How to Get Started with Account-Based Marketing: It Starts With Account-Based Content

How to Get Started With Account-Based Marketing:

It Starts With Account-Based Content!

©2016 EverString :: CONFIDENTIAL & PROPRIETARY2

Who Am I, You Ask? • Content Marketing Manager at EverString • Lived that startup life doing project

management and content creation at multiple startups in the Bay Area

• Rescued an adorable cat named Margot

@r_lefkowitz


“Account-Based Marketing (ABM) is the strategic approach marketers use to support a defined universe of strategic and named accounts”. --SiriusDecisions


Let’s Talk About ABM…


• Email marketing needs content.• Social media needs content.• Video marketing needs content.• Marketing automation needs content.

Why Content Is Essential to Your ABM Strategy


Personalized content enables you to be successful with your ABM strategy. And, it’s easier than you think!

It’s All About Personalization


Step 1: Select Your Accounts


Who are you selling to? That will define your content strategy.

The First Step for ABM is Account Selection


1.Manual selection between marketing, sales, and executives2.Manual selection by marketing3.Manual selection by sales4.Rules-based segmentation in marketing automation5.Predictive marketing

How Do You Choose Target Accounts?


Step 2: Tier Your Accounts


Create Target Account Tiers

Tier 1 (20-50)Exec selection

Tier 2 (100-200)Rep and Predictive Selection

Tier 3 (500-1000)Predictive Selection


Using Predictive Segments


Step 3: Create Awesome Content

Don’t worry, this doesn’t mean you have to create 1500 ebooks.


Tier 1: Dream Schools

• The best of the best accounts

• Big name brands or strategic accounts

• Tier 1 content is uber-personalized

• Almost all 1:1 content


Tier 2: Wish List

• These accounts are a bit of a stretch, but definitely attainable

• Logos you would still be very excited about having on your website

• Content here is going to be one to few


Tier 3: Safety Schools

• These are still great accounts!

• Accounts that keep the business running

• Accounts that you feel comfortable spending less time on


Sample Tiered Account Content Plan


• Skip the research step!• What do your target accounts look like?• What is important to them?• Use what you learn for content topics and messaging

Leverage Predictive Insights to Determine Good Opportunities for Personalization


Predictive Insights


Creating Content For The Dream Accounts

Personalized Video Personalized Direct Mail


Creating Content For The Dream Accounts

Personalized Ebook Personalized Webinar


Creating Content For Wish List Accounts

Personalized Content Streams


Creating Content For Wish List Accounts Personalized Video Direct Mail Piece


ABM Play Example: Wish List Account1. Send direct mail door-opener2. Once delivered, follow up with an introduction email which includes

custom content hub (early stage)3. Follow email with call from a sales rep offering ebook4. Add account into dedicated nurture stream segmented by industry5. Target account with ads promoting ebook (mid stage)6. Plan field event in territory 7. Follow field event with Thank You email 8. Follow email with call from sales rep offering case study (late stage)

Use Content As Part of Account-Based Play


Creating Content For Safe, But Great Accounts

Industry Specific Ebook or Commissioned Report


Creating Content For Safe, But Great Accounts

Customize Your Website


Step 4: Measure Your Success

Account-based content can be work. Make sure you are measuring engagement with accounts so you can optimize content creation.


Know Which Content Works for ABMHow many content assets have generated opportunities?


Which content assets moved a target account through the buyer journey?

Understand How Content Impacts Target Accounts


Generate reports for your target account custom content hub

Frequency Target Accounts Engage


Thank You!

How to Get Started with Account-Based Marketing: It Starts With Account-Based Content

Marketing

Transcript of How to Get Started with Account-Based Marketing: It Starts With Account-Based Content