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Using Lumavate's DXP for Your Company's Account Based Marketing

How Lumavate’s DXP can Enhance Your ABM Campaigns

Last Updated: Aug 1, 2022

What is a Digital Experience?

A digital experience is the way a customer or prospect interacts with your company through digital channels. It's how they perceive your brand and make decisions about whether to engage with you.

Digital experiences are more important than ever before because they're often the first and last interaction a customer has with your company. Customers are interacting with your company through digital channels more frequently and for longer periods of time than ever before.

Examples of Digital Experiences

There are a number of digital touchpoints that make up the customer experience. Some examples include:

  • Your website

Websites offer  the first digital experience for many customers. It's important to have a website that is easy to navigate and provides the information visitors are looking for.

  • Landing pages or microsites

Landing pages or microsites are often used to drive specific actions, such as sign-ups or downloads. They need to be well designed and relevant to the visitor in order to convert them into a lead or customer.

  • Mobile Apps

Mobile apps provide a more personal experience for customers and can be used to drive loyalty and engagement.

  • Your social media presence

Social media is another important touchpoint for customers and prospects. Make sure your social media channels are up-to-date and provide valuable content.

  • Your email marketing campaigns

Email campaigns should be targeted and relevant to the recipient. They should also be mobile-friendly, as more and more people are reading emails on their smartphones.

  • Your paid advertising

Paid advertising, such as Google AdWords, can be an effective way to reach new customers. Make sure your ads are relevant and target the right audience.

  • Any other online interactions (e.g. online ads, blog posts, eBooks)

Any other online interactions are also part of the digital experience. Make sure they're well-crafted and provide value to the reader.

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Why is Digital Experience Important in Account Based Marketing?

Digital experience is important because it's often the first and last interaction a customer has with your company. It's also one of the most important factors in customers' purchase decisions.

According to Forrester, 65% of customers say their overall experience is more important than price when making a purchase decision. Additionally, 89% of customers say they're likely to switch to a competitor after a bad experience.

This means that providing a great digital experience is essential for companies that want to retain their customers and grow their business.

What is a Digital Experience Platform (DXP)?

A digital experience platform (DXP) is a software solution that helps companies create, manage, and optimize their digital experiences. A DXP gives you the ability to personalize your website and other digital channels for each visitor in real-time.

This is done by bringing all of your customer data into one central location (often called a customer data platform or CDP) and then using that data to trigger personalized content on your website, mobile app, email campaigns, etc.

DXP's are different than traditional web content management systems (CMS) because they offer more than just the ability to manage your website content. They also include features like personalization, analytics, optimization, and integrations with other software solutions.

What is an Account Based Marketing Platform?

An account based marketing (ABM) platform is a software solution that helps companies create and manage personalized marketing campaigns for their target accounts.

ABM platforms typically include features like account segmentation, contact management, email automation, and reporting. Some ABM platforms also offer integrations with other software solutions, such as CRMs and marketing automation platforms.

How do Digital Experience Platforms and Account Based Marketing Platforms Work Together?

Digital experience platforms (DXP) and account based marketing (ABM) platforms work together by personalizing the digital experience for each visitor in real-time.

This is done by bringing all of your customer data into one central location (often called a customer data platform or CDP) and then using that data to trigger personalized content on your website, mobile app, email campaigns, etc.

DXP's are different than traditional web content management systems (CMS) because they offer more than just the ability to manage your website content. They also include features like personalization, analytics, optimization, and integrations with other software solutions.

ABM platforms work with DXP's by providing the account data and contact information needed to personalize the digital experience for each visitor. This ensures that each visitor sees relevant content that is targeted to their specific needs and interests.

Together, DXP's and ABM platforms provide a powerful solution for companies that want to create a personalized digital experience for their customers.

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Do I Need an ABM Platform or just a CRM and a DXP?

The short answer is that it depends on your company's needs. If you're looking for a way to personalize your digital experience for each visitor, then you'll need a DXP.

If you're also looking for a way to create and manage personalized marketing campaigns for your target accounts, then you'll need an ABM platform in addition to your DXP.

ABM platforms offer features like account segmentation, contact management, email automation, and reporting. Some ABM platforms also offer integrations with other software solutions, such as CRMs and marketing automation platforms.

CRMs are customer relationship management software solutions that help companies track and manage their customer data. Marketing automation platforms are software solutions that help companies automate their marketing processes.

So, if you're interested in personalizing your digital experience AND creating and managing personalized marketing campaigns, then you'll need a DXP AND an ABM platform.

If you're only interested in personalizing your digital experience, then a DXP will be sufficient, so long as it integrates with your customer data.

What is Account Based Marketing (ABM)?

Account-based marketing (ABM) is a holistic approach to B2B marketing that aligns sales and marketing around targeted accounts instead of traditional lead generation.

With ABM, businesses focus on creating personalized experiences for key accounts with the goal of driving revenue growth.

ABM has become increasingly popular in recent years as more and more businesses realize the benefits of this targeted approach.

How do Digital Experience Platforms and Account Based Marketing work together?

