Blog Series: Personalization for Growth ABM 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.
Let’s start with understanding the Growth ABM model and the benefits of using it.
Growth ABM, What it is and Why it Matters
The traditional ABM pyramid is not a clear reflection of how account-based marketing (ABM) is executed today.
Folloze has partnered with ForgeX, an independent research firm that’s on a mission to evolve the way B2B organizations go-to-market with account-based strategies. They’ve identified that the modern account-based go-to-market (ABGTM) strategy has two main deployment models, Enterprise ABM and Growth ABM.
ForgeX recognized the need for a scalable approach to account-based marketing (ABM), which is the Growth ABM model. In this course, we focus on how to implement personalization for a Growth ABM model in ways that provide value to prospects. This model helps businesses reach more accounts without needing to significantly increase resources or spend more money.
It’s perfect for companies with:
- A large number of accounts to target
- Shorter sales cycles
- Moderate budgets per account
Hear Davis Potter, CEO and Co-Founder at ForgeX, introduce Growth ABM and the tiered approach.
Getting the Most Out of Personalization
Remember, building personalization rules and rule sets without an ABM strategy isn’t efficient or effective. At Folloze, we understand that to get the most from personalization, you must understand your customers, where they are in their journey, and personalize their experience in ways that provide them with true value.
Growth ABM: The Scalable Approach
A Growth ABM model is especially effective for companies or business units that:
- Target hundreds to thousands of accounts within a specific segment
- Generate revenue in the hundreds of millions (or less)
- Experience sales cycles of approximately three months (or fewer)
- Spend around (or under) one thousand dollars per account on average
Any team that targets hundreds to thousands of accounts and wants to scale their ABM program should implement a Growth ABM strategy.
4 Benefits of Growth ABM
- Scalability: Allows you to reach a larger number of accounts without significantly increasing resources.
- Efficiency: Focus your efforts on high-priority accounts without wasting time on low-value prospects.
- Improved Engagement: By tailoring content to meet the unique needs of each segment at their current stage in the buyer journey, you can more effectively engage and guide prospects toward purchase while improving how prospects interact with your brand
- Higher Conversion Rates: Growth ABM, particularly when integrated with platforms like 6sense or Demandbase, enables you to tailor your message to the buyer journey, which leads to more sales.
3 Key Features of Growth ABM
- Tiered Account Segmentation: Accounts are classified into tiers based on their likelihood to convert, allowing for a more focused approach to resource allocation and personalization. Here are some resources on Tiered Account Segmentation
- Personalized Buyer Journeys: Content and messaging are tailored to each buyer journey stage, from awareness to purchase, to provide a more relevant and engaging experience.
- Scalable Personalization: Utilizing tools like the Folloze Buyer Experience platform, Growth ABM leverages personalization features like rule sets, merge fields, and the Content Center to deliver personalized experiences efficiently across a large number of accounts.
Why Define Tiers
- Structure and Scalability: Tiering accounts brings structure to a one-to-many ABM approach, impacting resource allocation and investment strategies. It allows scaling coverage and personalized buyer experiences to a larger number of accounts.
- Resource Allocation and Investment: Tiering helps determine resource allocation based on the expected return on investment for each tier. Higher tiers, with a higher likelihood of conversion, receive more resources, personalization, and investment, while lower tiers receive scalable tactics and resources.
- Personalized Experiences: Defining tiers enables the delivery of personalized buyer experiences tailored to each tier's characteristics and buyer journey stage. For instance, Tier 1 accounts might receive highly customized content and interactions, while Tier 3 accounts might receive more general content aimed at increasing brand awareness.
Listen to this 2 minute clip for an example of defining a Tier 1 segment.
Resourcing Growth ABM
Using tiers allows B2B marketers and GTM teams to efficiently resource. Tiers impact spending on elements like ads, content, and design assets, as well as time allocation for tasks such as building personalization rule sets and crafting personalized messaging.
By adopting a Growth ABM strategy, businesses can leverage the power of personalization at scale, improve marketing ROI, and accelerate revenue growth.
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.
