Post on 10-May-2015
description
Optimize Your 2014 Content
Marketing Budget with an ABM
Approach
November 6, 2013
Mike TelemVP of Business Development
& Co-founder
David MyersProduct Expert
#ContentABM
Insightera
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to interact
with prospects throughout the customer lifecycle
#ContentABM
Webinar Overview
1. Content Marketing trends
2. Account-Based Marketing & Content Marketing
3. Identify key revenue generating accounts
4. Map and boost content ROI
5. Turn big data into insights and action
6. Five steps for an ABM plan
#ContentABM
Content Marketing Spend 2014
54% of B2B marketing will
increase content spending.
#ContentABM
Content Marketing 2014
#ContentABM
Challenge for Marketers:
• Targeting and Personalizing Content
• 82% of prospects value content targeted to their specific industry
• 75% of executives will read unsolicited materials that contain ideas
that might be relevant to their business
• Understand Buyer’s Persona
• 67% find content targeted to their job function valuable
How Can ABM improve Content ROI?
“Focusing content marketing efforts on the accounts most
likely to generate revenue or meet other strategic goals”
Live Poll
What are your goals for Content Marketing in 2014?
Content Marketing 2014: ABM
Identify Your Target Accounts
Determine account profiles
• Industry, location, revenue, technology, named accounts
• Behavior, customer journey and target personas
• Review sales history in terms of revenue, profitability and
sales cycle
Correlate with strategic goals
• Regional expansion, market share growth, big brands,
competitors’ customers
#ContentABM
Discover & Map Effective Content
“84% of marketing executives say they plan on developing a process
to map rich media content assets to buyer journey stage.” (Aberdeen)
#ContentABM
Discover & Map Effective Content
• Map assets and discover who consumes them
• Find content attracting accounts and personas
• Basis for content automation: A/B testing + Auto-Tune
#ContentABM
Real-time Targeting & Personalization
“91% of B2B content marketers segment their content
in at least 2 ways.” (CMI / Marketing Profs)
• Identify inbound prospects in real-time based on:
• Auto-engages segmented prospects with
personalized content or calls-to-action while on site
and in context, even if they are anonymous
#ContentABM
Case Study: Panaya
Case Study: Panaya
LiveU: Sports Industry Segmentation
Optimize Content ROI
How do you optimize your
content ROI?
Big Data & Predictive Analytics
• Integrated with Hadoop to run collaborative filtering algorithms
(user-based and content-based)
• Providing a combination of real-time recommendations using
current interest with longer-term data (classification and building
neighborhoods)
• Turn content insights into action
#ContentABM
A/B Testing & Auto-Tune
• Optimize site content and
landing pages by A/B
testing different CTA’s per
targeted segment
• Auto-Tune to
automatically identify and
accelerate the most
effective CTA or content
#ContentABM
Content Recommendation Engine
• Asset discovery tracks all of your content assets
and analyzes firmographics & contextual aspects
• Recommendation Engine auto-engages prospects
with relevant content assets based on predictive
algorithms
• Boosts consumption
• Learns which content works best
#ContentABM
Content Recommendation Engine
Engagement Optimization
• Understand the core composition of your web visitors using
company, industry, size, revenue & location identification
• Detect which content, sources and key search terms are most
effective per target accounts
• Optimize PPC/Display/Social/Nurture campaign spend
• Amplify your best performing content through outbound
channels
#ContentABM
Optimize Advertisement
0.04%“You’re more likely to summit Mount
Everest than click a banner ad”
Optimize Advertisement
• Analyze content effectiveness
from onsite personalization
performance
• Leverage top performing
content for paid media and
social
• Leverage real-time
recommendation engine
• Enrich Analytics with
firmographic data + retarget
#ContentABM
Optimized Advertising Spend
Optimized Advertising Spend
Optimized Advertising Spend
Live Poll
What is missing to leverage your ABM
Program with your Content Marketing?
Content Marketing 2014: ABM
Next Steps
• Accelerate your path to an ABM strategy
• Content one of our Content Marketing experts
• www.insightera.com/content-marketing/
• Connect with us: @insightera, mike@insightera.com
• Questions?