Optimize Your 2014 Content

Marketing Budget with an ABM

Approach

November 6, 2013

Mike TelemVP of Business Development

& Co-founder

David MyersProduct Expert

#ContentABM

Insightera

• Real-time targeting and personalization platform

• Leveraging big data and predictive analytics to interact

with prospects throughout the customer lifecycle

#ContentABM

Webinar Overview

1. Content Marketing trends

2. Account-Based Marketing & Content Marketing

3. Identify key revenue generating accounts

4. Map and boost content ROI

5. Turn big data into insights and action

6. Five steps for an ABM plan

#ContentABM

Content Marketing Spend 2014

54% of B2B marketing will

increase content spending.

#ContentABM

Content Marketing 2014

#ContentABM

Challenge for Marketers:

• Targeting and Personalizing Content

• 82% of prospects value content targeted to their specific industry

• 75% of executives will read unsolicited materials that contain ideas

that might be relevant to their business

• Understand Buyer’s Persona

• 67% find content targeted to their job function valuable

How Can ABM improve Content ROI?

“Focusing content marketing efforts on the accounts most

likely to generate revenue or meet other strategic goals”

Live Poll

What are your goals for Content Marketing in 2014?

Content Marketing 2014: ABM

Identify Your Target Accounts

Determine account profiles

• Industry, location, revenue, technology, named accounts

• Behavior, customer journey and target personas

• Review sales history in terms of revenue, profitability and

sales cycle

Correlate with strategic goals

• Regional expansion, market share growth, big brands,

competitors’ customers

#ContentABM

Discover & Map Effective Content

“84% of marketing executives say they plan on developing a process

to map rich media content assets to buyer journey stage.” (Aberdeen)

#ContentABM

Discover & Map Effective Content

• Map assets and discover who consumes them

• Find content attracting accounts and personas

• Basis for content automation: A/B testing + Auto-Tune

#ContentABM

Real-time Targeting & Personalization

“91% of B2B content marketers segment their content

in at least 2 ways.” (CMI / Marketing Profs)

• Identify inbound prospects in real-time based on:

• Auto-engages segmented prospects with

personalized content or calls-to-action while on site

and in context, even if they are anonymous

#ContentABM

Case Study: Panaya

Case Study: Panaya

LiveU: Sports Industry Segmentation

Optimize Content ROI

How do you optimize your

content ROI?

Big Data & Predictive Analytics

• Integrated with Hadoop to run collaborative filtering algorithms

(user-based and content-based)

• Providing a combination of real-time recommendations using

current interest with longer-term data (classification and building

neighborhoods)

• Turn content insights into action

#ContentABM

A/B Testing & Auto-Tune

• Optimize site content and

landing pages by A/B

testing different CTA’s per

targeted segment

• Auto-Tune to

automatically identify and

accelerate the most

effective CTA or content

#ContentABM

Content Recommendation Engine

• Asset discovery tracks all of your content assets

and analyzes firmographics & contextual aspects

• Recommendation Engine auto-engages prospects

with relevant content assets based on predictive

algorithms

• Boosts consumption

• Learns which content works best

#ContentABM

Content Recommendation Engine

Engagement Optimization

• Understand the core composition of your web visitors using

company, industry, size, revenue & location identification

• Detect which content, sources and key search terms are most

effective per target accounts

• Optimize PPC/Display/Social/Nurture campaign spend

• Amplify your best performing content through outbound

channels

#ContentABM

Optimize Advertisement

0.04%“You’re more likely to summit Mount

Everest than click a banner ad”

Optimize Advertisement

• Analyze content effectiveness

from onsite personalization

performance

• Leverage top performing

content for paid media and

social

• Leverage real-time

recommendation engine

• Enrich Analytics with

firmographic data + retarget

#ContentABM

Optimized Advertising Spend

Optimized Advertising Spend

Optimized Advertising Spend

Live Poll

What is missing to leverage your ABM

Program with your Content Marketing?

Content Marketing 2014: ABM

Next Steps

• Accelerate your path to an ABM strategy

• Content one of our Content Marketing experts

• www.insightera.com/content-marketing/

• Connect with us: @insightera, mike@insightera.com

• Questions?