Configure Account-Based Marketing Campaigns in VWO

Overview

Account-Based Marketing (ABM) campaigns in VWO enable you to target specific high-value accounts and contacts with personalized experiences. By bridging the gap between your Customer Relationship Management (CRM) data and VWO, you can deliver tailored content to key decision-makers based on their company attributes, industry, revenue, or stage in the sales funnel.

You can ingest data from platforms such as Salesforce, HubSpot, and Marketo or via CSV upload into VWO Data360. Once the data is synchronized, you can create custom segments and use attributes to dynamically personalize website content.

Let us consider an example for a better understanding:

A B2B travel software provider seeks to secure a contract with high-value travel companies in India whose existing contracts are set to expire soon. Instead of showing the generic homepage to all visitors, the provider can:

• Target: Identify accounts matching the criteria (Indian, Travel Industry, Contract expiring within 30 days).
• Personalize: Use VWO's personalization editor to show those visitors a targeted experience, for instance, displaying a prominent customer testimonial carousel featuring logos of other major Indian travel companies. 
• Experiment: Rather than assuming one testimonial works best, the provider can A/B test different personalized variations, such as comparing a Discount-led headline against a Feature-Led headline, to see which hook converts high-value leads at a higher rate.

Such personalized targeting immediately establishes local credibility and relevance, increasing the likelihood of conversion.

Other use cases of account-based marketing campaigns include:

• Industry-specific messaging: Show different headlines based on the visitor’s industry for example, Built for Travel Companies or Built for Fintech.

• Segmented testing: An Enterprise account can run A/B tests exclusively for visitors from high-value domains such as large companies, ensuring results are relevant to their target audience.

Prerequisites

To run account-based marketing campaigns, you must have the following:

• Owner or Admin-level access to configure CRM integrations in VWO. For information, see Role Based Access Control.
• Administrative access to your CRM tool (Salesforce, HubSpot, or Marketo) to authorize the data sync.
• An active integration with 6sense or Clearbit to identify anonymous website visitors based on their IP address/domain. 

Configure CRM Integrations for Account-Based Marketing Campaigns

To get started with ABM campaigns, you must integrate your Customer Relationship Management (CRM) data. This allows VWO to import data for Accounts, Contacts, and Leads from the CRM’s database.  

Note: Currently, VWO supports CRM integration with Salesforce, HubSpot, and Marketo for account-based personalization and marketing. 

The following articles provide instructions on how you can integrate CRM data with VWO, based on the specific CRM you utilize:

• Use Salesforce Data in VWO for Account-Based Marketing
• Use Marketo Data in VWO for Account-Based Marketing
• Use HubSpot Data in VWO for Account-Based Marketing

If you are using an unsupported CRM, you can also configure a custom script on your website to identify visitors and send their data to VWO. For more information, refer to Manage Visitor Identification for Account-Based Marketing Campaigns.

You can also import offline customer data using a CSV file. For more information, see Upload CSV files to Import Offline Customer Data.

Once you integrate your CRM and the data is synchronized, VWO fetches all your customer data from the CRM database. You can view this data in VWO’s Data Studio.  

Within Data Studio, you can filter account and contact data. You can also create filtered lists to create targeted segments based on your business requirements. For example, you can create a list of accounts that belong to a specific domain, such as Information Technology. 

You can then use these custom lists of accounts or contacts to deliver personalized experiences for your visitors. 

VWO also supports integration with IP-reveal tools like 6sense and Clearbit. These tools allow you to identify anonymous website visitors based on their IP addresses or domain. This helps you create a custom segment for targeted account-based marketing. For example, you can create a tailored experience for visitors belonging to a particular domain, such as Healthcare.

The following section explains how you can deliver personalized experiences to your custom segment.

Use CRM Data for Targeting and Personalization

Once your CRM data is imported into VWO, you can use your account lists and attributes in VWO Testing and Personalize campaigns to target visitors and deliver tailored experiences. 

To create a target segment based on your CRM attributes:

1. Create any campaign of your choice, for example, an A/B Test or a Personalize campaign.
2. Set up your campaign URLs and variations.
3. In the Targeting section, navigate to the Custom Segment section.
4. Search for VWO Accounts or VWO Contacts.
5. Select the attribute from your CSV file or CRM based on which you want to target your campaign. For example, you can target visitors that belong to a certain domain using the Company Domain attribute.
   
6. Alternatively, you can target your campaign based on attributes without a pre-saved list.  

For more information on visitor targeting using ABM attributes, refer to ABM-Based target audience. 

Once you have defined your target audience, the next step is to personalize your website content for them. 

Personalize Website Content Using CRM Data Variables 

You can use CRM data as variables to dynamically replace text on your website. This helps you personalize your website content for the segmented audience.

To personalize your website content using CRM data as variables:

1. Open any A/B test or Personalize campaign in the Visual Editor using the following steps:
   1. A/B test: From the left navigation menu, go to Testing > A/B > Create. In the Variations and Traffic section, click Add variation and then click Launch Editor.
   2. Personalize: From the left navigation menu, navigate to Personalize > Create. In the Experiences and Traffic section, click Add experience and then click Launch Editor.
2. In the Visual Editor, open the variation or experience and select the element you want to personalize, for example, a headline.
3. Click Edit Element.
4. In the text field, click Add Variable   and select the appropriate variable from the list. For example, if you want to personalize the headline of your banner based on the industry your visitors belong to, select the Company Industry variable from your CRM.
   
5. Click Done and save your variation.  

Your variation is now ready to serve personalized website content for the configured target audience. 
For more information on using variables in the editor for personalization, refer to Configuring Personalized Text for Your VWO Campaigns.

Troubleshooting

FAQs

• How often does data sync between the CRM and VWO?
  VWO syncs data every 24 hours from the initial sync to fetch updated records. You can also trigger a manual sync from the Integrations page if immediate updates are required.
   
• Can I target visitors who are not in my CRM?
  Yes, you can leverage integrations such as 6sense or Clearbit to target visitors based on firmographic data (like Industry or Revenue), even if the specific account is not available in your CRM.
   

Need more help?

For further assistance or more information, contact VWO Support.