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Netflix & ABM have much in common

Netflix & ABM have much in common

Netflix and ABM has too much in common

The core of it boils down to personalization

No 2 Netflix user home pages are the same. 

For eg: here’s my friend’s sons home page:

And here’s the same friends’ daughter’s home page:

See how vastly dynamic it is

Even though both accounts are paid for by the same person, share the same IP and are literal siblings?

That’s the level of personalization an experienced ABMer seeks to achieve

I can proudly say no 2 ads of ours look the same too

We follow what we preach

Here’s a few personalized ads we’ve made

Personalized ad made for Sprinklr
Personalized ad for NLB
Personalized ad for Capillary

Personalization done right will slice through the noise of spammy & generic ads

It will achieve this objective: Building curiosity

Here are 3 pointers we can borrow from the streaming giant’s modus operandi & use it for ABM:

  • Data driven insights: Netflix collects data of its users based on each click and hover of the mouse.
    • For ABM - Understand your accounts, their pain points, leadership biases, preferences, anything. Research well
  • Templatize: Bucket your accounts into categories and create content that is specific to each category.
    • This way, you don’t have to start from scratch for emails, ads & others you’ve already run before.
  • Predict: Netflix can make self fulfilling prophecies of what you might want to watch next. Remember the suggestions that come up once you finish a series, yeah that.
    • The right ABM execution should help you predict the next step your account will take, and allocate resources accordingly. Predict their next move, and make sure you’re there to accelerate the process.

Every account is a sales-win story waiting to be binged

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