Let’s look at how to fix some common B2B account-based marketing problems. While we’re here, we’ll show how B2B account-based marketing can improve your overall business performance.

Growing revenue in B2B is a long-term commitment. The world now operates on a preferred inbound content motion, where teams focus on serving prospects and leads the best content and brand experiences possible.

This is not as easy as it sounds. But, an ABM strategy helps you swing past obstacles to growth.

Problem: Creating enough content for each account

Solution: Modular content

As ABM scales, you have two options:

Grow your team in tandem with your target account list
Automate personalization

As with any part of your business, it’s hard to get the budget to increase headcount – particularly if a department is in its scale-up stage. And as your B2B ABM activities continue to grow, this becomes a less and less sustainable approach.

For this reason, most companies turn to technology to automate ABM. Today’s rise in demand for customized B2B content experiences brings with it a total transformation of personalization technology in recent years – as it races to keep up with buyer behavior. With the right software for automated ABM personalization, you can generate 1:many ABM content with ease.

Find out more about modular content

Problem: ABM personalization at scale

Solution: Automated 1:many personalization

As ABM scales, you have two options:

Grow your team in tandem with your target account list
Automate personalization

Turtl empowers customers to drive their reader engagement to the next level with tailored content to the target audience. Personalization can be easily set up to drive ABM at scale, creating custom material from user selections, file upload or even automatically driven from a CRM /marketing automation tool to provide the full streamlined experience

Jonny Soakell

Sales Engineering Director , Turtl

Problem: Poor visibility over accounts

Solution: Good CRM habits

As you scale ABM across B2B accounts, it can be easy to lose track of what stage prospects are at, what contact they’ve had, and what content they’ve gotten. Avoid any mishaps by keeping your CRM in check.

Your CRM is where marketing and sales teams come to collaborate, and good CRM habits give visibility over accounts’ progress. And what action needs to be taken to keep them moving through the pipeline.

Encourage good data and reporting habits from the get-go so that as you scale, no clarity is lost on which accounts you’re targeting, how, and when.

Problem: Spending time on the wrong accounts

Solution: Clear strategy and tier system

Which account got away? Do they still cross your mind from time to time?

Don’t lose out: dedicate time to defining priorities by designing a tier system for your accounts.

Effective B2B account-based marketing aligns with commercial objectives and uses ABM tactics to drive progress toward them. Narrow targeting is effective for enterprises with mammoth content operations while ABM for smaller businesses is comparatively cost-effective.

One-to-many ABM is a prioritization game – and by tiering accounts, you’ll make sure your resources are prioritized wisely. Use lead scoring models to identify the high-intent, high-readiness accounts that will make up the top tiers of your system.

Biggest B2B ABM blocker - unblocked

B2B account-based marketing tech can now scale deep personalization.

Previously ABM marketers could only serve blanket content and basic personalization for 1:many programs and campaigns. Today, any text, image, video, chart, or graph can be switched out for any number of sends.

How to scale deep personalization

Turtl’s Personalization Engine combines automation, analytics and integrations to simplify personalization at scale. By bringing automated personalization on board, customers can scale ABM in minutes, with ease.

The Personalization Engine enables you to produce hundreds of personalized content offerings quickly. in minutes. And because Turtl’s format supports a modular content structure, it’s simple to create customized documents for prospects that only feature relevant content.

Let’s show you how easy it is to set up personalized content in Turtl.

Automate personalization in Turtl in four steps

1. Create a Master Doc

A Master Doc is the document to which you add all content you want available when personalizing content offerings. It’s then used as a base to enable personalization.

2. Set up the Doc for personalization

Then, define the content that can be personalized using features like tokens, personalization forms, and page rules.

3. Create personalized Turtl Docs from the Master Doc

You can now personalize new Docs with internal forms, reader forms, file uploads, or your existing client database – all from the content in the Master Doc.

4. Gather insights to improve content

Use Turtl Analytics to get a deeper understanding of users’ interests based on their interactions with features in each chapter of the Doc – such as videos, polls, and call-to-actions. Optimize future content by incorporating these insights.

Using intent signals for ABM

Finally, you can use content to draw intent insights from content to help inform account scoring and readiness.

Better lead insights happen in Turtl Analytics. You can see who is most engaged, what they’re interacting with, and when.

Turtl’s Personalization Engine simplifies content personalization at scale by enabling quick and easy configuration of interactive, modular content – all without requiring design or coding skills. The teams sharing the content can then effortlessly personalize it in seconds, without having to worry about creating or editing the central documents

Ella Stocker

Product Manager, Turtl

Scaling personalized content in Turtl

You can scale your personalization activities even further with Turtl with batch personalization via file upload or with API personalization via the client database.

Batch personalization

With batch personalization, you can create a large number of personalizations at a time (up to 25,000) and send them simultaneously to a large number of recipients via your email automation platform or your CRM.

API personalization

This type of Turtl personalization works via a client database and allows you to scale personalization on a whole other level.

You can automatically generate personalized Turtl Docs based on the data that lives in your CRM, and push these personalizations back into the CRM via Turtl’s API.

Read our introduction to personalization in Turtl