The document discusses the necessity of personalization in marketing, highlighting that only 48% of the public trusts businesses and emphasizing that personalized marketing can significantly increase engagement rates. It defines effective personalization strategies while pointing out common misconceptions, such as merely using a recipient's name in communications. The importance of using both account and contact-level insights to create tailored outreach and the value of involving sales teams in the personalization process are also emphasized.

1. 1
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Three Ways to Scale ABM
Success With Personalization
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
The imperative to personalize
has never been higher

2. 2
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Marketers are
operating in the
middle of a
trust crisis
Photo by Lorna Scubelek on Unsplash
Only 48 percent of
the general
population in the
US trusts
businesses
Source: 2018 Edelman Trust Barometer
↓ 10%
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Photo by marcos mayer on Unsplash
It’s harder than ever to get attention

3. 3
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Personalization grabs attention
and builds trust
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
29% higher open rates
41% higher click rates
6x more transactions
Source: Experian
Triggered personalized emails deliver
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network

4. 4
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
83% of marketers say creating personalized
content is their biggest challenge
Source: Rapt Media, 2016
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Personalization is NOT:
• Using someone’s name in the subject line of an email
• Inserting the company logo you are targeting in your direct
mail envelope
• Gratuitous find and replace of a company name or industry
term in a pre-written template

5. 5
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Personalization is:
• Creating truly account specific outreach based on everything
you know about the company and the individuals within it
• Using what you know about the company to craft unique value
propositions compelling to their specific needs and pain points
• Selecting imagery that is likely to capture their attention
• Sharing what you learned from one contact at a target account,
to help another member of their team succeed
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
What should you personalize?
Technology Enabled Manual
Web pages
Nurture email streams
Direct mail
Advertisements
Event invitations
Video introductions
InMails
Letters
Whitepaper abstracts
Call prompts
Voice messages
Thank you cards
You can not template your way to personalization

6. 6
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Personalization happens at both the account & contact level
Account
Stage of the buying process
Number of contacts engaged
Brand awareness
Organizational pain points
Organizational values
Internal processes
Company in the news
Intro
Email
Leverage an
outside
interests, i.e.
personal
milestone (new
parent, award)
to build rapport
Podcast
Guest
Invite contact to
be a podcast
guest and
explore critical
challenges and
successes
Champion
Kit
Empower your
champion with
business case
& RFP
templates
Direct Mail
Magazine
Executive
Leader on cover
Articles curated
for industry &
pain points
Event
Invitations
Mention who
from the team
has already
RSVP’d
Benchmark
Using publicly
available
data/or contact
survey
responses
send a
benchmark
report
Contact
Role in the buying process
Level of previous engagement
Brand affinity
Function at the company
Contact pain points
Individual motivators
Budget authority
Recent social posts
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Demonstrate your listening by
including a quote attributed to the
contact (or colleague) you find online

7. 7
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
We can
personalize
images not
just text
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Where do I start?

8. 8
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
You can’t eliminate all manual
work, but you can build a
personalization trigger program
1
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Account Triggers Campaign Triggers Contact Triggers
• Acquisition
• Funding event
• New offering launch
• Executive hires
• Legal troubles
• Spike in consuming
competitive content
• Activates a free trial
• Multiple people access
content within specified
timeframe
• Colleague registers for
an event
• Opens a newsletter
• Receives a direct mail
piece
• Attends a demonstration
• Receives a proposal
• Promotion
• Role change
• Major life change (i.e
new parent)
• Favorite sports team big
win
• Speaks at a conference
• Quoted in an article
Great for modifying account
score & adding to a
direct mail campaign
Great for assigning a task
for sales to outreach
Great for adding to email
nurture stream

9. 9
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Third-party
monitoring
services
Manual data
entries in
custom fields
within your sales
force automation
system
Activity tracked
in your
marketing
automation
system (page
visits, views,
clicks)
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
The most underutilized
personalization resource
is your sales team
2

10. 10
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
The odds of winning the sale
are 74% when you reach decision makers
at the right time and help set their buying vision.
Source: http://shiftselling.com/files/webinars/Conquering_The_Great_Divide_Between_Sellers_And_Buyers/
Conquering-The-Great-Divide-Between-Sellers-And-Buyers.mp4
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Sales can provide personalization triggers for you to act upon:
• When they complete a meeting
• When they learn something new
• When they discover a new contact
• When they uncover buying stage
They can also action manual personalization outreach

11. 11
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Teach sales to switch their profile
orientation from being a resume,
to starting conversations with buyers
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Carefully selected
images shows I’m
an author.
Not my title but
what I do.
Recent, industry
relevant activity.
Describes what the
company does for the
client not bragging
about our own
growth.

12. 12
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Say goodbye to templates
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
He hasn’t earned the
right to ask for my time.
All about what he wants.
Clearly a template.
Nothing in this
demonstrates you did
any real homework.

13. 13
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Gave me a second
way to communicate.
Offered something of
value to me.
Responded to a post I
made about speaking
at B2BMX.
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network

14. 14
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Use reviews to amp up
landing page conversions
3

15. 15
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Show appreciation with a little help
from a technology friend
Bonus

16. 16
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Always show appreciation with
a personalized touch
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
https://www.alyce.com/use-cases/abm/
https://www.evabot.ai/

17. 17
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
What will you personalize?
@samanthastone Copyright 2019. All Rights Reserved The Marketing Advisory Network
Stay in touch!
samantha.stone@marketingadvisorynetwork.com
Mobile: 781-354-1755
LinkedIn: https://www.linkedin.com/in/samanthastonemarketing
Twitter: @samanthastone