ABM & Your Content Marketing Budget in 2014

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Content marketing budgets are increasing for 2014, but the ROI for it hasn't yet been able to be measured. How do you produce content that your whole company will be on board with? With targeting and personalization of key accounts - with Account-Based Marketing.

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  • Optimize Your 2014 Content Marketing Budget with an ABM approach
  • Insightera provides a real-time targeting and personalization platforms that engages prospects in realtime using big data and predictive analyticsleveraging predictive analytics to pers interactions throughout customer lifecycle
  • More and more focus and budgets being put on content marketing by b2b marketers
  • Message for demand gen for the upcoming year with your content marketing plans is to keep focusedSpend thousands on redesign, videos, materials, that do not reahc the audiences and are not consumed.Or run your content and messaging on advertising channels and spray and pray to non-relevant prospects.The message is to keep focused, and adopt a strategy to focus your content marketing on account most likely to generate revenueIdea of ABM is to focus efforts and target on those accounts more likely to generate revenueMonetizing existing data, existing content and existing tools and engaging targeted accountsFrom the first ad that they see, to onsite personalization (right content at right time), through to customer acquisition.
  • What are your goals for content marketing in 2014?Brand Awareness, Customer Acquisition, Lead Gen, Web Traffic, Nurturing
  • Reminding you the 5 steps for an ABM plan for your 2014 demand gen plansDiscovering key accounts – based on named account lists or targeted profiles, comparing to existing successful customersDefining effective messaging using content analytics, mapping, and recommendation engineDetermining best channels to work in (is it Ads, Emails, Social, website) leverage across all channels, more effective and reasonable to fire content at these accounts.Execute campaigns and constantly learn – leverage AB testing optimizingMaking sure you focus on the accounts you analyze.
  • Many companies have this list of key accounts, or companies that they have sold toTo determine account profiles to you can determine them via industry, location, revenueYou can also leverage account behavior, what do they do on your site, how/where do they interact, what they look for and predict what future prospects will doReview sales history in your CRM system.Defining these accounts could be based on strategic goals, such as regional expansion, entering new markets.ABM will help you penertrate and spearhead these efforts
  • Marketers see the importance of mapping the right piece of content to the prospect bused on their stage in the sales cycle or product interest.It’s important to be able to map this content and then recognize the stage the prospect is in in the sales cycle.
  • So, how do you discover and map effective contentWe know that relevant content in B2b helps the prospect advance through the sales cycleYou want to make sure you provide the right message, to the right person, at the right time, this starts with mapping your content, Starts by mapping content, through a content discovery you can then optimize and test and then serve this content to identified prospects on your site,
  • “91% of B2B content marketers segment their content in at least 2 ways.” CMI MARKETING PROFSNext step is to target these accounts with real-time targeting and personalization.As a prospect enters your online channel, you can immediately identify and understand the prospect and what content they should see.Insightera Platform can auto-engage prospects in real-time with personalized content.For example financial companies will see one message, while educational institutes will see another message
  • Let’s see a quick example of real-time targeting and personalization from Panaya, a software company focusing on improving the efficiency of ERP processes.Traditionally they have sold to SAP users, their site is very SAP orientated (case studies, content)They wanted to expand to Oracle users, how could they engage Oracle’s prospects with a personalized message,They used named lists of accounts of SAP and Oracle users and changed the site in real-time using Insightera’s real-time targeting
  • Lets see another example, LiveU who can sell their live streaming products and technology to multiple different industries.They have news, government, online media, sports industry.See how they focus and change the content for a sports related prospect online, Another example of a real-time automatic campaign to engage prospects with relevant content
  • Relating to content offers,We look at big data and predictive analytics as making this technology and technique relevant for the users,So, not needed 10 data scientists to analyze results. The whole idea is turning big data into insights and turning insights in action.Understanding who your prospects are and also serving it to them.
  • To know which content offer to choose you can start by leveraging your content, trying it out, testing it with A/B testing and auto-tuningDifferent messaging, calls to action to understand what works with your targeted accounts.Then use a tool like Auto-tune to automatically optimize and run best performing campaignsStart to leverage big data capabilities to constituency tune the engagement your site is creating for these targeted accounts
  • FACTS:Only 20% of a company’s website content drives 90% of its traffic - Inbound WriterContent Recommendation takes this process to the next level, so you don’t need to manage campaigns manually.Content Recommendation Engine, leverages content/asset discovery provides the relevant content and constantly measure and analysis, who is reading the content, and what content and recommend the best content based on the prospect.C R E optimizes the ROI on your content, it does this automatically and helps you learn which content works best and outperforms others.
  • The whole idea of the content recommendation and big data analytics is to optimize your engagement.Whether it’s an ad the person sees, to the onsite experience, you want to understand as much as possible who is this and what is the best content they should see and automatically optimize as you go along.
  • The 468 x 60 banner has a .04 percent click rate. (DoubleClick)“You’re more likely to summit Mount Everest than click a banner ad”(Solve Media)
  • A great example of how to optimize engagement and marketing spend is company targeted advertising.The idea is to provide b2b companies with a b2b ad server that target specifically the company they are looking to target.This is how you optimize your marketing spend on one of the largest parts of the budget spend (digital display advertising)
  • Instead of usual Insightera ad, we can target security/software industry or ABM list with relevant case study.
  • Instead of usual Insightera ad, we can target security/software industry or ABM list with relevant case study.
  • What is missing for your ABM Program to be up and running?ROI justificationA strategic planInternal go aheadAdditional resources
  • Reminding you the 5 steps for an ABM plan for your 2014 demand gen plansDiscovering key accounts – based on named account lists or targeted profiles, comparing to existing successful customersDefining effective messaging using content analytics, mapping, and recommendation engineDetermining best channels to work in (is it Ads, Emails, Social, website) leverage across all channels, more effective and reasonable to fire content at these accounts.Execute campaigns and constantly learn – leverage AB testing optimizingMaking sure you focus on the accounts you analyze.
  • Optimize Your 2014 Content Marketing Budget with an ABM approach
  • ABM & Your Content Marketing Budget in 2014

