How You Can Use Content To Slay the ABM Game

Hana AbazaVP of Marketing

UberflipRachel Lefkowitz

Content Marketing ManagerEverString

Content is the atomic particle of all digital marketing.- Rebecca Lieb

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More Content

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More Content

Better Content

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More Content

Better Content

Content for Everyone!

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Mo’TimeMoneyPeople

Mo’

Mo’

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It’s not your imagination.

Content is getting harder.

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How do we make

Content work for us?

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(dirty little secret)

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(dirty little secret)

Great Content Isn’t Enough

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(dirty little secret)

Great Content Isn’t EnoughYou need a remarkable

content experience to

meet your goals.

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@Uberflip

@Uberflip

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Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS

@yostar @peterdbaron

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Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS

FLAWED

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The 4 Pillars of Content Marketing

CREATION

It starts with great content. Whether you buy it, curate it or author it yourself

INSIGHTS

If you’re planning to grow, you’ll want to know what’s working and why.

DISTRIBUTION

That experience needs an audience - whether organically discovered, or

accessed via promotion.

EXPERIENCE

Even the best content needs a remarkable experience to reach its full potential.

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But how do we create a relevant and tailored content

experience for ABM?

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ContentContext

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

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How EverString Customizes Content Experiences for ABM

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…where do I start?

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1. Your Sales Team Chooses

2. Your Sales and Marketing Teams Choose Together

3. Sales and Marketing Data Dig

How to Select Accounts for Your ABM Strategy

Manual Selection

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Get insight into your ideal account profile

Unbiased, data-backed approach

Start with confidence from your sales and marketing teams

How to Select Accounts for Your ABM Strategy

Predictive Selection

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Predictive Demand Generation and Predictive Segments

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5 Tactics For Creating ABM Content

An EverString Case Study

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Tactic 1: Create Unique Account-Specific Content

• Offer an Account-Based webinar for a single account

• Create a custom report, ebook, or infographic

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

• Personalize content based on the data within your target accounts

• Do most of your target accounts use Salesforce.com? Consider creating a unique asset just for that group of accounts

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Tactic 3: Repurpose Existing Content

• Make changes to existing content to make it applicable to an industry, vertical, or predictive segment

• Personalize without having to create a totally new asset from scratch

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Tactic 4: Create Custom Streams

• Create custom streams based on industry, predictive insight, or by sales rep

• Keep your content experience consistent throughout the sales cycle when linking back to these streams

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Tactic 5: Quick Wins in Personalization

• Pull together the creatives’ in your organization to come up with an automated report.

• Invest in a tool like Vidyard that can help you create personalized videos at scale

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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

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Key TakeawaysAlignmentContentContextExperienceMeasure

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