Personalizing Content at Scale

Successful relationships are all about creating personal connections. And the same goes for successful account-based marketing campaigns.

Account-based marketing (ABM) is based on the absolutely true principle that marketing is much more effective when efforts are directed towards the quality of each individual outreach, rather than the raw quantity of those outreaches. Instead of casting a wider marketing net, ABM uses a precision-targeted strategy.

You can think of it this way: a chandelier may produce more light, but you’d still be better off using a laser for guidance. That’s the fundamental theory behind account-based marketing.

But while that makes sense for a small handful of customers, replicating that precision and specificity at scale for dozens, hundreds, or even thousands of accounts can be a roadblock for many brands. With limited time and limited financial and people resources, the degree of personalization that makes ABM so effective is also what keeps many companies from attempting it.

Fortunately, there is one key time-saving trick that can allow even the smallest brands to engage in an ABM strategy and reap its benefits.

Don’t reinvent the wheel: the power of templates

When it comes to your account-based marketing strategy, you don’t need to “reinvent the wheel” when personalizing content assets like blogs, emails, and direct mailers. Instead, do what graffiti artists have been doing for decades: leverage the power of the template.

Instead of drafting entirely new copy for each account, you can save time, money, and massive amounts of frustration by creating evergreen frameworks for your copy, then simply plugging and playing the sections that need to be personalized using your current messaging pillars.

 

There is one key time-saving trick that can allow even the smallest brands to engage in an ABM strategy and reap its benefits: templates

 

For example, take a look at this sample email. The areas in bold are where to plug in your industry, vertical, and account-specific messaging:

 

Hello!

We’re Brand X, and we understand that the biggest issue facing  [Industry #1]  today is  [Messaging Pillar Pain Point #1].

But with so much noise in the market, it can be a challenge to demonstrate to customers the true power of  [Messaging Pillar Value Prop #1].

At Brand X, we’re experts in helping  [Industry #1]  deliver solutions that cut through that noise and reach beyond the competition, so your customers can  [Messaging Pillar Value Prop #2]  without the usual problems of  [Messaging Pillar Pain Point #2].

Ready to learn more? Contact Brand X today to get started.

 

By using templates that allow you to quickly and easily personalize only the necessary pieces of copy, you can create highly targeted outreaches that speak directly to the unique needs, concerns, and goals of each and every one of your accounts.

And that makes your marketing efforts much more effective.

Expert help for expert results

Of course, to make your ABM strategy work, you still need expert help to make sure every word of your copy is sharp, engaging, and effective. It’s not about creating a word salad that reads like musical chairs; it’s about creating winning copy that feels natural, conversational, and speaks directly to your customers’ goals.

Doing so, while also building in areas for the kind of personalization you saw above, takes talent and skill. And that’s exactly what we do at Wordsmithie.

Want to see what your ABM strategy can do with the help of our expert wordsmiths? Contact us today, and let’s get started.

Jason Rogers

A graduate of the College of William & Mary and La Sorbonne, Jason has worked in content marketing all over the world, serving as Director of Digital Marketing for the Chinese Language Institute in Guilin, China. Based in Washington, D.C., Jason covers the National Hockey League as a credentialed reporter and television analyst; he has wordsmithed for high-visibility institutions and companies from the United States Congress to Google. He loves hockey, hip-hop, and original hyperbole.
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