Access the full webcast here: https://dg-r.co/2zBQYV7
The prospect of feeding the ABM content beast can be daunting. How do you scale the process of creating rich, engaging content that’s relevant for a single account?
There’s no simple answer, but this session will explore several useful techniques and tactics including:
• Repurposing on-demand content for targeted digital campaigns;
• Using webinars to engage buying teams, not just individuals;
• Developing a campaign mix for 1:1 programs into top accounts; and
• Applying an ABM framework to upsell and cross-sell customer accounts.
By combining a modular, issue-based approach to content with a combination of webinars and content hubs, you can engage a wide range of your top accounts while keeping the content beast at bay.
2. #bii18
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3. February 25–27, 2019
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4. #bii18
#bii18 Prize Pack: Register & Attend to Win
Join all our #bii18 sessions live for the best chance to win
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5. How are we doing?
#bii18
Questions, Tweets, Resources, Survey
10. #bii18
Personalization vs. Scale
100%
Personalized
•Created just for
this account AND
persona
Highly
Personalized
•Created for
multiple personas
at a single account
Highly
Customized
•Existing content,
heavily adapted for
one account
Customized
•Existing content
with lighter spin
for one account
Industry-
specific
•Content
targeted to
one industry
Multi-
Sector
•Targeted to a
cluster of related
accounts
Generic
•Broad content
for all targets,
but still
relevant to the
account
14. #bii18
Webinar ABM Checklist
• Identify your target audience
• Develop a compelling offer
• Limit the barriers to conversion
• Approach and target in a personalized manner
• Drive engagement through the session
• Use live intelligence to guide the session
• Utilize on-demand functions to their fullest advantage
15. #bii18
1:1 Webinar Based Campaigns
Live Webinar1 On-Demand Content2
Personalized Content
Experiences3
16. #bii18
The Live Webinar
• Personalized webinar content relevant to Strategic
Account
• Promote using personalized messaging, graphics
and specific target account jargon
• Promotion channels:
– Email Marketing
– Paid Advertising
– Sales Development
– Website Personalization
– References
• Personalized webinar console including:
– Custom resources, CTA’s, contact info, polls & surveys
17. #bii18
On-Demand Content
• Promote multiple mix of content
pieces at scale
• Let buyers educate at own speed
• Promoted through email nurture
stream, website personalization, sales
development, and account
relationships – through single,
evergreen URL
• Limited barriers to conversion:
– Single registration for multiple content
pieces
– Ability to un-gate specific content pieces
– On-Demand content allows for instant
viewing
18. #bii18
ON DEMAND IS ON THE RISE
18
Our 2018 Webinar Benchmarks Report shows the trend toward on-demand engagement
across the ON24 network.
ON DEMAND ONLY
44
mins
35% 2018
LIVE AND ON
DEMAND
2017
42
mins5%
LIVE ONLY60% 201634
mins
ON DEMAND
19. #bii18
Personalized Content Experiences
• Targeted selection of relevant
content for account and/or
persona with ON24 Target
• Ability to track engagement
data to see how content is
being consumed
• Integrated into marketing
automation & CRM
22. #bii18
Customize Existing Content
Target account branding
Additional
resources specific
to target account
Q&A set to
email target
account sales
rep
Target account
custom video
intro
23. #bii18
Industry Specific
• Single call-to-action
– Example – Life Science ON24
Target Page
• 1:1 personalization
promotion to Strategic &
ABM Lite accounts
• Simple customization
promotion to
programmatic accounts
On-Demand
Webinar
PDF Flipbook
Video
Webpage
25. #bii18
Relevant Content for Top Customer
Account
• Provide high value
content
– Virtual consultative
“Workshops” for customer
accounts
– Introduce new products
and releases
– Two-way communication
to gather customer insight
using surveys, polls & Q&A
26. #bii18
Account Based Customer Enablement
• Promoted across marketing
channels
o Email nurture programs
o Website personalization
o Sales/Customer Success
Outreach
• Content to provide value:
o On-demand webinars
o Custom white papers
o Training materials
30. #bii18
Register for more sessions now thru July 13th!
Join Our Next Session: Developing Smart Content: How Interactive Content
Helps Identify Buyer Pain Points & Paths For Continuing The Conversation
webinars.demandgenreport.com/bii18
Friday, July 13th
2:00 PM (EDT)
Notas do Editor
When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix.
Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along!
Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs.
Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical.
Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.
When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix.
Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
We’ve just looked at account tiers in an ABM strategy
Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along!
Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs.
Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical.
Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.