Watch the webinar on-demand: resources.kapost.com/account-based-marketing-content-teams-webinar.html The marketing world has been abuzz about ABM for years, but what will implementing account-based marketing mean for your team? Join Engagio CMO Heidi Bullock and Kapost Marketing Manager Zoë Randolph to learn: - The role of content creators and strategists in ABM - Which metrics you need to track - How to fit ABM into your existing content strategy

1. Everything Content Teams Need to
Know about ABM
A Kapost webinar with Engagio
#KapostWebinar

2. Meet Your Presenters
Zoë Randolph
Marketing Manager
Kapost
Heidi Bullock
CMO
Engagio
@HeidiBullock

3. → Housekeeping
- Recording and slide deck
- Ask questions!
→ Introduction
→ Presentation
→ Q&A
Agenda

4. Taking Targeting to the Next
Level
The History

6. Heidi Bullock
Engagio

7. Overview
1
2
3
4
5
Demand Generation vs. ABM
Content Framework and Scale
Content Creation Checklist
4 Content Hacks for ABM
Showcasing Success
7

8. Why are marketers looking to ABM?

9. Quality vs. quantity

10. What got you here, won’t get you there

11. When can ABM help?
Higher
Value
Accounts
Longer
Sales
Cycles
Land and
Expand
Strategy
Selling to
a Buying
Center

12. Demand Generation vs. ABM

13. Fundamentals for
Content

14. The good news is…
You don’t have to
reinvent the
wheel

15. For ABM, your content needs to be...
Personal Timely Relevant

16. Always be able to answer:
WHO - identify and understand
the key personas in the accounts
your are focused on
WHAT - understand what your
buyers need from a content
perspective and when in their
journey they need it

17. 75%
WHO: Know your buyer

18. Buying centers

19. See WHO is engaging
and what was
interesting to them
WHO is not engaging?
How can I understand buying centers?

20. How can I learn more about key personas and
accounts?
● Annual reports
● Earnings calls
● Social - Twitter,
LinkedIn
● Blogs

21. 21
WHAT type of content works?

22. Personalized content is most effective

23. WHEN: Content has to be delivered at the
right time
23

24. Example

25. How do I know WHERE someone is in the
journey?

26. Scale

27. Tier 3
Tier 2
Tier 1
Target AccountsMost are good at
ABM here…
But struggling to
scale ABM here…
Scaling ABM content can be a CHALLENGE

28. 5-50 accounts (“tens”)
Engagio: max 1 or 2 per AE
$250K – $1B+
5-50 accounts (“tens”)
Engagio: 5 per AE
$100K – 250K
50-1,000 accounts (“hundreds”)
Engagio: 93 per AE
$50K – $100K
1,000+ accounts (“thousands”)
Engagio: About 2,000
$25K - $50K
Style 1a
Lighthouse
Style 1b
Strategic
Style 3
Programmatic
Style 2
Scale

29. Program Entitlements for Target Accounts
Type of Program Accounts
Tier 1 –Style 1 Strategy Tier 2 –Style 2 Strategy Tier 3 - Style 3 Strategy
Direct Mail High value Post card – lower value Post-card lower value
Engagio analytics for reps Yes Yes Yes
Field Events Lunch and learn + dinners + onsites Lunch and learn Lunch and learn
Tradeshows Special dinner
Playmaker sends Yes Yes Yes
Database sends In some cases OK Yes Yes
Digital Yes + tailored content Yes + industry Yes – generic?
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive
attendance)
Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Intent data for outbound with
personalized plays
Yes Yes Yes
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2) Limited No

30. Content for different tiers
30

31. ABM Content Checklist

32. There are 3 Key Steps
1. Content audit
2. Adapt existing content
3. Create new content
Content creation checklist

33. Content audit
✓ Discover
✓ Tag content
✓ Identify gaps

34. Adapt existing content
✓ Pick relevant
Content
✓ Proven
effective
✓ Modify
Ebook modified for a vertical

35. Create new content
✓ Prioritize
✓ Identify sources
✓ Create calendar
✓ Develop content briefs
✓ Start writing (best part)!

36. 4 Content Hacks

37. Content hacks
1. Customize existing content
2. Micro-sites & content hubs
3. Web personalization
& dynamic content
4. Hyper-personalized

38. • Existing content
• Map to industries,
accounts & personas
1 - Customize for quick wins

39. Tweaking content, for
example:
• Title or subtitle
• Images
• Case studies
• 10/80/10 Rule
Start small

40. ABM guide example

41. 2 - Microsite and content hubs
Micro-Sites & Content Hubs for Target Accounts

42. Content hub example

43. 3 - Dynamic content and web
personalization

44. As close to real
human interaction
that you can get.
4 -Hyper personalization

45. “Just for you” - 1:1
For a single account
• Presentation
• Whitepaper
• Webinar
• eBook
• Report
• Etc.

46. Content examples

47. 1:1 Personalized Campaign

48. Showcase Success

49. 1 - Understand ABM metrics are different

50. 2 - Have clear goals for content
Ex: increased engagement

51. 3 - Ensure your content CAN be measured
1. Make sure you
have a way of
tracking your
content
Ex: UTM tracking
2. Set programs up to
measure the ROI
Ex: how you set up
marketing programs
in MA or other tools
3. Measure at
different time points
Ex: early,mid, late

52. There is not ONE metric

53. 4 - Early - look at engagement in accounts

54. 5 - Test

55. 6 - Later - Impact/ROI
How has asset ‘x’ done this
year?
Which accounts has it
impacted?
What persona engages the
most?
What is the overall return to
date?

56. 1. The fundamentals are still the same!
2. Start small with existing content, then
adapt via customization and
personalization
3. Create different content for account
tiers
4. Measuring ABM Content to know what is
working or not
Key Takeaways:

57. The Clear & Complete Guide to ABM
www.engagio.com/guide
Learn more about ABM!

58. Discussion
•
Q&A

59. Thank You!