Personalizing ABM at Scale - Let's Talk ABM Podcast

Personalization has become a buzzword in the industry, but for good reason. Thinking about how to personalize experiences is an indication that we are thinking about the most important part of an account-based approach - putting the customer first.

However, perhaps more important than personalization is relevancy. How do we serve the most relevant content to the right people at the right time? Once we master that, how can we do it at scale?

I sat down with Declan, CMO of Strategic ABM, to discuss how I think of personalization at scale. My key takeaways are…

1. Scaled personalization when done well is the artistic intersection of technology and people, leveraging the human touch where needed and delivering personalized experiences on page load where technology fits the bill. It is not simply targeted demand generation.

2. To scale effectively, we have to start small, stay aligned, and fail fast, focusing on building a strong foundation.

Watch below for the full conversation on the Let’s Talk ABM Podcast