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Unlike general landing pages that cater to large segments or even your full potential audience, a 1:1 ABM landing page tailors every aspect of its content and design to address the unique challenges, needs, and interests of a single target account.
A 1:1 microsite consists of one or more web pages designed exclusively for an individual company or client. It features a custom design and message with relevant content and personalized visuals. All of this is meant to engage a select audience at a single company on a deeper level.
You’re trying to create a unique experience that directly influences decision-makers within that company, to show them you understand an important pain point of theirs and that you have the solution they need.
Generally your 1:1 ABM landing page will include some or all of the following sections.
While we’ve placed these sections in a fairly logical order and while some of them belong in specific places, like the hero section, others sections can be arranged in whatever way will best convey your overall message.
This is where you will grab attention and put your best foot forward. This section usually contains a headline, value proposition, a call to action button, and a hero image or ABM video.
Your hero section is the first thing your audience will see when they reach their 1:1 ABM landing page so you need to make this section count. At the same time, you don’t want to overdo things by including too much information at once.
Keep your message simple and clear while concentrating on the message you think will resonate most with your target.
Use this section to tell a story about how your ABM target is suffering because they have not yet been able to solve a specific challenge.
By identifying a real challenge your target is facing and magnifying the impact it has on their daily operations or other important aspects of their business, you’ll maintain their interest and earn valuable positive sentiments from the target.
This is where you’ll present your solution and show how it can solve the challenges your target company is dealing with. In this part of your 1:1 landing page, you’ll want to limit the information about your product to ensure you only present the parts your audience is likely to care about.
Use this section to show off how your solution was specifically designed to meet the exact needs of your target and pre-emptively rebut some of their potential objections.
Is your audience worried about how long it will take to implement the solution? Talk about how quickly it can have an impact.
Are they worried that your solution won’t meet regulatory requirements? Discuss the security features and certifications you possess.
This is your chance to prove your solution will fit your audience’s biggest needs.
Time to back up your claims and prove that you are a thought leader. In this section of your 1:1 ABM landing page, you will present proof in the form of case studies and thought leadership in the form of expert guides, valuable whitepapers, and leading industry reports.
These resources can be built into your page, hosted on separate pages in a mini-site style, or provided as downloadable assets (with or without a lead form).
As with every other part of this ABM experience, the case studies and other assets you select should be hand-picked for their relevance to the target account and their needs.
This is the part of the ABM landing page where you get to say “Don’t just take our word for it….”
The social proof section is a great place to include the awards, certifications, and customer testimonials you’ve received. You can also include things like customer logos and links to news articles on your product or company.
As always, make sure the details you include here are relevant to your target account. If you’ve won an award for a part of your service that the target account won’t be needing, you can leave it off the page.
These important details can make or break your landing page so make sure to think about them as well.
If your 1:1 ABM experience is a microsite, you can use the top menu section to help your prospects navigate through it and find the information that would most interest them. If it is a single page, the menu on top can jump to different sections of the page, or be omitted completely.
In the footer section, you may want to provide a handful of links, such as to your social accounts and privacy policy, but you normally wouldn’t replicate the full footer on your website.
Interactive elements like a chatbot or savings calculator can also be strong additions to your page so be sure to explore the different widgets you can include.
By taking a section-by-section and element-by-element approach to your ABM landing page, making different variations for a/b testing and targeting new accounts becomes easy.
Here are some simple tests you can run to refine your 1:1 ABM landing page:
You can test different versions of the hero text above the fold to determine what resonates most with your audience.
Another Hero section test is to use different video and image assets above the fold to see what type of media your prospects prefer and what type of imagery fits their tastes.
Testing call-to-action button text, colors, and experiences is another important hero section test you can run. For example, if your button leads to a pop-up form, a form lower down on the page, or a new page altogether can have an impact on completion rates.
Depending on what modules you included in your Body section you can test things like the order on the page, or use different assets to share with your audience to see if some case studies for example resonate more than others.
Another popular test for landing pages is to test long versus short pages. This means having one page where you include as many relevant sections and as much information as possible on one page, and a version with only the most necessary details.
Since each 1:1 ABM landing page is meant for just 1 company, you’ll want to make changes to it for other accounts. In most cases, you will replace logos, color schemes, and even the assets that you present to the target account to make sure the content appeals to them personally.
The order in which you present your information will usually stay the same, but how you present it should take on a customized feel for each new account.
A 1:1 ABM landing page delivers personalized, engaging experiences that resonate deeply with your target accounts.
By planning the page section by section in the way described, you can design a complete experience that tailors to your audience’s tastes.
Don't forget to set up tracking and analytics on your page, we discuss this more in our article Building the Perfect 1:1 Microsite or Landing Page for Your ABM Campaign.
