how to evolve content marketing strategy for an abm world
TRANSCRIPT
Housekeeping
• We will send the recording out following
the webinar
• You can submit questions in the Questions
pane, we will answer them in the Q&A at
the end of the webinar
• Use #ABMContent to engage throughout
the webinar on Twitter
#ABMContent 2
Why are we here?
• ABM is now a must-have strategy for B2B
organizations
• Marketer’s must be able to engage
decision makers, not just “accounts”
• Personalized, high-value content is critical
to reaching those people#ABMContent 3
What We Will Cover
• What's different about content in the ABM world?
• How to scale and manage the ABM content
process
• Real examples of ABM content at every stage of
the funnel - from a practitioner
• Measuring the impact of ABM content
#ABMContent 8
Poll 1
What 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
#ABMContent 9
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 14
Markets of One
• 1:Account Webinars
• Customized
EBooks/Whitepapers
/Videos
• Handcrafted content
in Direct Mail
#ABMContent 15
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 16
Poll 2
What 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 18
HOW ARE YOU USING CONTENT
NOW?
ResourceCenter
Account-BasedMarketing
Campaigns& Microsites
KnowledgeBase
TailoredContent Hub
AccountManagement
Prospecting& ABS
Pipeline Acceleration
Prioritizing Content Creation for ABM
How can you make the most impact?
Tier 1 (5-50)
Exec Selection - Dream Customer
Tier 2 (~200)
Secondary
Tier 3 (1,000’s)
Broader Audience Segments
Tier 1 Typically Has The Biggest Payoff
● Highly customized content for strategic accounts
● Customize experiences for audience segments
● Create a content waterfall
Tier 1 (5-50)
Exec Selection - Dream Customer
Tier 2 (~200)
Secondary
Tier 3 (1,000’s)
Broader Audience Segments
@Uberflip
CREATION DISTRIBUTION INSIGHTSEXPERIENCE
Key Factors for Content & ABM Success
Prioritize creation
for highest impact
accounts.
Customize the
experience for all
segments.
Highly targeted
outreach via MAP
and Sales
Understand KPIs
and success
metrics
Poll 3
Is 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 35
ABM CONTENT AT EVERY
STAGE OF THE FUNNEL
Real examples from an ABM content practitioner
#ABMContent 36
Cassandra Jowett
The internet and social web have made it possible for any voice
to be heard, but to be truly heard, you have to be authentic.
You have no choice but to be authentic to be successful. If not,
you will be discovered, you will be exposed, and you’ll be derided.
#ABMContent 39
1. Be Authentic
Hank Barnes, Research Vice President
46
Personalized Video
Previous
promotions
Personalized
video campaign
Improvement
Open rate 16.1% 29% 2X
Click-through rate 0.7% 5.5% 8X
Click-to-open rate 4.5% 18.7% 4X
#ABMContent
47
Personalized Video
Previous
promotions
Personalized
video campaign
Improvement
Open rate 16.1% 29% 2X
Click-through rate 0.7% 5.5% 8X
Click-to-open rate 4.5% 18.7% 4X
#ABMContent
Don’t Stop ABMing!
Customers need
account-based
marketing too.
That’s how they
turn into
advocates!
53
Content Measurement
•Content is not “free”
•Measure content:
–vs. other channels
–vs. itself
–in target accounts vs. non-targets
–by buying stage
#ABMContent 55
#ABMContent 58
Tweetable Takeaways
“Target accounts are precious, so craft human content that you yourself
would engage - it pays off.” -@CharlieCLiang @Engagio
“Marketers must be able get the attention of decision makers at target
accounts for ABM to pay off.” -@KateAthmer @Integrate
“Great content deserves a remarkable experience - especially when it’s
aimed at your target accounts.” -@HanaAbaza @Uberflip
“Think outside the [firstname] box. Get personal, surprise and delight
with #ABMContent!” -@cassandrajowett @influitive