How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)
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How You Can Use Content To Slay the ABM Game Hana Abaza VP of Marketing Uberflip Rachel Lefkowitz Content Marketing Manager EverString
Transcript of How You Can Use Content To Slay the ABM Game (FlipMyFunnel Festival)
How You Can Use Content To Slay the ABM Game
Hana AbazaVP of Marketing
Uberflip
Rachel LefkowitzContent Marketing Manager
EverString
Content is the atomic particle of all digital marketing.
- Rebecca Lieb
@hanaabaza @r_lefkowitz
More Content
@hanaabaza @r_lefkowitz
More Content
Better Content
@hanaabaza @r_lefkowitz
More Content
Better Content
Content for Everyone!
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Mo’ Time
Money
People
Mo’
Mo’
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It’s not your imagination.
Content is getting harder.
@uberflip @HanaAbaza
How do we make
Content work for us?
@uberflip @HanaAbaza
(dirty little secret)
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(dirty little secret)
Great Content Isn’t Enough
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You need a remarkable content experience
to meet your goals.
@Uberflip
@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
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The 4 Pillars of Content Marketing
CREATION
It7starts7with7great7content.7Whether7you7buy7 it,7curate7it7or7author7 it7yourself
INSIGHTS
If7you’re7planning7to7grow,7you’ll7want7to7know7what’s7working7and7why.
DISTRIBUTION
That7experience7needs7an7audience7@whether7organically7discovered,7or7
accessed7via7promotion.
EXPERIENCE
Even7the7best7content7needs7a7remarkable7experience7to7reach7its7full7potential.
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But how do we create a relevant and tailored content
experience for ABM?
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Content
Context
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
@Uberflip
@Uberflip
@Uberflip
How EverString Customizes
Content Experiences for ABM
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…where do I start?
@hanaabaza @r_lefkowitz
1.,Your,Sales,Team,Chooses
2.7Your7Sales7and7Marketing7Teams7Choose7Together
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,7data@backed7approach7
Start7with7confidence7from7your7sales7and7marketing7teams
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
• Offer4an4Account;Based4webinar4for4a4
single4account
• Create4a4custom4report,4ebook,4or4
infographic
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Tactic 2: Create Content Based on Predictive Segment, Vertical, or Industry
• Personalize4content4based4on4
the4data4within4your4target4
accounts
• Do4most4of4your4target4accounts4use4Salesforce.com?4
Consider4creating4a4unique4
asset4just4for4that4group4of4
accounts
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Tactic 3: Repurpose Existing Content
• Make4changes4to4existing4content4to4
make4it4applicable4to4an4industry,4
vertical,4or4predictive4segment
• Personalize4without4having4to4create4a4totally4new4asset4from4scratch4
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Tactic 4: Create Custom Streams
• Create4custom4streams4based4on4
industry,4predictive4insight,4or4by4sales4
rep
• Keep4your4content4experience4consistent4throughout4the4sales4cycle4
when4linking4back4to4these4streams
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Tactic 5: Quick Wins in Personalization
• Pull4together4the4creatives’4in4your4
organization4to4come4up4with4an4
automated4report.4
• Invest4in4a4tool4like4Vidyard that4can4help4you4create4personalized4videos4at4
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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