Blog Series: Personalization for Growth ABM (ABM at Scale) with the Folloze ABX Masterclass
Transform B2B marketing performance by unlocking personalization at scale to engage buyers and accelerate pipeline. Top B2B marketers prove that our formula outperforms traditional demand generation and delivers greater efficiencies across the entire go-to-market (GTM) operation.
But knowing what to do is not the same as knowing how to do it. So, for the first time ever, we're making our industry-leading approach to account-based experience (ABX) available to everyone.
The Folloze ABX Masterclass has courses to help marketers create a new, connected way to get great full-funnel results across all channels. We’ve innovated our own Folloze account-based GTM (ABGTM) model over the past several years, with our customers, and this is the formula that works. You can't get this anywhere else.
For Customers to access the Folloze ABX Masterclass
For Non-Folloze Customers to access the ABX Masterclass
Supercharge your ABGTM operation with this 3-part blog series from our course: Personalization for Growth ABM (ABM at Scale). Learn to deliver targeted messaging at scale that resonates with prospects with Growth ABM. Plus, effectively design buyer experiences with personalization that drive impact.
In our first blog of the series, we started with understanding the Growth ABM model and the benefits of using it. Now let’s discuss eight ways to scale content experiences with Folloze.
Address Top-of-Funnel Prospects Where They Are
Consider your prospects and their needs. What are they looking for at each stage of their buyer journey?
Personalized content is powerful, but scaling it to meet the needs of every buyer can be a challenge. That’s where Folloze comes in. With Generator Agents, you can now dynamically create and tailor content experiences based on real-time signals—making it easier than ever to meet buyers with relevance at every stage. In this blog, we’ll explore eight easy ways to scale personalized content using Folloze.
Below, we share eight ways to get started and scale personalized content experiences.
1. Personalize content for each buyer journey stage
You should tailor content to match where buyers are in their journey to ensure every interaction feels relevant and timely.
At the top of the funnel, focus on building brand familiarity through thought leadership articles, educational infographics, industry reports, and awareness videos. As buyers move toward decision-making, shift to interactive tours, pricing pages, FAQs, testimonials, and ROI calculators that support confident purchasing.
With ContentAI and Generator Agent, this personalization doesn’t have to be manual. These tools automatically deliver stage-specific assets across campaigns—ensuring buyers always see what matters most, when it matters most.
2. Create a default Board
Your default Folloze Board should be relevant to your whole segment in case no personalization rules are triggered.
We suggest using the Consideration [6sense] or Aware [Demandbase] buyer journey stage as your default Board design, as these stages generally cover a large percentage of prospects.
3. Use personalization rules
Folloze lets you create powerful personalization rules that adapt content for each prospect based on their data, like showing different banner images for different industries or adjusting sections in the Designer Tab for specific segments.
To scale this even further, Generator Agent can automatically generate tailored copy and content variants for each rule, saving time while ensuring every version stays relevant, on-brand, and precise.
FREE DOWNLOADABLE RESOURCE: [Personalization Rule Set Template.csv]
4. Use the Folloze Personalization Studio
Personalization Studio gives you more control over how content is personalized in Folloze. It lets you create "otherwise" rules, which target any prospects that are not in a certain group. Paired with Generator Agent, you can go beyond rule-setting to instantly populate each variation with tailored, on-brand content—without the manual lift.
5. Organize your content
You should organize your content into clear categories and subcategories to simplify navigation and access for both your team and your prospects. This will make it easier to personalize content, as you can quickly pull the most relevant material from the right category. Insert link about content tagging once released
6. Use a variety of content sections:
You should use a variety of content sections to break up content, draw focus to your most popular content items, and curate a great content experience.
7. Test your personalization rules
Before launching a Board or campaign, you should test your personalization rules to make sure they are working as expected. You can do this by creating test URLs that mimic the experience of different prospects. You should test your rules in an incognito or private browser window to avoid interference from cookies.
8. Track engagement and continue to improve
You should track how prospects and customers are engaging with your content and make changes accordingly. For example, if you see that a particular piece of content is not performing well, consider replacing it with something that is trending through keyword intent or hot topic within the industry.
Don’t stop 🛑 at the first version—keep tweaking your personalization strategy based on what’s working best for your audience.
Following these tactics and best practices will allow you to create a personalized content experience in Folloze that will engage prospects at all stages of their buyer journey.
Free Resources to Get Started with ABX Transformation
Meet the new way to engage your buyers, purposefully and at scale. Discover how to make every interaction count with Folloze’s ABX Masterclass.
While our full masterclass is available to Folloze customers through Folloze Academy, you can still access key insights. Explore snackable excerpts, learn new skills, and dive deeper with our Transform to ABX Webinar Series.
