Learn how to leverage what you already have to create personalized content that resonates with accounts.

1. Account-Based Content Marketing Hacks
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2015 ABM Capabilities Survey Hypothesis
Does compliance with the ABM Capabilities Framework
result in greater revenue impact from ABM?
Account
Selection
Insights Content Orchestration Distribution Measurement

3. Dayna Rothman
VP of Marketing – Brand, Content, and
Demand Generation at EverString
@dayroth
© 2016 Demand Metric Research Corporation. All Rights Reserved. #ABMHacks
Today’s Presenter

4. What is Account-Based
Marketing and Why
Should You Care?

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“Account-Based Marketing (ABM) is the strategic approach
marketers use to support a defined universe of strategic and
named accounts”.
--SiriusDecisions

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• Generating high quality leads is the number one challenge for B2B marketers
(IDG)
• More than 90% of marketers think that ABM is either important or very
important (SiriusDecisions)
• More than 60% of marketers plan on implementing ABM this year (Terminus)
• Almost 85% of marketers that measure ROI describe ABM as delivering
higher returns than any other marketing approach (ITSMA)
Some Important Stats…

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ABM is all the rage.

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7 Steps for ABM Success
1. Target account selection
2. Goal setting
3. Sales and marketing alignment
4. Content creation
5. Channel and tactic selection
6. Coordinated play execution
7. Measurement

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Personalized content enables you to be successful with your
ABM strategy. And, it’s easier than you think!

10. Account Selection

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The First Step for ABM is Account Selection
Who are you selling to? That will define your content strategy.

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How Do You Choose Target Accounts?
1. Manual selection between marketing, sales, and executives
2. Manual selection by marketing
3. Manual selection by sales
4. Rules-based segmentation in marketing automation
5. Predictive marketing

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Create Target Account Tiers
Tier 1 (20-50)
Exec selection
Tier 2 (100-200)
Rep and Predictive Selection
Tier 3 (500-1000)
Predictive Selection

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Using Predictive Segments for Account Selection

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Leverage Predictive Insights for Content Personalization

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Use Content As Part of Account-Based Play
ABM Play Example: Tier 2 Account
1. Send direct mail door-opener
2. Once delivered, follow up with an introduction email which includes
custom content hub (early stage)
3. Follow email with call from a sales rep offering ebook
4. Add account into dedicated nurture stream segmented by industry
5. Target account with ads promoting ebook (mid stage)
6. Plan field event in territory
7. Follow field event with Thank You email
8. Follow email with call from sales rep offering case study (late stage)

17. Account-Based
Content Hacks

18. Don’t worry, this doesn’t mean you have to
create 1500 ebooks.

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Hack #1: Personalize Content Based on Tier
Take a breath. Not every target account needs the same level of
customization.
Determine what level of personalization you need for each tier.
• Tier 1 Accounts: Custom content per account
• Tier 2 Accounts: Limited personalization per account
• Tier 3 Accounts: Industry/vertical personalization per account

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Sample Tiered Account Content Plan
Tier Ebook Infographic Webinar
Tier 1 Accounts
Highly Personalized
[Account Name] Guide
to Predictive Marketing
w/custom copy
How [Account Name]
Can See ROI with
Predictive Marketing
How [Account Name]
Can Generate More
Leads with Predictive
Marketing
Tier 2 Accounts
Personalized by Account
Name and Industry
[Account Name] Guide
to Predictive Marketing
w/name only
How [Industry] Can See
ROI with Predictive
Marketing
How [Industry] Can
Generate More Leads
with Predictive
Marketing
Tier 3 Accounts
Personalized by Industry
or Company Size
A [Industry] Marketer’s
Guide to Predictive
Marketing
Custom hub featuring
relevant infographics
How [Company Size]
Can Generate More
Leads with Predictive
Marketing

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Getting this Done at Scale
 Leverage partners and outsourced writers
to help create content
 Leverage third party vendors for
sponsored content
 Leverage predictive marketing insights for
personalization
 Choose topics that can easily be
customized for account, industry, or
company size
 Get more bang for your buck by
repurposing larger content pieces

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Hack #2: Repurpose Existing Content
Look at your current content inventory
and see what you can update
• Choose your top 20 accounts (Tier 1 or 2)
• Add their logos to a new cover page
• Do some minor copy changes throughout
to reflect a target account or industry
• Add an introduction page that speaks to
target account

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A Simple Title Change is Sometimes All You Need

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Hack #3: Create Custom Content Hubs
• Less work than asset-level
personalization
• Customize with company
name
• Include a group of relevant
assets
• Blogs
• Ebooks
• Infographics
• Slide decks
• Reports

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Use Hubs for Sales and Marketing Outreach
• Create custom content hubs to use
in nurturing, targeted email
outreach, account-based ads, and
more
• Enable sales reps to create
custom hubs for target accounts to
use in their prospecting

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Hack #4: Find Quick Personalization Wins
• Where are other places you can
personalize?
• Website
• Landing page
• Video
• On-demand content like quizzes,
benchmarks, etc

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Personalization Examples: Video and Website

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Personalization Example: On-Demand Content

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Hack #5: Use Partners to Create Specialized Content
• Lack expertise internally?
• Determine what partners or vendors have capabilities in a specific
industry or geography
• Create a joint content asset or commission a content asset

31. Measure Your
Account-Based
Marketing Content

32. Account-based content can be work. Make sure you are measuring
engagement with target accounts so you can
optimize content creation.

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Know Which Content Works for ABM
How many content assets have generated opportunities?

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Understand How Content Impacts Target Accounts
Which content assets moved a target account through the buyer journey?

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Frequency Target Accounts Engage
Generate reports for your target account custom content hub

36. QUESTION TIME!
Dayna Rothman
VP of Marketing -- Brand, Content, & Demand
EverString
@dayroth
www.everstring.com