ABM Grand Slam 4: Content Rules Everything Around Me
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Content might be king, but distribution is queen, and she wears the pants. Learn how to start with great content for ABM and end with better distribution – join LookBook HQ and Engagio on 8/24 and take a lap around the content bases. You’ll discover: -What kind of content is right for ABM? -How to determine the right amount of customization? -Hacks for personalization at scale -Personalization in a digital age -Your content creation checklist -How to distribute that content off the press And more Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide Learn more about Engagio at Engagio.com Twitter.com/Engagio Linkedin.com/Company/Engagio Facebook.com/Engagio
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ABM Grand Slam 4: Content Rules Everything Around Me
- 4. DEMAND GEN vs ABM
- 5. THE $1M QUESTION “How do you balance personalization & automation?”
- 7. CONTENT PERSONALIZATION SPECTRUM Tier 1 Tier 2 Tier 3 Traditional Demand Gen
- 8. ACCOUNT ENTITLEMENT Tier 1 Tier 2 Tier 3 10s 100s 1,000s eBooks 50%–100% Personalized 10/80/10 Customized Direct Mail Up to $1,000 Up to $500 Up to $250 Workshops Exec. Runs Dir. Runs No Ads Micro-targeted & ABM ABM Ad segments
- 9. All content you’d use in normal sales & marketing! WHAT CONETNET IS RIGHT FOR ABM?
- 12. CONTENT CREATION CHECKLIST 3 Key Steps 1. Content audit 2. Adapt existing content 3. Create new content
- 13. 1 – CONTENT AUDIT Discover Tag Identify gaps
- 14. Pick relevant content Modify 2 – ADAPT EXISTING CONTENT
- 15. Prioritize Identify sources Create calendar Create content briefs 3 – CREATE NEW CONTENT
- 16. “ “75% of executives will read unsolicited marketing materials that contain ideas that might be relevant to their business.”25% Yes No IN AN ITSMA SURVEY 75%
- 17. “ IN AN ITSMA SURVEY “92% of executives will pay attention to these marketing materials even if they were from solution providers you had not previously done business with.” 8% Yes No 92%
- 18. 4 CONTENT HACKS
- 19. 4 CONTENT HACKS 1. Customize existing content 2. Micro-sites & content hubs 3. Web personalization & dynamic content 4. Hyper-personalized
- 20. 1) CUSTOMIZE FOR QUICK WINS • Existing content • Map to industries, accounts & personas • Customize!
- 21. START SMALL Tweaking content, for example: • Title or subtitle • Images • Case studies • 10/80/10 Rule
- 22. 2) MICRO-SITE & CONTENT HUBS Micro-Sites & Content Hubs forTarget Accounts
- 23. CUSTOMIZE • Curate content • Custom sub-domain or sub-directory • Example: – Hooli.Engagio.com – Engagio.com/Hooli
- 24. 3) WEB PERSONALIZATION & DYMANIC CONTENT What’s the difference?
- 25. CATCH THEIR ATTENTION Create sites with relevant content based on factors like industry, behavior, location, and account.75%
- 26. 4) HYPER PERSONALIZATION 75% As close to real human interaction that you can get.
- 27. “JUST FOR YOU” For a single account • Whitepaper • Webinar • eBook • Report • Etc.
- 28. Measure Impact
- 29. Measure Impact 1. Engagement Minutes 2. Marketing Qualified Accounts
- 30. ENGAGEMENT MINUTES • Track activities • Assign minutes • Create weighting • Aggregate engagement
- 31. MARKETING QUALIFIED ACCOUNT ”A target account that has reached a sufficient level of engagement to indicate possible sales readiness.”
- 32. 32
- 53. Q&A
Editor's Notes
- The difference between personalization and customization
- Prioritize themes and issues for the account based on your insight. Identify sources: subject matter experts, existing content, etc. Create editorial calendar for content creation. Create content briefs and assign to internal team or agency.