Observations
Farewell, “Name-Based Spam.” ABM Enters the Era of Genuine Value, Where Simply “Knowing the Client’s Name” Is No Longer Enough
Just a few years ago, personalization was considered the “secret weapon” of marketers. Addressing a client by name in an email made them feel special and ready to make a purchase. But times have changed. Now, with every brand trying to “personalize” their messages, clients have become skeptical and irritated. “Name-based spam” is ineffective.
Information overload has made consumers more selective about the content they consume. They ignore intrusive advertising and generic messages and seek only what is relevant to their needs and interests.
In account-based marketing (ABM), simply “knowing the client’s name” is no longer sufficient. To capture the attention of key accounts and persuade them, you need to offer something beyond mere “personalization.”
Why “Personalization” Has Turned Into Intrusive Noise and How It Creates “Banner Blindness” in ABM
In the digital marketing era, we have become accustomed to being “followed” by personalized ads, email campaigns, and offers. It seems as if brands know everything about us—our interests, needs, and habits. However, this “personalization” often feels fake and intrusive, causing irritation and a desire to block out this “information noise.”
In account-based marketing (ABM), where personalization has always been considered a key element of success, this problem is particularly acute. When we try to “personalize” every message, piece of content, and offer, we risk triggering “banner blindness” — the subconscious ignoring of anything that looks like advertising.
Why does this happen? First and foremost, clients sense that the “personalization” is not a genuine desire to help them but rather an attempt to sell them something. They realize their data is being used to manipulate them rather than provide valuable solutions.
Additionally, clients are tired of being intruded upon. They receive dozens, or even hundreds, of emails, messages, and calls every day, most of which are “personalized spam” that adds no value. They simply do not want to spend their time reading these messages.
As a result, “personalization” becomes intrusive noise that pushes clients away and reduces the effectiveness of ABM campaigns. Rather than capturing attention, it causes irritation and a desire to distance oneself from the brand. ABM is entering an era of content that addresses real challenges rather than merely flattering clients’ egos.
If “personalization” is no longer effective, what should be done? The answer is simple: shift the focus from “personalization” to relevance. Rather than merely “knowing the client’s name,” create content that genuinely solves their problems, answers their questions, and helps them achieve their goals.
What Is the Difference Between “Personalization” and “Relevance”?
Personalization is adapting content for a specific client. For instance, you might address the client by name in an email or recommend products they have bought before. “Relevance,” on the other hand, is creating content that directly relates to the client’s needs, problems, and interests. You might offer a solution to a specific problem they’re facing, share expert insights on a topic that matters to them, or provide a useful resource to help them achieve their goals.
To create relevant content, you must:
- Deeply understand your ICP (Ideal Customer Profile): Know which companies are your ideal clients, what their needs are, what problems they are trying to solve, and what goals they want to achieve.
- Conduct research. Study the market, competitors, and target audience to identify current topics and challenges that matter to your clients.
- Listen to your clients. Talk to them, ask questions, and collect feedback about what interests and helps them.
- Create content that solves problems. Offer concrete solutions to their problems, share expert knowledge and experience, and help them achieve their goals.
In ABM, relevance is the new “secret weapon.” By creating genuinely valuable and useful content, you can capture your clients’ attention, engage them, and convince them that you are the best choice for solving their problems. This is where contextual marketing comes in — delivering solutions at the right moment and in the right place. Having relevant content is good, but not enough. To truly “hook” a client, you must provide solutions precisely when and where they are needed most, and contextual marketing helps you do that.
What Is “Contextual” Marketing?
Contextual marketing uses client data, such as location, device, online behavior, and purchase history, to deliver relevant content and offers when clients are most receptive. How to Use Contextual Marketing in ABM:
- Analyze client data. Collect and study data on your target accounts’ online behavior, social media activity, and CRM system interactions.
- Identify “moments of truth”: Find the moments when clients are most receptive to your messages. For example, identify when they visit certain pages on your website, participate in social media discussions, or search for information about your industry.
