Home / Trends In E-Marketing & E-Business / When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016

When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016

Dayna-Rothman-Everstring

Over the past few years, B2B marketers have been abuzz with the concept of Account-Based Marketing (ABM). It’s like some sort of futuristic concept was finally here and would be the solution that we all needed.

But just like any other marketing tactic, it takes time to figure out how to approach it successfully. In order to win with ABM, marketers need to understand how to effectively incorporate content into the mix.

To help us understand how to do that, Everstring’s Dayna Rothman gave a great, info packed presentation at Uberflip Experience that covered the basics as well as more in-depth strategies for tackling an account-based content strategy effectively.

What is ABM & Why Should You Care?

ABM is the strategic approach marketers use to support a defined universe of strategic and named accounts. – SiriusDecisions

When executing on a demand gen strategy, the goal is to create a very wide top of funnel and drive in as many prospects as possible. With ABM, there is a very narrow focus that specifically targets identified prospects.

Why Do We Need ABM? And Does it Work?

Here are some more important statistics to consider when exploring the notion of ABM:

  • Generating high quality leads is the number one challenge for B2B marketers (IDG)
  • More than 90% of marketers think that ABM is either important or very important (SiriusDecisions)
  • More than 60% of marketers plan on implementing ABM this year (Terminus).

7 Steps for ABM Success

According to Rothman, in order for ABM to work, there needs to be a coordinated effort between sales and marketing. Because ABM is such a high-touch approach, this integration needs to be made a priority.

Additionally, there are seven key steps to follow when implementing ABM:

  1. Target account selection
  2. Goal setting
  3. Sales and marketing alignment
  4. Content creation
  5. Channel and tactic selection
  6. Coordinated play execution
  7. Measurement

How to Choose Target Accounts

There is no one-size-fits-all solution for embarking on an ABM approach. Brands can take a variety of different approaches depending on the teams and technology that are in place. Some options include:

  1. Manual selection between marketing, sales and executives
  2. Manual selection by marketing
  3. Manual selection by sales
  4. Rules-based segmentation in marketing automation
  5. Predictive marketing

Target Account Tiers

Based on Everstring’s process, Rothman recommended developing three different tiers for ABM.

Tier 1: Executive Selection (20 – 50 accounts)

These are your big fish accounts that represent the most ideal customers. Selecting this small number of accounts should represent the internal goals you have as a company.

Tier 2: Representative & Predictive Selection (100 – 200 accounts)

Often times the second tier will be based on a combination of specific accounts reps want to go after as well as predictive analytics.

Tier 3: Predictive Selection (500 – 1000 accounts)

These accounts do not receive the same level of personalization as the first two but they still have some elements, they just aren’t as targeted.

Tier 2 Account-Based Content Example

Below is a model that Rothman provided of how you might market to a tier two account:

  1. Send direct mail door opener .
  2. Once delivered, follow up with an intro email which includes custom content hub (early stage).
  3. Follow email with call from a sales rep offering an eBook.
  4. Add account into dedicated nurture stream segmented by industry.
  5. 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).

4 Account-Based Content Hacks

It’s at this point that many marketers begin to feel overwhelmed just thinking about the amount of content that needs to be created to support this sort of initiative. To ease the pain, Rothman shared some helpful hacks to help increase your changes for success.

#1 – Do More with Less. Marketers don’t need to create thousands of new pieces of content to be successful. Instead, it’s important to review your current content inventory and find ways to make that content more personalized.

#2 – Personalize Content Based on Tier. One way that you might breakdown content personalization could be:

  • Tier 1: Custom content per account
  • Tier 2: Limited personalization per account
  • Tier 3: Industry/vertical personalization per account

#3 – Use Hubs for Sales & Marketing Outreach. Content hubs (like Uberflip) provide an opportunity to create a custom experience without evoking too much effort. Sales reps can even create custom hubs for their target accounts in a snap.

#4 – Use Partners to Co-Create Content. If you lack expertise or resources in-house then you can work with partners or other vendors to co-brand and co-create helpful content for your target accounts.

Have you begun to dip your toe in the Account-Based Marketing sand? If so, what was the most surprising thing that you learned once you started?

Disclosure: Everstring is a TopRank Marketing client.


Email Newsletter
Gain a competitive advantage by subscribing to theTopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2016. |
When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016 | http://www.toprankblog.com

The post When ABM & Content Collide: How to Build an Account-Based Content Strategy #UFX2016 appeared first on Online Marketing Blog – TopRank®.

Click Here For Original Source Of The Article

Check Also

Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look

Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look

The Hipster’s Guide to ROI [Infographic]
Marketing lingo has expanded and with all of the acronyms, it’s hard to decipher and differentiate combinations of letters. This infographic will show you the most common acronyms and esoteric language related to marketing ROI, giving you an explanation of what they are and why they matter. (LinkedIn Marketing Solutions Blog)

SEMrush Ranking Factors Study 2017
Google ranking factors constantly updates with every major algorithm change. In this report, the 12 most substantial and controversial factors (including website visits, pages per session and content) were chosen to show what impacts search results and to identify consistent patterns in the ranking mechanism that could be helpful to the SEO community. (SEMrush)

Check Out Our New Look!
Twitter has listened to the feedback from its users and have made some updates to the design. Some of the new features include: Typography has been refined to be more consistent with bolder headlines and rounded profile photos, Tweets are now updated instantly on the mobile app with replies, retweets and like counts so you can see real-time conversations and links to articles and websites now open in Safari’s viewer in iOS so you can easily access accounts on websites you’re already signed into. (Twitter Blog)

LinkedIn Adds Images in Comments, New Opportunities for Job Listings
There have been many small yet impactful new updates to LinkedIn recently, due to audience demand. One new feature is you can now add images into comments on posts within the LinkedIn platform. Another boost for LinkedIn is Google’s new tool which helps people find jobs directly through Google search, which sorts through various listings, including LinkedIn. (Social Media Today)

Instagram Stories Now Has 250 Million Daily Active Users, Heating Up Its Rivalry With Snapchat
Instagram Stories is the section of disappearing posts, which recently pulled ahead of Snapchat with an increase of 50 million users in just two months. Instagram also announced that users are now allowed to replay live video instead of it immediately disappearing. (AdWeek)

Google’s Job Listings Search is Now Open to All Job Search Sites & Developers
Google is now offering a formal path for outsiders to add job listings in Google search. Although it doesn’t have an official name, it’s part of the Google for Jobs initiative. You can also track how well your job listings are doing in Google search with a new filter in the Search Analytics report in the Google Search Console. (Search Engine Land)

Oh, How Pinteresting!
Pinterest rolled out a fresh new look for Lens, and instead of only being able to recreate your favorite restaurant dishes at home, Lens can now recognize and recommend outfit ideas including shoes, shirts, hats and other styles. The new interface and built-in tools make it easy to Lens the world around you. (Pinterest Blog)

The Most Important Skills for B2B Tech Marketers
B2B technology marketers rely on many skills for their niche market. The most important skills among Millennials, Generation Xers and Baby Boomers were soft skills, including communication and people management and writing skills. Others included digital media marketing and content marketing. (MarketingProfs)

What were your top digital marketing news stories this week?

We'll be back next week with more top digital marketing news stories. Craving more news in the meantime? Check out TopRank Marketing on Twitter @toprank!

The post Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look appeared first on Online Marketing Blog - TopRank®.

Leave a Reply

Your email address will not be published. Required fields are marked *

css.php