Ask ten people what belongs on a 1:1 landing page and you’ll get ten different answers – sales wants their pitch deck front and center, marketing wants every piece of content they’ve ever produced, and someone in the room inevitably suggests adding a personalized video too. The result is a page that tries to do everything and lands with no one.
We recently spoke with four ABM practitioners – Andrew Reed, Director of ABM at AVEVA; Leigh Choate, SVP Marketing at Lytho; Helen Baptist, advisor and fractional GTM executive; and Katie Jones, EVP of Marketing and Operations at PathFactory – as part of an ongoing series of conversations about what it actually takes to run 1:1 ABM well.
We asked them what belongs on a 1:1 landing page. Their answers were more aligned than you might expect, and more straightforward than most teams make it.
It has to come from a human
The first thing every practitioner mentioned – unprompted – wasn’t design or content. It was human presence.
Leigh Choate, SVP Marketing at Lytho, put it plainly: “The non-negotiables are having that sales rep presence. It has to come from a human being. It can’t look like it’s coming from a robot… how do you get people to that page and immediately build trust that you actually created this for them. It wasn’t some mass-produced thing… There was thought put into it.”
Andrew Reed, Director of ABM at AVEVA, said the same thing from a slightly different angle. For him, the non-negotiable is listing the account team directly on the page. “Having your account team really puts a person behind it. It’s actually a person behind that page, the person who you want them to know… putting a face to it rather than it being an entity – for me is quite powerful.”
The throughline: a 1:1 page that doesn’t have a human behind it isn’t really 1:1. It’s just a targeted page.
It has to speak to their world, not just their name
Dropping a company name into a headline isn’t personalization – it’s mail merge. What we actually mean by personalization is that the page reflects genuine familiarity with the account’s situation.
Leigh described it well: “The ability to put in information that may be even more personalized or specific, such as if a company just acquired a bunch of companies in the last year or so, and we have something that presumably can help with that… something that’s relevant to the account is really important to have on a 1:1 landing page.”
Helen Baptist, advisor and fractional GTM executive, framed it from the visitor’s perspective: “The non-negotiables for 1:1 landing pages is personalization to a degree that it is recognizable by the person who’s visiting that page. Whether that’s vertical specific or whether that’s account specific, 1:1 needs to be very personalized, both from a language perspective, from a visual representation, from a naming of the person or the account – they need to be seen and felt in the landing page that they’re visiting.”
Katie Jones, EVP of Marketing and Operations at PathFactory, offers a practical floor for teams earlier in their ABM journey: “The non-negotiables for 1:1 landing pages is company name, so actually calling out their name to get their attention. Verticalized messaging at the minimum. And then the most important thing would be the content that you’re providing them has to be related to what they’re interested in, or to solve for their pain.”
Verticalized messaging – not full account customization – is the minimum viable version of this. The page doesn’t have to be built entirely from scratch to feel relevant.
The content has to earn its place
A 1:1 page isn’t a library. Andrew was direct about this: the goal is curated content, not comprehensive content.
“Make sure it’s got curated content. It’s not just stuff on there for the sake of it. It has to be relevant… keeping it simple, keeping it as a signpost to other parts of your website that’s relevant. It’s to make that job easy, not then having to navigate and trawl through loads of stuff. So to me, it’s that sort of fine line between getting relevant content on there and not over-engineering it.”
What you can skip
The same practitioners who were clear about what belongs on a 1:1 page were equally clear about what doesn’t.
Visuals don’t have to be perfect. Leigh said it directly: “It’s great to have the prospect’s logo at scale and it’s very shiny and flashy. I don’t know that it has to be perfect.” Getting the page in front of the right person with the right message matters more.
Custom video isn’t a requirement – at least not to get started. Katie was candid about this: “I’ve seen a lot of ABM campaigns have 1:1 videos created. I think those are a nice-to-have… but to get your campaigns off the ground and to see success, I don’t think that they’re required.”
And genericism – however it gets there – is the thing most worth avoiding. Helen put it simply: “You can skip genericism. The more you can be specific and not just AI drift or AI slop, the better your interactions and your engagement on your content and your landing pages will be.”
The common thread: over-engineering is the enemy. Katie summed it up well – most ABM programs struggle because teams get too caught up in perfecting every element of every page, when the goal is simply a page that feels like it was made for the person receiving it.
The goal is relevance
Every practitioner landed in the same place: the goal of a 1:1 page is to be relevant. To make someone feel like you actually did your homework on them, their company, and the problem they’re trying to solve.
That doesn’t require building everything from scratch for every account. It requires knowing enough about the person on the other side to make them feel seen.