account-based marketing hacks

Account-Based Content Marketing Hacks

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2015 ABM Capabilities Survey Hypothesis

Does compliance with the ABM Capabilities Framework result in greater revenue impact from ABM?

Account Selection

Insights Content Orchestration Distribution Measurement

Dayna RothmanVP of Marketing – Brand, Content, and

Demand Generation at EverString@dayroth

Today’s Presenter

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

• 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…

ABM is all the rage.

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 SelectionWho 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

Using Predictive Segments for Account Selection

Leverage Predictive Insights for Content Personalization

Use Content As Part of Account-Based PlayABM 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.

Hack #1: 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 PlanTier 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 Account Name 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 Leverage partners and outsourced writers to

help create content Leverage third party vendors for sponsored

content Leverage predictive marketing insights for

personalization Choose topics that can easily be customized

for account, industry, or company size Get more bang for your buck by repurposing

larger content pieces

Hack #2: Repurpose Existing Content

Look at your current content inventory and see what you can update

• Choose your top 20 accounts (Tier 1 or 2)• Add their 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

Hack #3: 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

Hack #4: 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

Hack #5: 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 ABMHow many content assets have generated opportunities?

Understand How Content Impacts Target Accounts

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

Frequency Target Accounts EngageGenerate reports for your target account custom content hub

QUESTION TIME!

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

www.everstring.com

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