How to Personalize Your ABM Strategy

How to Personalize Your ABM Strategy

February 22, 2024

Account-based marketing (ABM) continues to gain prominence among B2B marketers as a strategic approach that concentrates efforts on high-value target accounts. But ABM isn't just a marketing strategy; it's a coordinated effort between sales teams and marketing teams to create a personalized experience that resonates with key decision-makers and stakeholders.

Personalization in ABM goes beyond just addressing the customer by name—it involves tailoring your marketing efforts, including messaging, content, and gifting, to meet the unique needs and pain points of each target account.

In this blog, we’ll delve into the most effective kinds of personalization, and how Postal can help set your ABM campaigns apart.

The Role of Gifting in ABM Personalization

The art and science of gifting occupies a pivotal role in ABM, having morphed from a nice gesture to a strategic maneuver designed to underscore the personalized nature of your marketing efforts. The thoughtful integration of gifting into your ABM strategy offers a multidimensional approach to engaging with your target accounts, aligning perfectly with the overarching goal of delivering a personalized experience that resonates with decision-makers.


Elevating the Customer Experience with Tailored Gifts

The power of personalized gifting lies in its ability to convey a profound understanding of and appreciation for the unique challenges, preferences, and achievements of your target accounts. By selecting gifts that are tailored to the specific interests, needs, and pain points of each account, you transform an ordinary marketing touchpoint into an extraordinary moment of connection. This could range from custom-branded merchandise that echoes the recipient's corporate ethos to curated gifts that celebrate a milestone achievement.

Bridging the Digital and the Physical

In today's predominantly digital marketplace, ABM campaigns often unfold across email campaigns, social media, and other online channels. However, personalized gifting introduces a tangible, physical component to your digital outreach efforts, creating a bridge between the virtual and real worlds. Direct mail, for example, allows you to make a memorable impact that digital communications alone cannot achieve. This blend of digital precision and physical presence enriches the ABM experience, fostering a sense of closeness and tangibility that strengthens customer relationships.

Differentiating Your ABM Strategy

The strategic use of personalized gifting sets your ABM campaigns apart from traditional marketing tactics, offering a distinctive advantage in the crowded B2B landscape. When you incorporate personalized gifts into your marketing efforts, you not only capture the attention of your target audience but also communicate a level of care and investment that is rare in today’s business interactions. This not only differentiates your company but also positions it as one that values lasting relationships over temporary transactions.

Enhancing Conversion Rates and Customer Loyalty

Personalized gifting has a direct impact on key metrics such as conversion rates and customer loyalty. Thoughtful gifts can accelerate the sales cycle by warming leads and encouraging positive engagement with your brand. Furthermore, when customers and prospects feel valued and understood, they’re more likely to become brand advocates, referring new business and reinforcing the strength of your customer relationships.

Leveraging Postal for ABM Personalization

To seamlessly integrate personalized gifting into your ABM strategy, partnering with a platform like Postal becomes indispensable. Postal simplifies the process of selecting, customizing, and delivering gifts that resonate with your target accounts. With access to an expansive marketplace filled with unique, high-quality items from local vendors, Postal enables you to create memorable gifting experiences that align with the specific preferences and needs of each account. Our platform's advanced integrations with CRM and marketing automation tools ensure that each gifting initiative is executed with precision, aligning with your overall ABM efforts and driving measurable success.

Request a demo today to discover how we can elevate your ABM strategy through the art of personalized gifting.

Beyond Gifting: Other Ways to Personalize Your ABM Strategy

Strategic gifting is a cornerstone of most effective ABM campaigns, but there are plenty more ways to personalize your efforts. Here are some of the best ones:

Gain a Deeper Understanding of Your Target Audience

The foundation of a successful ABM strategy lies in a deep understanding of your target accounts. Identifying your ideal customer profile (ICP) requires thorough research to gather firmographic data, such as company size, industry, and revenue, as well as the specific pain points and challenges faced by these accounts. This knowledge enables marketing and sales teams to tailor their outreach and ensure that every interaction adds value to the prospective customer's journey.

Leverage Personalized Content

Content is an important piece of any ABM campaign, and personalized content that addresses the specific needs and interests of each target account can significantly enhance the customer experience and conversion rates. This includes creating tailored landing pages, email campaigns, case studies, and webinars that speak directly to the identified pain points and decision-making criteria of your target accounts.

Integrate CRM and Automation Capabilities

To personalize at scale, integrating your customer relationship management (CRM) system with ABM automation tools is essential. These integrations enable marketing teams to segment their target audience effectively, track engagement metrics, and automate personalized campaigns across multiple channels, including social media, email, and direct mail. Utilizing intent data from these systems can help identify the right time to send a personalized gift or message, increasing relevance and impact.

Use LinkedIn for Personalized Outreach

LinkedIn stands out as a pivotal platform for executing an ABM strategy, particularly for personalized outreach. By leveraging LinkedIn's advanced targeting capabilities, marketing teams can deliver personalized messaging and content directly to key decision-makers and influencers within target accounts. Additionally, LinkedIn's rich data on individual and company activities provides valuable insights that can inform the timing and content of your outreach efforts, including gifting.

Create a Multi-Channel Experience

A multi-channel approach ensures that your personalized ABM efforts reach your target audience wherever they are most active. This includes combining digital efforts like social media marketing and email campaigns with physical touchpoints such as direct mail and personalized gifts. Each channel offers unique opportunities for personalization, from customized video messages on social media to bespoke landing pages that cater to the interests of specific accounts.

Measure Success With the Right Metrics

To gauge the effectiveness of your personalized ABM strategy, it's crucial to monitor key metrics and KPIs, such as engagement rates, conversion rates, and ROI. These metrics not only measure the success of individual campaigns but also provide insights into customer preferences and behavior, allowing for continuous refinement of your personalization strategy.

Personalize Your ABM Strategy with Postal

Personalizing your ABM strategy is not a one-size-fits-all endeavor; it requires a deep understanding of your target accounts, strategic use of content, thoughtful gifting, and technology for automation and integration. By focusing on creating a personalized experience at every touchpoint of the customer journey, B2B companies can build meaningful connections that drive long-term ABM success.

Remember, the goal of ABM personalization is to make each target account feel as though they are your only account, and through careful planning, execution, and the right tools, this is entirely achievable. Try a free Postal demo to see how our comprehensive platform can improve your ABM results.

Lauren Alt-Kishpaugh
Lauren Alt-Kishpaugh

Lauren Alt-Kishpaugh is the VP of Marketing at Postal, the leading Global Offline Marketing Engagement Platform that creates memorable moments for organizations to generate leads, increase sales velocity, and retain happy customers. Prior to Postal, Lauren worked across various marketing functions including marketing operations, campaign management, and acquisition at hyper-growth software companies like Outreach, ThousandEyes, and Solv Health. She currently lives in San Francisco with her husband, Jon, and her dog, Maple.

Want to increase your ABM campaigns ROI by +29%?
That's what Postal clients achieve on average after 3 months using the platform.
Increase My ABM ROI
Want to increase your ABM campaigns ROI by +29%?
That's what Postal clients achieve on average after 3 months using the platform.
Increase My ABM ROI