Gartner Research

Personalize Account-Based Marketing Experiences With Enterprise Technology Adoption Profiles

Published: 12 August 2019

ID: G00388510

Analyst(s): Ray Pun


Technology and service providers may only use firmographic data to provide basic personalization of digital experiences for target accounts. Product marketers should include ETA profile data in their ABM personalization approaches to deliver more relevant content that engages buyers.

Table Of Contents
  • Key Challenges



  • Move Beyond Firmographics, and Include Account Psychographics
  • Evaluate the Most Significant Experiences for Account Engagement and Personalization
  • Design Tailored Experiences for Your Website
  • Summary

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