Personalization can make the difference between a campaign that engages and one that falls flat. However, executing personalized experiences at scale has historically been a challenge. Traditional ABM often involves building bespoke microsites or content hubs for specific accounts, requiring intensive resources and offering limited scalability.
That's where Air Traffic Control (ATC) steps in, changing the ABM landscape with an easy adn cost effective approach to personalized, scalable landing pages.
The Limitations of Traditional ABM Microsites
Historically, many ABM programs have achieved personalization by creating microsites. Curated content hubs like PathFactory, Uberflip, and Showpad are prime examples. While effective, these microsites come with limitations:
- Labor-Intensive: Creating a microsite for each key account requires significant time and effort. Marketing teams curate every piece of content, hand-pick assets, and create custom visuals.
- Slow Turnaround: Because of the manual nature of the process, ABM teams can often support only a limited number of accounts—often around 50 per quarter.
- Limited Scalability: Scaling this approach to more than a few dozen accounts becomes nearly impossible without increasing resources, ultimately limiting campaign reach and effectiveness.
In short, while traditional microsites enable some level of personalization, they’re far from efficient or sustainable as programs grow. And they can’t adapt to changes in real time, which limits their relevance and impact over the long term.
Enter ATC’s Dynamic ABM Landing Pages
Air Traffic Control (ATC) redefines what you can do with ABM with its advanced, dynamically updated landing pages. These pages go beyond the capabilities of traditional microsites by providing each prospect with a unique experience tailored to their interests and behaviors. Let’s dive into why ATC’s ABM landing pages stand out.
- Unique to Each Prospect
ATC’s dynamic landing pages are highly individualized. Rather than creating one static experience for all members of an account, each page is designed to be unique to the prospect viewing it. This tailored approach considers specific content preferences, interaction history, and relevant resources that meet prospects where they are in their journey.
- Daily Updates
What sets ATC apart is that these landing pages update daily, ensuring that the content remains relevant and fresh for each visitor. This real-time content refresh allows marketing teams to provide a continuously engaging experience. No more outdated assets or static pages that require manual upkeep—the content evolves automatically, keeping pace with the prospect’s evolving needs and interactions.
- Scalable Personalization
With ATC, scalability isn’t an afterthought; it’s built into the platform. Marketers no longer need to create microsites one-by-one for each account. Instead, they can launch personalized pages across hundreds or thousands of ABM targets without sacrificing quality. Imagine delivering the impact of a custom-built microsite, but at scale and with minimal manual effort. This level of automation allows teams to engage a far broader audience without compromising the personalized experience.
- Continuous Activation for ABM Targets
With traditional microsites, activation often ends once the initial build is complete. In contrast, ATC’s ABM landing pages are designed for continuous engagement. The daily content refresh ensures that prospects are met with something new each time they return to the page. This creates a cycle of sustained engagement, where pages act as living resources rather than one-off experiences.
Why ATC’s Dynamic ABM Pages Are a Game-Changer
With ATC’s approach, B2B marketing teams are empowered to launch campaigns that are both highly targeted and efficiently scalable. Here’s what makes this approach transformative for ABM:
- Less Manual Labor: ATC’s landing pages leverage automation to deliver personalized experiences without manual intervention, allowing teams to focus on strategy rather than execution.
- More Impact, Less Cost: Because these pages refresh automatically, they extend the life of ABM campaigns, providing continuous value with minimal resources. This not only increases ROI but allows smaller teams to achieve big results.
- Actionable Insights: Each interaction provides valuable data that can be used to further refine ABM strategies. With daily refreshes, teams can see what resonates most with prospects and optimize accordingly.
In addition to those differentiators, Air Traffic Control ABM landing pages don't require:
- Complex tagging or mapping of content to contact segments
- Content to be pre-loaded. Content from all sources is available
The Future of ABM is Scalable and Personal
Traditional microsites have served their purpose, but they no longer meet the demands of today’s fast-paced, personalization-driven ABM landscape. Air Traffic Control’s dynamic ABM landing pages are the evolution that B2B marketing teams need, delivering personalized, scalable experiences that drive engagement and conversions. Instead of asking “How many accounts can we handle this quarter?” ATC enables marketers to ask, “How many accounts can we engage on a continuous, personalized basis?”
With ATC, account-based marketing becomes more than a targeted outreach—it becomes a lasting relationship-builder. Want us to show you how to get started with ABM landing pages? Get in touch.
