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#ufx2016
Dayna rothman
When ABM & Content Collide: How to Build an Account-‐Based Content StrategyDayna Rothman, VP of Marketing – Brand, Content, and Demand @ EverString and Author of Lead Generation for Dummies
@dayroth
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
EverString Audience Platform#predictivemarketing
ExpandGrow your database with net-‐new, best fit companies and people
PrioritizeFocus resources on the companies and people
that matter most
EnrichAdd relevant data for better context and
insights on prospects
What is Account-‐Based Marketing and Why Should You Care?
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
“Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
ABM is all the rage.
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
• 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…
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
How Does EverString Think About ABM Internally?
We have a hybrid approach which includes traditional lead generation and Account-Based Marketing.
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!
Account Selection
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
The First Step for ABM is Account Selection
Who are you selling to? That will define your content strategy.
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Create Target Account Tiers
Tier 1 (20-‐50)Exec selection
Tier 2 (100-‐200)Rep and Predictive Selection
Tier 3 (500-‐1000)Predictive Selection
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Predictive Audiences for Account Selection
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Leverage Predictive Insights for Content Personalization
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Use Content As Part of Account-‐Based Play
ABM 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.
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Sample Tiered Account Content Plan
Tier 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 AccountName 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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Getting this Done at Scale
ü Leverage partners and outsourced writers to help create content
ü Leverage third party vendors for sponsored content
ü Leverage predictive marketing insights for personalization
ü Choose topics that can easily be customized for account, industry, or company size
ü Get more bang for your buck by repurposing larger content pieces
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Repurpose Existing Content
Look at your current content inventory and see what you can update
• Add target account 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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
A Simple Title Change is Sometimes All You Need
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Find Quick Personalization Wins
• Where are other places you can personalize?• Website• Landing page• Video• On-demand content like quizzes,
benchmarks, etc
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Personalization Examples: Video and Website
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Personalization Example: On-‐Demand Content
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
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.
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Know Which Content Works for ABM
How many content assets have generated opportunities with target accounts?
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Understand How Content Impacts Target Accounts
Which content assets moved a target account through the buyer journey?
©2016 EverString :: CONFIDENTIAL & PROPRIETARY
Frequency Target Accounts Engage
Generate reports for your target account custom content hub
QUESTION TIME!
Dayna RothmanVP of Marketing -‐-‐ Brand, Content, & Demand EverString@dayroth
www.everstring.com