How to dynamically change your site based on ABM campaigns
From nurturing leads to implementing Account-Based Marketing (ABM) campaigns on platforms like LinkedIn Ads, B2B companies are willing to try various strategies to deliver their message to enterprise target accounts. However, with the multitude of noise coming from different sources, consumers can easily become overwhelmed and confused.
Brands must establish a consistent message that resonates with their audience to cut through the clutter. By doing so, they can forge a strong connection with consumers and earn their trust. Keeping the same communication in all channels is key to creating a good brand experience.
Table of contents
- ABM personalization strategy
- How to create your personalized experience
- Audience
- Slot and content
- Extra options
ABM personalization strategy
ABM campaigns usually address targeted benefits and pain points — that end up not always highlighted on the website accordingly.
However, businesses can track user interactions with ABM LinkedIn campaigns and identify which account they’re from. The next step is to leverage anonymous data to display targeted content on your website dynamically.
You can personalize the home and landing page communication to match the user's specific company or role.
How to create your personalized experience
First, access your Workspace, then click Experiences and New.
Now, we'll show you how to segment users based on their company, select the part of your site you want to personalize and define the content you’ll display.
Audience
With Croct, you can use our Contextual Query Language (CQL) to create segment criteria. This English-based language was tailored to meet the needs of modern digital experiences, with a strong emphasis on personalization, experimentation, and machine learning. It combines the simplicity of natural language with an intuitive syntax that makes it easy for both technical and non-technical users to formulate queries. Read our documentation to learn more.
To segment users, click on New audience and enter a CQL expression that matches the target audience.
Check out these examples:
- campaign's source is 'linkedin'
- campaign's name matches 'acme_company'
- 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
After defining the audience, the slot you want to personalize, and the content, everything is almost up and running!
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!
That’s a wrap
Using personalization is key to cutting through the clutter and optimizing your ABM efforts. By segmenting your audience and tailoring content, you can build lasting relationships. We hope this guide has made it clear how easy our platform makes this process and helped you bring good outcomes to your business.
If you want to explore more personalization strategies, here’s some further reading for you to dive into:
- How to use website dynamic content based on user location
- How to optimize your Meta campaign ROI with personalization
- How to increase paid search conversions with personalization
If you still haven’t created your free account, sign up today and start revolutionizing your customers’ journeys. Happy personalization!