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Everything Content Teams Need to Know about ABM [Webinar]

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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

Published in: Marketing
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Everything Content Teams Need to Know about ABM [Webinar]

  1. 1. Everything Content Teams Need to Know about ABM A Kapost webinar with Engagio #KapostWebinar
  2. 2. Meet Your Presenters Zoë Randolph Marketing Manager Kapost Heidi Bullock CMO Engagio @HeidiBullock
  3. 3. → Housekeeping - Recording and slide deck - Ask questions! → Introduction → Presentation → Q&A Agenda
  4. 4. Taking Targeting to the Next Level The History
  5. 5. Heidi Bullock Engagio
  6. 6. Overview 1 2 3 4 5 Demand Generation vs. ABM Content Framework and Scale Content Creation Checklist 4 Content Hacks for ABM Showcasing Success 7
  7. 7. Why are marketers looking to ABM?
  8. 8. Quality vs. quantity
  9. 9. What got you here, won’t get you there
  10. 10. When can ABM help? Higher Value Accounts Longer Sales Cycles Land and Expand Strategy Selling to a Buying Center
  11. 11. Demand Generation vs. ABM
  12. 12. Fundamentals for Content
  13. 13. The good news is… You don’t have to reinvent the wheel
  14. 14. For ABM, your content needs to be... Personal Timely Relevant
  15. 15. 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
  16. 16. 75% WHO: Know your buyer
  17. 17. Buying centers
  18. 18. See WHO is engaging and what was interesting to them WHO is not engaging? How can I understand buying centers?
  19. 19. How can I learn more about key personas and accounts? ● Annual reports ● Earnings calls ● Social - Twitter, LinkedIn ● Blogs
  20. 20. 21 WHAT type of content works?
  21. 21. Personalized content is most effective
  22. 22. WHEN: Content has to be delivered at the right time 23
  23. 23. Example
  24. 24. How do I know WHERE someone is in the journey?
  25. 25. Scale
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Content for different tiers 30
  30. 30. ABM Content Checklist
  31. 31. There are 3 Key Steps 1. Content audit 2. Adapt existing content 3. Create new content Content creation checklist
  32. 32. Content audit ✓ Discover ✓ Tag content ✓ Identify gaps
  33. 33. Adapt existing content ✓ Pick relevant Content ✓ Proven effective ✓ Modify Ebook modified for a vertical
  34. 34. Create new content ✓ Prioritize ✓ Identify sources ✓ Create calendar ✓ Develop content briefs ✓ Start writing (best part)!
  35. 35. 4 Content Hacks
  36. 36. Content hacks 1. Customize existing content 2. Micro-sites & content hubs 3. Web personalization & dynamic content 4. Hyper-personalized
  37. 37. • Existing content • Map to industries, accounts & personas 1 - Customize for quick wins
  38. 38. Tweaking content, for example: • Title or subtitle • Images • Case studies • 10/80/10 Rule Start small
  39. 39. ABM guide example
  40. 40. 2 - Microsite and content hubs Micro-Sites & Content Hubs for Target Accounts
  41. 41. Content hub example
  42. 42. 3 - Dynamic content and web personalization
  43. 43. As close to real human interaction that you can get. 4 -Hyper personalization
  44. 44. “Just for you” - 1:1 For a single account • Presentation • Whitepaper • Webinar • eBook • Report • Etc.
  45. 45. Content examples
  46. 46. 1:1 Personalized Campaign
  47. 47. Showcase Success
  48. 48. 1 - Understand ABM metrics are different
  49. 49. 2 - Have clear goals for content Ex: increased engagement
  50. 50. 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
  51. 51. There is not ONE metric
  52. 52. 4 - Early - look at engagement in accounts
  53. 53. 5 - Test
  54. 54. 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?
  55. 55. 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:
  56. 56. The Clear & Complete Guide to ABM www.engagio.com/guide Learn more about ABM!
  57. 57. Discussion • Q&A
  58. 58. Thank You!

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