abx - b2b marketingmrkto.b2bmarketing.net/rs/085-vab-435/images/2.45... · engagement not just as a...
TRANSCRIPT
ABX APPLYING ACCOUNT-BASED PRINCIPLES TO THE CONTENT EXPERIENCE (or How to Avoid Vanilla)
Julie Wisdom // ALIAS Partners
THE NEXT 30 MINUTES
What is ABX? A content framework in 3 steps
Earn confidence, scale ABM and (well, yeah) drive revenue
WHAT IS ABX?
COMMON PHILOSOPHYThe best marketing puts customers at the centre and communicates in a way that addresses their needs and interests at every stage of the buying journey.
ABM CMACCOUNT-BASED
MARKETINGCONTENT
MARKETING
WHAT IS ABX?
ACCOUNT-BASED EXPERIENCE
ABM CMABXACCOUNT-BASED
MARKETINGCONTENT
MARKETING
APPLYING PRINCIPLES OF ACCOUNT-BASED MARKETING TO YOUR CONTENT STRATEGY
THEN NOW WHAT IT MEANS
High concept On-the-ground perspectives Real applications/vision
Broad audience Micro-targeting Individual companies with relevant issues
Reach & frequency Depth & duration Communication of complex messages
Provide Guide For information seekers
Disrupt Engage Engagement not just as a metric, but as an objective
Brand first Vision first Conversation about what’s possible, not what you do
Single-threaded Multi-threaded Cross-functional contacts within a company
AN ABX FRAMEWORK...
INTERNAL
Brings sales and marketing together around a shared content strategy
EXTERNAL
Narrows in on challenges and opportunities of specific companies
The ABX framework calls for content that is rooted in actual customer and competitive data and insights.
1 INSIGHT How are evolving technology, trends and competitors influencing—or even disrupting—their industry and their business?
What is their organisational structure and culture?
What is their role in the organisation and in buying decisions?
What are their challenges and opportunities?
What’s different in this? What can you make different from this?
GET DIRTY IN YOUR DATA
QUICK
DELIBERATE
RATIONAL EMOTIONAL
COMPETITIVE SPONTANEOUS
METHODICAL HUMANISTIC
HOW WE MAKE DECISIONS SAYS A LOT
Within four years, your devices will “know more about your emotional state than your own family.”
— Gartner Report, JAN 2018
HOW WE MAKE DECISIONS SAYS A LOT
2PERSPECTIVE Understand the customer experience. Paint a picture of how it could be better.
Sales, marketing, product dev, innovation team...
Customers, analysts, the table next to you at the pub...
Create a vision of the future without talking about yourself.
Books, magazines, the ads on the Tube...
STRETCH BEYOND WHAT TYPICALLY INFORMS CONTENT STRATEGY[Find the interesting things in the different]
3CONVERSATIONS
People do want to hear from you, as long as you have something interesting to say.
MAP YOUR CONVERSATIONS TO CREATE REAL VALUE
TOPICS
ALIGNMENT
THEMES
NARRATIVES
GET DIRTY IN YOUR DATA FRAME YOUR CONTENT AROUND YOUR CUSTOMER’S WORLD VIEW
WRAP IT UPINSIGHT + PERSPECTIVE + CONVERSATIONS = A NICE, JUICY PLATFORM FOR ABX