DXP and ABM are two sides of the same coin. A DXP is the foundation for creating personalized digital experiences at scale, while ABM is the methodology for targeting and engaging key accounts.

Together, DXP and ABM can help you create highly personalized digital experiences that drive real results. Here's how:

  1. A DXP enables you to target specific account segments with personalized content

Specifically,  a DXP provides the ability to segment account lists and target them with personalized content.

This is a key capability for ABM because it allows you to create account-specific experiences that are highly relevant to each buyer.

  1. A DXP personalizes the digital experience at scale

A DXP also provides the ability to personalize the digital experience at scale, which is essential for ABM.

A Digital Experience Platform can help you customize website content, emails, and even ads for each account on your list. This level of customization is not possible with traditional marketing methods.

  1. A DXP provides visibility into account engagement

Finally, a DXP provides visibility into account engagement, which is critical for measuring the success of your ABM campaigns.

A DXP can help you track account-level engagement metrics such as website visits, email clicks, and ad interactions. This data can be used to optimize your ABM campaigns in real-time.

What is an Account Based Marketing Digital Experience?

An account-based marketing digital experience is a personalized website, mobile app, or email campaign that is targeted to a specific account segment.

A DXP provides the ability to create account-specific experiences at scale, which is essential for ABM.

ABM digital experiences are different than traditional lead generation campaigns because they are tailored to the specific needs of each account.

This level of customization allows you to create highly relevant and engaging content that will drive real results. Lumavate's DXP makes it easy to create and manage account-based marketing digital experiences.

What is Lumavate's Digital Experience Platform?

Lumavate's DXP is a cloud-based solution that makes it easy to create and manage digital experiences for your customers and prospects. It includes everything you need to create a personalized website, mobile app, or email campaign in one central location. 

Lumavate's DXP includes a number of powerful features, including:

  • A user friendly interface for creating digital experiences

Our interface makes it easy to create digital experiences without any coding. You can drag-and-drop content blocks to create beautiful pages in minutes.

  • Real-time personalization

Lumavate's DXP includes a built-in customer data platform (CDP) that allows you to trigger personalized content for each visitor in real-time.  This means you can show different content to first-time visitors, returning customers, people who are in your sales funnel, etc. All without having to create separate versions of your website or email campaign.

  • Integrations with other software solutions

Lumavate's DXP integrates with a number of popular software solutions, including CRM systems, marketing automation platforms, and eCommerce solutions. This allows you to manage your digital experiences and other customer-facing touchpoints from one central location.

  • Detailed analytics and reporting

Lumavate's DXP includes detailed analytics and reporting that allows you to track the performance of your digital experiences. This data can be used to improve the conversion rate of your website, email campaigns, and other digital touchpoints.

  • And so much more!

The possibilities are endless. By using Lumavate's DXP, you can ensure that each of your customers has a personalized experience that is relevant to them. This will help you increase customer loyalty and conversions, while also reducing customer churn.

Interested in learning more about how Lumavate's DXP can help your company's account based marketing efforts? Contact us today to schedule a demo.

How Does Lumavate's DXP Work with Account Based Marketing?

Lumavate's DXP can be used to create account-based marketing experiences for your target accounts. This means you can show different content to different companies based on their account type, account size, or other criteria.

For example, you could use Lumavate's DXP to:

  • Show a different website experience to customers than prospects
  • Trigger personalized emails for specific account types
  • Create a unique mobile app experience for VIP accounts

How to Use Lumavate's Digital Experience Platform to create ABM campaigns

Here are some hypothetical examples of how to use Lumavate to create successful ABM campaigns:

  1. Company A could use Lumavate's DXP to create an account-specific website experience for their top 100 accounts.
  2. Company B could use Lumavate's DXP to segment their account list and target each segment with personalized email campaigns.
  3. Company C could use Lumavate's DXP to personalize their website content for each account on their list.
  4. Company D could use Lumavate's DXP to track account-level engagement metrics and optimize their ABM campaigns in real-time.

Of course, the power of Lumavate's DXP is that your company can benefit from all of these use cases and more, without even having to swap from your current martech stack.

Lumavate's ABM Campaign Template

If you're not sure where to start, Lumavate has an ABM campaign template that can help you get started quickly and easily.

To access the template, simply log in to your Lumavate account and navigate to the "Templates" tab. From there, you can search for "ABM" to find the template.

Once you've found the template, you can use it to create a new campaign or customize it to fit your specific needs.

Lumavate's ABM campaign template includes everything you need to get started.

In Conclusion

If you're looking for a way to take your ABM campaigns to the next level, Lumavate's DXP is the perfect solution. With Lumavate, you can easily create personalized website experiences, email campaigns, and more that are targeted to specific accounts.

Our platform enables you to segment account lists and target them with personalized content, personalize the digital experience at scale, and track account-level engagement metrics. And best of all, you can do it without having to switch from your current MarTech stack. So what are you waiting for? Try Lumavate today!

Contact us today to learn more about how we can help you achieve your ABM goals.

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