Hana Abaza, VP of Marketing at Uberflip, and Rachel Lefkowitz, Content Marketing Manager at EverString, recently presented “How You Can Use Content To Slay the ABM Game” at the #FlipMyFunnel Austin.
22. @hanaabaza @r_lefkowitz
The 4 Pillars of Content Marketing
CREATION
It starts with great content. Whether you
buy it, curate it or author it yourself
INSIGHTS
If you’re planning to grow, you’ll want to
know what’s working and why.
DISTRIBUTION
That experience needs an audience -
whether organically discovered, or
accessed via promotion.
EXPERIENCE
Even the best content needs a remarkable
experience to reach its full potential.
26. @hanaabaza @r_lefkowitz
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
34. @hanaabaza @r_lefkowitz
1. Your Sales Team Chooses
2. Your Sales and Marketing Teams Choose Together
3. Sales and Marketing Data Dig
How to Select Accounts for Your ABM Strategy
Manual Selection
35. @hanaabaza @r_lefkowitz
Get insight into your ideal account profile
Unbiased, data-backed approach
Start with confidence from your sales and marketing teams
How to Select Accounts for Your ABM Strategy
Predictive Selection
38. @hanaabaza @r_lefkowitz
Tactic 1: Create Unique Account-Specific Content
• Offer an Account-Based webinar for a
single account
• Create a custom report, ebook, or
infographic
39. @hanaabaza @r_lefkowitz
Tactic 2: Create Content Based on Predictive Segment,
Vertical, or Industry
• Personalize content based on
the data within your target
accounts
• Do most of your target
accounts use Salesforce.com?
Consider creating a unique
asset just for that group of
accounts
40. @hanaabaza @r_lefkowitz
Tactic 3: Repurpose Existing Content
• Make changes to existing content to
make it applicable to an industry,
vertical, or predictive segment
• Personalize without having to create a
totally new asset from scratch
41. @hanaabaza @r_lefkowitz
Tactic 4: Create Custom Streams
• Create custom streams based on
industry, predictive insight, or by sales
rep
• Keep your content experience
consistent throughout the sales cycle
when linking back to these streams
42. @hanaabaza @r_lefkowitz
Tactic 5: Quick Wins in Personalization
• Pull together the creatives’ in your
organization to come up with an
automated report.
• Invest in a tool like Vidyard that can
help you create personalized videos at
scale