Greet the named account by name

When to use it

When a named-account campaign is running and its landing page speaks to nobody in particular.

How to run it

1. 1Put the company name in the hero for accounts already in a named ABM campaign, and leave every other visitor on the generic page.
2. 2Test the softer version, naming the industry or use case instead of the company, and compare before committing to the name.

Why it works

Match what the visitor came for

A company name in the hero reads as continuity when expected and as surveillance when not. Inside a running ABM program, where a rep and the ad already named them, it fits; for a visitor arriving cold from search, the personalization research documents the surveillance reaction as a real, measurable cost.

Source: ABM practice; personalization-discomfort research