Quadrant Knowledge Solutions’ market insights research on ABM platforms provides a detailed insights to users about the significant role of hyper-personalization in enhancing the account-based journey that helps organizations generate collaborative campaigns to provide a personalized buying experience and enhance the customer engagement.
ABM platform vendors focus on augmenting Hyper-personalization capabilities to drive decisions, efficiently personalize communications, ads, and campaigns across channels and accelerate customer conversion. Hyper-personalization is an enhanced way organizations can tailor their marketing initiatives for each customers by creating custom and targeted experiences, which is mainly enhancing the concept of personalization further by leveraging data, analytics, AI, and automation to optimize results.
The growing adoption of hyper-personalization capabilities in ABM platforms broadens the landscape for vendors to diversify their technology capabilities to meet dynamic user demands. Hyper-personalization is taking a centre stage in the ABM Market is to enhance the customer experience and its ability to offer in-depth research about the professional goals of an organization to display a relevant message to that person across multiple channels.
An ABM approach allows organizations to have an in-depth understanding of the needs of target customers and later helps organizations to leverage this knowledge to craft personalised campaigns to drive customer engagement. Creating buyer personas is critical for hyper- personalization and the Impact of hyper-personalization on ABM is proving to be of great value to the B2B industry, as sales and marketing teams come together to drive enhanced customer journeys across different verticals and geographies.
According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Organizations are increasingly leveraging hyper-personalization to enhance customer engagement and deliver personalized content to the best-fit accounts, based on the levels of intent interest being displayed – and engaging with customers in the right time at the right place. By using hyper-personalization, organizations can optimize content strategy to create highly personalized marketing campaigns. Due to technological advancements like granular targeting, multi-platform analytics, AI, machine learning, and behavioural triggers, ABM teams can create a meaningful, individualised experience for their clients by combining information about market trends, account insights, and customer data. Thus, hyper-personalization is going to take a centre stage in the ABM market and will continue to enhance the ABM journey and power marketers and sales teams to meticulously determine future steps.”
Author : Megha Rungta Analyst at Quadrant Knowledge Solutions
