How to Solve the Difficulty of Tailoring Content to Audience Needs

B2B SaaS companies often struggle to create webinar content that truly resonates with their diverse audience segments. Generic, one-size-fits-all assets don't address the unique pain points, priorities and use cases of key personas and accounts. This results in poor engagement, wasted marketing spend, and missed pipeline opportunities.

Using GTM AI to deeply research target accounts and contacts, and applying those insights to craft highly relevant, personalized content at scale solves this problem. Copy.ai's Account-Based Marketing package offers the workflows needed to achieve this.

How to Tailor Webinar Content to Specific Audience Needs

Copy.ai's Account-Based Marketing (ABM) package includes two key workflows that help go-to-market teams create highly targeted, relevant webinars and content:

• Contact Research Workflow: Builds comprehensive profiles of webinar registrants, including their responsibilities, interests, priorities and inferred use cases. This allows marketers to craft webinar content that resonates on a personal level.
• Account Research Workflow: Analyzes registrants' companies to uncover strategic initiatives, pain points, and industry trends. It provides suggestions for aligning the webinar theme and content to the audience's most pressing needs.

1. Contact Research Workflow - part of ABM package

This workflow builds rich profiles of each webinar registrant, so you can develop content that speaks directly to their needs and priorities.

Inputs Needed:

• Webinar registrant list with LinkedIn profile URLs

What the Workflow Does:

• Step 1: Scrapes each contact's LinkedIn profile
• Step 2: Builds comprehensive profiles, including:
  • Job titles and responsibilities
  • Skills and expertise areas
  • Interests and priorities
• Step 3: Infers their likely use cases and pain points
• Step 4: Maps your product's value proposition to each contact's needs

Marketers who understand the audience's responsibilities, pain points and use cases can develop webinar themes, abstracts and content that address registrants' most pressing needs. This drives higher engagement, attendance and conversions.

Example in Action: A demand gen marketer could use this workflow to research registrants before a webinar. The marketer could then craft a webinar that resonates on an individual level, accelerating pipeline, based on insights into the audience's needs and priorities.

2. Account Research Workflow - part of ABM package

This workflow provides strategic insight into registrants' companies, so you can align your webinar content with the top trends and challenges facing their industries and organizations.

Inputs Needed:

• List of registrants' company website URLs

What the Workflow Does:

• Step 1: Crawls each account's website and online presence
• Step 2: Extracts insights about the account's:
  • Strategic initiatives & goals
  • Pain points & challenges
  • Industry & competitive landscape
• Step 3: Brainstorms webinar content ideas mapped to the above
• Step 4: Suggests ways to position your product's value prop to resonate

Marketers who align webinar themes and content with the strategic priorities, industry trends, and main challenges of the audience's companies can create webinars that drive meaningful engagement and action.

Example in Action: Before finalizing a webinar topic and content, a content marketer could use this workflow to analyze the registrants' companies. The resulting insights would allow them to develop a webinar focused on solving the audience's most pressing issues.

Putting Them Together

By combining the Contact Research and Account Research workflows, go-to-market teams can:

1. Develop rich insight into the pain points, use cases and needs of each webinar audience, on both an individual and account level
2. Brainstorm hyper-relevant webinar topics, angles and content to address those needs
3. Craft webinars that resonate with attendees and drive them to take the next step
4. Do it all at scale, without hours of manual research or guesswork

The result is webinars that don't just educate, but convert - accelerating pipeline and revenue.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT can help research audiences and brainstorm content ideas, but they lack the structured workflows to make this process scalable or repeatable for each webinar. Users can't easily store audience profiles for reuse, or collaborate across marketing and sales on developing the right content. Individual prompts also determine the quality of output.

Copy.ai's specialized ABM workflows specifically serve go-to-market teams. They generate rich audience insights and content ideas quickly and easily, allowing any team member to develop relevant webinars at the click of a button. This GTM AI approach helps eliminate GTM Bloat and accelerate GTM Velocity.

Looking Ahead

Go-to-market teams with detailed audience profiles can expand their use of Copy.ai's GTM AI Platform to:

• Hyper-personalize webinar follow-up, with tailored content and DM sequences for each attendee
• Arm SDRs with account-specific talk tracks for more productive conversations
• Develop industry- and persona-specific lead nurture journeys to progress opportunities down-funnel
• Identify the most resonant topics and messaging angles for future demand gen content
• And much more

Copy.ai helps go-to-market teams maximize pipeline and revenue from their demand gen investments by making every touchpoint relevant from the first webinar to the closed-won deal.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How Companies Can Eliminate Bloat and Improve CAC with Chris Walker: In this podcast episode, Chris Walker discusses strategies for reducing GTM bloat and improving customer acquisition costs. Learn how to streamline your marketing efforts for maximum efficiency and ROI.
• AI for Content Personalization: This blog post dives deeper into using AI to personalize content across the customer journey. Discover tips and best practices for leveraging AI to create targeted, relevant experiences that drive engagement and conversions.
• Making the Shift to Profitable, Efficient Growth with Sam Jacobs: Sam Jacobs shares insights on transitioning to a more sustainable growth model in this podcast episode. Learn how to balance efficiency and profitability as you scale your go-to-market efforts.

Ready to put these insights into action and take your webinars to the next level? Book a demo with our team to see how Copy.ai's GTM AI platform can help you create hyper-relevant content that resonates and converts.