In this webinar, Mason Cosby, Director of Growth at Gravity Global, will walk you through the 9 different approaches to ABM, the content types that work best for each approach, and successful content strategies you can use in your business today!

1. AN ABM CONTENT
STRATEGY YOU CAN
STEAL
W/ MASON COSBY - DIRECTOR OF
GROWTH AT GRAVITY GLOBAL
JULY 26, 2022 AT 11:00 AM PDT,
2:00 PM EDT, 7:00 PM BST
B2B Marketing Zone
The Art of Buyer Engagement
Rayvonne Carter
Webinar Coordinator,
B2B Marketing Zone

2. 03
Terminus is the most complete account-based
marketing (ABM) platform available. Find the right
audiences, get relevant messages in front of them
across every channel, bring your sales team along
for the entire revenue journey, and measure
performance on everything – all from one place.
To learn more how Terminus can help you, visit
Terminus.com
Sponsored by:

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4. AN ABM CONTENT
STRATEGY YOU
CAN STEAL
W/ MASON COSBY - DIRECTOR OF
GROWTH AT GRAVITY GLOBAL

5. UK Business Agency of the
Year
USA B2B Marketing Communications Agency of
the Year
The world’s most awarded independent marcomms group
ABM Content
Strategy You Can
Steal
© 2022 GRAVITY. ALL RIGHTS RESERVED

6. Agenda
ABM Approaches
Content Types
Example Content Strategy
Q&A
© 2022 GRAVITY. ALL RIGHTS RESERVED

7. © 2022 GRAVITY. ALL RIGHTS RESERVED
Meet Your Guide
Mason Cosby
Director of Growth

8. 1 - 1
Unique activity for each
account based on
unique insights
1 – FEW
Cluster activity based on themed
insights (sectors and use cases pillars)
1 – MANY
Scale cluster activity using automation - broad targeting
based on need (can be described as a type of demand
generation)
ABM APPROACHES
+ For One Target Account
+ “Purist” ABM Approach
+ For Up-To 100 Accounts
+ “Invite-Only” Mindset
+ For 100’s-1000’s of
Accounts
+ “Programmatic” ABM

9. 1:Many Acceleration
1:Few Acceleration
1:1 Acceleration 1:1 Expansion
TYPES OF ABM PROGRAM
1:Many Acquisition
1:1 Acquisition
1:Many Expansion
1:Few Expansion
1:Few Acquisition

10. Content Tactics
© 2022 GRAVITY. ALL RIGHTS RESERVED

11. © 2022 GRAVITY. ALL RIGHTS RESERVED
TARGETED ADS
● Content Tactic Most Associated with
ABM
● Consider ABM Ads Guaranteed
Delivery to Target Accounts
● Communicate Your Message in the
Ads
○ What Do You Want Your Target
Accounts to Know?
○ How Can you Communicate that
Message Succinctly?
○ Do You Have Enough Ad Content To
Display 8 Separate Ads to the Same
Audience?
● The Click Then Becomes an
Engagement Data-Point
(1:FEW OR 1:MANY)

12. © 2022 GRAVITY. ALL RIGHTS RESERVED
PODCASTS
● Build a Podcast Around Interviewing Your
Target Accounts
● Develop a 1:1 Relationship with Your
Target Accounts
● Create Content Appealing to the Rest of
Your Target Account List
● Positions Your Brand as a Peer to Your
Target Accounts
● Becomes Foundational Content Piece that
Fuels the Rest of Your Content Strategy
○ You Spend Time Speaking Directly With
Your Ideal Customers
(1:1 OR 1:MANY)

13. © 2022 GRAVITY. ALL RIGHTS RESERVED
VIDEO CONTENT
● Video has been the most rapidly
growing marketing medium
● The Application of Video to ABM are
endless
○ Video walkthrough of product specifically for
a unique use case only applicable to 100
accounts
○ Video invite to a private event
○ One-to-one video around how product can
specifically solve problems for a single
account
(1:1, 1:FEW, OR 1:MANY)

14. © 2022 GRAVITY. ALL RIGHTS RESERVED
CASE STUDIES
● A great case study is effective across
the entire funnel
○ As cold-targeted awareness toward accounts
○ In the Sales Process for Pipeline
Acceleration
○ For expansion within existing customer
● Intentionally pick the case studies you
create to align with target accounts
○ People like to see the results on someone
like them
(1:MANY)

15. © 2022 GRAVITY. ALL RIGHTS RESERVED
BLOG CONTENT
● Blog content is typically associated with
Inbound but has application in ABM
○ Create something engaging for your sales reps to
send
○ Provides a logical reason for people to opt-in
○ Create content-binging opportunities once target
accounts are on the website
● The main marketing metric for ABM is
engagement
● Creating highly engaging blog content that
directly addresses your target accounts
problems creates more opportunities
for continued engagement
○ Potentially Full Funnel Content
(1:MANY)

