Blog Series: Personalization for Growth Account Based Marketing (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 two blogs of the series, we covered the Growth ABM model and the benefits of using it and eight ways to scale content experiences with Folloze.
Personalization is crucial, but how do you scale it for large campaigns? Let’s close out by building account-based experiences (ABX) with ten best practices for creating scalable personalization rule sets in Folloze, helping you manage content and engage prospects at scale.
Getting Started with Personalization in Folloze's Platform
Here are some important tips for getting started with personalization rule sets in the Folloze Buyer Experience platform. Plus, you can also learn how the platform helps you manage content better.
1. Avoid over specific rules
While crafting highly personalized content for a single account is straightforward, this approach isn't scalable when targeting numerous prospects at different buyer journey stages.
>>> Instead, focus on general rules that will have the most impact on a large number of accounts.
2. Follow the 80/20 rule
Focus on personalization strategies that will have the most significant impact on the largest audience with minimal manual effort. Reserve highly specific rules for high-value accounts like Tier 1.
3. Use data from other platforms
Folloze's integration with platforms like 6sense and Demandbase, enabling targeted personalization based on firmographics, buying stage, and intent data.
4. Tiering benefits
Tiering accounts allows for structured resource allocation, scaled personalization, and a shift from a one-to-many to a more segmented approach.
5. Plan and define rules before implementation
Use a framework, like Folloze's Personalization Rule Set Template, to document rule sets, triggers, and content changes. This approach ensures scalability, simplifies approvals, maintains brand consistency, and streamlines implementation.
FREE DOWNLOADABLE RESOURCE: [Personalization Rule Set Template.csv]
6. Prioritize merge fields over domain-level personalization
This reduces the number of individual rules required, enhancing scalability. Folloze offers a variety of merge fields for personalization, including Account Country, Account Domain, Contact Company Name, Contact Email, Contact First Name, Contact Last Name, and more
7. Centralize your content
Folloze's Content Center allows you to manage, store, analyze, recommend, and serve content from a single location. This simplifies content updates, deployment, and recommendations across different Boards.
8. Content categorization and subcategorization
Organize content into categories and subcategories, similar to arranging books on shelves. This facilitates quicker content section creation and offers greater control over content within the designer. Insert content tagging link once released
9. Saving sections with personalization rules
Easily copy existing rules and apply them to other campaigns to streamline your personalization process by saving sections with their corresponding personalization rules. This eliminates the need to recreate rules for each instance, saving time and effort.
For example, if you have personalized banner images for different industries on one board, you can save the section and reuse it without recreating each rule.
10. Copying personalization rules
This feature speeds up the setup of new boards by allowing you to copy existing rules to other sections or boards. This is useful for applying pre-designed rules to specific campaigns, segments, or use cases5.
By following these best practices and leveraging Folloze's platform features, you can enhance design productivity and create scalable personalization rule sets and manage content efficiently for your marketing campaigns.
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.
