How personalized account-based marketing with visual content increases success in B2B marketing

B2B companies must look for innovative ways to effectively reach and retain their target customers. Account Based Marketing (ABM) has established itself as one of the most successful strategies in B2B marketing in recent years. When this strategy is combined with visual content such as 3D visualizations, a powerful synergy is created that not only attracts the attention of the target group, but also addresses their specific needs. In this article, we will look at the benefits of personalized ABM with visual content and show how it helps companies to assert themselves in a challenging market environment.

Why account-based marketing (ABM) is essential for B2B companies

Importance of ABM in B2B marketing

Account Based Marketing (ABM) is a highly targeted marketing strategy that focuses on building and maintaining relationships with key accounts. In contrast to traditional marketing approaches, which appeal to a broad target group, ABM is aimed specifically at selected customers who are of particular importance to the company. This focus enables deeper personalization and thus a higher success rate in lead generation and conversion.

Personalization is the key to success. In a study by ITSMA 76% of respondents said ABM exceeded their marketing ROI, as it enables them to create tailored messages and offers that are precisely tailored to the needs of their target customers. This precision makes ABM particularly valuable in B2B marketing, where purchasing decisions are often made by multiple stakeholders.

Current challenges for B2B companies

Shortage of skilled workers and technological transformation: The integration of new technologies, such as automation and artificial intelligence, poses major challenges for many companies. On the one hand, these technologies open up new opportunities for increasing efficiency, on the other hand, they exacerbate the existing shortage of skilled workers. Companies must invest not only in technology but also in employee training to fill this gap.

Economic uncertainties and inflation: Current economic conditions, characterized by uncertainties and high inflation, are weighing on many companies. These factors influence budgeting and often lead to cuts in marketing spending. Companies must therefore develop more efficient and targeted marketing strategies to remain effective despite limited resources.

Sustainability and market competition: The demand for sustainable business models is constantly growing. Companies that do not adapt their production processes risk not only the loss of market share, but also the loss of trust among their customers. At the same time, competitive pressure is increasing, which reinforces the need to stand out through innovative and differentiated marketing strategies.

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The power of visual content in B2B marketing

Why visual content is critical

Content and content marketing as a discipline has become an important part of the B2B business, including images and videos.
And visual content is playing an increasingly important role in B2B marketing, especially when it comes to presenting complex products or services in an understandable and attractive way. 3D visualizations and CGI (computer-generated imagery) offer the opportunity to present technical products in a way that conventional 2D representations cannot offer. This form of visual content allows potential customers to experience products in a realistic and interactive environment, which makes decision-making easier.

One example of this is 3D models, which give potential customers a detailed view of a product, including how it works and areas of application. This is particularly important in industries such as mechanical engineering, automotive or medical technology, where the complexity of the products often poses a challenge for marketing.

In order to actually display 3D models in 3D, the WebGL format is used, which allows photorealistic 3D views even on smartphones. And these also pay off in terms of marketing performance: Companies were able to use a Increase in conversion rate by up to 40% achieve compared to traditional 2D content.

And integration into web environments is very easy.
For example, with the free model viewer As shown here using the example of a 3D model one Döpke switchgearthat renderThat created:

Use your finger or mouse to move the 3D object in all directions.

Using 3D visualizations in ABM campaigns

3D visualizations can be used in ABM campaigns to specifically address the needs of individual target accounts. By adapting visual content to specific use cases or production environments, companies can make their messages even more relevant and compelling. This not only results in a higher engagement rate, but also faster decision making and an increased conversion rate.

A good example of this is personalized product presentations that are specifically tailored to the needs of an individual customer. Such presentations can be used in an ABM campaign to convince potential customers of the benefits of the product in their specific application.

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How personalized ABM and visual content work synergistically

Personalization through visual content

The combination of ABM and visual content offers the opportunity to develop highly personalized marketing campaigns that are precisely tailored to the needs and interests of target accounts. Visual content created specifically for a specific company, or even a specific person within that company, increases the relevance of the message and improves customer loyalty.

Personalization can be achieved through in-depth data analysis and segmentation of the target group. For example, companies can use data from CRM systems to understand which products or services might be of interest to a particular customer and then create customized 3D visualizations that show these products in a context relevant to the customer.

Success factors for personalized ABM

Technology and automation play a crucial role in the successful implementation of personalized ABM campaigns. Tools such as marketing automation software make it possible to create and distribute personalized content at scale. This is particularly important if you want to address multiple target accounts at the same time without losing relevance.

Important KPIs (Key Performance Indicators) that measure the success of such campaigns include the engagement rate, conversion rate, and customer satisfaction. These metrics help companies evaluate and continuously improve the ROI (return on investment) of their ABM campaigns.

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Practical steps to implement ABM with visual content

Step-by-step guide to developing an ABM strategy

1. Identification and segmentation of target accounts: Start by identifying the most important target customers who have the most potential for your business. Use data analytics tools to segment these accounts and develop a deep understanding of their needs. There are now numerous AI tools and service providers for this task, and extremely good results can be achieved even with ChatGPT.
2. Development of personalized visual content: Leave professional and, at best, photorealistic 3D content (3D visualizations, 3D product videos, Augmented reality applications) that directly address the challenges and goals of the target accounts.
3. Integration into existing marketing strategies: Make sure that your ABM strategy is seamlessly integrated into existing marketing and sales processes. This requires close collaboration between marketing and sales teams.

Integration into existing marketing strategies

ABM and visual content should not be viewed in isolation, but as an integral part of the overall marketing strategy. This means that the content created should be used on various platforms and combined with other marketing activities, such as email campaigns, webinars, and events. Tools such as CRM systems and marketing automation software can help make this integration efficient and ensure that the right message is sent to the right recipient at the right time.

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Future outlook: ABM and visual content in 2024 and beyond

Technology trends that are changing ABM

Technology is evolving rapidly, and this trend will continue in the coming years. Artificial intelligence and automation will play an even bigger role in ABM by making it possible to create even more accurate and effective campaigns. Especially in the area of visual content, technologies such as virtual reality (VR) and augmented reality (AR) will open up new opportunities to integrate customers into immersive experiences that facilitate and accelerate decision-making.

Sustainability and ethical marketing

Sustainability will continue to be a central issue in B2B marketing. Companies that successfully communicate their sustainability initiatives can gain a competitive advantage. Visual content is a great way to present sustainable practices and products in a way that is both informative and inspiring. In the future, it will be crucial that companies not only offer sustainable products, but also communicate them convincingly and authentically