whether it is increasing website conversions, getting visitors to sign up for webinars or other online goals, personalization makes reaching these goals easier and more efficient.

Potential & Existing Customers are able to find the content or information they need without additional effort. When a website tailors content based on visitor information like industry and site engagement, their experience is more efficient and relevant. Nothing is more frustrating for a potential customer than having to search through page after page of an unhelpful website looking for what they need. Personalization quickly connects visitors to the content they need, which maximizes the value of their time spent onsite.

What does personalization do that ABM isn’t already capable of doing?

Account based marketing allows marketing and sales to focus their time and creative energy on the customer profiles that have the best chance of converting. With ABM in place, marketing and sales align to put potential customers on a uniformed and engaging account lifecycle from targeted online ads leading to relevant sales outreach.

However, even the best strategies sometimes run into snags where the targeted audience is not engaging with the content they are being presented. There’s a multitude of reasons why an audience might not be connecting with a marketing campaign and the majority of companies don’t have the time or manpower to focus-group every online ad or sales email they want to use.

When personalization is implemented within ABM, your target audience becomes your focus group. Personalization will provide the details for how individuals within your ideal customer profile are interacting with your ABM. With personalization you can uncover at what stage in the account lifecycle certain content is most valuable, what marketing imagery resonates the most, what email language yields the best response and so much more. These details maximize the value of ABM by providing the crucial feedback on every stage of the campaign so it can be continuously improved.

How does personalization work with Chat?

Personalization can ensure that chat is offered at the right time and with a highly relevant reason for the visitor to engage. For example, some visitors are looking for content and some have shown enough intent that they are ready to chat, personalization enables you to give the visitor the best option.

Can personalization be implemented into an ongoing ABM strategy?

As the old adage goes, “The best time to personalize your website was yesterday, the second best time is today.” While the ideal time to implement personalization is at the beginning of a new marketing campaign, if a current ABM strategy is failing to reach its goals, adding in personalization can give insights into what isn’t working. When personalization is added to an ABM campaign, it maximizes the value of the time, money, and man-power that went into this campaign.

What are the benefits for combining ABM with personalization?

With personalization, it’s easy to use your proven paid strategy and apply them to personalization. Account based marketing lets marketers and sales staff design engagement strategies targeted on precise profiles of their ideal customers. Bound personalization makes it easy to obtain the real-time feedback that this engagement is being delivered at the best point in the account life cycle. Running paid ads show your marketers care greatly about what happens when that traffic gets to the website. Personalization greatly increases your chances of that traffic engaging and converting!

For example, one customer chose insurance brokers as its ideal customer profile to engage with content focused on dental insurance. Using personalization, they were able to uncover when the best time to deliver content focused on promoting their dental insurance offers to this target audience. Understanding how their target audience engaged relative to the rest of their traffic AND knowing when in their onsite journey they were most likely to respond, helped the customer know when to deliver their most valuable content and how to move this audience most efficiently to conversion.

What is the ROI for combining ABM with personalization?

Implementing Account Based Marketing requires extensive work from both marketing and sales to build an account lifecycle for an ideal customer profile in order to drive meaningful engagement. With so much effort spent on an account lifecycle, it’s vital to make sure early engagement is a valuable experience to the end user. Personalization gathers all the engagement data provided by end users targeted via ABM to show the real-time feedback about how the customer profile is responding to your strategy.

For one customer, personalization helped them learn that their ideal customer profile (ICP) was most likely to engage with the content they wanted earlier on in their account lifecycle. By adjusting their ABM strategy to target the ICP in the beginning of their online journey, they were able to provide the most valuable content to their ideal customer profile, at the time that was most valuable to the end user.

What type of companies are ideal candidates for personalization?

Any company, large or small, interested in building out an ABM strategy should be having a conversation about including personalization tools alongside their account based marketing.

The smaller the company, the more likely there’s less website traffic. This makes it more important to make the most of every visitor to the website. By delivering engaging and focused content to this small number of visitors, the better the chance is for converting them into customers at a greater rate. Larger companies will be able to maximize the value of time spent on robust marketing strategies by being able to adjust and evolve them based on engagement data from end users. They don’t have to scrap an entire ABM strategy because it’s not reaching its goals. Instead, marketers can make slight adjustments and tweaks to easily transform the campaign into what the end users are most likely to engage with.

Additionally, Bound has built a customer success team to ensure personalization is accessible to any company whether they have a marketing team of 15 people or 2 or no designated marketing team at all. Our personalization experts have helped companies of all sizes from those the size of IBM to small local tourist offices for destinations such as Grapevine, TX. Every company would benefit from a planned out personalization strategy regardless of their size or budget and Bound has been built to be accessible to any company looking to maximize their online presence.

What is the best way to position personalization for a company?

Every company big or small spends time and energy to set up, run and update marketing initiatives. With websites being such crucial tools for marketers, it’s important they are kept in the best position to help convert online visitors into leads, prospects or customers. Having personalization in place not only let’s marketing departments dynamically change what their website focuses it’s promotion on, it also maximizes the value of the time any visitor spends there.

Why should a company prioritize personalization?

Outside of the benefits personalization brings to your company by increasing conversion rates of visitors and resource downloads, the biggest reason to prioritize personalization is it gives your website visitors the online experience they have come to expect. Potential customers will typically research companies or products beforehand and in doing so their online actions can inform a company’s website of what they are curious in, what products or services most interest them or what their goals for purchasing even are. When a company deploys a personalization strategy it can take all this information and use it to keep a potential customer engaged with a company as they move through their customer journey.

Our budget is focused on paid media, what does personalization do differently?

Personalization is not a replacement for paid media, it’s the perfect complement. Paid media is and will continue to be a central component of a marketing strategy for its ability to raise brand awareness and drive potential visitors to your owned assets. But what happens when a prospect clicks on an ad and arrives at your website? At that point, your paid efforts have paid off, but there needs to be a plan in place to convert that prospect. With the help of our dedicated success team, one Bound customer was able to implement such a plan with resounding success. By combining their paid media campaign with our Media Optimizer tool, they were able to increase their time on site by 53%, decrease bounce rate, and 100% increase on click-through rate from targeted audience visitors. You can read more about their success here. With onsite targeting to engage those visitors and drive them to conversion, you can optimize your paid spend and increase its effectiveness.

What does personalization look or feel like to a visitor to our website?

Personalization can look and feel different depending on how the strategy is designed. The important thing is that for the end user, the experience is seamless. In many cases, a visitor on site will not even realize that they are being targeted. The level of change to the site that the visitor experiences will be dependent on the strategies employed. These can range from passive, such as displaying a different home page hero image, to more active with the use of a modal or fly-in. An advanced personalization strategy is able to mix both passive and active styles to deliver a smooth and engaging experience for the visitor.

For example: an organization might display a banner call to action for a first time visitor who arrived independently without seeing any paid media prior to their visit. If the visitor left and then returns, their second visit might feature a new home page image and a lower corner fly-in window asking for them to take action. If they returned again, it might be time to serve up a more aggressive screen grabbing modal since this is someone who is clearly very interested in this company.

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