Good morning, {FirstName}, how do you use buyer personas in ABM?
Personas can help us build a framework to make sense of the overwhelming amount of data we’re managing. Understanding the personas of the companies on our ABM lists will drive our messaging and communicate values that resonate with them effectively, but there are more opportunities to improve your ABM performance and move past a basic framework.
Using account personas to evolve ABM lists is just one of these opportunities. “While we usually think of personas as applying to the roles and responsibilities of people, the same idea can be useful in describing and distinguishing between different companies in your total addressable market,” wrote MarTech Today contributor John Steinert. “If you’ve already done the good work of defining your ideal customer profile, you’ve created a form of persona framework – applied here instead to the companies you want to include for specialized ABM treatments.”
Limiting ourselves to an ABM list consisting only of our average targets can hinder growth. We need to consider different ABM lead-generation tactics that will draw valuable prospects into our campaigns and how to leverage learnings to grow our marketing programs to drive results.
Scroll on for more, including your Pro Tip on managing deliverability.
Jennifer Cannon,
Senior Editor
