Everything Content Teams Need to Know about ABM [Webinar]
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The document provides an overview of Account-Based Marketing (ABM) as presented in a Kapost webinar. It discusses key strategies for effective ABM, including the importance of personalized content and understanding buyer personas, as well as offers a content creation checklist and various content hacks. Additionally, it emphasizes the need for proper measurement of ABM metrics to assess effectiveness and ROI.
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Everything Content Teams Need to Know about ABM [Webinar]
- 1. Everything Content Teams Need to Know about ABM A Kapost webinar with Engagio #KapostWebinar
- 2. Meet Your Presenters Zoë Randolph Marketing Manager Kapost Heidi Bullock CMO Engagio @HeidiBullock
- 3. → Housekeeping - Recording and slide deck - Ask questions! → Introduction → Presentation → Q&A Agenda
- 4. Taking Targeting to the Next Level The History
- 7. Overview 1 2 3 4 5 Demand Generation vs. ABM Content Framework and Scale Content Creation Checklist 4 Content Hacks for ABM Showcasing Success 7
- 8. Why are marketers looking to ABM?
- 10. What got you here, won’t get you there
- 11. When can ABM help? Higher Value Accounts Longer Sales Cycles Land and Expand Strategy Selling to a Buying Center
- 12. Demand Generation vs. ABM
- 14. The good news is… You don’t have to reinvent the wheel
- 15. For ABM, your content needs to be... Personal Timely Relevant
- 16. Always be able to answer: WHO - identify and understand the key personas in the accounts your are focused on WHAT - understand what your buyers need from a content perspective and when in their journey they need it
- 17. 75% WHO: Know your buyer
- 18. Buying centers
- 19. See WHO is engaging and what was interesting to them WHO is not engaging? How can I understand buying centers?
- 20. How can I learn more about key personas and accounts? ● Annual reports ● Earnings calls ● Social - Twitter, LinkedIn ● Blogs
- 21. 21 WHAT type of content works?
- 22. Personalized content is most effective
- 23. WHEN: Content has to be delivered at the right time 23
- 24. Example
- 25. How do I know WHERE someone is in the journey?
- 26. Scale
- 27. Tier 3 Tier 2 Tier 1 Target AccountsMost are good at ABM here… But struggling to scale ABM here… Scaling ABM content can be a CHALLENGE
- 28. 5-50 accounts (“tens”) Engagio: max 1 or 2 per AE $250K – $1B+ 5-50 accounts (“tens”) Engagio: 5 per AE $100K – 250K 50-1,000 accounts (“hundreds”) Engagio: 93 per AE $50K – $100K 1,000+ accounts (“thousands”) Engagio: About 2,000 $25K - $50K Style 1a Lighthouse Style 1b Strategic Style 3 Programmatic Style 2 Scale
- 29. Program Entitlements for Target Accounts Type of Program Accounts Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy Direct Mail High value Post card – lower value Post-card lower value Engagio analytics for reps Yes Yes Yes Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn Tradeshows Special dinner Playmaker sends Yes Yes Yes Database sends In some cases OK Yes Yes Digital Yes + tailored content Yes + industry Yes – generic? Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals Sales outreach Yes (calling campaigns, drive attendance) Yes (calling campaigns, drive attendance) No Appt Setting Yes Yes No Intent data for outbound with personalized plays Yes Yes Yes Contact Discovery Yes Yes No Customer content Custom streams Yes (tier 1 and 2) Limited No
- 30. Content for different tiers 30
- 32. There are 3 Key Steps 1. Content audit 2. Adapt existing content 3. Create new content Content creation checklist
- 33. Content audit ✓ Discover ✓ Tag content ✓ Identify gaps
- 34. Adapt existing content ✓ Pick relevant Content ✓ Proven effective ✓ Modify Ebook modified for a vertical
- 35. Create new content ✓ Prioritize ✓ Identify sources ✓ Create calendar ✓ Develop content briefs ✓ Start writing (best part)!
- 36. 4 Content Hacks
- 37. Content hacks 1. Customize existing content 2. Micro-sites & content hubs 3. Web personalization & dynamic content 4. Hyper-personalized
- 38. • Existing content • Map to industries, accounts & personas 1 - Customize for quick wins
- 39. Tweaking content, for example: • Title or subtitle • Images • Case studies • 10/80/10 Rule Start small
- 41. 2 - Microsite and content hubs Micro-Sites & Content Hubs for Target Accounts
- 43. 3 - Dynamic content and web personalization
- 44. As close to real human interaction that you can get. 4 -Hyper personalization
- 45. “Just for you” - 1:1 For a single account • Presentation • Whitepaper • Webinar • eBook • Report • Etc.
- 46. Content examples
- 48. Showcase Success
- 49. 1 - Understand ABM metrics are different
- 50. 2 - Have clear goals for content Ex: increased engagement
- 51. 3 - Ensure your content CAN be measured 1. Make sure you have a way of tracking your content Ex: UTM tracking 2. Set programs up to measure the ROI Ex: how you set up marketing programs in MA or other tools 3. Measure at different time points Ex: early,mid, late
- 52. There is not ONE metric
- 53. 4 - Early - look at engagement in accounts
- 54. 5 - Test
- 55. 6 - Later - Impact/ROI How has asset ‘x’ done this year? Which accounts has it impacted? What persona engages the most? What is the overall return to date?
- 56. 1. The fundamentals are still the same! 2. Start small with existing content, then adapt via customization and personalization 3. Create different content for account tiers 4. Measuring ABM Content to know what is working or not Key Takeaways:
- 57. The Clear & Complete Guide to ABM www.engagio.com/guide Learn more about ABM!
- 58. Discussion • Q&A
- 59. Thank You!