Getting started with content automation

Best practices for scaling ABM personalization

Build your data-driven personalization engine

Effective personalization isn't as simple as sending people content with their name on – you need to send the right message to each person. And to do that kind of personalization at scale, you need a data-driven personalization engine that automates many of the key processes.

By tagging and centralizing intent data (which means behavioral information and engagement metrics you gather from your Turtl Docs or other sources), you can get under the skin of your accounts and build an engine for scaling your ABM strategy.

To get you started, here's your personalization engine to-do list:

1. Set up custom events

Track various metrics that help you understand your accounts
(for example page views, email opens, video plays, and so on).

2. Tag engagement with content interests in your CRM

Every engagement indicates areas of interest for individuals and accounts.

3. Integrate with your account scoring

Make sure this data influences your account score, so you understand what stage accounts are at, which to prioritize, and who to target at those accounts.

4. Make key data visible

Create dashboards that reveal content engagement data, third-party intent data, marketing engagement data, and firmographic data for an accurate bird's-eye view of your accounts and their behaviors.

Once you've got this engine in place, you can get really sophisticated in how you automate interactions with your prospects. When someone is tagged as interested in a particular topic, Turtl can automatically generate a piece of personalized content, so you can scale your ABM activities while saving huge amounts of time, effort, and money. To see exactly how we do this at Turtl:

Watch this webinar

True sales and marketing alignment

With your data-driven personalization and tiered targeting strategy in place, you can align your sales and marketing teams around a complete view of where the best opportunities are and how to engage the right prospects.

That means you can apply personalization at every stage of the sales and marketing funnel. You can use intent tagging to identify accounts that might be a good fit, gather more data to understand if they have a problem you can solve, and acquire enough account insights to persuade them with highly personalized content.

Take a tiered approach to personalization

Even with automation in place, you can't devote the same amount of attention to every account. Some will be nowhere near ready to engage, while others might be almost ready to close and just need a final push.

In Turtl, you can use intent data to create an account readiness score that enables you to introduce a tiering system – so you can devote more resources to the accounts most likely to close.

Tier 3 accounts are the furthest from closing, but you can still keep them warm with user-generated personalization, where they fill in a form to generate their own personalized content).

Tier 2 accounts are the ones to target with automated personalization, where you have the account insights and engagement metrics to target effectively and refine your approach over time.

Tier 1 means it's time to bring out the big guns. These are the accounts where you'll want to dedicate time and resources to creating handcrafted, bespoke content.