16. © 2022 GRAVITY. ALL RIGHTS RESERVED
LIVE-STREAMED WORKSHOPS
● These are events specifically designed
around a topic of interest to your target
accounts
● They are publicly accessible, accounts
don’t feel targeted
● Creates an opportunity to specifically
target known accounts, and engage
currently unknown accounts
● Based on engagement, create opportunity
for more 1:1 engagement afterwards
○ Potentially Full Funnel Activity
(1:MANY, or 1:FEW)

17. © 2022 GRAVITY. ALL RIGHTS RESERVED
AUDITS & REPORTS
● Creating a personalized audit or report creates
an opportunity for Marketing to quickly move
an account into a sales conversation
● Advisable following a workshop or some level
of clear account engagement
● Outline the problems the account is
individually struggling with and show exactly
how your company can overcome this struggle
○ Conversion Opportunity
○ Pipeline Acceleration
○ Re-Engage Lost Deals
○ Account Expansion
(1:1)

18. © 2022 GRAVITY. ALL RIGHTS RESERVED
PRIVATE EVENTS
1
8
● Creates an intimate setting in which your
target accounts can collaborate or have
fun
○ Virtual Happy Hours
○ Invite Only Educational Events
○ Networking Events
● ABM is about creating engagement with
specific accounts
● Private events are a high value way to
show your accounts that you want to work
with them and build brand affinity
○ Conversion Point
○ Pipeline Acceleration
○ Account Expansion
(1:FEW)

19. © 2022 GRAVITY. ALL RIGHTS RESERVED
SOCIAL MEDIA/LINKEDIN
● Intentionally create content on social
that appeals to your target accounts
● Start building your connections with the
individuals in your target accounts
● They will become a follower and start
seeing your content
● Power of personal brands
● Your network starts to become filled
with your target accounts
○ Full Funnel
(1:MANY, or 1:1)

20. © 2022 GRAVITY. ALL RIGHTS RESERVED
Additional Content Ideas
● Sales enablement - sequences,
playbooks, 1-sheeters
● Direct Mail
● Free Trials
● Demos
● Product & Services documentation
● Guides/Checklists
● Limited time/Exclusive offers

21. ABM Content Strategy
You Can Steal
© 2022 GRAVITY. ALL RIGHTS RESERVED

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SET-UP
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+ Target Account List
+ Podcast Distribution Tools
+ 1 Case Study
+ Ability to Host a Workshop
+ Ability to Create Landing Pages
+ LinkedIn
NOTE:
+ Have a Consistent Face

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PHASE ONE
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+ Start connecting with the
individuals on your target account
list
+ Start posting content relevant to
your target accounts
+ Start Inviting Your Target Accounts
Onto a Podcast
+ Start sharing your podcast on
LinkedIn
+ Build the continual flywheel of
connecting with your target
accounts, inviting them on to your
podcast, and sharing the content
from your episodes
NOTE:
+ Have a Consistent Face
+ The Goal is 1:1 Customer
Research & 1:Many
Awareness

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PHASE TWO
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+ Identify or Create a Case Study
that’s Highly Relevant to Your
Target Accounts
+ Run ads against your target
account list in LinkedIn to this case
study
+ Create enough ad variations that
they can be served 3 different
creatives and 3 variations on the
content (total of 9 ads)
+ Ensure the Case Study Directly
Addresses the Problems Identified
in Your Customer Research
NOTE:
+ Drive Awareness and
Engagement within
Account List

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PHASE THREE
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+ Turn the Case Study into a
Livestream Workshop to Dive Into
Further Details
+ Take the Example of the Case
Study, and walk through the ways
that the customer executed and
found success
+ Offer an audit or report to those
that request an audit
+ Run your target accounts through
your discovery process and present
your findings
NOTE:
+ Goal to Turn
Engagement into Sales
Conversation

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PHASE FOUR
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+ Run your target accounts through
your discovery process and
organize your findings
+ Present it in a formal audit, or in a
video walkthrough on a landing
page specifically designed for
them
+ Provide them the various solutions
you offer and make it easy for
them to get the processes started.
+ Then expedite the process
NOTE:
+ Goal to Frame Your
Company as the Obvious
Solution

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PHASE FIVE
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+ Repurpose all Video Content into
On-Demand Content, and Short
Clips for Social
+ Identify What Content Worked,
and What Need Improvement
+ After Data Analysis, Adjust and Run
a New Campaign
NOTE:
+ Goal to Frame Your
Company as the Obvious
Solution

28. M
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CONTENT TIMELINE EXAMPLE
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Phase One
Running All The
Time (Foundational
Content)
Phase Two
July 2022-August
2022
Phase Four
October 2022
Phase Five
October-Novem
ber 2022
Phase Three
September 2022

29. Questions?
© 2022 GRAVITY. ALL RIGHTS RESERVED

30. Thank you!
© 2022 GRAVITY. ALL RIGHTS RESERVED

31. Director of Growth at Gravity
Global
Mason Cosby
/in/masoncosby/
mojomedialabs.com
Rayvonne Carter
/in/rayvonnecarter/
Q&A
Webinar Coordinator,
B2B Marketing Zone
B2BMarketing
Zone.com