Account-Based Marketing Hacks
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Learn how to leverage what you already have to create personalized content that resonates with accounts.
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Account-Based Marketing Hacks
- 1. Account-Based Content Marketing Hacks © 2016 Demand Metric Research Corporation. All Rights Reserved. #ABMHacks Sponsored by: JOIN IN ON
- 2. © 2016 Demand Metric Research Corporation. All Rights Reserved. #ABMHacks 2015 ABM Capabilities Survey Hypothesis Does compliance with the ABM Capabilities Framework result in greater revenue impact from ABM? Account Selection Insights Content Orchestration Distribution Measurement
- 3. Dayna Rothman VP of Marketing – Brand, Content, and Demand Generation at EverString @dayroth © 2016 Demand Metric Research Corporation. All Rights Reserved. #ABMHacks Today’s Presenter
- 4. What is Account-Based Marketing and Why Should You Care?
- 5. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY5 “Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions
- 6. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY6 • Generating high quality leads is the number one challenge for B2B marketers (IDG) • More than 90% of marketers think that ABM is either important or very important (SiriusDecisions) • More than 60% of marketers plan on implementing ABM this year (Terminus) • Almost 85% of marketers that measure ROI describe ABM as delivering higher returns than any other marketing approach (ITSMA) Some Important Stats…
- 7. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY7 #ABMHacks ABM is all the rage.
- 8. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY8 #ABMHacks 7 Steps for ABM Success 1. Target account selection 2. Goal setting 3. Sales and marketing alignment 4. Content creation 5. Channel and tactic selection 6. Coordinated play execution 7. Measurement
- 9. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY9 Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!
- 11. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY11 #ABMHacks The First Step for ABM is Account Selection Who are you selling to? That will define your content strategy.
- 12. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY12 #ABMHacks How Do You Choose Target Accounts? 1. Manual selection between marketing, sales, and executives 2. Manual selection by marketing 3. Manual selection by sales 4. Rules-based segmentation in marketing automation 5. Predictive marketing
- 13. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY13 #ABMHacks Create Target Account Tiers Tier 1 (20-50) Exec selection Tier 2 (100-200) Rep and Predictive Selection Tier 3 (500-1000) Predictive Selection
- 14. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY14 #ABMHacks Using Predictive Segments for Account Selection
- 15. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY15 Leverage Predictive Insights for Content Personalization
- 16. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY16 #ABMHacks Use Content As Part of Account-Based Play ABM Play Example: Tier 2 Account 1. Send direct mail door-opener 2. Once delivered, follow up with an introduction email which includes custom content hub (early stage) 3. Follow email with call from a sales rep offering ebook 4. Add account into dedicated nurture stream segmented by industry 5. Target account with ads promoting ebook (mid stage) 6. Plan field event in territory 7. Follow field event with Thank You email 8. Follow email with call from sales rep offering case study (late stage)
- 18. Don’t worry, this doesn’t mean you have to create 1500 ebooks.
