How To Approach Personalization from an ABM Perspective?
Personalization isn’t always easy, it can be overwhelming and challenging, which is why you need to be selective about whose advice you follow.
It’s very important to take guidance from the right people.
That’s exactly why we brought Ro Garza, ABM Specialist at Tillo, onto ABM Answered, our quick-fire ABM series, to tackle this challenge head-on, along with other marketing struggles that ABMers and marketers face today. And let’s just say she brought the heat.
From cutting her teeth in B2B SaaS during the wild days of COVID to her deep passion for storytelling, Ro had plenty to say about account-based marketing (ABM), demand generation, and why personalization isn’t just a buzzword; it’s the foundation of real engagement.
In this blog, we break down her interview, pulling out all the must-know insights she shared. Let's jump in.
Aligning on Demand Generation: Define It And What It’s Not
One of the major challenges in organizations is the fact that there’s no clear agreement on what demand generation really is.
Ro advises setting clear definitions from the start.
“It’s important to initiate those open dialogues with key stakeholders,” Ro explained. “Define what demand gen is and just as importantly, what it isn’t.”
She’s a fan of RACI charts (Responsible, Accountable, Consulted, Informed) to clarify roles, ensuring everyone is working toward the North Star: revenue growth.
“Knowing what you’re not looking for is just as valuable as knowing what you are looking for,” she added.
Personalization at Scale: Do It With Intention
ABM thrives on personalization, but how can you actually scale it without turning into a robotic, cookie-cutter operation? Ro breaks it down:
Leverage automation and analytics: Segment audiences wisely.
Know when to personalize and when not to: Don’t force it.
Ensure personalization drives engagement and conversions: Focus on impact, not effort for effort’s sake.
Is Ro a big believer in intent data?
“It has a place,” she says, “but sales insights are just as critical. Intent data won’t tell you if a CISO is on holiday for two months or if a company just had a major acquisition.”
The Wildest Personalization Play? Helping a Mountaineer
Ro’s approach to personalization goes beyond the typical “send them a branded water bottle” play.
“One of my key accounts had a stakeholder whose daughter was fundraising for a Mount Everest expedition,” she shared. “So we found ways to contribute.”
That’s real personalization; going beyond surface-level gestures like golf outings and steak dinners. “I like to go deeper.”
Repurposing Content: Don’t Just Recycle; Refresh
The challenge is getting more mileage out of existing content without making life harder for marketing teams.
Ro suggests collaborating closely with content teams to identify high-performing pieces and tweaking them for different audiences.
“I also check Reddit,” she revealed. “It’s an underrated goldmine. What are people really talking about? What’s resonating right now? It helps keep content fresh and relevant.”
Or, as she calls it, “giving content a little Botox.”
Quality vs. Quantity: Four Quarters or 100 Pennies?
Ro’s philosophy on lead gen is simple: “Do you want to work harder or smarter?”
Her approach?
Prioritize high-quality accounts and refine lead scoring.
Use scalable lead gen tactics to maintain volume.
Regularly review performance metrics and adjust strategies accordingly.
It’s about finding the balance.
“Would you rather go after four quarters or 100 pennies?” she asked.
Adapting to Changing Buyer Behavior: Stay Agile
Buyer behavior is constantly shifting, especially in industries like cybersecurity, where Ro spends a lot of time. Mergers, breaches, new SEC rules, everything impacts the buying cycle.
Her secret weapon is flexibility.
“Yes, you need a strategy,” she said, “but you also have to be ready to pivot. My journalism background taught me to be adaptable, and that’s key in ABM.”
And yes, she keeps an eye on Reddit here, too.
Measuring Martech ROI: More Isn’t Always Better
New demand gen tools pop up constantly, each promising next-level results. But how to measure ROI effectively and decide what’s worth piloting?
Reverse engineer the tools: What can be scaled? What should be personalized?
Avoid redundancy: Don’t pay for two tools doing the same thing.
Ditch vanity metrics: Focus on KPIs leadership actually cares about.
“Nobody cares if someone downloaded an ebook,” she laughed. “But if they stopped by our booth and asked three specific questions? That’s worth tracking.”
If the Budget Wasn’t an Issue? Bespoke ABM Events
In the previous episode, our insightful guest Emily Yorke-Goldney, Strategy & Business Director at Clarify, left us with a thought-provoking question: 'If the sky were the limit in terms of budget, what would be your best-in-class recommendation for a campaign to drive account engagement?'
One of the most solid and shareworthy answers came from Ro. If she had an unlimited budget, she wouldn’t waste it on generic experiences.
“I’d create hyper-personalized, bespoke events tailored to my top accounts,” she said. “A Business Insider-style AI tool could analyze buying committees, maybe 25% of them have a military background. So we bring in a high-profile military speaker.”
Because let’s be real: “Build it and they will come” doesn’t always work in B2B.
Curious to hear more insights from our other guests? Feel free to check out the ABM Answered Library!
Final Thoughts: It Takes a Team
Ro wrapped it up with an unexpected metaphor:
“I once did a Harvard simulation of climbing Mount Everest. It taught me that success depends on assembling a team where everyone has different strengths.”
That’s ABM in a nutshell; aligning sales, marketing, and strategy to reach the summit together.
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