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Convert Your ABM Target Accounts with Personalized Content Slideshare

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B2B marketers are moving from broad-based landing pages to hyper-targeted content destinations that are served to prospects by real people. All that sounds magically delicious, but what does that actually look like? And how do you make it happen?

In this webinar, Uberflip and Terminus explore how to:

- Scale content destinations for outreach on one-to-one, one-to-few, and one-to-many
- Measure engagement beyond vanity metrics
- Get sales to use your content

Published in: Marketing
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Convert Your ABM Target Accounts with Personalized Content Slideshare

  1. 1. Convert Your ABM Target Accounts with Personalized Content
  2. 2. @uberflip The Speakers Content Marketing Manager, Terminus Brandi SmithShauna Ward VP of Demand Generation, Uberflip
  3. 3. Your Buyers Expect Personalization
  4. 4. @uberflip Environment
  5. 5. @uberflip Structure
  6. 6. @uberflip Engagement
  7. 7. @uberflip 135M Customers (‘17) $11.7B Revenue Filed for Bankruptcy (‘10) The Experience Matters
  8. 8. @uberflip of B2B buyers expect a personalized B2C buying experience 80% - IBM Hi [first.name], isn’t cutting it!
  9. 9. @uberflip | #conex Our Challenges SALES TEAM COULDN’T FIND RELEVANT CONTENT NO WAY TO TRACK THE CONTENT SALES WAS USING IMPOSSIBLE TO SCALE ABM DESTINATIONS
  10. 10. @uberflip | #conex To Create Landing Pages PERSONALIZED LANDING PAGES 30minutes
  11. 11. @uberflip | #conex SALES STORING CONTENT ON DESKTOP NO CENTRAL LOCATION Content
  12. 12. T E AM EngageTarget Activate Measure TERMINUS TECH STACK
  13. 13. @uberflip | #conex ABM ENGAGEMENT FLOW CHART
  14. 14. @uberflip | #conex
  15. 15. 1:Many Product Announcement
  16. 16. 1:Few
  17. 17. 1:1 - Salesforce Expansion
  18. 18. SDR Sales Stream
  19. 19. SDR Sales Stream
  20. 20. Leading KPIs ● Account engagement rate ● Meaningful engagement rate ● Leads generated from target accounts Downstream KPIs ● Conversion rates throughout the funnel ● Pipeline influenced by each campaign ● Revenue influenced by each campaign Measuring Success
  21. 21. @uberflip | #conex The Results 100% SDR Adoption 50%+ Create Streams Weekly 71% Engagement Rate After Ungating Content 27% of Target Accounts Engaged with Content 24% of Revenue in Q3 Was Attributed to Content
  22. 22. Key Takeaways Account-based marketing is about creating a personalized experience for each account. Authentic engagement is no longer a nice-to-have. Empower your sales team with your content, and measure the engagement among your target accounts. Delight your prospects with a memorable content experience. Focus on the structure, environment and overall experience.
  23. 23. Questions? hub.uberflip.comterminus.com twitter.com/terminus linkedin.com/company/terminus-account-based-marketing twitter.com/uberflip linkedin.com/company/uberflip/
  24. 24. Brandi Smith VP, Demand Generation Uberflip linkedin.com/in/brandismith1 Shauna Ward Content Marketing Manager Terminus @wardshn linkedin.com/in/shaunaward Read our Blog: Executing ABM Across All 7 Stages of the Customer Lifecycle @brandismith01 Download Now: uberflip.com/content- experience-report The Content Experience Report
  25. 25. Thank you. hub.uberflip.comterminus.com twitter.com/terminus linkedin.com/company/terminus-account-based-marketing twitter.com/uberflip linkedin.com/company/uberflip/

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