The importance of personalisation

May 5, 2023 |

The importance of personalisation

In today’s digital world, businesses are facing a lot of competition for the attention of their target audience. To stand out and reach potential customers effectively, many companies are using Account-Based Marketing (ABM) as a strategy. ABM is a customized approach that targets specific key accounts instead of individual leads. Personalization is a crucial part of ABM, as it helps businesses align their marketing efforts with the unique needs and preferences of their target accounts. This article will explore how personalization in ABM can assist companies in engaging and connecting with their audience.

Why Personalisation?

So, why is personalization so important in ABM? Well, it enables companies to tailor their marketing efforts to the specific needs and preferences of their target accounts. According to Momentum ITSMA’s annual ABM Benchmarking study: Elevating ABM: Building Blocks for Long-Term Growth most programs are driving substantial business impact leading to increased relevance, higher conversion rates, better customer relationships, improved efficiency, and a better return on investment (ROI). By personalizing their marketing strategies, businesses can build stronger and more meaningful relationships with their customers, which leads to more effective engagement and conversion of key accounts. To personalise you are going to align marketing, sales and customer experience to align and update the current situation for each of your key accounts. You can also use intent data to better understand your ICP.

Personalised Messaging

Personalized messaging and content are great strategies for businesses to connect with their target audience. Personalized messaging involves tailoring the content and mode of communication to match the unique needs and preferences of the audience. This approach can be done through different channels, like email, social media, or direct mail, and can effectively reach and engage key accounts. For instance, in an account-based marketing campaign, sending personalized emails that address specific pain points and highlight how a business’s products or services can provide solutions can increase the chances of conversions. Using personalized communication channels, like social media, can also help businesses build stronger relationships with their target accounts and lead to more favourable sales outcomes.

Personalised Content

Personalized content involves customizing the material presented to a target audience to align with their specific needs and preferences. By doing this, businesses can effectively engage and convert potential customers by demonstrating a comprehensive understanding of their needs and providing tailored value. For example, a business may use personalized content to educate its target audience on a specific product or service and how it can address a particular challenge faced by the audience. By utilizing data on the audience’s preferences and behaviors, businesses can create highly targeted and relevant content and offers that are more likely to drive engagement and conversions. Personalized content can be delivered through different channels, such as email, social media, or the company’s website.

Personalised Email

Personalized email campaigns are a great way for businesses to connect with their audience. This strategy involves crafting and sending customized email communications to specific individuals or groups, aligning the messaging and content with their needs and preferences. This approach can enhance the relevance and value of the message, resulting in higher conversion rates.

For instance, a business may send personalized emails to its target audience as part of an account-based marketing campaign. The emails can include information about the business’s products or services that specifically addresses the needs and challenges of the audience, along with customized offers or promotions.

There are various methods for personalizing email campaigns, like utilizing data about the recipient’s interests and behaviors to create targeted emails or sending personalized messages. Email marketing software can also be used to segment the email list and send different versions of the email to different groups of users based on their characteristics or behaviours. By adopting a personalized approach to email marketing, businesses can effectively connect with and engage their target audience, resulting in higher conversion rates.


In conclusion, personalization is a critical component of account-based marketing (ABM) that can help businesses stand out and effectively engage their target audience. By tailoring their marketing efforts to the unique needs and preferences of their target accounts, businesses can increase relevance, improve efficiency, and achieve a better return on investment. Today we’ve looked at personalized messaging, content, and email campaigns are all effective strategies that can assist in building stronger and more meaningful relationships with potential customers. By adopting a personalized approach, businesses can enhance their marketing efforts and drive higher conversion rates, leading to more favorable sales outcomes and improved customer relationships. At S2M we adopt a highly personalised ABM approach in our campaigns leading to higher success normal lead generation tactics. Learn more about how we can impact your lead generation and accelerate pipeline.

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