Overview
- Shift from Marketing to Engagement: ABM isn’t a set of tactics — it’s a strategy. Success depends on sales and marketing alignment, trust, and delivering timely, personalized, and human-centric content rather than generic outreach.
- Scale Through Smart Content Use: Instead of creating new assets, marketers should repurpose and personalize existing high-performing content. Tools like ON24 enable scalable ABM by helping teams tailor experiences to specific accounts efficiently.
- ON24 Nurture Pages Drive Personalization and Measurable Engagement: ON24’s Nurture Page capability allows marketers to build personalized, account-specific pages using existing webinars, videos, or white papers—making one-to-one engagement simple, measurable, and repeatable at scale.
Account-based marketing is a major part of the B2B marketing scene. But marketers turning to the strategy are facing a two-fold problem: first, they’re having a hard time creating and driving engagement; second, they’re finding it difficult to apply ABM on a scale that drives real results.
These are two issues marketers need to solve if they wish to see success from ABM programs. According to a 2017 Forrester Report, 64% of surveyed B2B marketers said they were either just starting, planning or not yet considering ABM. A year later, and 61% of respondents say they have a year of ABM experience under their belts but are still running into issues like pipeline attribution, revenue impact, and scale.
This is a problem of engagement, or the lack thereof. At its heart, ABM is an engagement strategy, not a set of tactics. Unfortunately, most practitioners approach ABM as if it were a solution and not a means to an end.
Account-Based Marketing Must Become Account-Based Engagement
A good ABM program requires tight coordination between sales and marketing with a shared goal. Often, that goal should deepen relationships with existing clients or build trust with prospects.
But building trust requires a personal, human touch and timely, relevant content. This is both difficult and time-consuming. It’s no wonder nearly 40% of Forrester respondents say content creation for specific accounts is the biggest ABM challenge they face. The next biggest challenge? Getting targeted professionals to actually engage with personalized content.
Finding ABM Content to Scale
But where does all that content come from? When it comes to investing in ABM programs, marketers are most concerned with finding a budget for the content, according to the 2019 ABM Market Research Report from Engagio and Salesforce. But ABM isn’t just about creating massive amounts of content. It’s about getting smarter about using what you have effectively. With ON24, you can scale account-based marketing programs by easily creating and delivering customized content experiences tailored to each account.
Two things will occur once you start creating a series of content. First, you’ll identify the gaps where you need to create more. Second, you’ll see the digital engagement trends that’ll help you bucket similar accounts.
How the ON24 Nurture Page Capability Engagement, Deepens Relationships
The Nurture Page capability powered by ON24 is a personalized content solution designed to engage target accounts and deepen the relationship between your company and their business. It’s a solution allowing teams to easily craft, distribute, and measure the success of personalized content.
It’s an easy-to-use, scalable solution both marketing and sales can use by leveraging the content they already have with a platform they’re already familiar with. It’s so simple that a functional nurture page can be created in less than 15 minutes. No coding necessary.
A quick and easy-to-generate page provides marketers and salespersons with the time they need to focus on the needs of a persona or account. They can showcase your best performing content or easily drag and drop to add material relevant to a specific account. You can also identify design opportunities to personalize pages or create unique CTAs that convert at a higher rate.
What Does the ON24 Nurture Page Capability Do In Practice?
In practice, the ON24 Nurture Page capability provides marketers with the tools to craft account-specific landing pages filled with the content, messages, and CTAs that have the greatest impact on an audience’s buying decision. Have a webinar, video, or white paper that performs exceptionally well? Drag into your content page, customize it for your target account and show it off.
On the backend, it’s centralized, meaning teammembers can access their most engaging and high-performing assets — from webinars to videos and white papers — and use them to craft a page that resonates with a targeted persona or account. With a holistic content experience in place, marketers can evaluate asset performance and account engagement down to the individual level.
The ON24 Nurture Page capability helps marketers to stop interrupting and start engaging on a one-to-one level. It empowers teams with scarce resources to craft personalized content experiences and gain the insights needed to build lifetime customer relationships.
How Nurture Pages Helps ABM Succeed
Creating personalized experiences is no longer a massive project. You can replicate experiences for different accounts and incorporate their direct contact information on each page, ensuring a white-glove experience for every interaction.
Successful account-based marketing (ABM) depends on engagement. That means reimagining how you market to an audience and measure meaningful interactions. The best way to do that is to create personalized content experiences that capture audience interests.
