YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar

HOW TO FUEL YOUR ABM STRATEGY WITH CONTENT

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STARTING WITH “WHY”

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STARTING WITH “WHY”

WHY ABM?

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WHY ABM?

LIKE FISHING WITH A SPEAR

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STARTING WITH “WHY”

WHY CONTENT?

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WHY CONTENT?

PROVEN AS A GREAT WAY TO DELIVER YOUR MESSAGE

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BUT, GREAT CONTENT IS NOT ENOUGH

It’s the content, stupid.“

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The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS

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The Content Marketing Process is a Cycle

CREATION DISTRIBUTION INSIGHTS

F L AW E D

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The 4 Pillars of Content Marketing

CREATION DISTRIBUTION INSIGHTS EXPERIENCE

6 Elements of a Kick Ass

For ABM

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§  Easy to browse your content

§  Easy to navigate (menu structure)

§  Easy to find stuff (search ability)

1. MAKE IT EASY

2. GET ORGANIZED

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Format By Topic Ok for Inbound

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Format By Topic By Vertical By Persona By Segment By Account

Content must be organized for buyers and your sales team to find. Spoon feed if necessary.

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§  Learn from Ikea!

§  Where should people go next?

§  Recommended content

§  Call-to-actions

3. CREATE AN ENGAGEMENT PATH

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§  No distinct call to action

§  No recommended content

§  Nowhere to subscribe

§  No images or videos

§  No links to learn more

AVOID THIS!

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Call to action

Recommend content Useful image

Discoverable

Easy to Share

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4. PERSONALIZE THE CONTENT

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For:

Personalized eBook Cover (even if it’s manual)

Personalized Video!

5. TAILOR THE EXPERIENCE

§  Recommended Content

§  CTAs

§  Headlines

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Generic

OTHERCONTENT

10Toolstoupproduc4vity

Webinar:howtocreatekillercontentwithoutspendingmore4me

9marke4nghacksusingZapier

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Tailored

MarketoTips&Tricks

10ToolsthatmakeMarketowaybeGer

Webinar:howtocreatekillercontentwithoutspendingmore4me

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Personalized message

Tailored content & CTAs

6. TRACK & MEASURE PERFORMANCE

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TRACK STREAM ENGAGEMENT

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MEASURE TARGET ACCOUNT PROGRAM ATTRIBUTION

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WHAT CONTENT MADE AN IMPACT ON A PARTICULAR ACCOUNT

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KEY TAKEAWAYS ü  Make it Easy

ü  Create an Engagement Path

ü  Organize For Marketing and Sales

ü  Personalize the Content

ü  Tailor the Experience

ü  Track and Measure

ü  A Traditional CMS Won’t Cut It

ü  Come to #UFX2016

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QUESTION TIME!

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