If you had 30 seconds to talk to a prospect, would you know what to say? After putting in the work to identify your ideal customer—and then spending the time and money required to reach their eyes and ears—you simply cannot whiff on your messaging. If you’ve ever struggled to come up with that 30-second elevator pitch, you know how hard messaging can be.
Talk to a sales veteran and something you’ll learn is that buyers want the sales process to be about them. Yes, they need to know about your features and pricing, but they really want to know how you’re going to solve insurmountable problems that they feel are unique to them.
So in the age of IP tracking and “is my phone listening to me?!” fears, how do we provide a personalized pre-sales marketing experience that clearly conveys your value? There’s no need to play dumb; the modern digital buyer knows that the marketer is armed with a depth of knowledge that some remain uncomfortable with. How that data is used can make the difference between a prospect feeling known versus feeling creeped out. Let’s dive into how personalization can boost engagement. As always, if you want more, check out our new ebook, How To Identify, Reach, and Engage Your Buyers.
Chapter 3: Engaging Buyers
Dale Carnegie said, “A person’s name is to that person, the sweetest, most important sound in any language.”
And yet, something Dale wasn’t thinking about was how uncomfortable the sound of your name can be from someone who has no business knowing it..
Technology allows marketers to wield a pretty enormous double-edged sword. On one hand, it’s really odd that all of us have this hidden digital profile full of our purchase histories, last-known whereabouts, and Internet searches. But on the other hand, it’s really handy when we’re served marketing messages that are relevant and timely.
Digital buyers are growing more and more comfortable with the level of personalization in the ads they’re served. Who among us hasn’t “fallen for” an Instagram ad only to find ourselves delighted with the product? “It’s like they knew I’d love this bar of artisan soap,” we say to ourselves. “But how?”
Buyers are leaving digital footprints that marketers can use to show up in their buying process at just the right time. You officially have permission to use the data available to be a better, more thoughtful marketer. And you can do it way easier than you think is possible with Terminus.
Here are the ways you can personalize marketing messages inside Terminus:
Targeted Display Ads: You can quickly create multiple ad sets that will display personalized messages. Using data from your CRM, you can display the name of the company, or refer to a piece of content you know they’ve visited multiple times.
Web Experiences: When prospects visit your site, you can serve them fly-ins, banners, and modals that promote a piece of content they need to see. Pairing paid advertising tactics with a personalized onsite experience targeting the same audience increases conversion by 450%.
Chat Experiences: Chatbots are a spot where we recommend personalizing with account owners’ names. Since they’ve been to your site before, welcoming them back and using intent data to suggest content to them is well within bounds.
Email Experiences: One of the simplest ways to reach prospects is by placing messaging banners inside your outgoing email signature. These are great ways to promote “nice-to-know” pieces of content as a way to establish yourself as an authority. They’re also useful for time-sensitive offers.
Clever creative and a value-first approach to messaging may get you far. We believe that by targeting the right audience on the right channels and with engaging and personalized content, you can go farther.
Where would your business be in six months if you could fill your pipeline with more of your ideal customers just as they were reaching their moment of need? Could you move up-market? Could you boost revenue? You won’t know what’s possible until you try. The ebook below can give you some of the tools you’ll need to put an ABM strategy in place. And if you’re ready to see a demo or talk to an expert, reach out today.