What’s Working With ABM Content Ideas You Can Steal

#FlipMyFunnel #ABM

hi.

@ActOnSoftware

MarketerAct-On

Software

FounderResponse Capture

Troy O’BryanBill Kent

#FlipMyFunnel #ABM

Is There a Silver Bullet?

@ActOnSoftware

YES!

#FlipMyFunnel #ABM

Top Content Challenge = Quality

@ActOnSoftware

Content Marketing Institute: B2B Content Marketing Trends

35%

60%57%57%

52%35%

Producing Engaging Content

Measuring Content Effectiveness

Producing Content Consistently

Measuring the ROI of Content Marketing ProgramLack of Budget

Producing a Variety of Content

#FlipMyFunnel #ABM

Life Looks Bleak

@ActOnSoftware

Source: Variety

#FlipMyFunnel #ABM

IF YOU’RE ON FIRE ….

@ActOnSoftware

1 | STOP 2 | DROP 3 | ROLL

#FlipMyFunnel #ABM@ActOnSoftware

• Entertains, Challenges, or Provides genuine expertise

• Relevant, Personalized

Hallmarks of Great Content

#FlipMyFunnel #ABM

@ActOnSoftware

Personalized Content at Scale…

Forrester: Account-based Marketing Vendor Landscape, Q4 2016

… is among the most challenging aspects of ABM today“and many vendor touted "ABM Solutions" focus simply on personalizing online display ads or website pages."

#FlipMyFunnel #ABM@ActOnSoftware

There is hope.

#FlipMyFunnel #ABM

Where to Begin = Market Problems

@ActOnSoftware

Key Questions• Top buyer pain + aspirations?• How can we [uniquely] solve?• What ignites your buyers to

change?

#FlipMyFunnel #ABM

Market Problems: Where to Look

@ActOnSoftware

• Research / Analyst Reports (market data)

• Your Data (win/loss)• Case Studies (hopefully)• Conversations

o Involve the Front Lines (or else!)o Thought-Leaders (internal + external)o Customers

#FlipMyFunnel #ABM

What Does Maturity Look Like?

@ActOnSoftware

Example Questions1. Sophistication2. Ease3. Speed 4. Quality5. How well do they “x”

#FlipMyFunnel #ABM

Messaging Strategy = Emotional Drivers

@ActOnSoftware

• Stand out from Crowd

• Succeed in Life

• Feel Sense of Belonging

Rate them versus:• Their segment (as a

whole)• Highest in their segment• Specific competitors

Image Source: BehavioralEconomics.com

WHERE DO I FIT??

#FlipMyFunnel #ABM

ABM in Action: Example #1

#FlipMyFunnel #ABM

30% Appt. Rate at Fortune 1000 Accounts

@ActOnSoftware

• Total Targets: 42 Accounts • Approach: Customized IVR Assessment• Result: 12 Meetings with Sr. Decision Makers

#FlipMyFunnel #ABM

Presentation Template You Can Steal

@ActOnSoftware

• Called out the Problem: Market insights / trends / data

• Personalized Assessment: Ratings by segment, category

• Relevant Case Study: Problem Solution Result• Engagement: Ask key questions to drive interaction

• Do you foresee “x” evolving over the next couple years?• How does this assessment align with your view of your x?• What initiatives are you undertaking to drive improvements?

#FlipMyFunnel #ABM

Assessment Criteria

@ActOnSoftware

• Enlisted subject matter experts to help

• Make it up!

• Score accounts for each category: 1 to 4

Category Criteria1 Ease of Use Intuitiveness of navigation

2 Speed Steps involved to resolve issues

3 Speech Recognition

Ability to correctly recognize caller's spoken inputs

4 Conversational Dialogue

Ability to conduct a natural, two-way dialog refining understanding / suggesting next steps

5 Caller Intent Ability to grasp the reason for contact / guide caller to relevant info

6 Audio Quality Assessment of audio for sound clarity, feel, concatenation

#FlipMyFunnel #ABM

Personalized Assessment Data

@ActOnSoftware

Your results vs. benchmark data ACME, Inc.

4.3

2.6

2.7

Industry group benchmark

2.6

ACME, Inc.2.7

EaseSp

eed

Spee

ch reco

gnition

Conversa

tional d

ialogu

e

Caller in

tent

Audio quali

ty

0

1

2

3

4

5

Highest ranked

4.3

Comparisons

Ratings breakdownYour average IVR rating

#FlipMyFunnel #ABM

@ActOnSoftware

Do I have to pay for the assessment?Senior Director, Customer Experience

Prime Therapeutics (Revenue = $3B+)““

#FlipMyFunnel #ABM

ABM in Action: Example #2

#FlipMyFunnel #ABM

Know Thy Audience

@ActOnSoftware

• What technology do they have?• Is there a key target to start

with?• Insights from historical

behavior?• What do they all have in

common?

#FlipMyFunnel #ABM

High Performing Landing Pages

@ActOnSoftware

1 Design2 Copy3 Personalization

4 Testing

Assessment Criteria

#FlipMyFunnel #ABM

Personalized Engagement Across Account

@ActOnSoftware

• Start with multiple contacts per account (<5)

• Watch activity; alert sales• Personal response from

sales after initial engagement

#FlipMyFunnel #ABM

Make an Offer they can’t Refuse

@ActOnSoftware

1. Less. but. Better2. Market Problems 3. Emotional Drivers4. Personalize, after

Responses5. Iterate, Measure,

Optimize

5 Principles for Irresistible Content

#FlipMyFunnel #ABM@ActOnSoftware

download this deck. right. now. Act-On.com/FmF-Download

Whelp, you’ll never get that time back!

MarketerAct-On

Software

FounderResponse Capture

Troy O’BryanBill Kent