The document outlines the steps to implement account-based marketing (ABM), emphasizing the importance of personalized content to engage target accounts. It details the processes of selecting, tiering, and creating tailored content for different account categories, along with measuring the effectiveness of these strategies. Additional resources and contact information for further engagement are also provided.

1. How to Get Started With Account-Based
Marketing: It Starts With Account-Based Content
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Panelists MODERATOR:
Carol Krol
Editor-in-Chief, Demand Gen Report
Rachel Lefkowitz
Content Marketing Manager
Everstring
@r_lefkowitz

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Who Am I, You Ask?
• Content Marketing Manager at EverString
• Lived the startup life doing project
management and content creation at multiple
startups in the Bay Area
• Rescued an adorable cat named Margot
@r_lefkowitz

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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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Let’s Talk About ABM…

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• Email marketing needs content.
• Social media needs content.
• Video marketing needs content.
• Marketing automation needs content.
Why Content Is Essential to Your ABM Strategy

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

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Step 1: Select Your Accounts

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

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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
How Do You Choose Target Accounts?

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Step 2: Tier Your Accounts

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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

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Step 3: Create Awesome Content

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

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Tier 1: Dream Schools
• The best of the best accounts
• Big name brands or strategic
accounts
• Tier 1 content is uber-
personalized
• Almost all 1:1 content

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Tier 2: Wish List
• These accounts are a bit of a
stretch, but definitely
attainable
• Logos you would still be very
excited about having on your
website
• Content here is going to be
one to few

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Tier 3: Safety Schools
• These are still great
accounts!
• Accounts that keep the
business running
• Accounts that you feel
comfortable spending less
time on

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Sample Tiered Account Content Plan

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• Skip the research step!
• What do your target accounts look like?
• What is important to them?
• Use what you learn for content topics and messaging
Leverage Predictive Insights to Determine Good
Opportunities for Personalization

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Predictive Insights

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Creating Content For The Dream Accounts
Personalized Video Personalized Direct Mail

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Creating Content For The Dream Accounts
Personalized Ebook Personalized Webinar

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Creating Content For Wish List Accounts
Personalized Content Streams

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Creating Content For Wish List Accounts
Personalized Video Direct Mail Piece

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ABM Play Example: Wish List 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)
Use Content As Part of Account-Based Play

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Creating Content For Safe, But Great Accounts
Industry Specific Ebook or Commissioned Report

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Creating Content For Safe, But Great Accounts
Customize Your Website

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Step 4: Measure Your Success

35. Account-based content can be work. Make sure you are
measuring engagement with 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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Which content assets moved a target account through the buyer journey?
Understand How Content Impacts Target Accounts

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

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Thank You!

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Q&A / Panelists MODERATOR:
Carol Krol
Editor-in-Chief, Demand Gen Report
Rachel Lefkowitz
Content Marketing Manager
Everstring
@r_lefkowitz

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