This document discusses strategies for account-based marketing (ABM) content and engagement. It provides examples of personalized assessments that can be used to start conversations with target accounts, highlighting problems the accounts may face and customizing the discussion based on each account's profile. It also outlines principles for creating irresistible content, such as focusing on market problems and emotional drivers, personalizing engagement after initial responses, and iterating content based on measurement.

1. What’s Working With ABM Content
Ideas You Can Steal

2. #FlipMyFunnel #ABM
hi.
@ActOnSoftware
Marketer
Act-On Software
Founder
Response Capture
Troy O’BryanBill Kent

3. #FlipMyFunnel #ABM
Is There a Silver Bullet?
@ActOnSoftware
YES!

4. #FlipMyFunnel #ABM
Top Content Challenge = Quality
@ActOnSoftware
Content Marketing Institute: B2B Content Marketing Trends
35%
60%
57%
57%
52%
35%
Producing Engaging Content
Measuring Content Effectiveness
Producing Content Consistently
Measuring the ROI of Content Marketing Program
Lack of Budget
Producing a Variety of Content

5. #FlipMyFunnel #ABM
Life Looks Bleak
@ActOnSoftware
Source: Variety

6. #FlipMyFunnel #ABM
IF YOU’RE ON FIRE ….
@ActOnSoftware
1 | STOP 2 | DROP 3 | ROLL

7. #FlipMyFunnel #ABM@ActOnSoftware
• Entertains, Challenges, or Provides genuine expertise
• Relevant, Personalized
Hallmarks of Great Content

8. #FlipMyFunnel #ABM@ActOnSoftware
Personalized Content at Scale…
Forrester: Account-based Marketing Vendor Landscape, Q4 2016
… is among the most challenging aspects of ABM today“and many vendor touted "ABM Solutions" focus simply on personalizing
online display ads or website pages."

9. #FlipMyFunnel #ABM@ActOnSoftware
There is hope.

10. #FlipMyFunnel #ABM
Where to Begin = Market Problems
@ActOnSoftware
Key Questions
• Top buyer pain + aspirations?
• How can we [uniquely] solve?
• What ignites your buyers to change?

11. #FlipMyFunnel #ABM
Market Problems: Where to Look
@ActOnSoftware
• Research / Analyst Reports (market data)
• Your Data (win/loss)
• Case Studies (hopefully)
• Conversations
o Involve the Front Lines (or else!)
o Thought-Leaders (internal + external)
o Customers

12. #FlipMyFunnel #ABM
What Does Maturity Look Like?
@ActOnSoftware
Example Questions
1. Sophistication
2. Ease
3. Speed
4. Quality
5. How well do they “x”

13. #FlipMyFunnel #ABM
Messaging Strategy = Emotional Drivers
@ActOnSoftware
• Stand out from Crowd
• Succeed in Life
• Feel Sense of Belonging
Rate them versus:
• Their segment (as a whole)
• Highest in their segment
• Specific competitors
Image Source: BehavioralEconomics.com
WHERE DO I FIT??

14. #FlipMyFunnel #ABM
ABM in Action: Example #1

15. #FlipMyFunnel #ABM
30% Appt. Rate at Fortune 1000 Accounts
@ActOnSoftware
• Total Targets: 42 Accounts
• Approach: Customized IVR Assessment
• Result: 12 Meetings with Sr. Decision Makers

16. #FlipMyFunnel #ABM
Presentation Template You Can Steal
@ActOnSoftware
• Called out the Problem: Market insights / trends / data
• Personalized Assessment: Ratings by segment, category
• Relevant Case Study: Problem  Solution  Result
• Engagement: Ask key questions to drive interaction
• Do you foresee “x” evolving over the next couple years?
• How does this assessment align with your view of your x?
• What initiatives are you undertaking to drive improvements?

17. #FlipMyFunnel #ABM
Assessment Criteria
@ActOnSoftware
• Enlisted subject matter
experts to help
• Make it up!
• Score accounts for
each category: 1 to 4
Category Criteria
1 Ease of Use Intuitiveness of navigation
2 Speed Steps involved to resolve issues
3
Speech
Recognition
Ability to correctly recognize caller's spoken
inputs
4
Conversational
Dialogue
Ability to conduct a natural, two-way dialog
refining understanding / suggesting next steps
5 Caller Intent
Ability to grasp the reason for contact / guide
caller to relevant info
6 Audio Quality
Assessment of audio for sound clarity, feel,
concatenation

18. #FlipMyFunnel #ABM
Personalized Assessment Data
@ActOnSoftware
Your results vs. benchmark data
ACME, Inc.
4.3
2.6
2.7
Industry group
benchmark
2.6
ACME, Inc.2.7
0
1
2
3
4
5
Highest ranked
4.3
Comparisons
Ratings breakdownYour average IVR rating

19. #FlipMyFunnel #ABM@ActOnSoftware
Do I have to pay for the assessment?
Senior Director, Customer Experience
Prime Therapeutics (Revenue = $3B+)
“
“

20. #FlipMyFunnel #ABM
ABM in Action: Example #2

21. #FlipMyFunnel #ABM
Know Thy Audience
@ActOnSoftware
• What technology do they have?
• Is there a key target to start with?
• Insights from historical behavior?
• What do they all have in common?

22. #FlipMyFunnel #ABM
High Performing Landing Pages
@ActOnSoftware
1 Design
2 Copy
3 Personalization
4 Testing
Assessment Criteria

23. #FlipMyFunnel #ABM
Personalized Engagement Across Account
@ActOnSoftware
• Start with multiple contacts
per account (<5)
• Watch activity; alert sales
• Personal response from sales
after initial engagement

24. #FlipMyFunnel #ABM
Make an Offer they can’t Refuse
@ActOnSoftware
1. Less. but. Better
2. Market Problems
3. Emotional Drivers
4. Personalize, after Responses
5. Iterate, Measure, Optimize
5 Principles for Irresistible Content

25. #FlipMyFunnel #ABM@ActOnSoftware
download this deck. right. now.
Whelp, you’ll never get that time back!
Marketer
Act-On Software
Founder
Response Capture
Troy O’BryanBill Kent