Building an effective #ContentStrategy to support your account-based #marketing efforts. Presented at the @Demandbase Impact Tour stop in San Jose on January 28, 2016. #ABMIMPACT #B2B #ABM

1. Account Based
Content Marketing
Building an Effective Content Strategy to
Support Your ABM
Demandbase Impact Tour 2015
@adammonagoAccount Based Content Marketing
ADAMMONAGO

2. @adammonagoAccount Based Content Marketing 2Image Credit: Walter Benson "Drowning in Bricks”
We are drowning
in content

3. @adammonagoAccount Based Content Marketing
We’ve become really “good” at this.
3
Online
TOFU
MOFU
BOFU
Blogs, SEO
PR / Outreach
Radio, Billboards, TV
Social Retargeting
Email Newsletters CTA’s with
Gated Downloads
Targeted Offers
Case Studies
Testimonials
Content for Exec Sponsors

4. Our priorities have changed
4
Interesting changes between 2015 and 2016
CMI-MarketingProfs B2B Study

5. 5
Massive waste

6. @adammonagoAccount Based Content Marketing
The Right Accounts
The Right Time
Personas of the Right People
(Users, Influencers, Buyers)
6
A Better Way: Account-Based Marketing

7. AWARENESS
Online
INTEREST
CONSIDERATION
PURCHASE
ADVOCATE
ENGAGE
EXPAND
IDENTIFY
#FlipMyFunnel
7

8. AWARENESS
Online
INTEREST
CONSIDERATION
PURCHASE
ADVOCATE
ENGAGE
EXPAND
IDENTIFY
#FlipMyFunnel
7
IncreasedFocus
Reduced Waste

9. 8
What kind
of content
do we
need?
Photo Credit: UNCG Research, 2014

10. @adammonagoAccount Based Content Marketing
Content Should Unlock Group Buying Behaviors
9

11. @adammonagoAccount Based Content Marketing
“Mobilizers” Help You Combat the 5.4
10

12. @adammonagoAccount Based Content Marketing
The 3 C’s of ABM Content Strategy
11
Curate Create Customize

13. Curating Content That Compliments Events
Curate

14. Content Libraries to Support Self-Service
Curate

15. Newsletters That Present Your Human Side
Curate

16. Create Content Based on Mobilizer Research
15
Start With Sales Insights
Supported by Research
Refined With Testing
Commercial
Insights
Engaging Topics
and Tactics
Competitive
Differentiation
Customer Pain
Points
Create

17. Sample Research Questions
16
Which account demographics have the most success
with your solutions?
For recently closed-won deals, what sort of content did
they consume?
How many touch points were involved in previous sales?
Who were the stakeholders?
What were their titles?
When were they involved?
Create

18. @adammonagoDemandbase Impact Tour 2015
Don’t be afraid of testing new concepts
Create

19. Empowering Content
18
Create

20. @adammonagoAccount Based Content Marketing
Consider Customization In Different Areas
19
Substance
(Column B)
Delivery
(Column C)
Presentation
(Column A)
Customize

21. @adammonagoAccount Based Content Marketing
Don’t Forget: Follow “10x” Content Principles
20
Do a competitive analysis
1 2
Identify the unique value
that you are going to provide
to readers and influencers
3
Recognize the investment
of time by the reader and
accommodate them
4
The mobile and social
experiences for your content
need to be outstanding
5
Don’t try to create
viral content
6
Properly staff
your team
More on 10x Content: bit.ly/10xMaven

22. @adammonagoAccount Based Content Marketing
Don’t Forget: Practice Responsive Delivery
1. Feedback
21
4. Automation
2. Collaboration
3. Ownership
More on Responsive Delivery: http://bit.ly/responsive-delivery

23. Adam Monago
adammonago.com
@adammonago
Husband, daddy, musician, yogi, gardener,
foodie, politico, and dog lover
20 Years: I/T, Consulting, Software
Product Management, Sales and
Marketing/Digital
Passionate about #analytics, #martech,
#seo, #contentstrategy and #design
Writing and public speaking on digital
strategy and content marketing
About me
22
@adammonagoAccount Based Content Marketing

24. Thank You
@adammonago
ADAMMONAGO
www.adammonago.com
www.linkedin.com/in/adammonago
@adammonago
www.adammonago.com