The process of account-based marketing (ABM) starts with a question of “who?” – i.e., which accounts need to be reached? – then shifts to a question of “what?” What do you need to say to reach these accounts? The best way to answer this question is through targeted content. However, the content itself isn’t enough – the content needs to be delivered in a targeted content experience in order to penetrate all levels of the account. Join Uberflip’s CEO and Co-founder, Yoav Schwartz, for a tactical session on how to leverage content and build a remarkable content experience for successful account-based marketing.

1. YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HOW TO FUEL YOUR
ABM STRATEGY
WITH CONTENT

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STARTING WITH “WHY”

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STARTING WITH “WHY”
WHY ABM?

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WHY ABM?
LIKE FISHING WITH A SPEAR

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STARTING WITH “WHY”
WHY CONTENT?

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WHY CONTENT?
PROVEN AS A GREAT WAY TO
DELIVER YOUR MESSAGE

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BUT, GREAT
CONTENT IS
NOT ENOUGH

8. It’s the content, stupid. “

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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS

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The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED

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The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

15. 6 Elements of a Kick Ass
For ABM

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§ Easy to browse your content
§ Easy to navigate (menu structure)
§ Easy to find stuff (search ability)
1. MAKE IT EASY

17. 2. GET
ORGANIZED

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Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of
the Funnel
By Format By Topic
Ok for Inbound

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Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of
the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for
buyers and your sales team to
find. Spoon feed if necessary.

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§ Learn from Ikea!
§ Where should people go next?
§ Recommended content
§ Call-to-actions
3. CREATE AN
ENGAGEMENT PATH

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§ No distinct call to action
§ No recommended content
§ Nowhere to subscribe
§ No images or videos
§ No links to learn more
AVOID THIS!

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Call to action
Recommend
contentUseful image
Discoverable
Easy to Share

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4. PERSONALIZE THE CONTENT

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For:
Personalized eBook Cover
(even if it’s manual)

25. Personalized
Video!

26. 5. TAILOR
THE EXPERIENCE
§ Recommended Content
§ CTAs
§ Headlines

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Generic
OTHER CONTENT
10 Tools to up
produc4vity
Webinar: how to
create killer content
without spending
more 4me
9 marke4ng hacks
using Zapier

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Tailored
Marketo Tips &
Tricks
10 Tools that make
Marketo way beGer
Webinar: how to
create killer content
without spending
more 4me

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Personalized message
Tailored
content &
CTAs

30. 6. TRACK
& MEASURE
PERFORMANCE

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TRACK STREAM ENGAGEMENT

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MEASURE TARGET ACCOUNT PROGRAM ATTRIBUTION

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WHAT CONTENT MADE AN IMPACT ON A PARTICULAR ACCOUNT

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KEY TAKEAWAYS
ü Make it Easy
ü Create an Engagement Path
ü Organize For Marketing and Sales
ü Personalize the Content
ü Tailor the Experience
ü Track and Measure
ü A Traditional CMS Won’t Cut It
ü Come to #UFX2016

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QUESTION TIME!

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