How to dynamically change your site based on ABM campaigns
If you work with B2B marketing, you're already familiar with account-based marketing (ABM) campaigns on platforms like LinkedIn Ads to deliver a specific message to enterprise target accounts. However, you might leave money on the table if you personalize only your campaigns and forget about your website.
By tracking user interactions within your ads and using UTMs, you can maintain consistent messaging across ads and landing pages, creating a seamless experience that boosts engagement and conversions.
This article is a how-to guide to help you create personalized website experiences for users coming from ABM campaigns. Follow this step-by-step playbook to implement this strategy effectively.
Start today. Explore our platform and discover the easiest way to regain control over the user experience.
How to create personalized website experiences for ABM campaigns
Creating an experience is as easy as defining which users you want to impact, what part of your website you want to change, and the personalized content you want to show them.
Start by heading to Experiences, click New, and choose a name for your experience. Now, we'll show you how to:
- Segment users based on specific ABM campaigns
- Select the slot you want to personalize
- And define which content you’ll display to them
Audience
With Croct, you can use our Contextual Query Language (CQL) to define audience criteria. It is an English-based language that combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users.
With Croct, you can use the UTM parameters in your marketing campaigns (medium, source, campaign name, or term) to identify where the user is coming from. It is also possible to add two or more campaigns to the same audience using or, and, starts with, ends with, or matches.
Click on New audience and enter a CQL expression that matches the target audience, like this:
- campaign's source is 'linkedin'
- campaign's name matches 'acme'
- campaign's name matches 'acme' and campaign's source is 'linkedin'
Slot and content
Slots are any personalizable elements of your application.
Some popular choices are the hero section, the logo cloud, and the testimonials bar. Still, you can also personalize any page section to include targeted information.
Select the slot you want to personalize, and finally, click on Content to specify elements such as images, copies, and button colors you want your audience to view. Be creative!
Extra options
Besides creating an audience, choosing the slot, and defining the content, you can also prioritize this experience over others, choose a different time zone, and schedule its start to whenever you prefer.
Next, publish your experience or go to the preview to see the magic happen! ✨
What's next?
Personalizing your website based on ABM campaigns helps maintain consistent messaging, capture user attention, and increase conversions.
Use campaign tracking to tailor content and explore other personalization strategies, such as targeting organic search visitors. Start using these techniques with our platform to increase your conversion, reduce your CAC, and optimize your marketing results.
Need more inspiration? Browse other playbooks and check some personalization ideas for e-commerce or SaaS.
Happy personalization!