webinar slides engagio + integrate - charlie liang
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Poll 1What is your current approach to ABM?
✓ All-in, it’s the only way!✓ A blend of ABM and other demand gen
strategies✓ Still not convinced ABM has a place in
marketing
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WHAT’S DIFFERENT ABOUT CONTENT IN THE ABM WORLD?
#ABMContent 3
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ABM is on Fire
#ABMContent 4
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A Tale of Two StylesDemand Gen Content ABM Content
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#ABMContent 6
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Email Still Rules, If Done Correctly
• With just 2 robospam sequences, you could terminate 1/3 or more of your targets.
• Target accounts are precious, so craft human content that you yourself would engage with - it pays off.
#ABMContent 7
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Markets of One• 1:Account Webinars• Customized
EBooks/Whitepapers/Videos
• Handcrafted content in Direct Mail
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ABM Content Ideas• Build a whitepaper around
account-specific toolsets• Send custom ROI
calculator• Tee up custom quotes
from a customer• 1:1 videos
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Poll 2What are your biggest challenges in terms of ABM content? (Select as many as apply.)
✓ Balancing personalization with scale when creating content
✓ Finding the right channels to distribute content✓ Reaching the right people at target accounts✓ Measuring the actual impact of ABM content on pipeline✓ Getting budget for technology to manage content
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Poll 3Is anyone on your team directly responsible for ABM strategy, or is it a shared responsibility?
✓ I’m the ABM pro✓ There’s an ABM specific person on our team✓ It’s a shared responsibility✓ Not currently doing ABM
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MO’ CONTENT, MO’ (MEASUREMENT) PROBLEMS
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Content Measurement•Content is not “free”•Measure content:
–vs. other channels–vs. itself–in target accounts vs. non-targets–by buying stage
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Tweetable Takeaways“Target accounts are precious, so craft human content that you yourself
would engage - it pays off.” -@CharlieCLIang @Engagio
“Marketer’s must be able get the attention of decision makers at target accounts for ABM to pay off.” -@KateAthmer @Integrate