Ultimate Guide to ABM Personalisation Strategies

ABM personalisation is about creating tailored marketing strategies for specific high-value accounts instead of targeting broad audiences. It uses data and AI to deliver customised experiences that drive results. Here’s what you need to know:

Why it matters: 93% of B2B companies report revenue growth with personalised content.
Key benefits: Improved deal closures (+12%) and stronger customer engagement.
How it works: Leverages data like firmographics, intent signals, and AI tools to craft personalised experiences.
Steps to start:
- Identify and prioritise target accounts using a tiered approach.
- Build detailed customer profiles with insights like challenges, decision-making processes, and growth trends.
- Implement personalisation across websites, content, and multiple channels.

Quick Overview of Personalisation Methods

Website: Dynamic content, custom landing pages, and pre-filled forms.
Content: Tailored case studies, white papers, and product demos.
Cross-Channel Delivery: Align email, social media, and direct mail strategies.

Tools to Consider

AI tools like Cognism and PerlonAI for data insights and automation.
ABM platforms for managing campaigns and tracking ROI.

Next Steps: Focus on personalising content, aligning teams, and using data to measure and refine strategies. Personalisation is key to boosting engagement, improving ROI, and closing deals faster.

Getting Started with ABM Personalisation

Target Account Selection

Start ABM personalisation by identifying and prioritising accounts that offer the most potential. Use data like firmographics, technographics, and behavioural signals to allocate resources effectively and improve ROI. A tiered system can help organise your efforts:

Tier	Characteristics	Engagement Level
Tier 1	High-value accounts with major revenue potential	Intensive, highly tailored
Tier 2	Mid-sized accounts with strong growth potential	Moderate personalisation
Tier 3	Smaller accounts with scaling opportunities	Lighter-touch approach

Modern intent data can reveal which accounts are actively exploring solutions, allowing you to engage at the right time. Once accounts are selected, create detailed profiles to guide your personalised outreach.

Creating Customer Profiles

Developing detailed Ideal Customer Profiles (ICPs) is essential for effective personalisation. These profiles should include:

Industry-specific challenges and needs
Existing technology stack
Decision-making processes and key stakeholders
Annual revenue and growth trends
Geographic reach and competitive positioning

"[Personalization is when] you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want." - Jeff Bezos

This level of understanding ensures your engagement is relevant and impactful. Forrester reports that 56% of marketers view personalised content as critical to ABM success.

Data Management

To make personalisation work, you need a solid data management process. Focus on these steps:

Data Collection: Gather first-party data from customer interactions like website visits, content downloads, and social media activity. This information helps shape your personalised approach.
Quality Assurance: Regularly clean and validate your data to keep it reliable and actionable.
Analysis and Application: Use AI tools to analyse patterns and predict account behaviour, helping you make informed decisions.

The goal is to focus on data that directly supports personalisation efforts, avoiding the trap of collecting unnecessary information.

The three most important pillars of your ABM personalization ...

Personalisation Methods

Using detailed target account profiles and data-driven insights, personalisation can effectively engage audiences across various digital touchpoints.

Website Personalisation

Tailoring your website experience can increase deal closures by 12%. Here’s how to make your website more engaging:

Dynamic Content: Adjust headlines, images, and CTAs based on a visitor’s company, industry, or past interactions.
Custom Landing Pages: Build account-specific pages that address particular challenges and highlight relevant solutions.
Smart Forms: Simplify form submissions by pre-filling fields with known information, reducing friction and boosting conversions.

For instance, if someone from a target account visits your site, show them industry-specific case studies or solutions that match their business size and challenges. These tactics ensure visitors find what they need, right when they need it.

Content Personalisation

Customising content involves more than just adding a company name - it’s about creating materials that resonate deeply with your audience.

Content Type	Personalisation Approach	Impact
Case Studies	Use examples relevant to sectors	Highlights direct relevance
White Papers	Provide industry-specific insights	Shows expertise
Product Demos	Focus on tailored use cases	Addresses unique needs

To personalise effectively, consider factors like:

Current technology stack
Specific business challenges
Industry regulations
Growth goals
Decision-making processes

This level of detail ensures your content speaks directly to your audience’s priorities.

Cross-Channel Delivery

Personalisation isn’t just for websites and content - it should span multiple channels. Research shows that 93% of B2B companies saw revenue growth with personalised content delivery.

To achieve this, focus on:

Coordinated Messaging: Ensure sales and marketing teams are aligned in their communication strategies.
Channel Integration: Link email campaigns, social media efforts, and direct mail for a unified approach.
Timing Optimisation: Leverage AI analytics to identify the best times to engage across channels.

On the other hand, poor personalisation can reduce purchase likelihood by 15%. To avoid this, use modular content that can be adapted for different channels while keeping your messaging consistent and relevant.

Tools and Technology

Technology plays a key role in managing data and scaling ABM personalisation efforts. Below, we explore essential tools and considerations for organisations in the UK.

AI and Analytics Tools

AI-driven tools are reshaping ABM personalisation by analysing data, offering insights, and automating strategies.

Cognism's Diamond Data® technology is widely used across the UK and Europe, providing:

Phone-verified contact information
Intent data signals to identify potential buyers
GDPR-compliant data collection and management

"We saw ROI in 8 weeks from intent data and direct dials", says George McKenna, Head of Cloud Sales at Ultima.

PerlonAI’s platform delivers impressive results:

Metric	Performance Increase
Email Opens	93% higher
Reply Rates	5X improvement
Campaign Volume	20X increase
Meeting Conversion	3X higher

ABM Software Options

ABM Answered offers a variety of tools designed for targeted engagement, including:

Short-form video solutions
Customisable battlecards
Interactive video games
Reddit-based research tools

Choosing the Right Tools

When selecting tools, ensure they integrate seamlessly with your CRM, support programme scalability, track ROI effectively, and comply with GDPR and UK data protection laws.