- 20. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY20 #ABMHacks Hack #1: Personalize Content Based on Tier Take a breath. Not every target account needs the same level of customization. Determine what level of personalization you need for each tier. • Tier 1 Accounts: Custom content per account • Tier 2 Accounts: Limited personalization per account • Tier 3 Accounts: Industry/vertical personalization per account
- 21. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY21 #ABMHacks Sample Tiered Account Content Plan Tier Ebook Infographic Webinar Tier 1 Accounts Highly Personalized [Account Name] Guide to Predictive Marketing w/custom copy How [Account Name] Can See ROI with Predictive Marketing How [Account Name] Can Generate More Leads with Predictive Marketing Tier 2 Accounts Personalized by Account Name and Industry [Account Name] Guide to Predictive Marketing w/name only How [Industry] Can See ROI with Predictive Marketing How [Industry] Can Generate More Leads with Predictive Marketing Tier 3 Accounts Personalized by Industry or Company Size A [Industry] Marketer’s Guide to Predictive Marketing Custom hub featuring relevant infographics How [Company Size] Can Generate More Leads with Predictive Marketing
- 22. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY22 #ABMHacks Getting this Done at Scale Leverage partners and outsourced writers to help create content Leverage third party vendors for sponsored content Leverage predictive marketing insights for personalization Choose topics that can easily be customized for account, industry, or company size Get more bang for your buck by repurposing larger content pieces
- 23. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY23 #ABMHacks Hack #2: Repurpose Existing Content Look at your current content inventory and see what you can update • Choose your top 20 accounts (Tier 1 or 2) • Add their logos to a new cover page • Do some minor copy changes throughout to reflect a target account or industry • Add an introduction page that speaks to target account
- 24. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY24 #ABMHacks A Simple Title Change is Sometimes All You Need
- 25. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY25 #ABMHacks Hack #3: Create Custom Content Hubs • Less work than asset-level personalization • Customize with company name • Include a group of relevant assets • Blogs • Ebooks • Infographics • Slide decks • Reports
- 26. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY26 #ABMHacks Use Hubs for Sales and Marketing Outreach • Create custom content hubs to use in nurturing, targeted email outreach, account-based ads, and more • Enable sales reps to create custom hubs for target accounts to use in their prospecting
- 27. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY27 #ABMHacks Hack #4: Find Quick Personalization Wins • Where are other places you can personalize? • Website • Landing page • Video • On-demand content like quizzes, benchmarks, etc
- 28. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY28 #ABMHacks Personalization Examples: Video and Website
- 29. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY29 #ABMHacks Personalization Example: On-Demand Content
- 30. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY30 #ABMHacks Hack #5: Use Partners to Create Specialized Content • Lack expertise internally? • Determine what partners or vendors have capabilities in a specific industry or geography • Create a joint content asset or commission a content asset
- 32. Account-based content can be work. Make sure you are measuring engagement with target accounts so you can optimize content creation.
- 33. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY33 #ABMHacks Know Which Content Works for ABM How many content assets have generated opportunities?
- 34. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY34 #ABMHacks Understand How Content Impacts Target Accounts Which content assets moved a target account through the buyer journey?
- 35. ©2016 EverString :: CONFIDENTIAL & PROPRIETARY35 #ABMHacks Frequency Target Accounts Engage Generate reports for your target account custom content hub
- 36. QUESTION TIME! Dayna Rothman VP of Marketing -- Brand, Content, & Demand EverString @dayroth www.everstring.com
Notas do Editor
- Demand Metric has researched the practice of Account-Based Marketing (ABM) for over two years. Like other analyst firms, Demand Metric has established that the adoption of ABM is occurring at a rapid rate and awareness is very high. While not all B2B organizations have an ABM program deployed, almost all either have a distinct plan to deploy one in the near future or are considering it. The adoption of ABM is secure and the practice holds a solid place in the future of B2B marketing strategies. Welcome to our discussion where I will host an expert who will share some “hacks” that will help the many organizations who are on the ABM journey. Before I introduce her, let me share some “housekeeping” announcements: Copy of the slides Recording Questions
- In November and December 2015, we conducted the High Performance ABM Capabilities Benchmark Study in conjunction with the ABM Consortium. The focus of the research was to understand the current ABM adoption and usage landscape, as well as test this hypothesis. The study revealed that the hypothesis is true; there is a framework or methodology for implementing and using ABM that increases its impact on revenue. Furthermore, we learned that the full potential of ABM is not yet realized even by most of those who have deployed it. In short, ABM is making a difference, and the difference is more pronounced when it is implemented using the Consortium’s best-practice framework.
- Dayna has some serious Street Cred: Author of Lead Generation for Dummies Author of Lynda.com courses Content Marketing Fundamentals, Blogging for Business, and more. 10 years experience in B2B marketing 5 years experience in B2B content marketing Ran content marketing at Marketo for 3+ years