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How to put your ABM on rocket fuel with
next level personalisation
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
A strategic marketing approach jointly implemented by sales and
marketing that focuses on key targeted accounts. (whether
they’re existing customers or not).
It’s about identifying who your most important accounts are,
gathering as much insight on them and using it to align your
proposition to their challenge(s). Crafting a personalised
marketing campaign.
(B2B marketing – Account based benchmarketing report 2017)
What is ABM?
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
An ABM history lesson
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
The power of personalisation
5-15% increase in revenues
Up to 30% increase in marketing spend efficiency
88% of B2B marketers say their customers
EXPECT a personalised experience
49% of B2B marketers say personalised content
is their most effective ABM channel
@Kirstydawe1 Harvard business review 2018
Evergage 2018 researchscape international
Gartner 2019
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Top 4 Reasons Marketing Leaders Cite for Pursuing Personalisation
0%
5%
10%
15%
20%
25%
30%
Drive engagement Drive conversion Drive brand loyalty Deepen relationships
16%
26% 26%
15%
@Kirstydawe1 Gartner 2019 Maximise the impact of personalisation
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Getting personalisation right
is easier if you’re smaller
63% 83%
@Kirstydawe1 Gartner 2019 Maximise the impact of personalisation
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Pursuing personalisation with the highest impact
Recognition and
engagement
Who I am
What’s important to me
What I’ve done
Nurture through
the buyer
journey
Teach me something new
Make it easy
Reassure me
Direct me
Create a great
customer
experience
I can tell this looks different for
me than it does for other
customers
This feels really relevant
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
It starts with the data
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What to personalise
Vertical
Size – SME/ Mid-tier/Corporate
Funnel stage
Key areas of interest Job function
Individual goals and ambitions
Other sales insight from CRM
Location
@Kirstydawe1
Business drivers & strategic goals
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Digital – enabler or obstacle?
X 3
Up to 50%
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My top 4 B2B personalisation gamechangers
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
• B2B website personalisation
• IP based AI creating unique experience
for every website visitor
• 1 to 1 or 1 to many
• Personalise by a range of variables
• Easy to use and intuitive
• Creating a seamless ABM
experience
• Stops you going from personalised to
one size fits all
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Completely tailored
online experience
for ebay
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Prospect and sector
based imagery & copy.
Logos of relevant
customers. Link to
personalised content
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Gamechanger scale rating
Budget impact ££
0 2 4 6 8 10 12
Impact
Ease
Webeo
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
• Enables you to understand your
ABM prospects at individual level
• Uses DISC profiling to determine
their personality profile
• Uses AI to analyse their social profiles
and social behaviour
• Advises on language to use,
subject lines and approach to
drive optimum response
• Use for one to one ABM
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com @Kirstydawe1
How it works
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Gamechanger scale rating
0 1 2 3 4 5 6 7 8 9
Impact
Ease
Crystal knows
Budget impact £
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
• Create completely personalised
emails at individual level for each
ABM prospect
• Change images, content types
& links - every email can be different
• Personalise based on firmographics, job
function and funnel stage
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Personalised
greeting and
imagery related to
individual
Content based on funnel
stage
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Location based content
showing team they would
engage with
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Gamechanger scale rating
Budget impact ££££
0 1 2 3 4 5 6 7 8 9
Impact
Ease
Movable Ink
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
• Use digital display to target your
ABM prospects in the right place at
the right time
• Target at both business & function
level
• Increase focus on businesses
showing intent
• Attract the right prospects in their own
environment
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Digital display
personalised at
business level
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
How it works
@Kirstydawe1
Vertically focused
copy for 1 to many
ABM
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Gamechanger scale rating
Budget impact ££
0 1 2 3 4 5 6 7 8 9
Impact
Ease
Radiate B2B
@Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Personalisation top tips
1. Get your data and audience right before investing in
personalisation
2. Start with firmographic data first at one to many then move
to one to one
3. An image speaks a thousand words
4. Personalised content has the most significant impact and
is worth the effort for your most valuable accounts
@Kirstydawe1
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