ABM
Strategically market to key accounts by targeting multiple individuals within a company using personalized messaging and content.
1:1
What Is It?
Account-based strategy focused on specific target accounts.
Value Proposition
By leveraging a single Explore page we can customize an experience for an individual target account, ensuring account-specific relevancy. The page can be easily cloned, scaling this solution for multiple target accounts. This strategy can be used across multiple channels and served dynamically by routing the visitor to the specific page designed for them. Account insights are available for known and unknown visitors. Access protection (restricting access to certain domains or email addresses) is also available, allowing this feature to be used for communication involving sensitive information like performance metrics and proposals.
Technical Lift: Medium
First a PathFactory author creates a target or recommend track which is then converted into an Explore page. The page will then be cloned and adjusted for each target account. Segments & Routes could also be set up in order to route intelligently to various curated experiences.
Resources
- Introduction to ABM
- Personalize an Explore Page for ABM
- Using PathFactory in Your ABM Strategy
- Using Account Based Analytics for your ABM Strategy/Campaign
- Account Based Marketing Solutions
- Introduction to Segment categories
- How to Create, Edit or Delete a Segment
- How to Create, Edit or delete a Route