"We were able to build up a GDPR-compliant database of contacts which we could then start targeting", shares Ruth Holmes, Chief Marketing Officer at Newable.

User Evidence reported a 33% increase in pipeline within three months of using Cognism’s solution. Similarly, Kleene.ai achieved notable results with PerlonAI’s personalisation features:

"It was hard to cut through the noise in the AI outreach space, but Perlon has proved to be one of the best sales tool decisions we've made. From the hand holding during onboarding through to consistently producing results, we've been impressed."
Sharief Abdel-Hadi, VP of Partnerships, Kleene.ai

The next section will explore how to turn these tool capabilities into measurable performance gains.

Measuring Results

Measuring ABM personalisation is key to optimising strategies and demonstrating ROI.

Performance Metrics

Keep an eye on these important metrics:

Metric Category	Key Indicators	Target Outcomes
Account Engagement	Website visits, content downloads, event registrations	More interaction with targeted content
Sales Performance	Pipeline velocity, conversion rates, deal size	Faster sales cycles, higher close rates
Revenue Impact	Revenue won, upsells, Customer Lifetime Value (CLV)	Increased revenue per account
Customer Success	Net Promoter Score (NPS), churn rate, referrals	Improved retention and customer advocacy

According to recent data, 81% of marketers agree that ABM yields a better ROI compared to other marketing methods. Additionally, 80% of marketers report that ABM boosts customer lifecycle value and drives more upsells and renewals.

Refine your strategy by analysing these metrics across various channels.

Testing and Improvement

Monitor engagement and conversion rates to determine when additional nurturing is required. Pay attention to conversion rates by channel to identify which platforms deliver the best results.

"Like signposts showcasing the value of marketing impact, the key performance metrics for optimising ABM campaigns remain instrumental in identifying what works for the business and what does not."

Tactics Comparison

Different personalisation tactics need tailored testing to evaluate their effectiveness:

Personalisation Tactic	Benefits	Considerations
Standard Personalisation	Simple to implement, scalable across accounts	May not be detailed enough for high-value prospects
Hyper-personalisation	Higher engagement and stronger relationships	Resource-heavy and demands robust data

"Targeting your buying committee with relevant content tailored to their needs is what all of us should be focusing on." - Nirosha Methananda, Former VP of Marketing at Influ2

Segment your target accounts into value-based tiers to match the level of personalisation with their potential return. This ensures resources are used efficiently while maintaining strong engagement across all accounts.

Next Steps

Start applying your ABM personalisation strategies today. Research highlights that 79% of B2B marketers consider personalised communication the best way to engage potential buyers.

Here are three main areas to prioritise:

Content Personalisation Strategy Develop flexible content that feels tailored to each recipient. Use templates and frameworks to make customisation quick and efficient without starting from scratch every time.
Cross-Channel Implementation Align your marketing and sales efforts. Use your CRM as the central hub for account information, ensuring all team members can easily access and update customer data. This allows for timely, relevant communication that matches each account's stage in the buyer journey.
Team Alignment and Resources Strengthen collaboration between marketing and sales teams. Establish regular communication, shared metrics, and joint planning sessions. Equip your team to:
- Build and maintain relationships with high-value accounts
- Use CRM tools efficiently
- Share insights about key accounts
- Monitor and analyse campaign performance

These steps help create meaningful engagement and deliver better ROI.

"Targeting your buying committee with relevant content tailored to their needs is what all of us should be focusing on." - Nirosha Methananda, Former VP of Marketing at Influ2

Regularly review your data quality and campaign results. Use analytics to monitor engagement, conversions, and revenue, and adjust your strategies to improve outcomes.

FAQs

How can AI tools like Cognism and PerlonAI improve personalisation in ABM campaigns?

AI tools such as Cognism and PerlonAI can significantly enhance personalisation in Account-Based Marketing (ABM) by enabling more targeted and data-driven strategies. These tools help businesses gather and analyse detailed insights about their target accounts, including behavioural patterns, preferences, and pain points.

By leveraging AI, marketers can create tailored messaging, optimise timing, and personalise outreach across multiple channels. For example, AI can identify the best-performing content for specific accounts or predict when decision-makers are most likely to engage. This level of precision ensures campaigns feel more relevant and impactful, ultimately driving better engagement and measurable results.

How can sales and marketing teams work together to enhance ABM personalisation?

To enhance ABM personalisation, sales and marketing teams must align on shared goals, terminology, and processes. Start by defining common objectives, such as revenue targets or account growth, and ensure these are documented and tracked using a shared dashboard.

Regular communication is key. Schedule frequent meetings to review progress, share insights, and refine strategies. Collaboration tools, such as account playbooks or dedicated communication channels, can streamline this process and keep everyone on the same page.

Focusing on account-specific data and metrics, like Annual Contract Value (ACV), ensures both teams prioritise the same high-value opportunities. By fostering open communication and a unified approach, you can significantly improve the relevance and effectiveness of your ABM efforts.

How can businesses evaluate the success of their ABM personalisation strategies to maximise ROI?

To evaluate the success of your ABM personalisation strategies and maximise ROI, focus on tracking key performance metrics. These include account engagement scores, customer acquisition costs, pipeline impact per account, win rates for ABM opportunities, and customer lifetime value. Monitoring these metrics provides valuable insights into what’s working and what needs improvement.

Additionally, measuring revenue generated and opportunities created can reveal the direct impact of your efforts. Use these insights to refine your targeting, tailor your content, and optimise your campaigns for better results. By consistently analysing these indicators, you can ensure your ABM strategies deliver measurable success and a strong return on investment.