Blog Series: Personalization for Growth ABM (ABM at Scale) with the Folloze ABX Masterclass
Transform B2B marketing performance by unlocking personalization at scale to engage buyers and accelerate pipeline. Top B2B marketers prove that our formula outperforms traditional demand generation and delivers greater efficiencies across the entire go-to-market (GTM) operation.
But knowing what to do is not the same as knowing how to do it. So, for the first time ever, we're making our industry-leading approach to account-based experience (ABX) available to everyone.
The Folloze ABX Masterclass has six courses to help marketers create a new, connected way to get great full-funnel results across all channels. We’ve innovated our own Folloze account-based GTM (ABGTM) model over the past several years, with our customers, and this is the formula that works. You can't get this anywhere else.
Supercharge your ABGTM operation with this 3-part blog series from our course: Personalization for Growth ABM (ABM at Scale). Learn to deliver targeted messaging at scale that resonates with prospects with Growth ABM. Plus, effectively design buyer experiences with personalization that drive impact.
In our first blog of the series, we started with understanding the Growth ABM model and the benefits of using it. Now let’s discuss eight ways to scale content experiences with Folloze.
Address Top-of-Funnel Prospects Where They Are
Consider your prospects and their needs. What are they looking for at each stage of their buyer journey?
Personalized content is powerful, but scaling it to reach many buyers can be a challenge. In this blog, we’ll share eight easy ways you can use Folloze to scale personalized content and make sure it hits the mark for each buyer at every stage of their journey.
Below, we share eight ways to get started and scale personalized content experiences.
1. Personalize content for each buyer journey stage
You should modify content based on where buyers are in their journey to ensure that the content they see is relevant to them.
For example, at the top of the funnel, you should focus on building brand familiarity and credibility by highlighting thought leadership articles, educational infographics, industry reports, white papers, and brand awareness videos. At the bottom of the funnel, you should focus on providing prospects with the information they need to make a purchase decision, such as interactive tours, pricing pages, FAQs, customer testimonials, and ROI calculators.
2. Create a default Board
Your default Folloze Board should be relevant to your whole segment in case no personalization rules are triggered.
We suggest using the Consideration [6sense] or Aware [Demandbase] buyer journey stage as your default Board design, as these stages generally cover a large percentage of prospects.
3. Use personalization rules
Folloze allows you to create personalization rules that will show different content to different prospects based on their data.
For example, you could create a rule that shows a different banner image to prospects in different industries. You can also personalize content in the Designer Tab by adjusting content sections based on personalization rules.
FREE DOWNLOADABLE RESOURCE: [Personalization Rule Set Template.csv]
4. Use the Folloze Personalization Studio
Personalization Studio gives you more control over how content is personalized in Folloze. It lets you create "otherwise" rules, which target any prospects that are not in a certain group.
5. Organize your content
You should organize your content into clear categories and subcategories to simplify navigation and access for both your team and your prospects. This will make it easier to personalize content, as you can quickly pull the most relevant material from the right category. Insert link about content tagging once released
6. Use a variety of content sections:
You should use a variety of content sections to break up content, draw focus to your most popular content items, and curate a great content experience.
7. Test your personalization rules
Before launching a Board or campaign, you should test your personalization rules to make sure they are working as expected. You can do this by creating test URLs that mimic the experience of different prospects. You should test your rules in an incognito or private browser window to avoid interference from cookies.
8. Track engagement and continue to improve
You should track how prospects and customers are engaging with your content and make changes accordingly. For example, if you see that a particular piece of content is not performing well, consider replacing it with something that is trending through keyword intent or hot topic within the industry.
Don’t stop 🛑 at the first version—keep tweaking your personalization strategy based on what’s working best for your audience.
Following these tactics and best practices will allow you to create a personalized content experience in Folloze that will engage prospects at all stages of their buyer journey.
Free Resources to Get Started with ABX Transformation
Are you enrolled in Folloze Academy?
All Folloze users have access to Folloze Academy courses.
- Outperform Demand Generation Expectations with ABX (30min)
- Personalization for Growth ABM (ABM at Scale) (55min)
Improve your ABX strategy and strengthen your approach to personalization with our newest courses available for Folloze users. Or get started by browsing our Transform to ABX Now webinar series to hear from customers just like you who've transformed their operations.
