How To Personalize Content at Scale for ABM Randy Frisch CMO & Co-Founder at Uberflip
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How To Personalize Content
at Scale for ABM
Randy Frisch
CMO & Co-Founder at Uberflip
ABMbuzzword
“ABM is a sustained, coordinated,
strategic approach to identifying,
engaging, closing, and growing the
accounts that we know we should win
@steve_watt1
An ABM content marketing plan focuses
on creating and marketing content for
accounts we know we should win
@....me
Randy Jenny
Orange is the New Black
The Standups
Sarah Silverman
What the Health
Riverdale
‘The Breakfast Club’ Genre
Documentaries
Grease and any Musical
Bloodline
House of Cards
Stranger Things
Anything Marvel
Breaking Bad
Homeland
24
Black Mirror
Anything
with
"The Rock"
WEIGHING IN!6.8BUYERS
- Gartner (CEB)
Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE
Uberflip
Personas
Source: “The State Of Engagement” Report
“Leads nurtured with personalized content
tend to lead to 20% more sales
opportunities”
— Demand Gen report
Personalization and relevance
are key to ABM
ABM
But how do we create a relevant and
tailored experience for ABM
— at scale?
• Tier 1: By account, individual
• Tier 2: By industry, persona, tech
• Tier 3: Regular inbound strategy, +
industry/persona related content
My Team’s Approach
Account Value ($)
Effo
rt in
vest
ed
Tier: 3 2 1Utilize a tier based approach
How we optimize content for ABM
Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
How we optimize content for ABM
Audit Existing Content
• We found: 1000s of content assets
• We tagged: Identified and tagged content based on
industry, persona, role, account, stage, and individuals
• Where to start: Case studies, customer stories, eBooks
• Out of the gate: We launched an initial ABM campaign
using existing content, and customized where necessary
Audit O
ur C
onte
nt
1
How we did it How you could do it
Audit O
ur C
onte
nt
1
Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
Create your Content Experience
• Own the Experience: Easy for us (Uberflip) maybe not for
others
• Know your stakeholders: Who in the org needs content
and where do they need content to live?
• Where to start: Organize it to be more easily found by
industry, persona, role, account, stage, and individual
• Out of the gate: Build a stream of content for a key
account (1:1), key segment (1:few), your thesis (1:many)
Cre
ate
Our E
xperie
nces
2
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
A simple view of content we create2
Let’s focus
here today
Cre
ate
Our E
xperie
nces
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type
What most people do2
Cre
ate
Our E
xperie
nces
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical By Persona By Account
Another way to think about it2
Cre
ate
Our E
xperie
nces
Update Screenshot
Cre
ate
Our E
xperie
nces
2
2
Cre
ate
Our E
xperie
nces
Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
Thought
Leadership
Campaigns,
Microsites and
Landing Pages
Tailored Content,
Drip Campaigns
Knowledge
Base
Resource Center
Onboarding
Materials
Prospecting,
ABM/ABS
Education and
Evaluation
Material
OWN THE
JOURNEY
What does contentlook like at scale?
Prospecting, ABM/ABS
Education and
Evaluation Material
Real life examples!
A B C D
Paid Email Social Sales
CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C
Outcome: CTR of 6-13% with target accounts!
TARGET ACCOUNTPers
onaliz
e th
e D
eliv
ery
Paid Advertising3
Pers
onaliz
e th
e D
eliv
ery
3 Paid Advertising
Email Marketing3
Pers
onaliz
e th
e D
eliv
ery
Social Engagement/Selling3
Pers
onaliz
e th
e D
eliv
ery
Homepage Personalization3
Pers
onaliz
e th
e D
eliv
ery
Enable sales with the
right content at the right
time
Sales Enablement3
Pers
onaliz
e th
e D
eliv
ery
Sales Enablement3
Pers
onaliz
e th
e D
eliv
ery
Sales Enablement3
Pers
onaliz
e th
e D
eliv
ery
3 Sales Enablement
Pers
onaliz
e th
e D
eliv
ery
Bringing it all together.
Audit Our Content
Create Our Experiences
Personalize the Delivery
1
2
3
You’re either saying...
Can’t wait Oh S#!t
STAGE Tier 1 Tier 2 Tier 3
Cold - Direct mail offers, to 1-5 people 2x
per quarter for each account
- Targeted ads per account + custom
digital assets
- Regular inbound
- Targeted ads per persona or
industry
- Regular inbound
strategy only
Engaged - Targeted ads per account
- Direct mail plays
- Email nurture
- Retargeting ads
- Limited direct mail plays
(dependant on persona & situation)
- Email nurture
Opportunity - Targeted ads per account
- Personalized direct mail
- Custom content & digital assets
- Targeted ads per persona or
industry
- Direct mail if prospects are “going
cold”
- Notes & cards
- Limited direct mail
Post-Sale - Thank you package & note - Thank you package & note - Note
Example: ABM Strategy Based on Tier + Stage
Partner Help →
1 2 3 4 5
Audit Integrate Build Optimize Analyze
Ensure your ABM
foundations are
strong – data,
content, tools
Thoroughly integrate
systems into existing
platforms like
Salesforce Pardot
Create, brand, and
manage Streams of
content for all
identified Target
Accounts
Keep Streams of
content updated as
Target Accounts
progress through the
buyer journey
Understand the role
that content plays in
influencing
engagement with
Target Accounts
Key Takeaways
Personalization at scale:
Audit Our Your Content
Create Our Your Experiences
Personalize the Delivery
1
2
3
Randy
FrischCMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
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