ABM has become a must-have strategy for B2B organizations looking to engage the accounts with the best potential. In order for ABM’s promise of efficiency and effectiveness to payoff, marketers must be able to reach and engage the decision makers at targeted accounts. Content is critical to reaching those decision makers, but using the content you use in your broad thought leadership and demand marketing efforts, won’t deliver on your ABM agenda. Watch the on-demand webinar here: https://www.integrate.com/discover/integrate-engagio-webinar-thank-you Getting started with ABM? Grab your copy of Integrate's 2nd Edition ABM Workbook here: https://www.integrate.com/discover/how-to-develop-abm-program-2nd

2. Housekeeping
• We will send the recording out following
the webinar
• You can submit questions in the Questions
pane, we will answer them in the Q&A at
the end of the webinar
• Use #ABMContent to engage throughout
the webinar on Twitter
#ABMContent 2

3. Why are we here?
• ABM is now a must-have strategy for B2B
organizations
• Marketer’s must be able to engage
decision makers, not just “accounts”
• Personalized, high-value content is critical
to reaching those people
#ABMContent 3

4. #ABMContent 4

5. #ABMContent 5

6. #ABMContent 6

7. #ABMContent 7

8. What We Will Cover
• What's different about content in the ABM world?
• How to scale and manage the ABM content
process
• Real examples of ABM content at every stage of
the funnel - from a practitioner
• Measuring the impact of ABM content
#ABMContent 8

9. Poll 1
What is your current approach to ABM?
✓ All-in, it’s the only way!
✓ A blend of ABM and other demand gen
strategies
✓ Still not convinced ABM has a place in
marketing
#ABMContent 9

10. WHAT’S DIFFERENT ABOUT
CONTENT IN THE ABM
WORLD?
#ABMContent 10
Charlie Liang

11. ABM is on Fire
#ABMContent 11

12. A Tale of Two Styles
Demand Gen Content ABM Content
#ABMContent 12

13. #ABMContent 13

14. Email Still Rules, If Done
Correctly
• With just 2 robospam sequences, you could
terminate 1/3 or more of your targets.
• Target accounts are precious, so craft human
content that you yourself would engage with - it
pays off.
#ABMContent 14

15. Markets of One
• 1:Account Webinars
• Customized
EBooks/Whitepapers
/Videos
• Handcrafted content
in Direct Mail
#ABMContent 15

16. ABM Content Ideas
• Build a whitepaper around
account-specific toolsets
• Send custom ROI
calculator
• Tee up custom quotes
from a customer
• 1:1 videos
#ABMContent 16

17. #ABMContent 17

18. Poll 2
What are your biggest challenges in terms of ABM
content? (Select as many as apply.)
✓ Balancing personalization with scale when creating
content
✓ Finding the right channels to distribute content
✓ Reaching the right people at target accounts
✓ Measuring the actual impact of ABM content on pipeline
✓ Getting budget for technology to manage content
#ABMContent 18

19. HOW TO SCALE & MANAGE
THE 4 STAGES OF THE ABM
CONTENT PROCESS
#ABMContent 19
Hana Abaza

20. @Uberflip
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

21. @Uberflip
Traditional Content Marketing Cycle
CREATION DISTRIBUTION INSIGHTS

22. @Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Modern Content Marketing - 4 Pillars

23. HOW ARE
YOU USING
CONTENT
NOW?
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration

24. Prioritizing Content
Creation for ABM
How can you make the
most impact?
Tier 1 (5-50)
Exec Selection - Dream
Customer
Tier 2 (~200)
Secondary
Tier 3 (1,000’s)
Broader Audience Segments

25. @Uberflip
Dream
All marketing is one to one!

26. @Uberflip
Reality
You can’t do everything.

27. Tier 1 Typically Has
The Biggest Payoff
● Highly customized content
for strategic accounts
● Customize experiences for
audience segments
● Create a content waterfall
Tier 1 (5-50)
Exec Selection - Dream
Customer
Tier 2 (~200)
Secondary
Tier 3 (1,000’s)
Broader Audience Segments

28. Working Cross-Functionally to Determine
Requirements
Customer Success
The Trifecta

30. @Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Key Factors for Content & ABM Success
Prioritize creation
for highest impact
accounts.
Customize the
experience for all
segments.
Highly targeted
outreach via MAP
and Sales
Understand KPIs
and success
metrics

31. CREATES AND
SENDS HIGHLY
TARGETED STREAMS
OF CONTENT FOR
TARGET ACCOUNTS

33. @Uberflip

34. @Uberflip
8x Increase in
Pipeline After
Targeting
Experiences

35. Poll 3
Is anyone on your team directly responsible for
ABM strategy, or is it a shared responsibility?
✓ I’m the ABM pro
✓ There’s an ABM specific person on our team
✓ It’s a shared responsibility
✓ Not currently doing ABM
#ABMContent 35

36. ABM CONTENT AT EVERY
STAGE OF THE FUNNEL
Real examples from an ABM content practitioner
#ABMContent 36
Cassandra Jowett

37. 37

38. #ABMContent 38
Influitive’s (Account-Based) Marketing Stack

39. The internet and social web have made it possible for any voice
to be heard, but to be truly heard, you have to be authentic.
You have no choice but to be authentic to be successful. If not,
you will be discovered, you will be exposed, and you’ll be derided.
#ABMContent 39
1. Be Authentic
Hank Barnes, Research Vice President

40. 2. Humanize Brands
Are your customers logos? Or people?
#ABMContent 40

41. 3. Don’t Be Boring
41#ABMContent

42. (Yes, I totally stole this from Ann Handley.)
#ABMContent 42

43. #ABMContent 43
Stand Out At Events

44. #ABMContent 44

45. 45
Personalized Video
Agency: Sparksight
Powered by: Vidyard & Marketo
Watch: bit.ly/buckvid

46. 46
Personalized Video
Previous
promotions
Personalized
video campaign
Improvement
Open rate 16.1% 29% 2X
Click-through rate 0.7% 5.5% 8X
Click-to-open rate 4.5% 18.7% 4X
#ABMContent

47. 47
Personalized Video
Previous
promotions
Personalized
video campaign
Improvement
Open rate 16.1% 29% 2X
Click-through rate 0.7% 5.5% 8X
Click-to-open rate 4.5% 18.7% 4X
#ABMContent

48. Surprise & Delight
48

49. Third Party Content
#ABMContent 49

50. Third Party Content
#ABMContent 50

51. Objections
51

52. 52
Reference calls?
How about
…
reference tweets!?
#ABMContent 52

53. Don’t Stop ABMing!
Customers need
account-based
marketing too.
That’s how they
turn into
advocates!
53

54. MO’ CONTENT,
MO’ (MEASUREMENT)
PROBLEMS
#ABMContent 54
Charlie Liang

55. Content Measurement
•Content is not “free”
•Measure content:
–vs. other channels
–vs. itself
–in target accounts vs. non-targets
–by buying stage
#ABMContent 55

56. #ABMContent 56

58. #ABMContent 58
Tweetable Takeaways
“Target accounts are precious, so craft human content that you yourself
would engage - it pays off.” -@CharlieCLiang @Engagio
“Marketers must be able get the attention of decision makers at target
accounts for ABM to pay off.” -@KateAthmer @Integrate
“Great content deserves a remarkable experience - especially when it’s
aimed at your target accounts.” -@HanaAbaza @Uberflip
“Think outside the [firstname] box. Get personal, surprise and delight
with #ABMContent!” -@cassandrajowett @influitive