How to Scale Your ABM Program with Content
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Are you looking for a way to better align your sales and marketing teams? Wondering how you can scale ABM and content personalization? Presented at SiriusDecisions 2018 Summit, Daniel Day, Snowflake’s Director of Account Based Marketing, shares ABM-led insights on landing top target accounts by creating personalized content experiences with Uberflip.
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How to Scale Your ABM Program with Content
- 1. Randy Frisch President & CMO Uberflip Daniel Day Director, Account Based Marketing Snowflake
- 2. CMA Pipecon Why the Content Experience Matters
- 3. CMA Pipecon People increasingly expect a personalized experience. The Effect
- 5. CMA Pipecon Content by topic
- 8. CMA Pipecon Has more than 100 million users & 30 million songs
- 9. CMA Pipecon What does this mean for marketers?
- 10. CMA Pipecon Marketers need to align their marketing journeys with consumer expectations.
- 11. CMA Pipecon of B2B marketers anticipate they will create more content in 2018 vs 201770% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute What does this mean for marketers?
- 12. CMA Pipecon of content churned out by B2B marketing departments today sits unused. 60–70% — 2014 SiriusDecisions What does this mean for marketers?
- 13. CMA Pipecon
- 14. CMA Pipecon We Need a Framework to Start Marketing Our Content
- 15. CMA Pipecon We need to align content at every stage of the buyer journey Resource Center Account-Based Marketing Campaigns & Microsites Knowledge Base Tailored Content Hub Account Management Prospecting & ABS Pipeline Acceleration
- 17. How to Scale Your ABM Strategy With Personalized Content Daniel G. Day | Director, Account Based Marketing at Snowflake
- 18. What We Do
- 19. The Switch to an Account Based Sales Organization Sales leadership drove the change ABM Top 100 Program Responsible for driving engagement in over 2,500 accounts
- 20. Our ABM Philosophy One-to-one account targeting Specific messaging Tailored content Predicated on driving engagement Pertinent and timely CTAs
- 21. Targets with nowhere to land 1 2 3 Our Challenges Scaling personalization felt impossible No central location to host relevant content
- 22. ABM Targets with Nowhere to Land We had our targets
- 23. ABM Targets with Nowhere to Land We had our targets We could measure
- 24. ABM Targets with Nowhere to Land We had our targets We could measure
- 25. How We Were Doing it
- 26. Scaling our ABM Strategy = Impossible
- 27. How do we move from vertical to true ABM? How do we use all the specific firmographic information we’ve collected? How do we support an ever growing sales organization with one- to-one targeting, and timely and relevant account-based campaigns? Scaling an ABM Strategy
- 28. No central location to host relevant content Content
- 29. That’s when we met the team at
- 30. That’s when we met the team at
- 31. “Uberflip helps you tailor content experiences for all of your target accounts at scale, and optimize the entire experience—without depending on IT.” THE BEST SUMMARY OF UBERFLIP
- 33. From Impossible to Scale
- 36. The results we’ve seen with
- 37. 10to create one-to-one personalized pages minutes
- 38. 149xmore conversions for our one- to-one ads
- 39. Landed a top target account that previously had no engagement
- 40. At the end of the day...
- 41. Uberflip Has Helped Us 1 Create tailored content destinations 1
- 42. Uberflip Has Helped Us 1 2 Create tailored content destinations 1 2 Scale personalization
- 43. 1 2 3 Create tailored content destinations 1 2 3 Share timely and relevant content Scale personalization Uberflip Has Helped Us
- 44. Daniel Day Director, Account Based Marketing @danielgday Daniel G. Day
Notes de l'éditeur
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
- https://9to5mac.com/2016/06/20/spotify-apple-music-users/
- you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
- questions???
- questions???
- Stop investing in writing more content, and start investing in the experience in which your content is leveraged
- When joining Snowflake in 2017 - we started the switch towards an ABM focus It wasn’t true ABM - more vertical marketing that was account targeted
- PROBLEMS: 2. Scaling personalized experiences for 2500 accounts wasn’t possible in developing something in wordpress or marketo landing pages 3.All this amazing content but there was no central place to access the updated content they were using excel sheets on their desktop and marketing didn't know what was giving out
- I had engagio that helps report and measure
- but I was missing the important middle piece “ How am I going to create personalize content destination” Needed to work with Marketo/Wordpress to create landing pages Arduous/Tedious Hard to update with fresh content, need operations team
- it was one size fit all - and this experience was what all prospects got. No way to personalize - and repurpose content
- Content not scalable to support multiple accounts
- We had amazing content but had cumbersome processes to share it with prospects. BDR’s were hosting content on their desktop, and making excel spreadsheets which became outdated and irrelevant quickly. We needed a tool to allow the marketing team to control the content journey and see the effectiveness of their content.
- Talk about the tagging feature, how you can tag content based on personas, topics, industries etc. Uberflip has enabled us to scale 1-to-1 ABM with extremely targeted content and content journeys.
- We can put our rich understanding of our prospects into action with timely and relevant content The BDR and field teams have completely adopted the platform. They love that they can use relevant content to create tailored experiences, using Sales Streams directly in their emails. Can talk about flipbot in slack and the Bombora Data when people open their sales streams
- Every single piece of customer facing marketing content we’ve created becomes a tool in our ABM arsenal
- Responsiveness to grow as our sales team grows, we’ve seen tremendous adoption here.
- Final slide