Driving Successful ABM Programs Through Website Personalization

We’re excited and honored to be joined by Bob Peterson, VP, Principal Analyst, Account-Based Marketing Strategies at SiriusDecisions, on our latest episode of “Ask an ABM Expert.” With more than two decades of experience working in mid- to large-sized global organizations, Bob is a sales and marketing thought leader who’s successfully led customer marketing initiatives designed to deepen account penetration. Recently, he’s been particularly focused on developing ABM strategies to help sales and marketing teams forge tighter alignment.

In episode 4 of “Ask an ABM Expert,” Bob explains why the combination of web personalization with advertising, purchase intent data, and predictive analytics is so powerful for driving a successful ABM program.

Creating a Holistic, Integrated Experience

We’ve said it over and over again--B2B marketers are always looking for more ways to deliver personalization at scale, and Bob agrees. In our conversation together, he talked about how with the advent of so many new marketing technologies, practitioners are more equipped than ever to deliver truly meaningful and relevant buyer experiences. Through cross-channel and account-based technologies, modern marketers can deliver what high-value accounts really care about at every vendor-buyer interaction.

It’s important to look at the investment in various technologies holistically. In Bob’s experience, the most successful ABM programs integrate and harmonize different technologies like advertising, analytics, intent data monitoring, and website personalization. Meaning, organizations shouldn’t be looking at martech as separate, distinct purchases, but instead, they should be considering how each technology works together towards improving the overall buyer journey. 

The Case for a Lean Tech Stack

At Triblio, we partner closely with clients to help them unify inbound and outbound marketing with sales plays. Our customer success managers care about helping each team we work to achieve ABM success and pipeline impact. They’ll even offer advice on sales and marketing strategy beyond the scope of Triblio’s platform capabilities. 

While we acknowledge that our solution doesn’t do everything, Triblio is an end-to-end platform, which is the reason why we’ve been able to help clients like Trapeze Group and Dodge Data to run hyper-personalized 1:1 ABM programs. Both of these companies coordinated messaging across multiple channels on one platform, running account-based display advertising alongside matching homepage personalizations and coordinated sales plays.

It’s possible to build a complex martech stack with a collection of point solutions. However, with a full platform solution like ours, marketers can run coordinated plays more easily and with fewer tools. Orchestrating account personalization, at scale, across many channels is a trend that both Triblio and SiriusDecisions has been following in the past few years. Tune into episode 4 of “Ask an ABM Expert” here to hear Bob Peterson’s take: https://vimeo.com/389507134