create an account-based content strategy with these easy hacks

41
@uberflip #ABMHacks @everstring Dayna Rothman Sr. Director of Brand, Content, and Demand at EverString @dayroth CREATE AN ACCOUNT-BASED CONTENT STRATEGY WITH THESE EASY HACKS Hana Abaza VP Marketing, Uberflip @hanaabaza

Upload: uberflip

Post on 13-Jan-2017

733 views

Category:

Marketing


0 download

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

STICK AROUND FORA DEMO

@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

Let’s get hacking!

@uberflip#ABMHacks @everstring

Create an Account-Based ContentStrategy with These Easy Hacks

@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

ABM is all the rage.

@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

Account Selection

@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

Using Predictive Segments

@uberflip#ABMHacks @everstring

@uberflip#ABMHacks @everstring

Account-BasedContent Hacks

Don’t worry, this doesn’t mean you have to create 1500 ebooks.

@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

@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

@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

Personalization Examples

@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)

@uberflip#ABMHacks @everstring

Measure YourAccount-Based Content

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

@uberflip#ABMHacks @everstring

@uberflip#ABMHacks @everstring