#FlipMyFunnel Austin - Hana Abaza & Rachel Lefkowitz - How You Can Use Content To Slay the ABM Game

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Hana Abaza, VP of Marketing at Uberflip, and Rachel Lefkowitz, Content Marketing Manager at EverString, recently presented “How You Can Use Content To Slay the ABM Game” at the #FlipMyFunnel Austin.

How You Can Use Content To
Slay the ABM Game
Hana Abaza
VP of Marketing
Uberflip
Rachel Lefkowitz
Content Marketing Manager
EverString

Content is the
atomic particle of all
digital marketing.
- Rebecca Lieb

@hanaabaza @r_lefkowitz
More Content
Better Content

@hanaabaza @r_lefkowitz
More Content
Better Content
Content for
Everyone!

@hanaabaza @r_lefkowitz
Mo’ Tim
e
Mon
ey
Mo’
Mo’

@hanaabaza @r_lefkowitz
It’s not your imagination.
Content is getting
harder.

@uberflip @HanaAbaza
How do we make
Content work for
us?

@uberflip @HanaAbaza
(dirty little secret)

@uberflip @HanaAbaza
(dirty little secret)
Great Content Isn’t Enough

@uberflip @HanaAbaza
You need a
remarkable content
experience to meet

@hanaabaza @r_lefkowitz
Traditional Content Marketing Process
CREATION DISTRIBUTION INSIGHTS
@yostar @peterdbaron

@hanaabaza @r_lefkowitz
Traditional Content Marketing Process
CREATION DISTRIBUTION INSIGHTS

@hanaabaza @r_lefkowitz
The 4 Pillars of Content Marketing
CREATION
It starts with great content. Whether you
buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to
know what’s working and why.
DISTRIBUTION
That experience needs an audience -
whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a remarkable
experience to reach its full potential.

@hanaabaza @r_lefkowitz
But how do we create a
relevant and tailored content
experience for ABM?

@hanaabaza @r_lefkowitz
Content
Context
Experience

@hanaabaza @r_lefkowitz
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What Most People Do

@hanaabaza @r_lefkowitz
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of
the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Another Way To Think About It

How EverString Customizes
Content Experiences for ABM

@hanaabaza @r_lefkowitz
…where do I start?

@hanaabaza @r_lefkowitz
1. Your Sales Team Chooses
2. Your Sales and Marketing Teams Choose Together
3. Sales and Marketing Data Dig
How to Select Accounts for Your ABM Strategy
Manual Selection

@hanaabaza @r_lefkowitz
Predictive Demand Generation and Predictive Segments

@hanaabaza @r_lefkowitz
5 Tactics For Creating ABM
Content
An EverString Case Study

@hanaabaza @r_lefkowitz
Tactic 1: Create Unique Account-Specific Content
• Offer an Account-Based webinar for a
single account
• Create a custom report, ebook, or
infographic

@hanaabaza @r_lefkowitz
Tactic 2: Create Content Based on Predictive Segment,
Vertical, or Industry
• Personalize content based on
the data within your target
accounts
• Do most of your target
accounts use Salesforce.com?
Consider creating a unique
asset just for that group of
accounts

@hanaabaza @r_lefkowitz
Tactic 3: Repurpose Existing Content
• Make changes to existing content to
make it applicable to an industry,
vertical, or predictive segment
• Personalize without having to create a
totally new asset from scratch

@hanaabaza @r_lefkowitz
Tactic 4: Create Custom Streams
• Create custom streams based on
industry, predictive insight, or by sales
rep
• Keep your content experience
consistent throughout the sales cycle
when linking back to these streams

@hanaabaza @r_lefkowitz
Tactic 5: Quick Wins in Personalization
• Pull together the creatives’ in your
organization to come up with an
automated report.
• Invest in a tool like Vidyard that can
help you create personalized videos at
scale

@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Generate reports based on content within each individual stream

@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Measure target account program attribution

@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Understand which content pieces are making an impact

@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Understand what content made an impact on a particular account

@Uberflip
Key Takeaways
Alignment
Content
Context
Experience
Measure

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Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability. Understanding AI-Generated Content: AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production. Key Benefits: Content Creation: Rapidly generate high-quality content for blogs, articles, and social media. Brainstorming: AI simulates conversations to inspire creative ideas. Research Assistance: Efficiently summarize and research information. Market Insights: The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market. Case Study: CNET’s AI Content Controversy: CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight. Benefits Across Industries: Marketing: Personalize content at scale and optimize engagement with predictive analytics. Publishing: Automate content creation for faster publication cycles. Education: Efficiently generate educational materials. Healthcare: Create accurate content for patients and professionals. Finance: Produce timely financial content for decision-making. Challenges and Ethical Considerations: Transparency: Disclose AI use to maintain trust. Bias: Address potential AI biases with diverse datasets. SEO: Ensure AI content meets SEO standards. Quality: Maintain high standards to prevent misinformation. Conclusion: AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries. Connect with Us: Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.

Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business. Key Takeaways: Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.

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#FlipMyFunnel Austin - Hana Abaza & Rachel Lefkowitz - How You Can Use Content To Slay the ABM Game

1. How You Can Use Content To Slay the ABM Game Hana Abaza VP of Marketing Uberflip Rachel Lefkowitz Content Marketing Manager EverString

2. Content is the atomic particle of all digital marketing. - Rebecca Lieb

3. @hanaabaza @r_lefkowitz More Content

4. @hanaabaza @r_lefkowitz More Content Better Content

5. @hanaabaza @r_lefkowitz More Content Better Content Content for Everyone!

6. @hanaabaza @r_lefkowitz Mo’ Tim e Mon ey Mo’ Mo’

7. @hanaabaza @r_lefkowitz It’s not your imagination. Content is getting harder.

10.

11.

12.

13. @uberflip @HanaAbaza How do we make Content work for us?

14. @uberflip @HanaAbaza (dirty little secret)

15. @uberflip @HanaAbaza (dirty little secret) Great Content Isn’t Enough

16. @uberflip @HanaAbaza You need a remarkable content experience to meet

17. @Uberflip

18. @Uberflip

19. @Uberflip

20. @hanaabaza @r_lefkowitz Traditional Content Marketing Process CREATION DISTRIBUTION INSIGHTS @yostar @peterdbaron

21. @hanaabaza @r_lefkowitz Traditional Content Marketing Process CREATION DISTRIBUTION INSIGHTS

22. @hanaabaza @r_lefkowitz The 4 Pillars of Content Marketing CREATION It starts with great content. Whether you buy it, curate it or author it yourself INSIGHTS If you’re planning to grow, you’ll want to know what’s working and why. DISTRIBUTION That experience needs an audience - whether organically discovered, or accessed via promotion. EXPERIENCE Even the best content needs a remarkable experience to reach its full potential.

23. @hanaabaza @r_lefkowitz But how do we create a relevant and tailored content experience for ABM?

24. @hanaabaza @r_lefkowitz Content Context Experience

25. @hanaabaza @r_lefkowitz Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Topic By Type What Most People Do

26. @hanaabaza @r_lefkowitz Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Type By Topic By Vertical By Segment By Persona By Account Another Way To Think About It

27. CONTEXT

28. CONTEXT IS EVERYTHING

29. @Uberflip

30. @Uberflip

31. @Uberflip

32. How EverString Customizes Content Experiences for ABM

33. @hanaabaza @r_lefkowitz …where do I start?

34. @hanaabaza @r_lefkowitz 1. Your Sales Team Chooses 2. Your Sales and Marketing Teams Choose Together 3. Sales and Marketing Data Dig How to Select Accounts for Your ABM Strategy Manual Selection

35. @hanaabaza @r_lefkowitz Get insight into your ideal account profile Unbiased, data-backed approach Start with confidence from your sales and marketing teams How to Select Accounts for Your ABM Strategy Predictive Selection

36. @hanaabaza @r_lefkowitz Predictive Demand Generation and Predictive Segments

37. @hanaabaza @r_lefkowitz 5 Tactics For Creating ABM Content An EverString Case Study

38. @hanaabaza @r_lefkowitz Tactic 1: Create Unique Account-Specific Content • Offer an Account-Based webinar for a single account • Create a custom report, ebook, or infographic

39. @hanaabaza @r_lefkowitz Tactic 2: Create Content Based on Predictive Segment, Vertical, or Industry • Personalize content based on the data within your target accounts • Do most of your target accounts use Salesforce.com? Consider creating a unique asset just for that group of accounts

40. @hanaabaza @r_lefkowitz Tactic 3: Repurpose Existing Content • Make changes to existing content to make it applicable to an industry, vertical, or predictive segment • Personalize without having to create a totally new asset from scratch

41. @hanaabaza @r_lefkowitz Tactic 4: Create Custom Streams • Create custom streams based on industry, predictive insight, or by sales rep • Keep your content experience consistent throughout the sales cycle when linking back to these streams

42. @hanaabaza @r_lefkowitz Tactic 5: Quick Wins in Personalization • Pull together the creatives’ in your organization to come up with an automated report. • Invest in a tool like Vidyard that can help you create personalized videos at scale

43. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Generate reports based on content within each individual stream

44. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Measure target account program attribution

45. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Understand which content pieces are making an impact

46. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Understand what content made an impact on a particular account

47. @Uberflip Key Takeaways Alignment Content Context Experience Measure

48. @hanaabaza @r_lefkowitz

#FlipMyFunnel Austin - Hana Abaza & Rachel Lefkowitz - How You Can Use Content To Slay the ABM Game

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#FlipMyFunnel Austin - Hana Abaza & Rachel Lefkowitz - How You Can Use Content To Slay the ABM Game