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#bii18
The ABM Content Challenge: How to Balance
Personalization and Scale
SPONSORED BY:
#bii18
Your Source For The Latest B2B
Marketing News & Trends
demandgenreport.com
twitter.com/DG_Report
linkd.in/DG_Specialists
February 25–27, 2019
SAVE THE DATE:
Join Our B2BMXperts community:
b2bmx.influitive.com/join/now
Hyatt Regency, Scottsdale
www.b2bmarketing.exchange
#bii18
#bii18 Prize Pack: Register & Attend to Win
Join all our #bii18 sessions live for the best chance to win
• $10 Starbucks gift cards - 1 winner per session
• Free passes to #B2BMX - 1 winner per day
• $500 Expedia gift card - 1 winner per series
How are we doing?
#bii18
Questions, Tweets, Resources, Survey
#bii18
Speakers
Bryn Powell
ON24
Brian Anderson
Demand Gen Report
#bii18
The ABM Content Challenge: How to Balance
Personalization and Scale
SPONSORED BY:
#bii18
My ABM World
#bii18
How personalized do your ABM
campaigns need to be?
#bii18
Personalization vs. Scale
100%
Personalized
•Created just for
this account AND
persona
Highly
Personalized
•Created for
multiple personas
at a single account
Highly
Customized
•Existing content,
heavily adapted for
one account
Customized
•Existing content
with lighter spin
for one account
Industry-
specific
•Content
targeted to
one industry
Multi-
Sector
•Targeted to a
cluster of related
accounts
Generic
•Broad content
for all targets,
but still
relevant to the
account
#bii18
My ABM World
Highly
Personalized
Highly Customized
Industry specific or
Lightly Customized
#bii18
Finding the right channel
12
Email Marketing
Social Media
Content Syndication
Search
Field Events
WebsiteWebinars
Online Advertising
#bii18
Finding the right channel
13
Webinars
Content Hubs
Content Experiences
#bii18
Webinar ABM Checklist
• Identify your target audience
• Develop a compelling offer
• Limit the barriers to conversion
• Approach and target in a personalized manner
• Drive engagement through the session
• Use live intelligence to guide the session
• Utilize on-demand functions to their fullest advantage
#bii18
1:1 Webinar Based Campaigns
Live Webinar1 On-Demand Content2
Personalized Content
Experiences3
#bii18
The Live Webinar
• Personalized webinar content relevant to Strategic
Account
• Promote using personalized messaging, graphics
and specific target account jargon
• Promotion channels:
– Email Marketing
– Paid Advertising
– Sales Development
– Website Personalization
– References
• Personalized webinar console including:
– Custom resources, CTA’s, contact info, polls & surveys
#bii18
On-Demand Content
• Promote multiple mix of content
pieces at scale
• Let buyers educate at own speed
• Promoted through email nurture
stream, website personalization, sales
development, and account
relationships – through single,
evergreen URL
• Limited barriers to conversion:
– Single registration for multiple content
pieces
– Ability to un-gate specific content pieces
– On-Demand content allows for instant
viewing
#bii18
ON DEMAND IS ON THE RISE
18
Our 2018 Webinar Benchmarks Report shows the trend toward on-demand engagement
across the ON24 network.
ON DEMAND ONLY
44
mins
35% 2018
LIVE AND ON
DEMAND
2017
42
mins5%
LIVE ONLY60% 201634
mins
ON DEMAND
#bii18
Personalized Content Experiences
• Targeted selection of relevant
content for account and/or
persona with ON24 Target
• Ability to track engagement
data to see how content is
being consumed
• Integrated into marketing
automation & CRM
#bii18
What content do you already have?
#bii18
Got Content? Now What?
#bii18
Customize Existing Content
Target account branding
Additional
resources specific
to target account
Q&A set to
email target
account sales
rep
Target account
custom video
intro
#bii18
Industry Specific
• Single call-to-action
– Example – Life Science ON24
Target Page
• 1:1 personalization
promotion to Strategic &
ABM Lite accounts
• Simple customization
promotion to
programmatic accounts
On-Demand
Webinar
PDF Flipbook
Video
Webpage
#bii18
Growing Existing Customer Accounts
Increase
Utilization
Reduce
Churn
New
business
unit
pipeline
New
product
pipeline
#bii18
Relevant Content for Top Customer
Account
• Provide high value
content
– Virtual consultative
“Workshops” for customer
accounts
– Introduce new products
and releases
– Two-way communication
to gather customer insight
using surveys, polls & Q&A
#bii18
Account Based Customer Enablement
• Promoted across marketing
channels
o Email nurture programs
o Website personalization
o Sales/Customer Success
Outreach
• Content to provide value:
o On-demand webinars
o Custom white papers
o Training materials
#bii18
Looking Forward…
#bii18
Customized for Account + Persona
Executives Decision Makers
#bii18
Q&A / Speakers
Bryn Powell
ON24
Brian Anderson
Demand Gen Report
#bii18
Register for more sessions now thru July 13th!
Join Our Next Session: Developing Smart Content: How Interactive Content
Helps Identify Buyer Pain Points & Paths For Continuing The Conversation
webinars.demandgenreport.com/bii18
Friday, July 13th
2:00 PM (EDT)