- Deliver solutions at the right moment. Use these “moments of truth” to offer clients relevant content and promotions. For instance, if a client visits a product page, suggest watching a demo video or downloading a free trial.
- Use different communication channels. Provide solutions through the channels your customers prefer. For example, if a customer is active on LinkedIn, share content and offers with them on that platform.
Contextual marketing enables us to not only “talk” to clients but also “listen” to them and provide valuable, useful solutions at the precise moment they need them. This increases the effectiveness of account-based marketing (ABM) campaigns and strengthens relationships with target accounts. In ABM, those who can sense client needs and build relationships based on genuine empathy win.
But even that is not enough. In a world where technology is becoming increasingly sophisticated and automation is becoming more widespread, the “human factor” is particularly valuable. In account-based marketing, success comes to companies that can analyze data, create personalized content, and build relationships with customers based on genuine empathy.
What Is Empathy in ABM?
In ABM, empathy is the ability to understand the feelings, needs, and motivations of your target accounts. It is the ability to “step into their shoes” and see the world from their perspective. It means offering not just solutions, but also support, understanding, and care.
- Listen to your clients. Pay attention to what they say, write, and do. Try to understand their point of view, problems, and goals.
- Ask questions. Don’t hesitate to ask questions to better understand your clients’ needs. Ask about what is important to them, what concerns them, and how you can help.
- Show interest. Show clients that you are genuinely interested in their business, its challenges, and its successes.
- Be responsive. Respond to client requests quickly and efficiently. Offer solutions that meet their needs, and provide support when they need it.
- Be human. Remember that there are real people behind every account. Treat them as partners with whom you are building long-term relationships, not as “leads.”
In ABM, empathy is more than just a “nice-to-have.” It’s a competitive advantage that allows you to stand out, gain customer trust, and build long-term, mutually beneficial relationships.
The Power of “Your Own”
In an era of information overload and growing skepticism toward traditional advertising, people increasingly trust the opinions of their peers — friends, colleagues, experts, and other community members. In account-based marketing (ABM), success comes to companies that know how to create and nurture communities around their brand and leverage word-of-mouth to attract and retain key clients. How to Harness the Power of Social Networks and Recommendations in ABM:
- Build communities: Create online and offline communities where your clients can communicate with each other, share experiences, ask questions, and receive support. This strengthens relationships with existing clients and attracts new ones.
- Engage influencers. Identify industry thought leaders and build relationships with them. Offer them exclusive content, invite them to your events, and encourage them to share their opinions about your product or service.
- Encourage reviews and recommendations. Ask satisfied clients to leave reviews and recommendations about your company on review sites, social media, and other platforms. These testimonials serve as powerful social proof and help attract new clients.
- Participate in industry events. Attend events where you can meet potential clients, establish personal connections, and showcase your product or service.
- Use social media. Use it to actively communicate with customers, share information, and promote your brand. Create interesting and useful content to attract your target audience and engage customers in discussions.
Use social media effectively. Use social media to actively communicate with clients, share information, and promote your brand. Create engaging, useful content that captures your target audience’s attention and encourages them to participate in discussions.
Rethinking ABM
In conclusion, the future of ABM lies with those who can offer customers more than just “personalization”: real value, understanding, and long-term relationships. To succeed in ABM during this era of information overload, you must:
- Deeply understand your clients: Study their business, challenges, goals, and needs.
- Create relevant content. Provide clients with genuinely valuable and useful content.
- Use contextual marketing. Deliver solutions at the right moment and in the right place.
- Demonstrate empathy. Build relationships with clients based on an understanding of their feelings and needs.
- Build communities. Support online and offline communities where clients can communicate and share experiences with each other.
- Be transparent and authentic. Build trust with clients by openly sharing your successes and failures.
Keep in mind that ABM is more than just a marketing strategy; it’s a business philosophy that prioritizes customer needs and aims to foster long-term, mutually beneficial relationships.