    1. 1. Optimize Your 2014 Content Marketing Budget with an ABM Approach November 6, 2013 #ContentABM Mike Telem David Myers VP of Business Development & Co-founder Product Expert
    2. 2. Insightera • Real-time targeting and personalization platform • Leveraging big data and predictive analytics to interact with prospects throughout the customer lifecycle #ContentABM
    3. 3. Webinar Overview 1. Content Marketing trends 2. Account-Based Marketing & Content Marketing 3. Identify key revenue generating accounts 4. Map and boost content ROI 5. Turn big data into insights and action 6. Five steps for an ABM plan #ContentABM
    4. 4. Content Marketing Spend 2014 54% of B2B marketing will increase content spending. #ContentABM
    5. 5. Content Marketing 2014 Challenge for Marketers: • Targeting and Personalizing Content • 82% of prospects value content targeted to their specific industry • 75% of executives will read unsolicited materials that contain ideas that might be relevant to their business • Understand Buyer’s Persona • 67% find content targeted to their job function valuable #ContentABM
    6. 6. How Can ABM improve Content ROI? “Focusing content marketing efforts on the accounts most likely to generate revenue or meet other strategic goals”
    7. 7. Live Poll What are your goals for Content Marketing in 2014?
    8. 8. Content Marketing 2014: ABM
    9. 9. Identify Your Target Accounts Determine account profiles • Industry, location, revenue, technology, named accounts • Behavior, customer journey and target personas • Review sales history in terms of revenue, profitability and sales cycle Correlate with strategic goals • Regional expansion, market share growth, big brands, competitors’ customers #ContentABM
    10. 10. Discover & Map Effective Content “84% of marketing executives say they plan on developing a process to map rich media content assets to buyer journey stage.” (Aberdeen) #ContentABM
    11. 11. Discover & Map Effective Content • Map assets and discover who consumes them • Find content attracting accounts and personas • Basis for content automation: A/B testing + Auto-Tune #ContentABM
    12. 12. Real-time Targeting & Personalization “91% of B2B content marketers segment their content in at least 2 ways.” (CMI / Marketing Profs) • Identify inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous #ContentABM
    13. 13. Case Study: Panaya
    14. 14. Case Study: Panaya
    15. 15. LiveU: Sports Industry Segmentation
    16. 16. Optimize Content ROI How do you optimize your content ROI?
    17. 17. Big Data & Predictive Analytics • Integrated with Hadoop to run collaborative filtering algorithms (user-based and content-based) • Providing a combination of real-time recommendations using current interest with longer-term data (classification and building neighborhoods) • Turn content insights into action #ContentABM
    18. 18. A/B Testing & Auto-Tune • Optimize site content and landing pages by A/B testing different CTA’s per targeted segment • Auto-Tune to automatically identify and accelerate the most effective CTA or content #ContentABM
    19. 19. Content Recommendation Engine • Asset discovery tracks all of your content assets and analyzes firmographics & contextual aspects • Recommendation Engine auto-engages prospects with relevant content assets based on predictive algorithms • Boosts consumption • Learns which content works best #ContentABM
    20. 20. Content Recommendation Engine
    21. 21. Engagement Optimization • Understand the core composition of your web visitors using company, industry, size, revenue & location identification • Detect which content, sources and key search terms are most effective per target accounts • Optimize PPC/Display/Social/Nurture campaign spend • Amplify your best performing content through outbound channels #ContentABM
    22. 22. Optimize Advertisement 0.04% “You’re more likely to summit Mount Everest than click a banner ad”
    23. 23. Optimize Advertisement • Analyze content effectiveness from onsite personalization performance • Leverage top performing content for paid media and social • Leverage real-time recommendation engine • Enrich Analytics with firmographic data + retarget #ContentABM
    24. 24. Optimized Advertising Spend
    25. 25. Optimized Advertising Spend
    26. 26. Optimized Advertising Spend
    27. 27. Live Poll What is missing to leverage your ABM Program with your Content Marketing?
    28. 28. Content Marketing 2014: ABM
    29. 29. Next Steps • Accelerate your path to an ABM strategy • Content one of our Content Marketing experts • www.insightera.com/content-marketing/ • Connect with us: @insightera, mike@insightera.com • Questions?

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