Create an Account-Based Content Strategy With These Easy Hacks
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ABM strategies require the coordination of a lot of moving parts. In this session, EverString’s Dayna Rothman shares a series of actionable ABM hacks to help you clarify your priorities and improve your processes and technology.
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Create an Account-Based Content Strategy With These Easy Hacks
- 1. @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
- 2. @uberflip#ABMHacks @everstring JOIN IN ON WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. @uberflip#ABMHacks @everstring STICK AROUND FOR A DEMO
- 4. @uberflip#ABMHacks @everstring 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
- 5. @uberflip#ABMHacks @everstring Let’s get hacking!
- 6. @uberflip#ABMHacks @everstring Create an Account-Based Content Strategy with These Easy Hacks
- 7. @uberflip#ABMHacks @everstring “Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions
- 8. @uberflip#ABMHacks @everstring ABM is all the rage.
- 9. @uberflip#ABMHacks @everstring 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
- 10. @uberflip#ABMHacks @everstring Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!
- 12. @uberflip#ABMHacks @everstring The First Step for ABM is Account Selection Who are you selling to? That will define your content strategy.
- 13. @uberflip#ABMHacks @everstring 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
- 14. @uberflip#ABMHacks @everstring Create Target Account Tiers Tier 1 (20-50) Exec selection Tier 2 (100-200) Rep and Predictive Selection Tier 3 (500-1000) Predictive Selection
- 15. @uberflip#ABMHacks @everstring Using Predictive Segments
- 18. Don’t worry, this doesn’t mean you have to create 1500 ebooks.
- 20. @uberflip#ABMHacks @everstring 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
- 21. @uberflip#ABMHacks @everstring 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
- 23. @uberflip#ABMHacks @everstring 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
- 25. @uberflip#ABMHacks @everstring 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
- 26. @uberflip#ABMHacks @everstring 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
- 27. @uberflip#ABMHacks @everstring 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
- 28. @uberflip#ABMHacks @everstring Hack #6 • Find quick wins for personalization: • Website • Video • On-demand content
- 30. @uberflip#ABMHacks @everstring 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
- 31. @uberflip#ABMHacks @everstring 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
- 32. @uberflip#ABMHacks @everstring 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)
- 34. Account-based content can be work. Make sure you are measuring engagement with target accounts so you can optimize content creation.
- 35. @uberflip#ABMHacks @everstring Know Which Content Works for ABM • How many content assets have generated opportunities?
- 36. @uberflip#ABMHacks @everstring Understand How Content Impacts Target Accounts • Which content assets moved a target account through the buyer journey?
- 37. @uberflip#ABMHacks @everstring Frequency Target Accounts Engage • Generate reports for your target account custom content hub
- 38. @uberflip#ABMHacks @everstring 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
- 39. @uberflip#ABMHacks @everstring QUESTION TIME! Dayna Rothman Sr. Director of Brand, Content, and Demand at EverString @dayroth Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com