It’s no secret: ABM is sweeping the marketing industry—and with great success. But how can your marketing team make the switch from traditional marketing to an ABM approach? And how can you create quality content to support it? ScribbleLive tackles these questions here.

1. Moving
to an ABM
Approach
The How and Why of
Creating Content for
Account-Based Marketing

2. Today’s Presenters
Mary Ward
CCO/CMO
Mary Forsyth
VP of Sales
@scribblelive
#ScribbleABM

3. Subhead
An Introduction to
Account-Based Marketing

4. What is ABM?
• A targeted approach to B2B
marketing
• Focuses on key accounts
• Uses highly personalized content
• Quality over quantity

5. 85% of marketers who measure ROI describe
ABM as delivering higher returns than any other
marketing approach.
Higher Returns
ABM by
the Numbers
How effective is account-
based marketing?
Source: DemandBase

6. 171
%
Companies using ABM saw a 171% increase
in Average Annual Contract Value.
Increased Contract Values
ABM by
the Numbers
How effective is account-
based marketing?
Source: DemandBase

7. Creating Quality
Content for ABM
Quality content must:
Resonate
Be useful
Be action-driven

8. Step 1:
Build ICPs
Sales will build ideal client profiles,
with info including:
• Role description
• Skills required to do their job
• Typical responsibilities
• How success is measured
• Who they report to
• Pain points
• Competitors

9. Step 2:
Content Planning
What content topics will be needed?
What formats should content be presented in?
What channel support is needed to
promote the content?
What is the best timing and cadence to
deliver the content?
How can sales use the content to enrich
their touchpoints with the prospects?

10. Step 3:
Transform Research
into Quality Content
• Use an AI tool to accelerate
your research
• Repurpose existing content into
interactive experiences
• Outsource content development

11. Use an AI Tool
for Research
What topics are trending?
What pain points are people
experiencing?
Use the knowledge you gain to
plan for future content

12. Repurpose Content
into Interactive
Experiences
• Take an inventory of the content
you have
• Host a planning/brainstorming
session to determine what content
can be repurposed
• Decide what format will work best
for your intended audience

13. Benefits of Using
Interactive
Content for ABM
Increase Site Retention
• Users spend an average of over
4 minutes on your interactive
content experience
• Outperforms almost all other
content formats

14. Benefits of Using
Interactive Content
for ABM
Track Performance and
Gather Insights
• Measure number of views
• Drop-off points
• Engagement points
• Social media sharing

15. Benefits of Using
Interactive
Content for ABM
Scalable Personalization
• Interactive content is easily
personalized
• Create one experience to be
repurposed for multiple
accounts

16. Outsource Your
Content
Development
• Create a plan
• Fill in content gaps
• Partner with the right talent
• Hire a dedicated external team to
produce an ABM asset or assets

17. Why Use Video
for ABM?
A huge time-saver: More are
likely to watch a video than read
an extensive report.
Versatile: The video can be
about anything, from an interview
to an animated product explainer.
Easy to share: Targeted
accounts can easily share the
video with decision makers.

18. Get valuable face time with
targeted accounts
Create a human connection
with your brand
Can be in-person or virtual
Host a Live Event
for ABM

19. Send ABM
Direct Mail Kits
Go old school: everyone loves to
receive (unexpected, fun) mail!
Customize the kits to fit the recipient
Include memorable swag—not just filler
Track success by using a tool that
provides your sales team with up-to-
the-minute updates

20. Personalize—
to a Point
Create personalized versions of
your content for each account
Create a second version of each
asset that can be easily repurposed
for a similar account or topic
Build up an arsenal of content
that is plug and play for your
sales team

21. The ScribbleLive
Content Cloud
TrendHub
Predictive Market Intelligence
Visually
Premium Content Creation at Scale
ion interactive
Interactive Experiences
Engage
Live Events & Social Engagement