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

HowtoGetStartedWithAccount-BasedMarketing:ItStartsWithAccount-BasedContent

#ABMContent

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#ABMContentDemandGenReport:@DG_Report

CarolKrol:@carolkrolEverstring:@Everstring

RachelLefkowitz:@r_lefkowitz

#ABMContent

AboutDemandGenReport

@DG_Reporthttp://linkd.in/DG_Specialists

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Panelists MODERATOR:CarolKrolEditor-in-Chief,DemandGenReport

RachelLefkowitzContentMarketingManagerEverstring

@r_lefkowitz

©2016 EverString :: CONFIDENTIAL & PROPRIETARY6

WhoAmI,YouAsk?

• ContentMarketingManageratEverString• Livedthestartuplifedoingproject

managementandcontentcreationatmultiplestartupsintheBayArea

• RescuedanadorablecatnamedMargot

@r_lefkowitz


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


Let’sTalkAboutABM…


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

WhyContentIsEssentialtoYourABMStrategy


PersonalizedcontentenablesyoutobesuccessfulwithyourABMstrategy.And,it’seasierthanyouthink!

It’sAllAboutPersonalization


Step 1: Select Your Accounts


Whoareyousellingto?Thatwilldefineyourcontentstrategy.

TheFirstStepforABMisAccountSelection


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

HowDoYouChooseTargetAccounts?


Step 2: Tier Your Accounts


CreateTargetAccountTiers

Tier1(20-50)Execselection

Tier2(100-200)Rep andPredictiveSelection

Tier3(500-1000)PredictiveSelection


UsingPredictiveSegments


Step 3: Create Awesome Content

Don’tworry,thisdoesn’tmeanyouhavetocreate1500ebooks.


Tier1:DreamSchools

• Thebestofthebestaccounts• Bignamebrandsorstrategicaccounts

• Tier1contentisuber-personalized

• Almostall1:1content


Tier2:WishList

• Theseaccountsareabitofastretch,butdefinitelyattainable

• Logosyouwouldstillbeveryexcitedabouthavingonyourwebsite

• Contenthereisgoingtobeonetofew


Tier3:SafetySchools

• Thesearestillgreataccounts!

• Accountsthatkeepthebusinessrunning

• Accountsthatyoufeelcomfortablespendinglesstimeon


SampleTieredAccountContentPlan


• Skiptheresearchstep!• Whatdoyourtargetaccountslooklike?• Whatisimportanttothem?• Usewhatyoulearnforcontenttopicsandmessaging

LeveragePredictiveInsightstoDetermineGoodOpportunitiesforPersonalization


PredictiveInsights


CreatingContentForTheDreamAccounts

PersonalizedVideo PersonalizedDirectMail


CreatingContentForTheDreamAccounts

PersonalizedEbook PersonalizedWebinar


CreatingContentForWishListAccounts

PersonalizedContentStreams


CreatingContentForWishListAccounts

PersonalizedVideo DirectMailPiece


ABMPlayExample:WishListAccount1. Senddirectmaildoor-opener2. Oncedelivered,followupwithanintroductionemailwhichincludescustomcontent

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

UseContentAsPartofAccount-BasedPlay


CreatingContentForSafe,ButGreatAccounts

IndustrySpecificEbookorCommissionedReport


CreatingContentForSafe,ButGreatAccounts

CustomizeYourWebsite


Step 4: Measure Your Success

Account-basedcontentcanbework.Makesureyouaremeasuringengagementwithaccountssoyoucanoptimizecontentcreation.


KnowWhichContentWorksforABM

Howmanycontentassetshavegeneratedopportunities?


Whichcontentassetsmovedatargetaccountthroughthebuyerjourney?

UnderstandHowContentImpactsTargetAccounts


Generatereportsforyourtargetaccountcustomcontenthub

FrequencyTargetAccountsEngage


Thank You!

#ABMContent

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

RachelLefkowitzContentMarketingManagerEverstring

@r_lefkowitz

#ABMContent

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