It’s 4th & goal, a tie game. With the end-zone in sight how are you going to make sure you win? For almost a century most major league sports franchises took stock in the same old stats – batting averages, goals and assists, passing yards, you get the picture. These stats, combined with conventional wisdom lead to assumptions that were often wrong. But then along came modern statistical analysis. It showed there was a new class of data that was a far better indicator of success on the field. The Moneyball era was born. Digital marketing is undergoing the same shift: marketers are re-evaluating the relevance of traditional metrics like clickthoughs, page visits, form completes and social shares. Why? Because these proxies for engagement are no substitute for actually knowing what pieces of content your prospects are reading and watching and for how long. The conventional metrics force marketers to make assumptions about how people are interacting with their content – and like common wisdom, assumptions are often wrong. ABM is no different. You need the right data to understand how accounts are truly engaging with your content to make the right decisions and evaluate your success. Join us in this 45-minute session to make sure you don’t fumble on when the game is on the line.

1. I

2. Up Your Game!
Activating Your ABM Content
to Measure Account
Engagement
Elle Woulfe, VP of Marketing
February 1, 2018
#ABMAnalyticsSuperBowl

3. Nice to Meet You!
A few things about me:
• Cooking for chefs since ‘09
• Big giant marketing nerd
• World class Mom J
• Native New Englander
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4. Go Pats!
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5. What’s the Big Deal About Target Accounts?
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6. Your Fastest Path to
Your Most Profitable Customers
#ABMAnalyticsSuperBowl

7. Email nurture Targeted display
Sponsored social campaigns Content hubs
So Why Do We Take Such a Passive Approach?
#ABMAnalyticsSuperBowl

8. #ABMAnalyticsSuperBowl

9. IShouldn’t
qualification
mean something?
#ABMAnalyticsSuperBowl

10. You know what their
fingers did…
But what did their
brains do?
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17. #ABMAnalytics
SuperBowl

18. Activate Content for Anonymous Visitors
#ABMAnalytics
SuperBowl

19. Deliver Them to a Highly Relevant Content Track…
#ABMAnalytics
SuperBowl

20. And Connect Them with ALL the Information They Need...
#ABMAnalytics
SuperBowl

21. So You Can Convert Them Faster.
#ABMAnalytics
SuperBowl

22. It Doesn’t Matter Where They Begin Their Journey
#ABMAnalytics
SuperBowl

23. Deliver a Curated Set of Content Recommendations
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SuperBowl

24. Engaged Intent – the most reliable signal of sales readiness

25. A better sales alert for quality interactions
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26. 41% more
likely to take
a meeting
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27. See which accounts are really engaged

28. #ABMAnalytics
SuperBowl

29. I Activating Your Content Delivery for ABM
Content
Activation
Engaged Intent
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Self-Nurture
Accelerate buyer
education
Click Quality
Was the marketing
consumed?
#ABMAnalyticsSuperBowl

30. #ABMAnalyticsSuperBowl