The document discusses how to personalize content at scale for account-based marketing (ABM). It recommends a three step approach: 1) Audit existing content and tag it by attributes like industry and persona. 2) Create content experiences by organizing content streams for key accounts, segments, or topics. 3) Personalize content delivery through paid advertising, email, social media, and sales enablement tailored for specific accounts, personas, or industries. The goal is to provide the right content to the right people at the right time through ABM.

1. How To Personalize Content
at Scale for ABM
Randy Frisch
CMO & Co-Founder at Uberflip
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2. ABM
buzzword
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3. “ABM is a sustained, coordinated,
strategic approach to identifying,
engaging, closing, and growing the
accounts that we know we should win
@steve_watt1
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4. An ABM content marketing plan focuses
on creating and marketing content for
accounts we know we should win
@....me
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5. #FastFwd17

6. #FastFwd17

7. Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with
"The Rock"#FastFwd17

8. #FastFwd17
6.8 BUYERS WEIGHING IN
→ ABM is on the rise
— Gartner (CEB)

9. Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
Uberflip Personas
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10. Source: “The State Of Engagement” Report
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11. What does this mean for
marketers?
more sales opportunities
when leads are nurtured with
personalized content
20% - Demand Gen Report
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12. Personalization and relevance
are key to ABM
ABM
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13. But how do we create a relevant and
tailored experience for ABM
— at scale?
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14. o Tier 1: By account, individual
o Tier 2: By industry, persona, tech
o Tier 3: Regular inbound strategy,
+ industry/persona related
content
My Team’s Approach
Account Value ($)
Effortinvested
Tier: 3 2 1Utilize a tier based approach
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15. How we optimize content for ABM
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16. Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
How we optimize content for ABM
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17. Audit Existing Content
• We found: 1000s of content assets
• We tagged: Identified and tagged content based on industry,
persona, role, account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
• Out of the gate: We launched an initial ABM campaign using
existing content, and customized where necessary
AuditOurContent
1
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18. How we did it How you could do it
AuditOurContent
1
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19. Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
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20. Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for
others
• Know your stakeholders: Who in the org needs content and
where do they need content to live?
• Where to start: Organize it to be more easily found by
industry, persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key account
(1:1), key segment (1:few), your thesis (1:many)
CreateOurExperiences
2
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21. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
A simple view of content we create
CreateOurExperiences
2
Let’s focus
here today
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22. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type
What most people do
CreateOurExperiences
2
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23. Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of the
Funnel
By Topic By Type By Vertical By Persona By Account
Another way to think about it
CreateOurExperiences
2
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24. CreateOurExperiences
2
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25. CreateOurExperiences
2
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26. Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
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27. Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
What does content
look like at scale?
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28. Prospecting, ABM/ABS
Education and
Evaluation Material

29. Real life examples!
A B C D
Paid Email Social Sales
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30. CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNT
PersonalizetheDelivery
Paid Advertising3
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31. PersonalizetheDelivery
3 Paid Advertising
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32. PersonalizetheDelivery
Email Marketing3
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33. PersonalizetheDelivery
Social
Engagement/Sellin
g
3
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34. PersonalizetheDelivery
Homepage Personalization3
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35. Enable sales with the
right content at the right time
PersonalizetheDelivery
Sales Enablement3
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36. PersonalizetheDelivery
Sales Enablement3
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37. Sales Enablement
PersonalizetheDelivery
3
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38. PersonalizetheDelivery
3 Sales Enablement
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39. PersonalizetheDelivery
3 Sales Enablement + Video!
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40. PersonalizetheDelivery
3 Sales Enablement + Video!
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41. PersonalizetheDelivery
3 Sales Enablement + Video!
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42. PersonalizetheDelivery
3 Sales Enablement + Video!
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43. Bringing it all together.
Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
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44. You’re either saying...
Can’t wait Oh S#!t
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45. STAGE Tier 1 Tier 2 Tier 3
Cold - Direct mail offers, to 1-5 people 2x
per quarter for each account
- Targeted ads per account + custom
digital assets
- Regular inbound
- Targeted ads per persona or
industry
- Regular inbound
strategy only
Engaged - Targeted ads per account
- Direct mail plays
- Email nurture
- Retargeting ads
- Limited direct mail plays
(dependant on persona & situation)
- Email nurture
Opportunity - Targeted ads per account
- Personalized direct mail
- Custom content & digital assets
- Targeted ads per persona or
industry
- Direct mail if prospects are “going
cold”
- Notes & cards
- Limited direct mail
Post-Sale - Thank you package & note - Thank you package & note - Note
Example: ABM Strategy Based on Tier + Stage

46. Partner Help
1 2 3 4 5
Audit Integrate Build Optimize Analyze
Ensure your ABM
foundations are
strong – data,
content, tools
Thoroughly integrate
systems into existing
platforms like
Salesforce Pardot
Create, brand, and
manage Streams of
content for all
identified Target
Accounts
Keep Streams of
content updated as
Target Accounts
progress through the
buyer journey
Understand the role
that content plays in
influencing
engagement with
Target Accounts
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47. Key Takeaways
Personalization at scale:
Audit Our Your Content
Create Our Your Experiences
Personalize the Delivery
1
2
3
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48. Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
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