How to Fuel Your Content Strategy with ABM

•

1 like•1,153 views

The process of account-based marketing (ABM) starts with a question of “who?” – i.e., which accounts need to be reached? – then shifts to a question of “what?” What do you need to say to reach these accounts? The best way to answer this question is through targeted content. However, the content itself isn’t enough – the content needs to be delivered in a targeted content experience in order to penetrate all levels of the account. Join Uberflip’s CEO and Co-founder, Yoav Schwartz, for a tactical session on how to leverage content and build a remarkable content experience for successful account-based marketing.

Marketing

YOAV SCHWARTZ
Co-founder & CEO, Uberflip
@yostar
HOW TO FUEL YOUR
ABM STRATEGY
WITH CONTENT

@yostar
WHY ABM?
LIKE FISHING WITH A SPEAR

@yostar
STARTING WITH “WHY”
WHY CONTENT?

@yostar
WHY CONTENT?
PROVEN AS A GREAT WAY TO
DELIVER YOUR MESSAGE

@yostar
BUT, GREAT
CONTENT IS
NOT ENOUGH

@yostar
The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS

@yostar
The Content Marketing Process is a Cycle
CREATION DISTRIBUTION INSIGHTS
FLAWED

@yostar
The 4 Pillars of Content Marketing
CREATION DISTRIBUTION INSIGHTSEXPERIENCE

@yostar
§  Easy to browse your content
§  Easy to navigate (menu structure)
§  Easy to find stuff (search ability)
1. MAKE IT EASY

@yostar
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of
the Funnel
By Format By Topic
Ok for Inbound

@yostar
Your Content
Top of the
Funnel
Middle of the
Funnel
Bottom of
the Funnel
By Format By Topic By Vertical By Persona By Segment By Account
Content must be organized for
buyers and your sales team to
find. Spoon feed if necessary.

@yostar
§  Learn from Ikea!
§  Where should people go next?
§  Recommended content
§  Call-to-actions
3. CREATE AN
ENGAGEMENT PATH

@yostar
§  No distinct call to action
§  No recommended content
§  Nowhere to subscribe
§  No images or videos
§  No links to learn more
AVOID THIS!

@yostar
Call to action
Recommend
contentUseful image
Discoverable
Easy to Share

@yostar
For:
Personalized eBook Cover
(even if it’s manual)

5. TAILOR
THE EXPERIENCE
§  Recommended Content
§  CTAs
§  Headlines

@yostar
Generic
OTHER CONTENT
10 Tools to up
produc4vity
Webinar: how to
create killer content
without spending
more 4me

9 marke4ng hacks
using Zapier

@yostar
Tailored
Marketo Tips &
Tricks
10 Tools that make
Marketo way beGer
Webinar: how to
create killer content
without spending
more 4me

@yostar
Personalized message
Tailored
content &
CTAs

@yostar
MEASURE TARGET ACCOUNT PROGRAM ATTRIBUTION

@yostar
WHAT CONTENT MADE AN IMPACT ON A PARTICULAR ACCOUNT

@yostar
KEY TAKEAWAYS
ü  Make it Easy
ü  Create an Engagement Path
ü  Organize For Marketing and Sales
ü  Personalize the Content
ü  Tailor the Experience
ü  Track and Measure
ü  A Traditional CMS Won’t Cut It
ü  Come to #UFX2016

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How to Fuel Your Content Strategy with ABM

1. YOAV SCHWARTZ Co-founder & CEO, Uberflip @yostar HOW TO FUEL YOUR ABM STRATEGY WITH CONTENT

2. @yostar STARTING WITH “WHY”

3. @yostar STARTING WITH “WHY” WHY ABM?

4. @yostar WHY ABM? LIKE FISHING WITH A SPEAR

5. @yostar STARTING WITH “WHY” WHY CONTENT?

6. @yostar WHY CONTENT? PROVEN AS A GREAT WAY TO DELIVER YOUR MESSAGE

7. @yostar BUT, GREAT CONTENT IS NOT ENOUGH

8. It’s the content, stupid. “

10.

11.

12. @yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS

13. @yostar The Content Marketing Process is a Cycle CREATION DISTRIBUTION INSIGHTS FLAWED

14. @yostar The 4 Pillars of Content Marketing CREATION DISTRIBUTION INSIGHTSEXPERIENCE

15. 6 Elements of a Kick Ass For ABM

16. @yostar §  Easy to browse your content §  Easy to navigate (menu structure) §  Easy to find stuff (search ability) 1. MAKE IT EASY

17. 2. GET ORGANIZED

18. @yostar Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Format By Topic Ok for Inbound

19. @yostar Your Content Top of the Funnel Middle of the Funnel Bottom of the Funnel By Format By Topic By Vertical By Persona By Segment By Account Content must be organized for buyers and your sales team to find. Spoon feed if necessary.

20. @yostar §  Learn from Ikea! §  Where should people go next? §  Recommended content §  Call-to-actions 3. CREATE AN ENGAGEMENT PATH

21. @yostar §  No distinct call to action §  No recommended content §  Nowhere to subscribe §  No images or videos §  No links to learn more AVOID THIS!

22. @yostar Call to action Recommend contentUseful image Discoverable Easy to Share

23. @yostar 4. PERSONALIZE THE CONTENT

24. @yostar For: Personalized eBook Cover (even if it’s manual)

25. Personalized Video!

26. 5. TAILOR THE EXPERIENCE §  Recommended Content §  CTAs §  Headlines

27. @yostar Generic OTHER CONTENT 10 Tools to up produc4vity Webinar: how to create killer content without spending more 4me 9 marke4ng hacks using Zapier

28. @yostar Tailored Marketo Tips & Tricks 10 Tools that make Marketo way beGer Webinar: how to create killer content without spending more 4me

29. @yostar Personalized message Tailored content & CTAs

30. 6. TRACK & MEASURE PERFORMANCE

31. @yostar TRACK STREAM ENGAGEMENT

32. @yostar MEASURE TARGET ACCOUNT PROGRAM ATTRIBUTION

33. @yostar WHAT CONTENT MADE AN IMPACT ON A PARTICULAR ACCOUNT

34.

35.

36. @yostar KEY TAKEAWAYS ü  Make it Easy ü  Create an Engagement Path ü  Organize For Marketing and Sales ü  Personalize the Content ü  Tailor the Experience ü  Track and Measure ü  A Traditional CMS Won’t Cut It ü  Come to #UFX2016

37. @yostar QUESTION TIME!

38. @yostar

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