How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)
#FlipMyFunnel Atlanta 2016 - Bill Kent & Troy O'Bryan - What's Working With ABM Content: Ideas You...
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Transcript of #FlipMyFunnel Atlanta 2016 - Bill Kent & Troy O'Bryan - What's Working With ABM Content: Ideas You...
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What’s Working With ABM Content Ideas You Can Steal
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#FlipMyFunnel #ABM
hi.
@ActOnSoftware
MarketerAct-On
Software
FounderResponse Capture
Troy O’BryanBill Kent
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#FlipMyFunnel #ABM
Is There a Silver Bullet?
@ActOnSoftware
YES!
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#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
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#FlipMyFunnel #ABM
Life Looks Bleak
@ActOnSoftware
Source: Variety
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#FlipMyFunnel #ABM
IF YOU’RE ON FIRE ….
@ActOnSoftware
1 | STOP 2 | DROP 3 | ROLL
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#FlipMyFunnel #ABM@ActOnSoftware
• Entertains, Challenges, or Provides genuine expertise
• Relevant, Personalized
Hallmarks of Great Content
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#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."
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#FlipMyFunnel #ABM@ActOnSoftware
There is hope.
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#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?
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#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
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#FlipMyFunnel #ABM
What Does Maturity Look Like?
@ActOnSoftware
Example Questions1. Sophistication2. Ease3. Speed 4. Quality5. How well do they “x”
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#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??
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#FlipMyFunnel #ABM
ABM in Action: Example #1
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#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
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#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?
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#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
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#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
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#FlipMyFunnel #ABM
@ActOnSoftware
Do I have to pay for the assessment?Senior Director, Customer Experience
Prime Therapeutics (Revenue = $3B+)““
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#FlipMyFunnel #ABM
ABM in Action: Example #2
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#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?
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#FlipMyFunnel #ABM
High Performing Landing Pages
@ActOnSoftware
1 Design2 Copy3 Personalization
4 Testing
Assessment Criteria
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#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
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#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
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#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