Simple vs super-personalization (cont’d) Super-personalization However you create it, a custom report is often Content prepared ‘just for you’ can be the most an irresistible offer: TOPO on high-value offers. compelling of all. Consider using your company’s “ High-value offers are a key component of unique expertise, resources or assets to produce “I j ust ran this. Here are some of the creating a valuable experience for the buyer. The a special report specifically on the target account recommendations. Can we set up a 15-minute idea is to present prospects with an offer that is and its key challenges. call to discuss the rest of the report?” so valuable that they need to engage with you. For example, OpenDNS created a custom visualization These offers are typically focused on a high- of the network for each target account and used that “I f something reads like it could have priority challenge or opportunity confronting the in their campaign. target account (or segment of accounts). They been sent out to 100 other [people], are often personalized to the target account and A network security company would get meetings by then chances are that’s exactly what provide prescriptive insights and best practices scanning a client’s network, finding vulnerabilities, has happened.” to the buyer.“ highlighting some of them and asking for a meeting “ High value offers can take many forms from to go over the rest. Adam New-Waterson, assessments to account-specific onsite Other vendors make highly personalized Head of Global Demand Generation, workshops, but they should always be relevant to ‘Annual Reports’ for each major account BloomReach the account and deliver tangible value. For (especially powerful for existing customers). example, Marketing might develop a proactive assessment for top tier accounts and provide a While these may be labor-intensive exercises, summary of the assessment as part of the you might also find an automated approach. promotion of an account-specific workshop. This For years, Hubspot’s ‘Website Grader’ is a highly customized, account-specific offer was a top-performing content asset that that delivers valuable insights and auto-generated a report from the target’s recommendations.” website URL. 67