According to research from McKinsey, adding a personal touch can boost revenues by up to 15%. It also enhances the efficiency of your marketing spending by up to 30%.
As account-based marketing (ABM) continues to grow, many companies have realized that conventional funnel marketing doesn’t provide the same results it used to have.
ABM allows personalizing your sales and marketing outreach on an account level.
Why is personalization in ABM important?
Account-based marketing is all about getting the attention and convincing your target accounts that you’re the perfect solution for them.
Personalization is one of the most powerful ways to send that message. By taking your time to look up your target audience and create tailored messages that speak resoundingly to their interests and pain points, you’re showing them that this isn’t just another sales pitch.
Instead, you’re showing them that the solution you’re offering is the right fit for their needs.
Why Use a Personalized ABM?
Across different sectors, B2B marketing strategies are leaning on personalization.
This trend continues to grow and become the norm. As more technologies that allow personalized ABM become widely available, those who have adopted this early on will have a competitive advantage. That’s because they already worked out the issues, knew the dos, and didn’t care.
Moreover, those who continue to adopt these traditional marketing tactics are expected to fall behind.
Here are some critical steps to prioritize as you get started with personalization:
- Creating highly relevant, meaningful, and personalized touchpoints throughout the customer journey.
- Opting for the right personalization tool that automates your efforts.
- Doing extensive research, understanding target accounts and the key contacts of these accounts.

What Does It Mean to Personalize ABM?
It means that you’re customizing your messages to fit a particular prospect or group of people rather than using a one-size-fits-all approach. It also includes the following tactics:
- Creating highly personalized landing pages
- Personalizing an email copy to address your prospects’ pain points and offer solutions
- Tailor your ads in a way that speaks to these most common pain points.
- Sending direct emails to target accounts based on their interests
Ways to Personalize Your ABM Strategy to Close More Deals
Here are the best strategies that you can use to personalize your ABM strategy:
1. Create personalized content
Content personalization is vital in your digital marketing strategy. Ideally, you should personalize your content based on your audience’s interests and increase their likelihood of converting.

Ultimately, personalization aims to provide your target prospects with a solid understanding of how they can benefit from your products.
When personalizing your ABM strategy, you need to utilize your content fully. Enhance the size of your marketing net, and ensure that your target accounts engage with your content in numerous touchpoints:
- Use personalization in social media outreach
- Use advanced programmatic ads to speak with your target demographic directly.
- Create campaigns that include materials related to every account
- Develop landing pages specific to a target account or multiple accounts with the exact needs within a particular industry.
2. Tell your story
If you want to stand out from the rest of the pack, tell your story to connect better with target accounts.
Storytelling is one of the best ways to get creative, and showcasing your brand while building a relationship with your prospects. This approach lets your audience know more about your brand, the solutions you provide, and the benefits they’ll get when working with you.
Here are tips on how you can infuse storytelling in ABM-focused content to boost sales:
- Integrate product videos with case studies relevant to your target account’s needs.
- Tap into success stories when reaching your target demographic.
- Highlight the customer experience target accounts can expect.
- Share your company culture and relevant milestones.
You can also impress your clients and win more projects by adding a personal touch to your business proposals.
3. Provide a personalized experience on your website
You should treat every target account’s visit to your site as if you’re offering them a personal tour.

With the right site design and tools in your arsenal, your site can be an excellent medium to speak directly to your targets. It could also act as a guide to let them find the information that they’re searching for. You should also enhance user experience.
Personalization is undoubtedly powerful if you dynamically implement it on your site. Working with third-party providers, you can personalize the experience of your target accounts the moment they click on your site.
Here are some tips:
- Diversify your content assets. Ensure you include blog posts, infographics, graphics, videos, slide presentations, etc.
- The structural flow of your site should have a straightforward user experience. A site that’s easy to navigate encourages leads.
- Website visitor profiling tools like Clearbit and Demandbase offer real-time, actionable data.
- Do A/B tests on your copy, CTA placements, keywords, images, landing pages, contact forms, layout, and pricing information.
- Enhance your content quality by having an editor check your site copy.
4. Build personalized resource centers

Prospects will appreciate you if you provide them with content that addresses questions related to the specific industry they’re in.
A resource center will serve as a database for industry-related information. Organize it per topic, format, or criteria so that it’s easier for them to find the content they need. It should also provide a way for users to filter search based on keywords, popularity, etc.
To enhance your ABM initiative, you must create a resource center that speaks directly to your target accounts. This can be categorized in various ways. Categorizing allows you to drive your target accounts to the content relevant to them.
- Industry vertical categories are great for campaigns that focus on three or fewer target verticals.
- Account-specific categories: If you’re targeting a high-value account, you can build a landing page resource center built specifically for them.
- Benefits and challenges: Targeting several accounts with the same pain points or challenges. Create a resource center where they can learn more about the benefits of using your products and solutions.
5. Explore experiential marketing
ABM is also reaching target accounts with content and messaging that addresses their needs and the challenges they’re facing.
Modeling your account based marketing campaigns around the tenants of experiential marketing increases the likelihood of conversion and enhances brand loyalty.
To accomplish this, you can focus on several strategies:
- Develop a customer value proposition that’s on an account-by-account or vertical basis. The key here is focusing on the emotional connection between your customers, your brand and the solutions you offer.
- Realign or develop new content messaging that speaks to your new focused value proposition.
- Apply your content marketing strategies to the real-world customer experience and digital framework.
6. Create personalized social media ads
Social media ads are a fantastic way to reach out to your target audience and drive them to your site.
In fact, according to Articulate, approximately 84% of C-level and VP-level buyers are influenced by social media.
Consider the following if you want to come up with personalized social media ads as part of your ABM program:
- Speak about your prospects’ pain points based on their job title or the industry they’re in.
- Promote your content to prospects who might be interested in it.
- Promote products that visitors have already looked up on your site.
7. Personalized Email Campaigns
Personalized email campaigns are also highly beneficial in your ABM program. Here are the two primary types of email campaigns you might consider sending your prospects:
- One-to-one emails: With it, you need to look up your prospect online to know more about them. You can then use your research to develop highly crafted, personalized emails and subject lines. This kind of hyper-personalization immediately gets the attention of your prospects, making it clear that the emails you’ve sent were made primarily for them.
- One-to-many emails: With this email campaign, you’re still creating a highly thoughtful and personalized email. However, these emails speak directly to the company’s needs and pain points instead of focusing on individual interests. While this works at a higher level, it still focuses on the relevant requirements of a target group and particular interests that will get their attention.
8. Get the right ABM tech stack
There are different techniques you can utilize in personalizing your ABM efforts. Your ABM tech stack can be made from simple tools like website personalization and complex and feature-rich systems such as marketing automation and sales engagement.
Before finalizing these technologies, measure the success of the performance of each of these against your personalization and goals.
In the same way, you should also pick technologies that you can easily integrate with personalized ABM tools. However, remember that your tech stack and strategy may change for every account or industry.
Final Thoughts
So there you have it. Once you’ve implemented the strategies mentioned above, it’s relatively easy to personalize your ABM initiatives. Doing so allows you to drive tremendous ROI and close deals.
Another thing you need to note is that before implementing a personalized ABM strategy, ensure that you’re ready for it.
Evaluate your sales and marketing processes, pricing, target account lists, etc. Your sales and marketing teams should also be aligned to personalize your ABM campaigns.