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Why Website Personalization is Your Most Important ABM Tactic

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Feb 16, 2022

Personalization is an inherent part of any account-based marketing (ABM) program. In order to engage and ultimately convert your carefully cultivated list of target accounts, you need personalized messaging to grab their attention and show that you understand their interests and pain points. While there are various channels to help you get these personalized messages out to your target accounts, one clearly stands out from the rest: your website. 


In any ABM program, your prospects will inevitably land on your website during their buyer journey—after all, your other marketing channels drive prospects back to your website or landing pages time and time again. And as your prospects continue moving down the funnel, they’ll likely come to your site more than once. The further they move down the funnel, the more they want to see that you understand their needs and are the best-fit solution for them—specifically helping them in their role at their company. This is exactly why website personalization is the most important tactic you’ll use in your ABM program. 


So let’s take a look at what it means to personalize your website for your ABM efforts and how you can do so effectively to drive more conversions and revenue. 

Getting Started with Website Personalization for ABM

While website personalization is a beneficial tactic for just about any business and marketing program, it is especially useful for B2B companies with ABM programs. Not only can you personalize landing pages built for your outreach cadences to specific accounts, but you can also make your homepage a dynamic landing page for each target prospect, taking into consideration their company, industry, metrics, and case studies they may care about, as well as which content they previously engaged with. This kind of hyper-personalization allows you to continuously connect with your prospects in a meaningful way that resonates with them. 


Now, you’re probably wondering, “how do I get started?” While every business is different, there are some best practices you can follow when implementing this ABM tactic. Here are a few to consider:

Insert dynamic content based on the prospect’s account data

When you know a prospect’s industry, company name, job title, and other traits from their account data, you can use this to personalize your website. Try inserting their company name and logo on a landing page, or promote a case study that’s relevant to their specific industry.

Personalize headlines, copy, CTAs, and social proof

You can also use account data to personalize the headlines, copy, CTAs, and social proof on your website. Try using a headline that speaks to the prospect’s industry, job title, and metrics they care about, or change your CTA messaging based on where they are in the sales funnel (e.g. promote high-level, introductory content for those at the top of the funnel and more in-depth content for those in the middle or bottom of the funnel). You can also take what you know about your prospect to personalize the social proof (e.g. case studies and testimonials) displayed on your website.

Recognize returning visitors

When a prospect visits your website more than once, you want to recognize that and add an extra layer of personalization. You can do this by adding a “Welcome back” message to your site and offering up content based on what they viewed in their previous visit, or guiding them to the page or CTA they previously viewed but did not follow through on (e.g. your CTA to sign up for a demo). 

Route prospects to their assigned sales rep 

If your prospect engages with the chatbot on your website or requests a demo, connect them to the assigned sales rep for their account. For your chatbot, direct their message to their sales rep (if their message comes through during business hours) so they can chat with the right person who already has an awareness of their needs and pain points. When a prospect requests a demo or opts to speak with sales, present the calendar of their assigned rep. These tactics not only help to personalize the prospect’s experience but add a human touch.

Personalize your packages/pricing page

When you recognize a prospect from your target account on your website, you want your packages or pricing page to reflect the best-fit option for that account. For example, if you offer a free trial or self-serve option, you likely will not want to promote this to your ABM accounts. Instead, you’ll want to only show them a CTA to speak to sales directly (where you can then discuss, say, an enterprise-level solution with them). 

Whether you try one or all of the above ideas as you start using website personalization in your ABM program, be sure to test multiple variations of each idea you want to try. You never know what will work, or what is best for each visitor. That’s why it’s crucial to remove the guesswork from your efforts and take a data-driven approach in order to effectively personalize your website and ultimately compel more of your ABM prospects to convert.

Level Up Your ABM Program with Continuous Conversion™

The importance of website personalization as an ABM tactic is undeniable. Whether your prospect lands on your website 1 or 100 times, it is critical to provide them with a unique experience that resonates with them and confirms your solution is the best fit for them. 


With Intellimize’s Continuous Conversion solution, you can create a highly personalized experience for each and every visitor from your target accounts. Intellimize uses machine learning to automatically adapt to their preferences as they inevitably change over time, helping you drive more conversions and increase the ROI of all of your ABM initiatives. 


By leveraging website personalization in their ABM program, Snowflake drove a 60% lift in landing page conversions


Request your demo today to see how Intellimize can help you dynamically personalize your website and convert more of your ABM prospects.