How To Personalize Content at Scale for ABM
Randy FrischCMO & Co-Founder at Uberflip
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ABMbuzzword
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“ABM is a sustained, coordinated, strategic approach to identifying,
engaging, closing, and growing the accounts that we know we should win
@steve_watt1
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An ABM content marketing plan focuses on creating and marketing content for
accounts we know we should win
@....me
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Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything with"The Rock"
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6.8 BUYERS WEIGHING IN → ABM is on the rise
— Gartner (CEB)
Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
Uberflip Personas
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Source: “The State Of Engagement” Report
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What does this mean for marketers?
more sales opportunitieswhen leads are nurtured with personalized content 20% - Demand Gen Report
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Personalization and relevance are key to ABM
ABM
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But how do we create a relevant and tailored experience for ABM
— at scale?#FastFwd17
o Tier 1: By account, individual
o Tier 2: By industry, persona, tech
o Tier 3: Regular inbound strategy,
+ industry/persona related
content
My Team’s Approach
Account Value ($)
Effo
rt in
vest
ed
Tier: 3 2 1Utilize a tier based approach
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How we optimize content for ABM
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Audit Our Content
Create Our Experiences
Personalize the Delivery
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2
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How we optimize content for ABM
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Audit Existing Content
• We found: 1000s of content assets
• We tagged: Identified and tagged content based on industry,
persona, role, account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
• Out of the gate: We launched an initial ABM campaign using
existing content, and customized where necessary
Au
dit O
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on
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How we did it How you could do it
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Audit Our Content
Create Our Experiences
Personalize the Delivery
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2
3
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Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for
others
• Know your stakeholders: Who in the org needs content and
where do they need content to live?
• Where to start: Organize it to be more easily found by
industry, persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key account
(1:1), key segment (1:few), your thesis (1:many)
Cre
ate
Ou
r Exp
erie
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
A simple view of content we createCre
ate
Ou
r Exp
erie
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Let’s focus here today
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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 doCre
ate
Ou
r Exp
erie
nc
es
2
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical By Persona By Account
Another way to think about itCre
ate
Ou
r Exp
erie
nc
es
2
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Cre
ate
Ou
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nc
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2
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Cre
ate
Ou
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2
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Audit Our Content
Create Our Experiences
Personalize the Delivery
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2
3
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ThoughtLeadership
Campaigns,Microsites andLanding Pages
Tailored Content,Drip Campaigns
KnowledgeBase
Resource Center
OnboardingMaterials
Prospecting, ABM/ABS
Education and Evaluation
Material
OWN THEJOURNEY
What does contentlook like at scale?
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Prospecting, ABM/ABS
Education and Evaluation Material
Real life examples!
A B C D
Paid Email Social Sales
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CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNTPe
rso
na
lize th
e D
elive
ry
Paid Advertising3
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Pe
rso
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lize th
e D
elive
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3 Paid Advertising
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Pe
rso
na
lize th
e D
elive
ry
Email Marketing3
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Pe
rso
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lize th
e D
elive
ry
Social Engagement/Selling
3
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Pe
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lize th
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elive
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Homepage Personalization3
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Enable sales with the right content at the right time
Pe
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Sales Enablement3
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Pe
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elive
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Sales Enablement3
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Sales Enablement
Pe
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lize th
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3
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Pe
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3 Sales Enablement
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Pe
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e D
elive
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3 Sales Enablement + Video!
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Pe
rso
na
lize th
e D
elive
ry
3 Sales Enablement + Video!
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Pe
rso
na
lize th
e D
elive
ry
3 Sales Enablement + Video!
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Pe
rso
na
lize th
e D
elive
ry
3 Sales Enablement + Video!
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Bringing it all together.
Audit Our Content
Create Our Experiences
Personalize the Delivery
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2
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You’re either saying...
Can’t wait Oh S#!t
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STAGE Tier 1 Tier 2 Tier 3
Cold - Direct mail offers, to 1-5 people 2x per quarter for each account- Targeted ads per account + custom digital assets
- Regular inbound- Targeted ads per persona or industry
- Regular inbound strategy only
Engaged - Targeted ads per account- Direct mail plays
- Email nurture - Retargeting ads- Limited direct mail plays (dependant on persona & situation)
- Email nurture
Opportunity - Targeted ads per account- Personalized direct mail- Custom content & digital assets
- Targeted ads per persona or industry - Direct mail if prospects are “going cold”
- Notes & cards- Limited direct mail
Post-Sale - Thank you package & note - Thank you package & note - Note
Example: ABM Strategy Based on Tier + Stage
Partner Help
1 2 3 4 5
Audit Integrate Build Optimize Analyze
Ensure your ABM foundations are strong – data, content, tools
Thoroughly integrate systems into existing
platforms like Salesforce Pardot
Create, brand, and manage Streams of
content for all identified Target
Accounts
Keep Streams of content updated as
Target Accounts progress through the
buyer journey
Understand the role that content plays in
influencing engagement with Target Accounts
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Key Takeaways
Personalization at scale:
Audit Our Your Content
Create Our Your Experiences
Personalize the Delivery
1
2
3
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Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
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