Poll 1What is your current approach to ABM?

✓ All-in, it’s the only way!✓ A blend of ABM and other demand gen

strategies✓ Still not convinced ABM has a place in

marketing

2

WHAT’S DIFFERENT ABOUT CONTENT IN THE ABM WORLD?

#ABMContent 3

ABM is on Fire

#ABMContent 4

A Tale of Two StylesDemand Gen Content ABM Content

#ABMContent 5

#ABMContent 6

Email Still Rules, If Done Correctly

• With just 2 robospam sequences, you could terminate 1/3 or more of your targets.

• Target accounts are precious, so craft human content that you yourself would engage with - it pays off.

#ABMContent 7

Markets of One• 1:Account Webinars• Customized

EBooks/Whitepapers/Videos

• Handcrafted content in Direct Mail

#ABMContent 8

ABM Content Ideas• Build a whitepaper around

account-specific toolsets• Send custom ROI

calculator• Tee up custom quotes

from a customer• 1:1 videos

#ABMContent 9

#ABMContent 10

Poll 2What are your biggest challenges in terms of ABM content? (Select as many as apply.)

✓ Balancing personalization with scale when creating content

✓ Finding the right channels to distribute content✓ Reaching the right people at target accounts✓ Measuring the actual impact of ABM content on pipeline✓ Getting budget for technology to manage content

#ABMContent 11

Poll 3Is anyone on your team directly responsible for ABM strategy, or is it a shared responsibility?

✓ I’m the ABM pro✓ There’s an ABM specific person on our team✓ It’s a shared responsibility✓ Not currently doing ABM

#ABMContent 12

MO’ CONTENT, MO’ (MEASUREMENT) PROBLEMS

#ABMContent 13

Content Measurement•Content is not “free”•Measure content:

–vs. other channels–vs. itself–in target accounts vs. non-targets–by buying stage

#ABMContent 14

#ABMContent 15

#ABMContent 17

Tweetable Takeaways“Target accounts are precious, so craft human content that you yourself

would engage - it pays off.” -@CharlieCLIang @Engagio

“Marketer’s must be able get the attention of decision makers at target accounts for ABM to pay off.” -@KateAthmer @Integrate