how to evolve content marketing strategy for an abm world

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Housekeeping

• We will send the recording out following

the webinar

• You can submit questions in the Questions

pane, we will answer them in the Q&A at

the end of the webinar

• Use #ABMContent to engage throughout

the webinar on Twitter

#ABMContent 2

Why are we here?

• ABM is now a must-have strategy for B2B

organizations

• Marketer’s must be able to engage

decision makers, not just “accounts”

• Personalized, high-value content is critical

to reaching those people#ABMContent 3

#ABMContent 4

#ABMContent 5

#ABMContent 6

#ABMContent 7

What We Will Cover

• What's different about content in the ABM world?

• How to scale and manage the ABM content

process

• Real examples of ABM content at every stage of

the funnel - from a practitioner

• Measuring the impact of ABM content

#ABMContent 8

Poll 1

What is your current approach to ABM?

✓ All-in, it’s the only way!

✓ A blend of ABM and other demand gen

strategies

✓ Still not convinced ABM has a place in

marketing

#ABMContent 9

WHAT’S DIFFERENT ABOUT

CONTENT IN THE ABM

WORLD?

#ABMContent 10

Charlie Liang

ABM is on Fire

#ABMContent 11

A Tale of Two Styles

Demand Gen Content ABM Content

#ABMContent 12

#ABMContent 13

Email Still Rules, If Done

Correctly

• With just 2 robospam sequences, you could

terminate 1/3 or more of your targets.

• Target accounts are precious, so craft human

content that you yourself would engage with - it

pays off.

#ABMContent 14

Markets of One

• 1:Account Webinars

• Customized

EBooks/Whitepapers

/Videos

• Handcrafted content

in Direct Mail

#ABMContent 15

ABM Content Ideas

• Build a whitepaper around

account-specific toolsets

• Send custom ROI

calculator

• Tee up custom quotes

from a customer

• 1:1 videos

#ABMContent 16

#ABMContent 17

Poll 2

What are your biggest challenges in terms of ABM

content? (Select as many as apply.)

✓ Balancing personalization with scale when creating

content

✓ Finding the right channels to distribute content

✓ Reaching the right people at target accounts

✓ Measuring the actual impact of ABM content on pipeline

✓ Getting budget for technology to manage content

#ABMContent 18

HOW TO SCALE & MANAGE

THE 4 STAGES OF THE ABM

CONTENT PROCESS

#ABMContent 19

Hana Abaza

@Uberflip

Traditional Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS

@Uberflip

Traditional Content Marketing Cycle

CREATION DISTRIBUTION INSIGHTS

@Uberflip

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

Modern Content Marketing - 4 Pillars

HOW ARE YOU USING CONTENT

NOW?

ResourceCenter

Account-BasedMarketing

Campaigns& Microsites

KnowledgeBase

TailoredContent Hub

AccountManagement

Prospecting& ABS

Pipeline Acceleration

Prioritizing Content Creation for ABM

How can you make the most impact?

Tier 1 (5-50)

Exec Selection - Dream Customer

Tier 2 (~200)

Secondary

Tier 3 (1,000’s)

Broader Audience Segments

@Uberflip

Dream

All marketing is one to one!

@Uberflip

Reality

You can’t do everything.

Tier 1 Typically Has The Biggest Payoff

● Highly customized content for strategic accounts

● Customize experiences for audience segments

● Create a content waterfall

Tier 1 (5-50)

Exec Selection - Dream Customer

Tier 2 (~200)

Secondary

Tier 3 (1,000’s)

Broader Audience Segments

Working Cross-Functionally to Determine Requirements

Customer Success

The Trifecta

@Uberflip

CREATION DISTRIBUTION INSIGHTSEXPERIENCE

Key Factors for Content & ABM Success

Prioritize creation

for highest impact

accounts.

Customize the

experience for all

segments.

Highly targeted

outreach via MAP

and Sales

Understand KPIs

and success

metrics

CREATES AND SENDS HIGHLY TARGETED STREAMS OF CONTENT FOR TARGET ACCOUNTS

@Uberflip

@Uberflip

8x Increase in

Pipeline After

Targeting

Experiences

Poll 3

Is anyone on your team directly responsible for

ABM strategy, or is it a shared responsibility?

✓ I’m the ABM pro

✓ There’s an ABM specific person on our team

✓ It’s a shared responsibility

✓ Not currently doing ABM

#ABMContent 35

ABM CONTENT AT EVERY

STAGE OF THE FUNNEL

Real examples from an ABM content practitioner

#ABMContent 36

Cassandra Jowett

37

#ABMContent 38

Influitive’s (Account-Based) Marketing Stack

The internet and social web have made it possible for any voice

to be heard, but to be truly heard, you have to be authentic.

You have no choice but to be authentic to be successful. If not,

you will be discovered, you will be exposed, and you’ll be derided.

#ABMContent 39

1. Be Authentic

Hank Barnes, Research Vice President

2. Humanize Brands

Are your customers logos? Or people?

#ABMContent 40

3. Don’t Be Boring

41#ABMContent

(Yes, I totally stole this from Ann Handley.)

#ABMContent 42

#ABMContent 43

Stand Out At Events

#ABMContent 44

45

Personalized Video

Agency: Sparksight

Powered by: Vidyard & Marketo

Watch: bit.ly/buckvid

46

Personalized Video

Previous

promotions

Personalized

video campaign

Improvement

Open rate 16.1% 29% 2X

Click-through rate 0.7% 5.5% 8X

Click-to-open rate 4.5% 18.7% 4X

#ABMContent

47

Personalized Video

Previous

promotions

Personalized

video campaign

Improvement

Open rate 16.1% 29% 2X

Click-through rate 0.7% 5.5% 8X

Click-to-open rate 4.5% 18.7% 4X

#ABMContent

Surprise & Delight

48

Third Party Content

#ABMContent 49

Third Party Content

#ABMContent 50

Objections

51

52

Reference calls?

How about

reference tweets!?

#ABMContent 52

Don’t Stop ABMing!

Customers need

account-based

marketing too.

That’s how they

turn into

advocates!

53

MO’ CONTENT,

MO’ (MEASUREMENT)

PROBLEMS

#ABMContent 54

Charlie Liang

Content Measurement

•Content is not “free”

•Measure content:

–vs. other channels

–vs. itself

–in target accounts vs. non-targets

–by buying stage

#ABMContent 55

#ABMContent 56

#ABMContent 58

Tweetable Takeaways

“Target accounts are precious, so craft human content that you yourself

would engage - it pays off.” -@CharlieCLiang @Engagio

“Marketers must be able get the attention of decision makers at target

accounts for ABM to pay off.” -@KateAthmer @Integrate

“Great content deserves a remarkable experience - especially when it’s

aimed at your target accounts.” -@HanaAbaza @Uberflip

“Think outside the [firstname] box. Get personal, surprise and delight

with #ABMContent!” -@cassandrajowett @influitive