Create an Account-Based Content Strategy With These Easy Hacks

@uberflip#ABMHacks @everstring
Dayna Rothman
Sr. Director of Brand, Content, and
Demand at EverString
@dayroth
CREATE AN ACCOUNT-BASED CONTENT
STRATEGY WITH THESE EASY HACKS
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

STICK AROUND FOR
A DEMO

Meet the Expert
Street Cred:
• Author of Lead Generation for Dummies
• Author of Lynda.com courses Content
Marketing Fundamentals, Blogging for
Business, and more.
• 10 years experience in B2B marketing
• 5 years experience in B2B content
marketing
• Ran content marketing at Marketo for 3+
years
Dayna Rothman
EverString

Let’s get hacking!

Create an Account-Based Content
Strategy with These Easy Hacks

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

ABM is all the rage.

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

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

Account Selection

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

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

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

Using Predictive Segments

Account-Based
Content Hacks

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

Hack #1
• 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

Sample Tiered Account Content Plan
Tier Ebook Infographic Webinar
Tier 1 Accounts [AccountName] Guide
to Predictive Marketing
w/custom copy
How [AccountName]
Can See ROI with
Predictive Marketing
How [AccountName]
Can Generate More
Leads with Predictive
Marketing
Tier 2 Accounts [AccountName] 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 A [Industry] Marketer’s
Guide to Predictive
Marketing
Custom hub featuring
relevantinfographics
How [Company Size]
Can Generate More
Leads with Predictive
Marketing

Hack #2
• Leverage predictive insights to determine good topics for
personalization:
• Skip the research step!
• What do your target accounts look like?
• What is importantto them?
• Use what you learn for content topics and messaging

Hack #3
• Not sure where to start? Segment your database with predictiveto find
critical industries.
• What are your key industries?
• Where should you focus your content?
• Where do you even start?
• Use insightsfor ABM or custom content creation

Hack #4
• Look at your current content inventory and see what you can update
• Choose your top 20 accounts
• Add their logos to a new cover page
• Do someminor copy changes throughout to reflect a target account or
industry
• Add an introduction page that speaks to target account

Hack #5
• Create custom
content hubs
• Less work than asset-
level personalization
• Include a group of
relevant assets
• Customize with
account name
• Canuse for marketing
and sales outreach

Hack #6
• Find quick wins for
personalization:
• Website
• Video
• On-demand content

Personalization Examples

Hack #8
• Consider on-demand
content for
immediate
personalization.
• Create a quiz that
your buyers can take
• Create a benchmark
that your buyers can
take

Hack #9
• Leverage partners to create specialized content
• Lack theexpertise internally?
• Determine what partners or vendors have capabilitiesin a specificindustry
or geography
• Create a joint content asset or commissiona content asset

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 withcall 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 withcall from sales rep offering case study (late stage)

Measure Your
Account-Based Content

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

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

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

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

How to Be an ABM Hero with Predictive Marketing
http://resources.everstring.com/h/i/228222115-how-to-be-an-abm-hero-with-predictive-marketing
Zenefits Customer Case Study
http://resources.everstring.com/h/i/265815171-zenefits-customer-case-study
How to Overcome Sales and Marketing Misalignment
http://resources.everstring.com/h/i/241779085-how-to-overcome-sales-and-marketing-misalignment
Resources

QUESTION TIME!
Dayna Rothman
Sr. Director of Brand, Content, and
Demand at EverString
@dayroth
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com

Create an Account-Based Content Strategy With These Easy Hacks

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