how you can use content to slay the abm game (flipmyfunnel festival)

How You Can Use Content To Slay the ABM Game

Hana AbazaVP of Marketing

Uberflip

Rachel LefkowitzContent Marketing Manager

EverString

Content is the atomic particle of all digital marketing.

- Rebecca Lieb

@hanaabaza @r_lefkowitz

More Content

@hanaabaza @r_lefkowitz

More Content

Better Content

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More Content

Better Content

Content for Everyone!

@hanaabaza @r_lefkowitz

Mo’ Time

Money

People

Mo’

Mo’

@hanaabaza @r_lefkowitz

It’s not your imagination.

Content is getting harder.

@uberflip @HanaAbaza

How do we make

Content work for us?

@uberflip @HanaAbaza

(dirty little secret)

@uberflip @HanaAbaza

(dirty little secret)

Great Content Isn’t Enough

@uberflip @HanaAbaza

You need a remarkable content experience

to meet your goals.

@Uberflip

@Uberflip

@Uberflip

@hanaabaza @r_lefkowitz

Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS

@yostar @peterdbaron

@hanaabaza @r_lefkowitz

Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS

@hanaabaza @r_lefkowitz

The 4 Pillars of Content Marketing

CREATION

It7starts7with7great7content.7Whether7you7buy7 it,7curate7it7or7author7 it7yourself

INSIGHTS

If7you’re7planning7to7grow,7you’ll7want7to7know7what’s7working7and7why.

DISTRIBUTION

That7experience7needs7an7audience7@whether7organically7discovered,7or7

accessed7via7promotion.

EXPERIENCE

Even7the7best7content7needs7a7remarkable7experience7to7reach7its7full7potential.

@hanaabaza @r_lefkowitz

But how do we create a relevant and tailored content

experience for ABM?

@hanaabaza @r_lefkowitz

Content

Context

Experience

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do

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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

CONTEXT

CONTEXT IS EVERYTHING

@Uberflip

@Uberflip

@Uberflip

How EverString Customizes

Content Experiences for ABM

@hanaabaza @r_lefkowitz

…where do I start?

@hanaabaza @r_lefkowitz

1.,Your,Sales,Team,Chooses

2.7Your7Sales7and7Marketing7Teams7Choose7Together

3.,Sales,and,Marketing,Data,Dig

How to Select Accounts for Your ABM Strategy

Manual Selection

@hanaabaza @r_lefkowitz

Get,insight,into,your,ideal,account,profile,

Unbiased,7data@backed7approach7

Start7with7confidence7from7your7sales7and7marketing7teams

How to Select Accounts for Your ABM Strategy

Predictive Selection

@hanaabaza @r_lefkowitz

Predictive Demand Generation and Predictive Segments

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5 Tactics For Creating ABM Content

An EverString Case Study

@hanaabaza @r_lefkowitz

Tactic 1: Create Unique Account-Specific Content

• Offer4an4Account;Based4webinar4for4a4

single4account

• Create4a4custom4report,4ebook,4or4

infographic

@hanaabaza @r_lefkowitz

Tactic 2: Create Content Based on Predictive Segment, Vertical, or Industry

• Personalize4content4based4on4

the4data4within4your4target4

accounts

• Do4most4of4your4target4accounts4use4Salesforce.com?4

Consider4creating4a4unique4

asset4just4for4that4group4of4

accounts

@hanaabaza @r_lefkowitz

Tactic 3: Repurpose Existing Content

• Make4changes4to4existing4content4to4

make4it4applicable4to4an4industry,4

vertical,4or4predictive4segment

• Personalize4without4having4to4create4a4totally4new4asset4from4scratch4

@hanaabaza @r_lefkowitz

Tactic 4: Create Custom Streams

• Create4custom4streams4based4on4

industry,4predictive4insight,4or4by4sales4

rep

• Keep4your4content4experience4consistent4throughout4the4sales4cycle4

when4linking4back4to4these4streams

@hanaabaza @r_lefkowitz

Tactic 5: Quick Wins in Personalization

• Pull4together4the4creatives’4in4your4

organization4to4come4up4with4an4

automated4report.4

• Invest4in4a4tool4like4Vidyard that4can4help4you4create4personalized4videos4at4

scale

@hanaabaza @r_lefkowitz

Unique Ways to Measure ABM ContentGenerate reports based on content within each individual stream

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Unique Ways to Measure ABM ContentMeasure target account program attribution

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Unique Ways to Measure ABM ContentUnderstand which content pieces are making an impact

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Unique Ways to Measure ABM ContentUnderstand what content made an impact on a particular account

@Uberflip

Key TakeawaysAlignmentContentContextExperienceMeasure

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