5 Ways to Use Data & Personalization in Abm for B2b Marketing - ListsXpanders
17 Aug

Data-driven methods combined with personalized approaches might be a game-changer for your B2B marketing initiatives in today’s competitive environment. Success rates reach new heights due to the integration of data and customization in Account-Based Marketing (ABM). 

As companies become increasingly reliant on online and digital platforms marketers need to modify their approaches to seamlessly communicate with decision-makers and stakeholders by adding a data & personalization approach. To steadily enhance the response rate and improve conversions through a more simplified sales process. 

Here, in this blog article, you’ll learn 5 powerful ways to use data and personalization in your ABM efforts. This will help you build campaigns that resonate with your ideal B2B buyers.

Why Data Matters?

Data isn’t just a buzzword; it’s the core of current marketing. McKinsey Global Institute has found that businesses that use data-driven plans are 23 times more likely to get customers. This statistics shows how data can be used to make marketing efforts more effective. By looking at customer behaviors, tastes, and pain points, B2B companies can get information that helps them make content that is targeted and useful.

  • The Impact of Personalization:

The days of one-size-fits-all marketing initiatives are long gone. Personalization is the next big thing, and the statistics speak volumes. Epsilon studies show that when brands offer personalized experiences, 80% of customers are more likely to buy. In the B2B world, there are 8 to 10 decision-makers, each with their own research. To successfully market your products to them, you need to engage with them through personalized outreach, content, and interactions. This is very important, and it opens the door to deeper relationships with potential buyers.

  • Account-Based Marketing (ABM):

ABM takes personalization to the next level. Instead of casting a wide net, ABM focuses on high-value customers, treating them as if they were markets of one. Based on a survey by similarweb, businesses that use ABM strategies see their annual contract value go up by an average of 171%. By using data to figure out what each business needs, marketers can make sure their strategies connect with decision-makers and make the path to conversion smoother and more interesting.

What is ABM?

Account Based Marketing is a marketing approach where sales and marketing teams collaborate to create a more personalized customer experience during the buying process, focusing on specific high-value accounts that both teams have identified.

  • Data-Driven Personalization in ABM:

Data-driven marketing has become an integral aspect of the B2B marketing trend in 2024. Accuracy is essential to ABM, and data serves as its compass. You can make your content, marketing, and touchpoints more meaningful and effective by using analytics to learn more about your target accounts. Research by pixelmattic found that 87% of B2B marketers agree that data is their industry’s most underutilized commodity. The conversion rate achieved with this method is significantly higher than with more conventional methods.

Ultimately, companies care about tangible measures. ABM really comes through for you. Data-driven and personalized ABM techniques help businesses increase their return on investment (ROI) by 97% compared to more conventional methods of advertising. The success of targeted communication and fact-based analysis in the B2B sector is evidenced by this ROI growth.

5 strategies to utilize data & personalizations in ABM marketing:

  • Creating a Buyer Personas:

An effective ABM strategy centers on the development of detailed buyer personas. Research by growth natives shows that when companies use well-defined personalities, their sales go up by 205%. By leveraging data to understand the pain points, goals, and behaviors of your prospects, you can craft messages that resonate profoundly. With this personalized method, your brand becomes a trusted ally, which increases your chances of making a meaningful connection.

  • Clearing Data Silos:

Data silos can be the weak point of an ABM strategy. Surprisingly, 88% of marketers find it hard to combine info from different places. It’s important to get rid of these bunkers. By putting all of your data in one place, you can get a more complete picture of your target accounts and make better decisions. With this unified data, you can create strategies that are laser-focused and matched with your buyer personas. This leads to a 73% higher conversion rate.

  • Personalized Content for Promotional Mail:

Personalization is more than simply including someone’s name in an email. It’s about what’s important. A shocking 80% of customers are more likely to interact with brands that offer personalized experiences. Customizing your promotional emails to meet the needs and challenges of your target account can increase open rates by 26%, leading to greater impact and more responses.

  • Building a Sales-Pipeline, Multichannel Plan:

The ABM journey is a marathon, not a sprint. It’s crucial to interact with your customers in many different ways. Research shows that customer engagement rates go up by 300% when a multichannel approach is used. By aligning your personalized content and messages throughout the entire pipeline – from awareness to conversion – you can tell a story that leads your prospects to a decision in a smooth way.

  • Measure and Optimize for Success:

The best thing about data-driven ABM is that it can be modified. The most important thing is to keep measuring and improving. Businesses that take this method see their sales grow by 42% more than those that don’t. Regularly look at how your efforts are doing and make changes to the parts that aren’t working and boost the ones that are. 

The measuring is more than just keeping track of data and rates. The size and volume of the sales funnel, as well as the quality of individual accounts, play a role. This repeating process makes sure that your strategies stay successful and well-tuned.


The blend of data + personalization with ABM works well in B2B marketing. From a – 20% increase in sales chances to a 150% increase in engagement rates, the effect is startling. Clearing out data silos, building buyer personas, personalized content for marketing messages, using a multichannel approach, and constantly evaluating and improving are the keys to creating campaigns that really engage with your B2B buyer personas. 
As the B2B market continues to change, those who understand the power of data & personalization in ABM will not only be able to succeed, but will also be able to thrive in this fast-paced, competitive market. So, it’s crucial to get access to the data and let ABM and personalization help you to get the highest return on investment (ROI) from your marketing. To engage prospects across industries via B2B marketing tactics, ListsXpanders is an excellent source for email lists. Contact us today to get a free sample list and start improving your company’s success.