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5 Ways to Personalize Your ABM Content Strategy at Scale

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Account-Based Marketing is high-touch and extremely targeted; its very nature, however, creates challenges for personalizing content experiences, which can be time intensive and resource heavy.

Uberflip's President and CMO, Randy Frisch, explores how to build an account-based content marketing approach to deliver greater personalization to your target accounts at scale.

Published in: Marketing
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5 Ways to Personalize Your ABM Content Strategy at Scale

  1. 1. 5 WAYS TO PERSONALIZE YOUR ABM CONTENT STRATEGY AT SCALE #CONEX Randy Frisch CMO & Co-Founder at Uberflip
  2. 2. @uberflip | #conex I used to shop here
  3. 3. @uberflip | #conex
  4. 4. @uberflip | #conex These brands personalize my experience. It’s what I now expect everywhere.
  5. 5. @uberflip | #conex@uberflip | #conex Marketers need to personalize the content experience!
  6. 6. @uberflip | #conex of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute @uberflip | #conex
  7. 7. @uberflip | #conex of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions
  8. 8. @uberflip | #conex So I wrote a blog post
  9. 9. @uberflip | #conex What is Content Experience?
  10. 10. @uberflip | #conex A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex
  11. 11. @uberflip | #conex What is Content Experience? ENGAGEMENTENVIRONMENT STRUCTURE
  12. 12. @uberflip | #conex Environment Placement Design Display Visual aesthetics
  13. 13. @uberflip | #conex Navigation Tagging Curation Structure Organization
  14. 14. @uberflip | #conex Engagement Personalization Relevance Consistency Contextual CTAs
  15. 15. @uberflip | #conex It’s an ABM World Identify Expand Engage Advocate Measure Content experiences occur at every stage of your funnel.
  16. 16. @uberflip | #conex
  17. 17. @uberflip | #conex Content Experience Framework
  18. 18. @uberflip | #conex Content Experience Framework
  19. 19. @uberflip | #conex Content Experience Framework
  20. 20. @uberflip | #conex Content Experience Framework
  21. 21. @uberflip | #conex Content Experience Framework
  22. 22. @uberflip | #conex 79% Increase in pages per visit when entering via an ABM Stream Content Experience Framework
  23. 23. @uberflip | #conex 5 Ways to Personalize Content at Scale: Centralize Content Organize Content Personalize Experiences Distribute Content Generate Results 1 2 3 4 5 @uberflip | #conex
  24. 24. @uberflip | #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/ce Content Experience Framework Download Now @uberflip | #conex

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