abx - b2b marketingmrkto.b2bmarketing.net/rs/085-vab-435/images/2.45... · engagement not just as a...

ABX APPLYING ACCOUNT-BASED PRINCIPLES TO THE CONTENT EXPERIENCE (or How to Avoid Vanilla)

Julie Wisdom // ALIAS Partners

THE NEXT 30 MINUTES

What is ABX? A content framework in 3 steps

Earn confidence, scale ABM and (well, yeah) drive revenue

WHAT IS ABX?

COMMON PHILOSOPHYThe best marketing puts customers at the centre and communicates in a way that addresses their needs and interests at every stage of the buying journey.

ABM CMACCOUNT-BASED

MARKETINGCONTENT

MARKETING

WHAT IS ABX?

ACCOUNT-BASED EXPERIENCE

ABM CMABXACCOUNT-BASED

MARKETINGCONTENT

MARKETING

APPLYING PRINCIPLES OF ACCOUNT-BASED MARKETING TO YOUR CONTENT STRATEGY

THEN NOW WHAT IT MEANS

High concept On-the-ground perspectives Real applications/vision

Broad audience Micro-targeting Individual companies with relevant issues

Reach & frequency Depth & duration Communication of complex messages

Provide Guide For information seekers

Disrupt Engage Engagement not just as a metric, but as an objective

Brand first Vision first Conversation about what’s possible, not what you do

Single-threaded Multi-threaded Cross-functional contacts within a company

AN ABX FRAMEWORK...

INTERNAL

Brings sales and marketing together around a shared content strategy

EXTERNAL

Narrows in on challenges and opportunities of specific companies

The ABX framework calls for content that is rooted in actual customer and competitive data and insights.

1 INSIGHT How are evolving technology, trends and competitors influencing—or even disrupting—their industry and their business?

What is their organisational structure and culture?

What is their role in the organisation and in buying decisions?

What are their challenges and opportunities?

What’s different in this? What can you make different from this?

GET DIRTY IN YOUR DATA

QUICK

DELIBERATE

RATIONAL EMOTIONAL

COMPETITIVE SPONTANEOUS

METHODICAL HUMANISTIC

HOW WE MAKE DECISIONS SAYS A LOT

Within four years, your devices will “know more about your emotional state than your own family.”

— Gartner Report, JAN 2018

HOW WE MAKE DECISIONS SAYS A LOT

2PERSPECTIVE Understand the customer experience. Paint a picture of how it could be better.

Sales, marketing, product dev, innovation team...

Customers, analysts, the table next to you at the pub...

Create a vision of the future without talking about yourself.

Books, magazines, the ads on the Tube...

STRETCH BEYOND WHAT TYPICALLY INFORMS CONTENT STRATEGY[Find the interesting things in the different]

3CONVERSATIONS

People do want to hear from you, as long as you have something interesting to say.

MAP YOUR CONVERSATIONS TO CREATE REAL VALUE

TOPICS

ALIGNMENT

THEMES

NARRATIVES

GET DIRTY IN YOUR DATA FRAME YOUR CONTENT AROUND YOUR CUSTOMER’S WORLD VIEW

WRAP IT UPINSIGHT + PERSPECTIVE + CONVERSATIONS = A NICE, JUICY PLATFORM FOR ABX

ABX Want a workshop? Booth 25

Julie Wisdom // ALIAS Partnersjulie@aliaspartners.com

aliaspartners.com