Creating a Dynamic ABM Ecosystem
As part of the work I oversaw for LG, I managed the creation of a new ABM (Account Based Marketing) ecosystem for their Business Solutions team. For those that know, ABM work is a bit of a different animal than regular B2B work. We needed to craft a system that was based on dynamic content so that we could personalize our landing pages and content to target specific verticals - and specific accounts within these verticals. That meant creating our ecosystem in a very purposeful way so that we could create truly targeted and personal accounts without having to constantly version on the backend.
When my team and I started this project, LG had just started their ABM efforts. In phase 1, I worked with strategy to create a content outline designed for discovery and generating leads. In addition, I made sure we infused clear opportunities for dynamic content, as well as, account and sales rep personalization. A snippet of the overall wireframe is here where you can see some of the personalization noted in parenthesis. The full version is at the end of the page.
From an audience standpoint, we were specifically targeting accounts that were at the unaware stage of the ABM funnel. So we had to tell the story of LG’s products, as well as seed the idea of connecting with a sales rep.
Outlining and Wireframing with Personalization in Mind
Crafting the Campaign, Content, and UI
We needed a compelling concept that could unify our ABM efforts. Our campaign was called, “Elevate Your Experiences” speaking to all the different display and technology solutions that helped take any corporate or commercial space to the next level. We crafted a distinct look and feel that followed the LG brand guide as well. Each vertical got it’s own custom collage showing off all the different pieces of LG tech that could impact the vertical.
Building the Full ABM Ecosystem
In addition to a dynamic landing page that swapped account and rep info for personalization, we needed vertical sales decks, banners, social, email, video and more. We set up short cuts in Figma and utilized AI to help version banners and social media content. In addition, we drafted full sales decks that utilized the overall look, feel and campaign theme “Elevate Your Experiences” to ensure every aspect of the ecosystem worked together seamlessly, and followed the LG brand.
A Final Look at the Work
Here is the side by side view of the hospitality vertical view. In the designed version, you can see in pink where we had dynamic copy throughout the design.
