#FlipMyFunnel Austin - Hana Abaza & Rachel Lefkowitz - How You Can Use Content To Slay the ABM Game

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


More Content

Better Content


More Content

Better Content

Content for

Everyone!


Mo’Tim

e

Mon

ey

Peo

Mo’

Mo’


It’s not your imagination.

Content is getting

harder.

@uberflip @HanaAbaza

How do we make

Content work for

us?


(dirty little secret)


(dirty little secret)

Great Content Isn’t Enough


You need a

remarkable content

experience to meet

your goals.

@Uberflip

@Uberflip

@Uberflip


Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS

@yostar @peterdbaron


Traditional Content Marketing Process

CREATION DISTRIBUTION INSIGHTS


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.


But how do we create a relevant and tailored content

experience for ABM?


Content

Context

Experience


Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

By Topic By Type

What Most People Do


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


…where do I start?


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


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


Predictive Demand Generation and Predictive Segments


5 Tactics For Creating ABM Content

An EverString Case Study


Tactic 1: Create Unique Account-Specific Content

• Offer an Account-Based webinar for a single account

• Create a custom report, ebook, or infographic


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


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


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


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


Unique Ways to Measure ABM Content

Generate reports based on content within each individual stream



Measure target account program attribution



Understand which content pieces are making an impact



Understand what content made an impact on a particular account

@Uberflip

Key Takeaways

AlignmentContentContextExperienceMeasure
