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Moving to an ABM Approach: The Why and How of Creating Content for ABM

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Moving to an ABM Approach: The Why and How of Creating Content for ABM

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It’s no secret: ABM is sweeping the marketing industry—and with great success. But how can your marketing team make the switch from traditional marketing to an ABM approach? And how can you create quality content to support it? ScribbleLive tackles these questions here.

It’s no secret: ABM is sweeping the marketing industry—and with great success. But how can your marketing team make the switch from traditional marketing to an ABM approach? And how can you create quality content to support it? ScribbleLive tackles these questions here.

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Moving to an ABM Approach: The Why and How of Creating Content for ABM

  1. 1. Moving to an ABM Approach The How and Why of Creating Content for Account-Based Marketing
  2. 2. Today’s Presenters Mary Ward CCO/CMO Mary Forsyth VP of Sales @scribblelive #ScribbleABM
  3. 3. Subhead An Introduction to Account-Based Marketing
  4. 4. What is ABM? • A targeted approach to B2B marketing • Focuses on key accounts • Uses highly personalized content • Quality over quantity
  5. 5. 85% of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach. Higher Returns ABM by the Numbers How effective is account- based marketing? Source: DemandBase
  6. 6. 171 % Companies using ABM saw a 171% increase in Average Annual Contract Value. Increased Contract Values ABM by the Numbers How effective is account- based marketing? Source: DemandBase
  7. 7. Creating Quality Content for ABM Quality content must: Resonate Be useful Be action-driven
  8. 8. Step 1: Build ICPs Sales will build ideal client profiles, with info including: • Role description • Skills required to do their job • Typical responsibilities • How success is measured • Who they report to • Pain points • Competitors
  9. 9. Step 2: Content Planning What content topics will be needed? What formats should content be presented in? What channel support is needed to promote the content? What is the best timing and cadence to deliver the content? How can sales use the content to enrich their touchpoints with the prospects?
  10. 10. Step 3: Transform Research into Quality Content • Use an AI tool to accelerate your research • Repurpose existing content into interactive experiences • Outsource content development
  11. 11. Use an AI Tool for Research What topics are trending? What pain points are people experiencing? Use the knowledge you gain to plan for future content
  12. 12. Repurpose Content into Interactive Experiences • Take an inventory of the content you have • Host a planning/brainstorming session to determine what content can be repurposed • Decide what format will work best for your intended audience
  13. 13. Benefits of Using Interactive Content for ABM Increase Site Retention • Users spend an average of over 4 minutes on your interactive content experience • Outperforms almost all other content formats
  14. 14. Benefits of Using Interactive Content for ABM Track Performance and Gather Insights • Measure number of views • Drop-off points • Engagement points • Social media sharing
  15. 15. Benefits of Using Interactive Content for ABM Scalable Personalization • Interactive content is easily personalized • Create one experience to be repurposed for multiple accounts
  16. 16. Outsource Your Content Development • Create a plan • Fill in content gaps • Partner with the right talent • Hire a dedicated external team to produce an ABM asset or assets
  17. 17. Why Use Video for ABM? A huge time-saver: More are likely to watch a video than read an extensive report. Versatile: The video can be about anything, from an interview to an animated product explainer. Easy to share: Targeted accounts can easily share the video with decision makers.
  18. 18. Get valuable face time with targeted accounts Create a human connection with your brand Can be in-person or virtual Host a Live Event for ABM
  19. 19. Send ABM Direct Mail Kits Go old school: everyone loves to receive (unexpected, fun) mail! Customize the kits to fit the recipient Include memorable swag—not just filler Track success by using a tool that provides your sales team with up-to- the-minute updates
  20. 20. Personalize— to a Point Create personalized versions of your content for each account Create a second version of each asset that can be easily repurposed for a similar account or topic Build up an arsenal of content that is plug and play for your sales team
  21. 21. The ScribbleLive Content Cloud TrendHub Predictive Market Intelligence Visually Premium Content Creation at Scale ion interactive Interactive Experiences Engage Live Events & Social Engagement

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