#flipmyfunnel austin - hana abaza & rachel lefkowitz - how you can use content to slay the abm...
TRANSCRIPT
How You Can Use Content To Slay the ABM Game
Hana AbazaVP of Marketing
Uberflip
Rachel LefkowitzContent Marketing Manager
EverString
@hanaabaza @r_lefkowitz
Traditional Content Marketing Process
CREATION DISTRIBUTION INSIGHTS
@yostar @peterdbaron
@hanaabaza @r_lefkowitz
The 4 Pillars of Content Marketing
CREATION
It starts with great content. Whether you
buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to
know what’s working and why.
DISTRIBUTION
That experience needs an audience -
whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a remarkable
experience to reach its full potential.
@hanaabaza @r_lefkowitz
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What Most People Do
@hanaabaza @r_lefkowitz
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Type By Topic By Vertical By Segment By Persona By Account
Another Way To Think About It
@hanaabaza @r_lefkowitz
1. Your Sales Team Chooses
2. Your Sales and Marketing Teams Choose Together
3. Sales and Marketing Data Dig
How to Select Accounts for Your ABM Strategy
Manual Selection
@hanaabaza @r_lefkowitz
Get insight into your ideal account profile
Unbiased, data-backed approach
Start with confidence from your sales and marketing teams
How to Select Accounts for Your ABM Strategy
Predictive Selection
@hanaabaza @r_lefkowitz
Tactic 1: Create Unique Account-Specific Content
• Offer an Account-Based webinar for a single account
• Create a custom report, ebook, or infographic
@hanaabaza @r_lefkowitz
Tactic 2: Create Content Based on Predictive Segment, Vertical, or Industry
• Personalize content based on the data within your target accounts
• Do most of your target accounts use Salesforce.com? Consider creating a unique asset just for that group of accounts
@hanaabaza @r_lefkowitz
Tactic 3: Repurpose Existing Content
• Make changes to existing content to make it applicable to an industry, vertical, or predictive segment
• Personalize without having to create a totally new asset from scratch
@hanaabaza @r_lefkowitz
Tactic 4: Create Custom Streams
• Create custom streams based on industry, predictive insight, or by sales rep
• Keep your content experience consistent throughout the sales cycle when linking back to these streams
@hanaabaza @r_lefkowitz
Tactic 5: Quick Wins in Personalization
• Pull together the creatives’ in your organization to come up with an automated report.
• Invest in a tool like Vidyard that can help you create personalized videos at scale
@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Generate reports based on content within each individual stream
@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Measure target account program attribution
@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Understand which content pieces are making an impact
@hanaabaza @r_lefkowitz
Unique Ways to Measure ABM Content
Understand what content made an impact on a particular account