How To Personalize Content

at Scale for ABM

Randy Frisch

CMO & Co-Founder at Uberflip

ABMbuzzword

“ABM is a sustained, coordinated,

strategic approach to identifying,

engaging, closing, and growing the

accounts that we know we should win

@steve_watt1

An ABM content marketing plan focuses

on creating and marketing content for

accounts we know we should win

@....me

Randy Jenny

Orange is the New Black

The Standups

Sarah Silverman

What the Health

Riverdale

‘The Breakfast Club’ Genre

Documentaries

Grease and any Musical

Bloodline

House of Cards

Stranger Things

Anything Marvel

Breaking Bad

Homeland

24

Black Mirror

Anything

with

"The Rock"

WEIGHING IN!6.8BUYERS

- Gartner (CEB)

Strategic SamDemand Jen

Marketing Mary

CONTENT

EXPERIENCE

Uberflip

Personas

Source: “The State Of Engagement” Report

“Leads nurtured with personalized content

tend to lead to 20% more sales

opportunities”

— Demand Gen report

Personalization and relevance

are key to ABM

ABM

But how do we create a relevant and

tailored experience for ABM

— at scale?

• Tier 1: By account, individual

• Tier 2: By industry, persona, tech

• Tier 3: Regular inbound strategy, +

industry/persona related content

My Team’s Approach

Account Value ($)

Effo

rt in

vest

ed

Tier: 3 2 1Utilize a tier based approach

How we optimize content for ABM

Audit Our Content

Create Our Experiences

Personalize the Delivery

1

2

3

How we optimize content for ABM

Audit Existing Content

• We found: 1000s of content assets

• We tagged: Identified and tagged content based on

industry, persona, role, account, stage, and individuals

• Where to start: Case studies, customer stories, eBooks

• Out of the gate: We launched an initial ABM campaign

using existing content, and customized where necessary

Audit O

ur C

onte

nt

1

How we did it How you could do it

Audit O

ur C

onte

nt

1

Audit Our Content

Create Our Experiences

Personalize the Delivery

1

2

3

Create your Content Experience

• Own the Experience: Easy for us (Uberflip) maybe not for

others

• Know your stakeholders: Who in the org needs content

and where do they need content to live?

• Where to start: Organize it to be more easily found by

industry, persona, role, account, stage, and individual

• Out of the gate: Build a stream of content for a key

account (1:1), key segment (1:few), your thesis (1:many)

Cre

ate

Our E

xperie

nces

2

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

A simple view of content we create2

Let’s focus

here today

Cre

ate

Our E

xperie

nces

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What most people do2

Cre

ate

Our E

xperie

nces

Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type By Vertical By Persona By Account

Another way to think about it2

Cre

ate

Our E

xperie

nces

Update Screenshot

Cre

ate

Our E

xperie

nces

2

2

Cre

ate

Our E

xperie

nces

Audit Our Content

Create Our Experiences

Personalize the Delivery

1

2

3

Thought

Leadership

Campaigns,

Microsites and

Landing Pages

Tailored Content,

Drip Campaigns

Knowledge

Base

Resource Center

Onboarding

Materials

Prospecting,

ABM/ABS

Education and

Evaluation

Material

OWN THE

JOURNEY

What does contentlook like at scale?

Prospecting, ABM/ABS

Education and

Evaluation Material

Real life examples!

A B C D

Paid Email Social Sales

CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C

Outcome: CTR of 6-13% with target accounts!

TARGET ACCOUNTPers

onaliz

e th

e D

eliv

ery

Paid Advertising3

Pers

onaliz

e th

e D

eliv

ery

3 Paid Advertising

Email Marketing3

Pers

onaliz

e th

e D

eliv

ery

Social Engagement/Selling3

Pers

onaliz

e th

e D

eliv

ery

Homepage Personalization3

Pers

onaliz

e th

e D

eliv

ery

Enable sales with the

right content at the right

time

Sales Enablement3

Pers

onaliz

e th

e D

eliv

ery

Sales Enablement3

Pers

onaliz

e th

e D

eliv

ery

Sales Enablement3

Pers

onaliz

e th

e D

eliv

ery

3 Sales Enablement

Pers

onaliz

e th

e D

eliv

ery

Bringing it all together.

Audit Our Content

Create Our Experiences

Personalize the Delivery

1

2

3

You’re either saying...

Can’t wait Oh S#!t

STAGE Tier 1 Tier 2 Tier 3

Cold - Direct mail offers, to 1-5 people 2x

per quarter for each account

- Targeted ads per account + custom

digital assets

- Regular inbound

- Targeted ads per persona or

industry

- Regular inbound

strategy only

Engaged - Targeted ads per account

- Direct mail plays

- Email nurture

- Retargeting ads

- Limited direct mail plays

(dependant on persona & situation)

- Email nurture

Opportunity - Targeted ads per account

- Personalized direct mail

- Custom content & digital assets

- Targeted ads per persona or

industry

- Direct mail if prospects are “going

cold”

- Notes & cards

- Limited direct mail

Post-Sale - Thank you package & note - Thank you package & note - Note

Example: ABM Strategy Based on Tier + Stage

Partner Help →

1 2 3 4 5

Audit Integrate Build Optimize Analyze

Ensure your ABM

foundations are

strong – data,

content, tools

Thoroughly integrate

systems into existing

platforms like

Salesforce Pardot

Create, brand, and

manage Streams of

content for all

identified Target

Accounts

Keep Streams of

content updated as

Target Accounts

progress through the

buyer journey

Understand the role

that content plays in

influencing

engagement with

Target Accounts

Key Takeaways

Personalization at scale:

Audit Our Your Content

Create Our Your Experiences

Personalize the Delivery

1

2

3

Randy

FrischCMO & Co-Founder at Uberflip

@randyfrisch

ubrflp.in/randyfrisch