Presentation on website personalization for account based marketing at the Radius B2B Champions Lounge at Dreamforce 2018. A brief overview of what ABM is followed by how to leverage your website as part of your ABM strategy.
4. 4
ABM Tactics
The Web is often the centerpiece
of a company’s marketing efforts
Events
Tailored
Content
Direct Mail
Private
Dinners
Email
Advertising
Website
5. 5
Getting Started w/ ABM
Firmographic Data
Demandbase
Clearbit
Reverse-IP lookup to identify
firmographics:
Company name, size,
industry, revenue, employees,
etc.
DXO Platform
Optimizely
Use firmographic and other
data to dynamically
personalize your site in real
time
Report on the impact of your
personalization & test
experience variations
Personalization
Collaborate with sales and
marketing to develop optimal
experiences for target
accounts
One-to-one & scalable
experiences
6. 6
Mapping Personalization to Tiered Approach
Tier 3Tier 2Tier 1
One-to-Many
Algorithmic personalization
Scalable personalization based on demographics,
location, time of day, user behavior
Disqualification
Identify and disqualify non-target prospects
One-to-Few
Algorithmic personalization
Scalable personalization based on firmographics,
demographics, & user behavior
Symmetric messaging
One-to-One
Custom tailored personalization
Custom images
Custom content & offers
Live chat
Align personalization effort with importance of account