MAXIMIZING ABM SUCCESS:
7 Experts Reveal Lessons for Creating Compelling Content at Scale
ABM is a hot topic right now.
While it was easily considered an up-and-coming trend a few years ago, it has evolved into a core part of many B2B brands’ marketing strategies. Some companies prioritize ABM to expand existing client relationships. Others balance it with traditional demand gen to create a well-rounded strategy. The one connecting point across all approaches? Content. Our goal for this E-book was to spotlight lessons from top thought leaders in the ABM realm around ways you can hone your content and experiences. Rather than overwhelm you with loads of copy, frameworks and checklists, we asked them to get in front of the camera and keep things simple. Let’s make your content ABM-ready!
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SKIP TO LESSON...
Understand the fundamentals
Develop a content strategy that aligns to your approach
Get behind the camera to connect on a personal level
Reimagine tried-and-true formats
Create content to inform and empower sales
Use promotional wrappers to create a high-impact turnkey experience
Embrace interactive to level-up your brand experience
LESSON 1
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Lesson 1 - Lesson 2 - Lesson 3 - Lesson 4 - Lesson 5 - Lesson 6 - Lesson 7
Sangram Vajre, Chief Evangelist and Co-Founder of Terminus, is bringing us back to our childhoods with a game of “two truths and a lie.” It may sound like just fun and games on the surface, but Vajre drops some major truths around what marketing teams need to do to ensure their ABM strategy is successful: Take care of their people.
Watch his clip to learn how aligning with sales, and appropriately prioritizing your accounts, will not only improve the efficiency of your team but the effectiveness of your content.
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LESSON 2
Brandon Redlinger, Director of Growth at Engagio, reveals what approach as worked best for the company, which has become a notable leader in ABM thought leadership.
Your company’s approach will dictate how many accounts you’ll have to engage and how much budget you have to work with. While your preferred tactics and content formats will vary based on the type of ABM you’re using, there is one universal key to success: ensuring your content strategy is scalable to your business and budget.
There are three different ways to approach ABM:
Strategic, or one-to-one, ABM Scale, or one-to-few, ABM Programmatic, or one-to-many, ABM
Get behind the camera (or in front of it) to connect on a personal level
LESSON 3
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Tyler Lessard, VP of Marketing for Vidyard, argues that your smartphone and simple video editing software can give you all the power you need to make an impact.
Video is an effective way to speak directly to your buyers. It’s even more effective if you can customize video experiences for key accounts. Seems impossible without a huge budget, right? Not at all. Now more than ever, marketers are encouraged to create content that’s authentic and personal. That means it doesn’t have to be fancy.
But how do you ensure your video messaging resonates and inspires prospects to book a meeting with your reps? Press play for his tips for success.
LESSON 4
Mark Bornstein, VP of Marketing for ON24, spotlights ways your team can customize webinar experiences to better engage and persuade target accounts. He also outlines different formats for webinars, from product demos and walk-throughs to tailored workshops and idea sessions.
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Webinars have been a part of the B2B marketing toolkit for, well, a long time. But now organizations have an opportunity to reimagine the typical webinar structure and hold tailored sessions that meet the unique needs of key accounts.
Create content to inform & empower sales
LESSON 5
6
Some key questions to ask include:
Do we have enough content to meet the needs of the accounts we’re targeting?
Can this content scale as sales’ needs change or as they engage with new accounts?
Do they have the power to quickly (and easily) use and share this content?
Field reps and sales play a more critical role in building and nurturing relationships with target accounts. That's why when you build your content plans, you need to ensure you’re dedicating enough time and bandwidth to empower them.
Andrew Mahr, Chief Customer Officer of Triblio, shares three keys to success while sharing insight into how their marketing team addresses reps’ needs for their ABM initiatives.
Use promotional wrappers to create high-impact, turnkey experiences
LESSON 6
7
As you develop your content messaging and your assets, you may find that there are foundational trends or issues that impact target accounts similarly. Personalizing this content for five or 10 industries may not be the best use of your team’s time. That’s where the web experience comes in.
Peter Isaacson, CMO of Demandbase, shares how you can take cues from brands like Adobe to maximize content engagement.
By embracing technology, B2B brands are creating highly tailored, industry-specific content “wrappers.” These landing pages are a great way to tailor experiences to the unique nuances and complexities of specific industries—without putting added pressure on the content team.
LESSON 7
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Now more than ever, B2B brands need to differentiate their content. Interactive formats and experiences allow you to create highly immersive, customizable experiences at the industry- or even individual company-level. The best part is, these experiences can be as tailored as you need, including company names, logos and highly specific information. Conversely, they can be duplicated and slightly tweaked by industry, but create an equally immersive experience that allows contacts to dig into a wealth of content and insights.
Alicia Esposito, VP of Content at Retauil TouchPoints, shares why she thinks interactive is a great way to tell more compelling, content-driven stories.
KICKSTART YOUR ABM PLANS
Your brand needs a rich library of assets that can meet your ABM needs today—and can adapt and evolve to meet your needs over time. Want to bolster your ABM efforts, but not sure how you need to refine or expand your content strategy? Let’s walk through your current methods, and your long-term goals, so we can build your plan for success.
let's connect!
