The slippery slope that results in getting personalization wrong can start with not choosing language carefully. In many cases, marketers may think they are being effective at personalizing content for their target audience, when really all they are doing is regurgitating industry jargon.

Instead, feature internal subject matter experts on live or on-demand webinars that deliver their perspectives directly to a specific audience. This approach makes creating custom content scalable, authentic and more human.

Another mistake marketers can fall victim to is swapping a target company’s logo out on a piece of content and considering it “personalized.” Rather, taking the logo shortcut to ABM often screams, “I don’t know you at all.”

With ON24 personalized content experiences, you can customize every aspect — from curating relevant content to adding a welcome message to  adding persona-specific CTAs.

Beginning a customer’s journey with an earnest attempt to understand who they are and what they need is much better than telling them you have their company IP address in your database. Any marketer can do that with the right amount of technology spend — it’s the companies who start to put engagement on their buyers’ terms through personalized, dynamic interactions that differentiate.

Once you have a high-value offer and personalized language and interactivity, the next step is to create a feedback loop on the content you send as fuel to further personalize future interactions.

Optimize the feedback loop by peppering content with opportunities for self-identification, such as short surveys, polls, Q&A chats, etc.  And, the more interactivity and content you deliver to your audience, the more you allow your audience to self-identify their interests and intent. For example, if a prospect attended a webinar and downloaded a “Quick Start Guide,” that’s a clue to send more bottom-of-the-funnel content.

With ON24 Intelligence,  every single interaction is captured and turned into insights about content performance and prospect and account engagement.

Many marketers use only quantity-driven metrics in their scoring. But, when you put your audience at the center of your ABM campaigns, you prescribe to quality. So, why would you only measure quantity?

ON24 webinars and personalized content experiences offer a new way to get quality-driven metrics through behavioral intelligence. Key behavioral intelligence metrics include the amount of time spent on content, how much content is consumed, and all interactions. This provides a powerful set of insights to find and prioritize your most qualified leads.