Identify and Segment Your Traffic
The key for ABM personalization is understanding who visits your site. Use account identification data (reverse IP lookup, cookie data, marketing automation insights) to recognize visitors by company and segment. Personyze enables you to “identify the company and industry” through CRM integrations for known customers or leads, or IP reverse lookup for anonymous visitors, allowing targeted account-based content delivery. Define key segments relevant to your business—for instance, industry verticals (e.g., Healthcare vs. Finance), account tiers (Top 100 accounts vs. general), or funnel stages (early research vs. late-stage opportunity). Keep segments meaningful and manageable: we recommend focusing on about 3–5 core segments. Ensure these segments are distinct and each target account fits clearly into one segment.
Personalize Content to Account Needs
Once you identify a visitor’s account or segment, customize the site content accordingly. Examples include:
- Industry-specific messaging: If a visitor is from agriculture, show relevant agriculture imagery and headlines; for finance, display finance-oriented content. For instance, you could create multiple homepage variants optimized for different industries, making visitors immediately sense, “this solution is for companies like mine”.
- Relevant case studies and logos: Dynamically showcase logos and case studies from customers within the visitor’s industry or segment, strengthening social proof. For example, display financial case studies to banking visitors and tech-specific stories for software companies.
- Account-specific greetings or overlays: Use Personyze user tokens to create personalized banners (“Welcome, Toyota Corp”). For significant accounts, consider comprehensive site personalization. Reference known challenges or goals contextually (e.g., “How can Toyota Corporation reduce supply chain costs by 20%?”).
- Dynamic CTAs and offers: Tailor calls-to-action based on account attributes. For large enterprises, use “Request a Demo tailored for Enterprise” instead of “Start Free Trial.” If the visitor is in active sales discussions, show options like “Schedule your solution workshop.”
- Account journey stage personalization: Personalize messages based on the visitor’s buying journey stage. Early-stage visitors might see educational resources (“Explore our e-book on XYZ”), while sales-ready visitors receive product-specific messages or notes like “Your account team: Jane Doe (Account Manager) is ready to assist.”
Leverage Intent and Behavior Signals
- Intent-based content: Highlight relevant topics based on third-party intent signals, dynamically recommending resources. For example, promoting cybersecurity whitepapers to visitors showing strong interest in cybersecurity.
- Technographic personalization: Emphasize integrations with the visitor’s existing technology stack (e.g., “Works seamlessly with AWS”).
- Account engagement data: Customize homepages for returning visitors (“Welcome back, see what’s new in XYZ”) or adjust carousel content based on previous browsing history.
Start Simple – “Think Big, Start Small”
Initially launch a few impactful personalizations and measure effectiveness. Simple industry-specific homepage adjustments often yield significant results. Avoid overly specific rules limited to a handful of accounts, instead prioritizing broad impactful changes initially (the 80/20 rule of personalization). Gradually deepen personalization for key accounts.
Ensure Content for Each Segment
Audit your current assets to confirm you have suitable materials (case studies, blog posts, datasheets) for each segment. If gaps exist, either create necessary content or simplify your segments.
Align Sales and Marketing on Personalization
ABM demands collaboration. Involve sales in selecting target accounts and defining segments. Share real-time visitor insights with sales teams through Personyze webhooks or detailed alerts, enabling timely outreach. Use sales feedback for ongoing personalization refinements and maintain consistent messaging across all touchpoints.
Test and Optimize Continuously
Treat personalization efforts as ongoing experiments. Regularly perform A/B testing to evaluate effectiveness, monitoring metrics such as session duration, pages viewed, and conversion rates. Quickly adjust your approach if outcomes fall short, leveraging weekly or bi-weekly analytics reviews to refine continuously.
Maintain a Customer-Centric (Not Account-Centric) Mindset
Ensure personalization directly addresses buyer needs, delivering practical value rather than superficial touches. Evaluate your content to ensure it provides genuine insights and solutions, building trust. Always question from the prospect’s perspective: “Is this personalized experience genuinely valuable, or is it just marketing fluff?”
Scale Personalization by Tier
Implement a tiered personalization strategy: bespoke experiences for strategic Tier 1 accounts, tailored segment-level personalizations for Tier 2 (one-to-few), and broader automated personalization for Tier 3 (programmatic). Allocate your efforts proportionally, intensively personalizing for “Big Fish” accounts and efficiently scaling for broader segments.
Ways for Personyze to Know What is the Visitor Account in Realtime:
- ABM Marketing Integration (Reverse IP Lookup): For anonymous visitors, Personyze uses reverse IP lookup technology to retrieve company name, industry, and other details, enabling personalized content delivery based on account data.
- CRM Integrations: Personyze provides built-in and custom integrations with leading CRM providers (such as HubSpot and Salesforce Pardot), or your own CRM system. Data can be extracted through client-side methods, including JavaScript variables, cookies, form inputs, or via plug-and-play integrations.
- CDP Integrations: Personyze integrates seamlessly with Customer Data Platforms (CDPs) like Tealium, Segment, Google Tag Manager (GTM), and others, facilitating advanced identification and personalization strategies.
- QR Codes: Connect key accounts from physical materials or other offline sources by embedding a unique account ID within a QR code. When the user scans the QR code, Personyze identifies the account and personalizes the online experience accordingly. Inform Personyze of the unique account IDs to facilitate this seamless connection.
- Personalized Email Links: When sending promotional emails, include a landing page URL containing a unique account ID. This allows Personyze to automatically recognize the account associated with the link and deliver personalized content tailored specifically for that account upon arrival on your website.
Personyze ABM Integrations & Pricing Overview
Personyze seamlessly integrates with the following ABM platforms and data providers, either via plug-and-play integrations or custom API integrations, enhancing your ABM personalization capabilities:
Please note that pricing can vary based on specific needs, features, and contract terms, so it’s advisable to contact each provider directly for the most accurate and up-to-date pricing.
| ABM Provider | ABM Data Description | Estimated Pricing |
|---|---|---|
 ZoomInfo | Provides firmographic and contact data, including company size, revenue, and industry, to enrich lead data and build target account lists. | Starts at approximately $15,000 per year for up to 3 users with 5,000 credits. Pricing varies based on specific features and needs. |
 Clearbit | Offers real-time enrichment of visitor data, including company information and demographics, enabling dynamic website content personalization. | Starts at $99 per month for enrichment; Prospector starts at $999/month. Annual contracts range from $12,000–$24,000. |
 6sense | Delivers intent data and predictive analytics to identify in-market accounts, helping prioritize outreach and personalize marketing efforts. | Custom pricing typically starting around $120,000 per year depending on features and scale. |
 Leadfeeder | Identifies companies visiting your website, even if they don’t fill out a form, providing insights into anonymous web traffic for B2B lead generation. | Free plan available; paid plans start from €99 per month billed annually. |
 LeadRebel | Tracks website visitors and provides company-level data for B2B lead generation, enhancing sales prospecting efforts. | Starts at €29 per month for Lite; premium plans go up to €299/month. |
 Albacross | Offers IP-based company identification and visitor tracking for B2B websites, enabling targeted marketing and sales strategies. | Plans start at €79 per month for up to 1,000 identified companies; custom growth plans available. |
