Although the goal of ABM is to deliver highly-relevant messages to key accounts, most marketers struggle to personalize content in a way that is meaningful for buyers. In this session, learn how to attack ABM in a new way by surfacing the most relevant content that buyers need (right when they need it), and get more from the content investments you’ve already made.

1. HOW TO DO ABM AT SCALE
(WITHOUT KILLING YOUR TEAM)
Elle Woulfe
VP, Marketing, PathFactory

2. How to Do ABM at Scale
(Without Killing Your Team)
Elle Woulfe, VP of Marketing

4. But we market
to people.
W E S E L L T O C O M PA N I E S …

5. And people now
expect an on-demand
experience in all
aspects of their lives.
IT ’S A N O N- DEM A ND WO R LD

6. The On-Demand World puts people in charge.
It enables them.
Netflix has made each of us a TV scheduler.

7. Why on-demand experiences win
S P E E DR E L E VA N C E C O N V E N I E N C E

9. The On-Demand
Experience
for B2B

10. The B2B buyer’s journey
TO O S LO WN OT C U R AT E D TO O H A R D

11. No two buyer
journeys are
the same!
“More like a big bowl of spaghetti” –
Brent Adamson, Gartner

12. 2018 ABM Benchmark Report, Demand Gen Report
3/10 Top
Challenges Are
Content Related

13. It’s Not an ABM-Only World

14. Personalizing
at Scale

15. Creating the Account Channel
Existing content
with customized
cover page

16. Personalize the Journey, Not Just the Door

17. Is My ABM Program Working?
Account Engagement:
65% increase in content engagement
50% increase in Binge Rate
Unknown visitor
engagement

18. The On-Demand Experience for Accounts

19. Segments
& Routes
Deliver highly relevant,
curated content for
every segment,
wherever they click.
Company
Location
Industry
Default

20. Putting it All Together

21. Understand Buying Committee Engagement

22. Give Sales Better Signals

23. OWNED
ABM TECH STACK
PAID
Email &
nurture
Website &
SEO
Content
syndication
Ads &
sponsored
posts
Chatbots Direct mail
Content
Tracks

24. Creating the Buyer
Channel

25. We need to enable
buyers like Steve
and help him buy.
S T E V E I S A
B 2 B B U Y E R

26. The Steve Channel
Salesforce Research - Connected Audience Report, 2018
S T E V E
I S Y O U R N E X T
B 2 B B U Y E R
- Packaged content Steve cares about
- Recommending things to Steve
- Letting him binge on the content he
needs in the moment
- Learning more about Steve all the time

27. Separate Real Buyers…

28. From Tire Kickers.

29. The
personalized,
on-demand
content
experience
Real-time
recommendations
Binge-able content
experiences

30. Heading Two
IT ’S A BO U T R E M OV ING F R IC T IO N
“B2B consumers expect that
the brand experiences they
encounter in their professional
lives will have the same
sophistication and consistency
as those they experience in
their personal lives.”
The Birth of the B2B Consumer
Forrester Research, 2017

31. CO NT ENT INS IG H T & AC T IVAT IO N
Buyer Enablement Buyer Behavior

32. Remove friction
for the B2B Buyer