dgr everstring-webinar-8-10-16-final deck

HowtoGetStartedWithAccount-BasedMarketing:ItStartsWithAccount-BasedContent

#ABMContent

SPONSORED BY

#ABMContent

FollowthiswebinaronLinkedIn&Twitter

#ABMContentDemandGenReport:@DG_Report

CarolKrol:@carolkrolEverstring:@Everstring

RachelLefkowitz:@r_lefkowitz

#ABMContent

AboutDemandGenReport

@DG_Reporthttp://linkd.in/DG_Specialists

• Trackingstrategiesandsolutionsinleadgenerationandmarketingautomationtechnologysince2007

• Dailynewsandanalysis,specialreports,originalresearchandliveevents

• E-Newsletterreaches40,000readers• Additionalresources:DemandGenReport.com

#ABMContent

Questions,Tweets,&Resources

Submit your questions here

Download today’s

resources

Join the conversation#ABMContent

#ABMContent

Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport

RachelLefkowitzContentMarketingManagerEverstring

@r_lefkowitz

©2016 EverString :: CONFIDENTIAL & PROPRIETARY6

WhoAmI,YouAsk?

• ContentMarketingManageratEverString• Livedthestartuplifedoingproject

managementandcontentcreationatmultiplestartupsintheBayArea

• RescuedanadorablecatnamedMargot

@r_lefkowitz

©2016 EverString :: CONFIDENTIAL & PROPRIETARY7

“Account-BasedMarketing(ABM)isthestrategicapproachmarketersusetosupportadefineduniverseofstrategicandnamedaccounts”.--SiriusDecisions

©2016 EverString :: CONFIDENTIAL & PROPRIETARY8

Let’sTalkAboutABM…

©2016 EverString :: CONFIDENTIAL & PROPRIETARY9

• Emailmarketingneedscontent.• Socialmedianeedscontent.• Videomarketingneedscontent.• Marketingautomationneedscontent.

WhyContentIsEssentialtoYourABMStrategy

©2016 EverString :: CONFIDENTIAL & PROPRIETARY10

PersonalizedcontentenablesyoutobesuccessfulwithyourABMstrategy.And,it’seasierthanyouthink!

It’sAllAboutPersonalization

©2016 EverString :: CONFIDENTIAL & PROPRIETARY11

Step 1: Select Your Accounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY12

Whoareyousellingto?Thatwilldefineyourcontentstrategy.

TheFirstStepforABMisAccountSelection

©2016 EverString :: CONFIDENTIAL & PROPRIETARY13

1. Manualselectionbetweenmarketing,sales,andexecutives2. Manualselectionbymarketing3. Manualselectionbysales4. Rules-basedsegmentationinmarketingautomation5. Predictivemarketing

HowDoYouChooseTargetAccounts?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY14

Step 2: Tier Your Accounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY15

CreateTargetAccountTiers

Tier1(20-50)Execselection

Tier2(100-200)Rep andPredictiveSelection

Tier3(500-1000)PredictiveSelection

©2016 EverString :: CONFIDENTIAL & PROPRIETARY16

UsingPredictiveSegments

©2016 EverString :: CONFIDENTIAL & PROPRIETARY17

Step 3: Create Awesome Content

Don’tworry,thisdoesn’tmeanyouhavetocreate1500ebooks.

©2016 EverString :: CONFIDENTIAL & PROPRIETARY20

©2016 EverString :: CONFIDENTIAL & PROPRIETARY21

Tier1:DreamSchools

• Thebestofthebestaccounts• Bignamebrandsorstrategicaccounts

• Tier1contentisuber-personalized

• Almostall1:1content

©2016 EverString :: CONFIDENTIAL & PROPRIETARY22

Tier2:WishList

• Theseaccountsareabitofastretch,butdefinitelyattainable

• Logosyouwouldstillbeveryexcitedabouthavingonyourwebsite

• Contenthereisgoingtobeonetofew

©2016 EverString :: CONFIDENTIAL & PROPRIETARY23

Tier3:SafetySchools

• Thesearestillgreataccounts!

• Accountsthatkeepthebusinessrunning

• Accountsthatyoufeelcomfortablespendinglesstimeon

©2016 EverString :: CONFIDENTIAL & PROPRIETARY24

SampleTieredAccountContentPlan

©2016 EverString :: CONFIDENTIAL & PROPRIETARY25

• Skiptheresearchstep!• Whatdoyourtargetaccountslooklike?• Whatisimportanttothem?• Usewhatyoulearnforcontenttopicsandmessaging

LeveragePredictiveInsightstoDetermineGoodOpportunitiesforPersonalization

©2016 EverString :: CONFIDENTIAL & PROPRIETARY26

PredictiveInsights

©2016 EverString :: CONFIDENTIAL & PROPRIETARY27

CreatingContentForTheDreamAccounts

PersonalizedVideo PersonalizedDirectMail

©2016 EverString :: CONFIDENTIAL & PROPRIETARY28

CreatingContentForTheDreamAccounts

PersonalizedEbook PersonalizedWebinar

©2016 EverString :: CONFIDENTIAL & PROPRIETARY29

CreatingContentForWishListAccounts

PersonalizedContentStreams

©2016 EverString :: CONFIDENTIAL & PROPRIETARY30

CreatingContentForWishListAccounts

PersonalizedVideo DirectMailPiece

©2016 EverString :: CONFIDENTIAL & PROPRIETARY31

ABMPlayExample:WishListAccount1. Senddirectmaildoor-opener2. Oncedelivered,followupwithanintroductionemailwhichincludescustomcontent

hub(earlystage)3. Followemailwithcallfromasalesrepofferingebook4. Addaccountintodedicatednurturestreamsegmentedbyindustry5. Targetaccountwithadspromotingebook (midstage)6. Planfieldeventinterritory7. FollowfieldeventwithThankYouemail8. Followemailwithcallfromsalesrepofferingcasestudy(latestage)

UseContentAsPartofAccount-BasedPlay

©2016 EverString :: CONFIDENTIAL & PROPRIETARY32

CreatingContentForSafe,ButGreatAccounts

IndustrySpecificEbookorCommissionedReport

©2016 EverString :: CONFIDENTIAL & PROPRIETARY33

CreatingContentForSafe,ButGreatAccounts

CustomizeYourWebsite

©2016 EverString :: CONFIDENTIAL & PROPRIETARY34

Step 4: Measure Your Success

Account-basedcontentcanbework.Makesureyouaremeasuringengagementwithaccountssoyoucanoptimizecontentcreation.

©2016 EverString :: CONFIDENTIAL & PROPRIETARY36

KnowWhichContentWorksforABM

Howmanycontentassetshavegeneratedopportunities?

©2016 EverString :: CONFIDENTIAL & PROPRIETARY37

Whichcontentassetsmovedatargetaccountthroughthebuyerjourney?

UnderstandHowContentImpactsTargetAccounts

©2016 EverString :: CONFIDENTIAL & PROPRIETARY38

Generatereportsforyourtargetaccountcustomcontenthub

FrequencyTargetAccountsEngage

©2016 EverString :: CONFIDENTIAL & PROPRIETARY39

Thank You!

#ABMContent

Q&A/Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport

RachelLefkowitzContentMarketingManagerEverstring

@r_lefkowitz

#ABMContent

ThankyouforattendingView this webinar on-demand at:

http://dg-r.co/ABMContent