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3 Effective Ideas to Boost Your ABM Strategy Using Personalization

Hey there,

The marketing world is changing fast, becoming more creative and competitive. Traditional marketing with a generic email is not going to cut it. It is even more critical for account-based marketing where you can’t follow a one-for-all approach. So, what’s the solution? Think about your prospects. They receive many emails in a day, each fighting to get their attention. Your email isn’t going to stand out if you’re using the same strategy as everyone else. That’s where personalization comes into the picture. In this issue, we’ll explore a few successful personalization tips to engage your prospects better.

Table of Contents

Image Personalization

Creativity has helped many ABM folks jazz up their emails and convey their message effectively.

Here are some proven forms of image personalization that we have followed and seen better campaign performance.

  • Virtual Coffee 

Develop a sense of familiarity and warmth through a personalized coffee cup image. Ensure that the picture looks natural, not coming out of a professional photoshop but something done neatly in-house.

Tip: You can even send them an e-card for a nearby coffee shop. It’ll give a unique touch to your marketing efforts and make them feel that you went all the way just for them. 

 

2. Message Napkins

Handwriting on a napkin can do wonders. It indicates personalization and a human touch.

These images are about value proposition but in a lighter tone. You can’t write a 400-word essay here. Ensure that your message is concise and significant. 

Let’s take a look at the image below.

What works?

  • The exact value of the message is delivered
  • Font type that’s similar to handwriting  
  • Colors are probably indicative of the company brand
  • Subtle use of the coffee cup for brand promotion. It’s acceptable because it’s creative. If you had put the AWS logo there, it might not be.

Humour

You can use comic strips in your email to deliver your message in a fun way. 

It helps your clients instantly connect with you and makes it easier to take the appropriate action.

Look Out for Public Announcements

Knowing why your prospects are in the news can help you take your personalization game a level up.

For example- one of your accounts got funded recently. How can you use this to personalize your message and build instant rapport with them? 

Charlotte Johnson wrote an insightful post about this scenario which says:

Step 1: Don’t start your email the same as others.

Example: congrats on your recent series A funding. 💤 

It sounds salesy and will blend with the rest of the other emails in their inbox.

Step 2: Read the funding announcement. Because it usually says WHERE they’re investing the $, whether it’s new hires or product development.

Step 3: Back to Step 1. Use the nuggets found from reading the funding announcement & use them in your first sentence.

Example: “Expanding into France & Spain while hiring more salespeople” – that’s what’s highlighted in your recent funding announcement {{first_name}}.

(congrats btw) Anyway, with your plans to X… blah blah challenges blah blah.”

You can read the full article here.

You might be wondering ​​if it is worth this much personalization. Well, Oceanfrogs has tested this and successfully increased its click rate from 2% to 8% and conversion by a whopping 35%.