Watch the webinar on-demand: resources.kapost.com/account-based-marketing-content-teams-webinar.html
The marketing world has been abuzz about ABM for years, but what will implementing account-based marketing mean for your team? Join Engagio CMO Heidi Bullock and Kapost Marketing Manager Zoë Randolph to learn:
- The role of content creators and strategists in ABM
- Which metrics you need to track
- How to fit ABM into your existing content strategy
14. The good news is…
You don’t have to
reinvent the
wheel
15. For ABM, your content needs to be...
Personal Timely Relevant
16. Always be able to answer:
WHO - identify and understand
the key personas in the accounts
your are focused on
WHAT - understand what your
buyers need from a content
perspective and when in their
journey they need it
27. Tier 3
Tier 2
Tier 1
Target AccountsMost are good at
ABM here…
But struggling to
scale ABM here…
Scaling ABM content can be a CHALLENGE
28. 5-50 accounts (“tens”)
Engagio: max 1 or 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1a
Lighthouse
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale
29. Program Entitlements for Target Accounts
Type of Program Accounts
Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy
Direct Mail High value Post card – lower value Post-card lower value
Engagio analytics for reps Yes Yes Yes
Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – generic?
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Intent data for outbound with
personalized plays
Yes Yes Yes
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2) Limited No
50. 2 - Have clear goals for content
Ex: increased engagement
51. 3 - Ensure your content CAN be measured
1. Make sure you
have a way of
tracking your
content
Ex: UTM tracking
2. Set programs up to
measure the ROI
Ex: how you set up
marketing programs
in MA or other tools
3. Measure at
different time points
Ex: early,mid, late
55. 6 - Later - Impact/ROI
How has asset ‘x’ done this
year?
Which accounts has it
impacted?
What persona engages the
most?
What is the overall return to
date?
56. 1. The fundamentals are still the same!
2. Start small with existing content, then
adapt via customization and
personalization
3. Create different content for account
tiers
4. Measuring ABM Content to know what is
working or not
Key Takeaways:
57. The Clear & Complete Guide to ABM
www.engagio.com/guide
Learn more about ABM!