How You Can Use Content to Slay the ABM Game
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The document discusses strategies for leveraging content in Account-Based Marketing (ABM) to enhance engagement and effectiveness. It outlines the four pillars of content marketing: creation, insights, distribution, and experience, emphasizing the importance of creating tailored content experiences for specific accounts. Additionally, it provides five tactics for developing ABM content, including unique account-specific content and personalization through predictive segmentation.
How You Can Use Content to Slay the ABM Game
- 1. How You Can Use Content To Slay the ABM Game Hana Abaza VP of Marketing Uberflip Rachel Lefkowitz Content Marketing Manager EverString
- 2. Content is the atomic particle of all digital marketing. - Rebecca Lieb
- 4. @hanaabaza @r_lefkowitz More Content Better Content
- 5. @hanaabaza @r_lefkowitz More Content Better Content Content for Everyone!
- 7. @hanaabaza @r_lefkowitz It’s not your imagination. Content is getting harder.
- 13. @uberflip @HanaAbaza How do we make Content work for us?
- 14. @uberflip @HanaAbaza (dirty little secret)
- 15. @uberflip @HanaAbaza (dirty little secret) Great Content Isn’t Enough
- 16. @uberflip @HanaAbaza You need a remarkable content experience to meet
- 17. @Uberflip
- 18. @Uberflip
- 19. @Uberflip
- 20. @hanaabaza @r_lefkowitz Traditional Content Marketing Process CREATION DISTRIBUTION INSIGHTS @yostar @peterdbaron
- 21. @hanaabaza @r_lefkowitz Traditional Content Marketing Process CREATION DISTRIBUTION INSIGHTS
- 22. @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.
- 23. @hanaabaza @r_lefkowitz But how do we create a relevant and tailored content experience for ABM?
- 25. @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
- 26. @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
- 27. CONTEXT
- 29. @Uberflip
- 30. @Uberflip
- 31. @Uberflip
- 32. How EverString Customizes Content Experiences for ABM
- 33. @hanaabaza @r_lefkowitz …where do I start?
- 34. @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
- 35. @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
- 36. @hanaabaza @r_lefkowitz Predictive Demand Generation and Predictive Segments
- 37. @hanaabaza @r_lefkowitz 5 Tactics For Creating ABM Content An EverString Case Study
- 38. @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
- 39. @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
- 40. @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
- 41. @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
- 42. @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
- 43. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Generate reports based on content within each individual stream
- 44. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Measure target account program attribution
- 45. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Understand which content pieces are making an impact
- 46. @hanaabaza @r_lefkowitz Unique Ways to Measure ABM Content Understand what content made an impact on a particular account