The document discusses the importance of account-based marketing (ABM) and provides a framework for building an effective ABM content strategy. It outlines a seven-step approach to ABM success, emphasizing personalized content and targeted account selection, along with practical tactics for content creation and measurement. Key insights include the necessity of aligning sales and marketing efforts, using predictive marketing for personalization, and leveraging existing content for efficiency.

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!

12. Account
Selection

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)

19. Account-­‐Based
Content
Hacks

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