Over the past few years, we’ve been working to align our marketing and sales teams to target specific accounts as part of an account-based marketing (ABM) strategy. Last year we implemented industry ABM experiences on our site, and early this year we turned our attention to named account ABM. Last week we published a blog post explaining each of those types of ABM strategies which included examples of how to use personalization in each one. The example we gave for named account ABM was a new campaign we launched, and in this article I’d like to describe how we set it up and why it is beneficial to our ABM strategy – just as it could be for your own.
Like most B2B companies, our website is a critical marketing channel. Evergage.com is where all our content is housed — gated content like eBooks and webinar replays; web pages that explain Evergage features and how Evergage works for different industries and use cases; and, of course, blog posts like this one. We leverage a combination of inbound marketing principles to drive visitors to our site to explore this content and outbound ABM strategies to direct key prospects to the right pieces of content that will engage them. With inbound visitors, our aim is to provide them with value and support their journey so that a fair number of them will eventually give us their contact information; then we can determine if they are good leads for sales prospecting. Meanwhile, with ABM (having identified the right prospects and accounts), our goal is to engage multiple people from an account (i.e. a buying team) and create opportunities for the right discussions.
Of course, in both cases, we use Evergage’s real-time personalization capabilities across the site to ensure that every visitor sees the most relevant content and calls-to-action to encourage engagement and drive conversions.
As part of our ABM strategy, we want to make sure we are recognizing and addressing each of our target accounts when they are on our site — whether we drove them there from a campaign or they arrived organically.
One way we do this is to display personalized experiences for each of our target accounts. Each message calls out the visitor's company in an infobar message at the top of the page and includes a link to a personalized modal (lightbox) that includes the target account’s company name, logo, recommended Evergage content, Evergage rep name and photo, and a contact form (see image below). The targeting is powered by the Evergage B2B Detect feature (which identifies a visitor’s company through reverse IP lookup) or through a unique URL code attached to a link (generally shared by email from one of our BDRs or sales reps).
With this approach, we provide a message that aims to capture the attention of our target accounts, guide them to content that is specifically relevant to their needs, and direct them to an individual sales person. So while our website is personalized for all site visitors, we take it a step further for our target accounts by making our communications as personalized as possible.
The Set Up Makes it Scalable
We had previously launched this campaign several months ago for just a small group of target accounts, but every single one of these messages was hard-coded. Each message was designed separately with a separate campaign to target it to the right account. This was fine for a small number of accounts and sufficient to prove out the effectiveness of the approach, but it clearly wasn’t ideal for an expanded program. With new enhancements to B2B Detect, however, we were able to use dynamic account attributes to pull any links and images to personalize a single message to our full list of target accounts. This has significantly increased scalability by cutting down on creation and maintenance time. Within Evergage, our message for retailers looks like this:
With just this one message, visitors from one of our target accounts see a message unique to their account.
All the extensive data we have about our target accounts is stored in Evergage in account profiles. When a person’s company is identified via reverse IP lookup or when he clicks on any account-specific link from a marketing campaign or BDR email, he is automatically associated with the account profile. Any ABM messages delivered to that account will be targeted to him, and our sales team can use that data in their ongoing conversations with that account.
Here’s what an account profile for UC-Berkeley looks like inside Evergage:
Preliminary results are promising, with an average clickthrough rate (CTR) of 31% for those who viewed the infobar and 12% for the modal. And what’s most exciting is that those who viewed the ABM message were 10 times more likely to convert (e.g. register for content or request a demo/appointment) and spent five times longer on the site than average. They also took more actions on the site and were more likely to visit multiple times. Feedback from the sales and BDR teams has also been very positive, with many citing increased interest from prospects that viewed the message and the positive effects of being able to demonstrate the ABM message live during a call.
The marketing and sales organizations continue to evolve our ABM strategy. We’re currently evaluating different ways to better leverage information we have in Salesforce to further refine our website personalization, better utilize the richer firmographic data we can now access through Evergage B2B Detect, and better tailor our messaging to accounts based on collective "account intent."
For more information on how Evergage can help you incorporate personalization into your ABM strategy, request a demo today.