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The ABM Content Challenge: How to Balance Personalization and Scale

  • 1. #bii18 The ABM Content Challenge: How to Balance Personalization and Scale SPONSORED BY:
  • 2. #bii18 Your Source For The Latest B2B Marketing News & Trends demandgenreport.com twitter.com/DG_Report linkd.in/DG_Specialists
  • 3. February 25–27, 2019 SAVE THE DATE: Join Our B2BMXperts community: b2bmx.influitive.com/join/now Hyatt Regency, Scottsdale www.b2bmarketing.exchange
  • 4. #bii18 #bii18 Prize Pack: Register & Attend to Win Join all our #bii18 sessions live for the best chance to win • $10 Starbucks gift cards - 1 winner per session • Free passes to #B2BMX - 1 winner per day • $500 Expedia gift card - 1 winner per series
  • 5. How are we doing? #bii18 Questions, Tweets, Resources, Survey
  • 7. #bii18 The ABM Content Challenge: How to Balance Personalization and Scale SPONSORED BY:
  • 9. #bii18 How personalized do your ABM campaigns need to be?
  • 10. #bii18 Personalization vs. Scale 100% Personalized •Created just for this account AND persona Highly Personalized •Created for multiple personas at a single account Highly Customized •Existing content, heavily adapted for one account Customized •Existing content with lighter spin for one account Industry- specific •Content targeted to one industry Multi- Sector •Targeted to a cluster of related accounts Generic •Broad content for all targets, but still relevant to the account
  • 11. #bii18 My ABM World Highly Personalized Highly Customized Industry specific or Lightly Customized
  • 12. #bii18 Finding the right channel 12 Email Marketing Social Media Content Syndication Search Field Events WebsiteWebinars Online Advertising
  • 13. #bii18 Finding the right channel 13 Webinars Content Hubs Content Experiences
  • 14. #bii18 Webinar ABM Checklist • Identify your target audience • Develop a compelling offer • Limit the barriers to conversion • Approach and target in a personalized manner • Drive engagement through the session • Use live intelligence to guide the session • Utilize on-demand functions to their fullest advantage
  • 15. #bii18 1:1 Webinar Based Campaigns Live Webinar1 On-Demand Content2 Personalized Content Experiences3
  • 16. #bii18 The Live Webinar • Personalized webinar content relevant to Strategic Account • Promote using personalized messaging, graphics and specific target account jargon • Promotion channels: – Email Marketing – Paid Advertising – Sales Development – Website Personalization – References • Personalized webinar console including: – Custom resources, CTA’s, contact info, polls & surveys
  • 17. #bii18 On-Demand Content • Promote multiple mix of content pieces at scale • Let buyers educate at own speed • Promoted through email nurture stream, website personalization, sales development, and account relationships – through single, evergreen URL • Limited barriers to conversion: – Single registration for multiple content pieces – Ability to un-gate specific content pieces – On-Demand content allows for instant viewing
  • 18. #bii18 ON DEMAND IS ON THE RISE 18 Our 2018 Webinar Benchmarks Report shows the trend toward on-demand engagement across the ON24 network. ON DEMAND ONLY 44 mins 35% 2018 LIVE AND ON DEMAND 2017 42 mins5% LIVE ONLY60% 201634 mins ON DEMAND
  • 19. #bii18 Personalized Content Experiences • Targeted selection of relevant content for account and/or persona with ON24 Target • Ability to track engagement data to see how content is being consumed • Integrated into marketing automation & CRM
  • 20. #bii18 What content do you already have?
  • 22. #bii18 Customize Existing Content Target account branding Additional resources specific to target account Q&A set to email target account sales rep Target account custom video intro
  • 23. #bii18 Industry Specific • Single call-to-action – Example – Life Science ON24 Target Page • 1:1 personalization promotion to Strategic & ABM Lite accounts • Simple customization promotion to programmatic accounts On-Demand Webinar PDF Flipbook Video Webpage
  • 24. #bii18 Growing Existing Customer Accounts Increase Utilization Reduce Churn New business unit pipeline New product pipeline
  • 25. #bii18 Relevant Content for Top Customer Account • Provide high value content – Virtual consultative “Workshops” for customer accounts – Introduce new products and releases – Two-way communication to gather customer insight using surveys, polls & Q&A
  • 26. #bii18 Account Based Customer Enablement • Promoted across marketing channels o Email nurture programs o Website personalization o Sales/Customer Success Outreach • Content to provide value: o On-demand webinars o Custom white papers o Training materials
  • 28. #bii18 Customized for Account + Persona Executives Decision Makers
  • 29. #bii18 Q&A / Speakers Bryn Powell ON24 Brian Anderson Demand Gen Report
  • 30. #bii18 Register for more sessions now thru July 13th! Join Our Next Session: Developing Smart Content: How Interactive Content Helps Identify Buyer Pain Points & Paths For Continuing The Conversation webinars.demandgenreport.com/bii18 Friday, July 13th 2:00 PM (EDT)

Editor's Notes

  • #8: When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix. Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
  • #9: Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along! Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs. Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical. Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.
  • #10: When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix. Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
  • #11: We’ve just looked at account tiers in an ABM strategy
  • #12: Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along! Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs. Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical. Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.
  • #13: Wit/iwht out $
  • #14: Wit/iwht out $