create an account-based content strategy with these easy hacks
TRANSCRIPT
@uberflip#ABMHacks @everstring
Dayna RothmanSr. Director of Brand, Content, and Demand at EverString@dayroth
CREATE AN ACCOUNT-BASED CONTENT
STRATEGY WITH THESE EASY HACKS
Hana AbazaVP Marketing, Uberflip@hanaabaza
@uberflip#ABMHacks @everstring
JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers! (At the end of the webinar J)
@uberflip#ABMHacks @everstring
Meet the Expert
Street Cred:• Author of Lead Generation for Dummies• Author of Lynda.com courses Content Marketing Fundamentals, Blogging for Business, and more.
• 10 years experience in B2B marketing• 5 years experience in B2B content marketing
• Ran content marketing at Marketo for 3+ years
Dayna Rothman
EverString
@uberflip#ABMHacks @everstring
“Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions
@uberflip#ABMHacks @everstring
7 Steps for ABM Success
1. Target account selection2. Goal setting3. Sales and marketing alignment4. Content creation5. Channel and tactic selection6. Coordinated play execution7. Measurement
@uberflip#ABMHacks @everstring
Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!
@uberflip#ABMHacks @everstring
The First Step for ABM is Account SelectionWho are you selling to? That will define your content strategy.
@uberflip#ABMHacks @everstring
How Do You Choose Target Accounts?
1. Manual selection between marketing, sales, and executives2. Manual selection by marketing3. Manual selection by sales4. Rules-based segmentation in marketing automation5. Predictive marketing
@uberflip#ABMHacks @everstring
Create TargetAccount Tiers
Tier 1 (20-50)Exec selection
Tier 2 (100-200)Rep and Predictive
Selection
Tier 3 (500-1000)Predictive Selection
@uberflip#ABMHacks @everstring
Hack #1• 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
@uberflip#ABMHacks @everstring
Sample Tiered Account Content PlanTier Ebook Infographic Webinar
Tier 1 Accounts [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 [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 A [Industry] Marketer’s Guide to Predictive
Marketing
Custom hub featuring relevant infographics
How [Company Size] Can Generate More
Leads with Predictive Marketing
@uberflip#ABMHacks @everstring
Hack #2
• Leverage predictive insights to determine good topics for personalization:
• 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
@uberflip#ABMHacks @everstring
Hack #3• Not sure where to start? Segment your database with predictive to find
critical industries.• What are your key industries?• Where should you focus your content?• Where do you even start?
• Use insights for ABM or custom content creation
@uberflip#ABMHacks @everstring
Hack #4• Look at your current content inventory and see what you can update
• Choose your top 20 accounts • Add their 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
@uberflip#ABMHacks @everstring
Hack #5• Create custom content hubs
• Less work than asset-level personalization
• Include a group of relevant assets
• Customize with account name
• Can use for marketing and sales outreach
@uberflip#ABMHacks @everstring
Hack #6
• Find quick wins for personalization:
• Website• Video• On-demand content
@uberflip#ABMHacks @everstring
Hack #8
• Consider on-demand content for immediate personalization.
• Create a quiz that your buyers can take
• Create a benchmark that your buyers can take
@uberflip#ABMHacks @everstring
Hack #9• Leverage partners to create specialized content
• Lack the 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
@uberflip#ABMHacks @everstring
Use Content As Part of Account-Based Play
• ABM Play Example: Tier 2 Account1. Send direct mail door-opener2. 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 ebook4. Add account into dedicated nurture stream segmented by industry5. 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)
Account-based content can be work. Make sure you are measuring engagement with target accounts so you can optimize content creation.
@uberflip#ABMHacks @everstring
Know Which Content Works for ABM• How many content assets have generated opportunities?
@uberflip#ABMHacks @everstring
Understand How Content Impacts Target Accounts
• Which content assets moved a target account through the buyer journey?
@uberflip#ABMHacks @everstring
Frequency Target Accounts Engage
• Generate reports for your target account custom content hub
@uberflip#ABMHacks @everstring
How to Be an ABM Hero with Predictive Marketinghttp://resources.everstring.com/h/i/228222115-how-to-be-an-abm-hero-with-predictive-marketing
Zenefits Customer Case Studyhttp://resources.everstring.com/h/i/265815171-zenefits-customer-case-study
How to Overcome Sales and Marketing Misalignmenthttp://resources.everstring.com/h/i/241779085-how-to-overcome-sales-and-marketing-misalignment
Resources
@uberflip#ABMHacks @everstring
QUESTION TIME!
Dayna RothmanSr. Director of Brand, Content, and
Demand at EverString@dayroth
Hana AbazaVP Marketing, Uberflip
@hanaabaza
hub.uberflip.com