How to Get Started with Account-Based Marketing: It Starts With Account-Based Content

If you’re just getting started with account-based marketing (ABM), then this is the right slide deck for you.

How to Get Started With Account-Based Marketing:
It Starts With Account-Based Content!

©2016 EverString :: CONFIDENTIAL & PROPRIETARY2
Who Am I, You Ask?
• Content Marketing Manager at EverString
• Lived that startup life doing project
management and content creation at multiple
startups in the Bay Area
• Rescued an adorable cat named Margot
@r_lefkowitz

©2016 EverString :: CONFIDENTIAL & PROPRIETARY3
“Account-Based Marketing (ABM) is the strategic approach marketers use to
support a defined universe of strategic and named accounts”.
--SiriusDecisions

©2016 EverString :: CONFIDENTIAL & PROPRIETARY4
Let’s Talk About ABM…

©2016 EverString :: CONFIDENTIAL & PROPRIETARY5
• Email marketing needs content.
• Social media needs content.
• Video marketing needs content.
• Marketing automation needs content.
Why Content Is Essential to Your ABM Strategy

©2016 EverString :: CONFIDENTIAL & PROPRIETARY6
Personalized content enables you to be successful with your ABM strategy.
And, it’s easier than you think!
It’s All About Personalization

©2016 EverString :: CONFIDENTIAL & PROPRIETARY7
Step 1: Select Your Accounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY8
Who are you selling to? That will define your content strategy.
The First Step for ABM is Account Selection

©2016 EverString :: CONFIDENTIAL & PROPRIETARY9
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?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY10
Step 2: Tier Your Accounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY11
Create Target Account Tiers
Tier 1 (20-50)
Exec selection
Tier 2 (100-200)
Rep and Predictive Selection
Tier 3 (500-1000)
Predictive Selection

©2016 EverString :: CONFIDENTIAL & PROPRIETARY12
Using Predictive Segments

©2016 EverString :: CONFIDENTIAL & PROPRIETARY13
Step 3: Create Awesome Content

Don’t worry, this doesn’t mean you ha
ve to create 1500 ebooks.

©2016 EverString :: CONFIDENTIAL & PROPRIETARY16

©2016 EverString :: CONFIDENTIAL & PROPRIETARY17
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

©2016 EverString :: CONFIDENTIAL & PROPRIETARY18
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

©2016 EverString :: CONFIDENTIAL & PROPRIETARY19
Tier 3: Safety Schools
• These are still great
accounts!
• Accounts that keep the
business running
• Accounts that you feel
comfortable spending less
time on

©2016 EverString :: CONFIDENTIAL & PROPRIETARY20
Sample Tiered Account Content Plan

©2016 EverString :: CONFIDENTIAL & PROPRIETARY21
• 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

©2016 EverString :: CONFIDENTIAL & PROPRIETARY22
Predictive Insights

©2016 EverString :: CONFIDENTIAL & PROPRIETARY23
Creating Content For The Dream Accounts
Personalized Video Personalized Direct Mail

©2016 EverString :: CONFIDENTIAL & PROPRIETARY24
Creating Content For The Dream Accounts
Personalized Ebook Personalized Webinar

©2016 EverString :: CONFIDENTIAL & PROPRIETARY25
Creating Content For Wish List Accounts
Personalized Content Streams

©2016 EverString :: CONFIDENTIAL & PROPRIETARY26
Creating Content For Wish List Accounts
Personalized Video Direct Mail Piece

©2016 EverString :: CONFIDENTIAL & PROPRIETARY27
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

©2016 EverString :: CONFIDENTIAL & PROPRIETARY28
Creating Content For Safe, But Great Accounts
Industry Specific Ebook or Commissioned Report

©2016 EverString :: CONFIDENTIAL & PROPRIETARY29
Creating Content For Safe, But Great Accounts
Customize Your Website

©2016 EverString :: CONFIDENTIAL & PROPRIETARY30
Step 4: Measure Your Success

Account-based content can be work. Make sure you are
measuring engagement with accounts so you can optimize
content creation.

©2016 EverString :: CONFIDENTIAL & PROPRIETARY32
Know Which Content Works for ABM
How many content assets have generated opportunities?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY33
Which content assets moved a target account through the buyer journey?
Understand How Content Impacts Target Accounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY34
Generate reports for your target account custom content hub
Frequency Target Accounts Engage

©2016 EverString :: CONFIDENTIAL & PROPRIETARY35
Thank You!

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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.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

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Winning local SEO in the Age of AI - Dennis Yu

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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