When ABM & Content Collide: How to Build an Account-Based Content Strategy
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Dayna Rothman, VP of Marketing at EverString and author of Lead Generation for Dummies, took the stage at The Uberflip Experience to talk about how content marketing and account-based marketing go hand in hand.
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When ABM & Content Collide: How to Build an Account-Based Content Strategy
- 1. #ufx2016
- 2. Daynarothman
- 3. When ABM & Content Collide: How to Build an Account-‐ Based Content Strategy Dayna Rothman, VP of Marketing – Brand, Content, and Demand @ EverString and Author of Lead Generation for Dummies @dayroth
- 4. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY EverString Audience Platform #predictivemarketing Expand Grow your database with net-‐new, best fit companies and people Prioritize Focus resources on the companies and people that matter most Enrich Add relevant data for better context and insights on prospects
- 5. What is Account-‐Based Marketing and Why Should You Care?
- 6. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY “Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions
- 7. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY ABM is all the rage.
- 8. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY • Generating high quality leads is the number one challenge for B2B marketers (IDG) • More than 90% of marketers think that ABM is either important or very important (SiriusDecisions) • More than 60% of marketers plan on implementing ABM this year (Terminus) • Almost 85% of marketers that measure ROI describe ABM as delivering higher returns than any other marketing approach (ITSMA) Some Important Stats…
- 9. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY How Does EverString Think About ABM Internally? We have a hybrid approach which includes traditional lead generation and Account-Based Marketing.
- 10. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY 7 Steps for ABM Success 1. Target account selection 2. Goal setting 3. Sales and marketing alignment 4. Content creation 5. Channel and tactic selection 6. Coordinated play execution 7. Measurement
- 11. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!
- 13. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY The First Step for ABM is Account Selection Who are you selling to? That will define your content strategy.
- 14. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY How Do You Choose Target Accounts? 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
- 15. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Create Target Account Tiers Tier 1 (20-‐50) Exec selection Tier 2 (100-‐200) Rep and Predictive Selection Tier 3 (500-‐1000) Predictive Selection
- 16. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Predictive Audiences for Account Selection
- 17. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Leverage Predictive Insights for Content Personalization
- 18. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Use Content As Part of Account-‐Based Play ABM Play Example: Tier 2 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)
- 20. Don’t worry, this doesn’t mean you have to create 1500 ebooks.
- 22. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Personalize Content Based on Tier Take a breath. Not every target account needs the same level of customization. Determine what level of personalization you need for each tier. • Tier 1 Accounts: Custom content per account • Tier 2 Accounts: Limited personalization per account • Tier 3 Accounts: Industry/vertical personalization per account
- 23. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Sample Tiered Account Content Plan Tier Ebook Infographic Webinar Tier 1 Accounts Highly Personalized [Account Name] Guide to Predictive Marketing w/custom copy How [Account Name] Can See ROI with Predictive Marketing How [Account Name] Can Generate More Leads with Predictive Marketing Tier 2 Accounts Personalized by Account Name and Industry [Account Name] Guide to Predictive Marketing w/name only How [Industry] Can See ROI with Predictive Marketing How [Industry] Can Generate More Leads with Predictive Marketing Tier 3 Accounts Personalized by Industry or Company Size A [Industry] Marketer’s Guide to Predictive Marketing Custom hub featuring relevant infographics How [Company Size] Can Generate More Leads with Predictive Marketing
- 24. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Getting this Done at Scale ü Leverage partners and outsourced writers to help create content ü Leverage third party vendors for sponsored content ü Leverage predictive marketing insights for personalization ü Choose topics that can easily be customized for account, industry, or company size ü Get more bang for your buck by repurposing larger content pieces
- 25. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Repurpose Existing Content Look at your current content inventory and see what you can update • Add target account logos to a new cover page • Do some minor copy changes throughout to reflect a target account or industry • Add an introduction page that speaks to target account
- 26. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY A Simple Title Change is Sometimes All You Need
- 27. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Create Custom Content Hubs • Less work than asset-level personalization • Customize with company name • Include a group of relevant assets • Blogs • Ebooks • Infographics • Slide decks • Reports
- 28. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Use Hubs for Sales and Marketing Outreach • Create custom content hubs to use in nurturing, targeted email outreach, account-based ads, and more • Enable sales reps to create custom hubs for target accounts to use in their prospecting
- 29. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Find Quick Personalization Wins • Where are other places you can personalize? • Website • Landing page • Video • On-demand content like quizzes, benchmarks, etc
- 30. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Personalization Examples: Video and Website
- 31. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Personalization Example: On-‐Demand Content
- 32. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Use Partners to Create Specialized Content • Lack expertise internally? • Determine what partners or vendors have capabilities in a specific industry or geography • Create a joint content asset or commission a content asset
- 33. Measure Your Account-‐Based Marketing Content
- 34. Account-‐based content can be work. Make sure you are measuring engagement with target accounts so you can optimize content creation.
- 35. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Know Which Content Works for ABM How many content assets have generated opportunities with target accounts?
- 36. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Understand How Content Impacts Target Accounts Which content assets moved a target account through the buyer journey?
- 37. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY Frequency Target Accounts Engage Generate reports for your target account custom content hub
- 38. QUESTION TIME! Dayna Rothman VP of Marketing -‐-‐ Brand, Content, & Demand EverString @dayroth www.everstring.com