How to dynamically change your site based on ABM campaigns

PlaybooksBy Mariana Bonanomi and Yasmin Gonçalves

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

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Two different audiences having two different personalized onboarding experiences

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.


Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a form for defining audience name, ID, and criteria.
How to create an audience

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.

Three wireframes highliting slots you can personalize.
Hero section, logo cloud, and testimonials bar slot examples

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.

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A drop-down menu displays options of slots you can personalize.
How to select a slot

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!

Screenshot of Croct's admin. A breadcrumb defines steps for creating an experience. A side drawer shows a content form for images, copies, and colors of the personalized content
How to select personalized content

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.

Screenshot of Croct's admin with buttons with options of scheduling, prioritizing, and choosing a time zone for a personalized experience.
You can schedule, prioritize, and choose a time zone for experiences

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:

If you still haven’t created your free account, sign up today and start revolutionizing your customers’ journeys. Happy personalization!

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