In 2017, we saw that B2B companies were increasingly forced to opt for a data-driven approach . In this way, they gathered valuable knowledge and insights into the behavior of the target group. The meticulous and creative linking of data to content has made the latter more relevant and valuable to the recipient. In 2018, account-based marketing (ABM) therefore also offers an excellent opportunity to convert personalization on the web into truly relevant leads. This requires close cooperation between the sales and marketing departments within your company.
With account based marketing you identify your potential customers or clients based on their background in special lead industries or companies. This identification allows you to adjust and fine-tune all your online campaigns down to an individual level. For example, easily optimize your website for potential customers. This ensures that when your prospect at Sony is on your website, the site immediately adapts to this specific user. That means: a customized website header, a personalized introduction and conclusion and a title or headline that is specified for the branch of this visitor. Including the recognizable logo of course.
Result? A lower bounce rate on your website and more valuable leads. A relevant site offers value for the user and more conversion for you as a marketer. With this form of marketing you can significantly increase your online return.
Target group research for b2b
However, strongly personalizing online content also requires extensive target group research. Because the same goes for B2B: the better you know your target group, the more specifically you can serve them. Do you know exactly who you want to reach? Then account-based marketing becomes really interesting.
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