Combine Persona and Performance Reporting to target your key accounts.
Account Based Marketing is easier said than done. In theory, it makes perfect sense to drive revenue by aligning marketing and sales together to target key accounts and offer a more personalized experience. In practice, it can be difficult to implement ABM at scale without an army of well coordinated professionals…or without the right technology.
In this Power Move article, we’ll show you how you can use Motiva’s Persona Report and Motiva Generator with Custom Brand Voices to operationalize and scale your Account Based Marketing (ABM) strategy. This powerful combination can help you create highly targeted email campaigns designed to nurture leads and ultimately close deals.
Isolating Accounts
The first step is isolating your key accounts.
Use the Eloqua Segment builder to create a segment for each key account. Remember you can use contact and account attributes as well as CDOs and behavioral signals to build segments and isolate specific accounts.
Make sure to set up the exclusion and inclusion criteria so any new contacts for the account are automatically added and any old contacts are automatically removed if they unsubscribe or hard bounce.
Tracking Accounts Using Personas
Once you have an Eloqua Segment for each key account, go to the Motiva Persona Report and define a persona card for each account by associating the Eloqua segment
All in one place you can see the engagement statistics of all accounts. Each will be compared with your global baseline engagement rates, making it easy to identify the accounts that are over and underperforming.
Click on a persona card to analyze the top performing emails sent to that account. Identify patterns and record guidelines to help you better engage the account with a more targeted content strategy.
Learn more about Motiva’s Persona Report.
Optimizing Content Using Custom Brand Voices and Motiva Generator
Build a Custom Brand Voice and guidelines for each account to use with Generator, automatically adapting content to the account.
When building a Custom Brand Voice, reference your company’s webpages as well as webpages for your key account or key points of contact. The tone and style of your emails should bridge your brand and theirs so you can communicate on the same wavelength.
Optimize generated messaging even more by updating the Custom Brand Voice guidelines with past Message Test results so you can automatically adapt messaging based on your winning email versions.
Put the Custom Brand Voice to work by selecting it in the Content Options of Generator and automatically adapt email content to be more engaging for an account. Use the generic copy of an email as the sample message and let Generator do the rest. Experiment and revise to get the best results.
Learn more about Custom Brand Voices.
Track Email & Campaign Performance using Performance Reporting
You can filter Motiva’s Performance Report using an account persona to see the emails sent to the account contacts and how they engaged. Figure out what worked and what didn’t. Gather insights and update your Custom Brand Voice guidelines to continually improve performance.
Learn more about Performance Reporting.
Bridging the Gap between Analytics & ABM Strategy
This Motiva Power Move combination allows you to immediately action on the insights you gain from reporting so you can build relationships with key accounts faster and truly scale your ABM strategy.
Learn about other ways to target contacts, like using our Send Time AI optimization.
