When ABM & Content Collide: How to Build an Account-Based Content Strategy

#ufx2016

Dayna rothman

When ABM & Content Collide: How to Build an Account-‐Based Content StrategyDayna Rothman, VP of Marketing – Brand, Content, and Demand @ EverString and Author of Lead Generation for Dummies

@dayroth

©2016 EverString :: CONFIDENTIAL & PROPRIETARY

EverString Audience Platform#predictivemarketing

ExpandGrow your database with net-‐new, best fit companies and people

PrioritizeFocus resources on the companies and people

that matter most

EnrichAdd relevant data for better context and

insights on prospects

What is Account-‐Based Marketing and Why Should You Care?


“Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions


ABM is all the rage.


• 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…


How Does EverString Think About ABM Internally?

We have a hybrid approach which includes traditional lead generation and Account-Based Marketing.


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


Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!

Account Selection


The First Step for ABM is Account Selection

Who are you selling to? That will define your content strategy.


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


Create Target Account Tiers

Tier 1 (20-‐50)Exec selection

Tier 2 (100-‐200)Rep and Predictive Selection

Tier 3 (500-‐1000)Predictive Selection


Predictive Audiences for Account Selection


Leverage Predictive Insights for Content Personalization


Use Content As Part of Account-‐Based Play

ABM Play Example: Tier 2 Account

1. 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 Hacks

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


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


Sample Tiered Account Content Plan

Tier Ebook Infographic Webinar

Tier 1 AccountsHighly Personalized

[Account Name] Guide to Predictive Marketingw/custom copy

How [Account Name] Can See ROI with Predictive Marketing

How [Account Name] Can Generate More Leads with Predictive Marketing

Tier 2 AccountsPersonalized by AccountName 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 AccountsPersonalized 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


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


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


A Simple Title Change is Sometimes All You Need


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


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


Find Quick Personalization Wins

• Where are other places you can personalize?• Website• Landing page• Video• On-demand content like quizzes,

benchmarks, etc


Personalization Examples: Video and Website


Personalization Example: On-‐Demand Content


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

Measure Your Account-‐Based Marketing Content

Account-‐based content can be work. Make sure you are measuring engagement with target accounts so you can optimize content creation.


Know Which Content Works for ABM

How many content assets have generated opportunities with target accounts?


Understand How Content Impacts Target Accounts

Which content assets moved a target account through the buyer journey?


Frequency Target Accounts Engage

Generate reports for your target account custom content hub

QUESTION TIME!

Dayna RothmanVP of Marketing -‐-‐ Brand, Content, & Demand EverString@dayroth

www.everstring.com

Business

When ABM & Content Collide: How to Build an Account-Based Content Strategy