How to Personalize Content at Scale for ABM

How To Personalize Content at Scale for ABM

Randy FrischCMO & Co-Founder at Uberflip

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ABMbuzzword

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“ABM is a sustained, coordinated, strategic approach to identifying,

engaging, closing, and growing the accounts that we know we should win

@steve_watt1

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An ABM content marketing plan focuses on creating and marketing content for

accounts we know we should win

@....me

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Randy Jenny

Orange is the New Black

The Standups

Sarah Silverman

What the Health

Riverdale

‘The Breakfast Club’ Genre

Documentaries

Grease and any Musical

Bloodline

House of Cards

Stranger Things

Anything Marvel

Breaking Bad

Homeland

24

Black Mirror

Anything with"The Rock"

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6.8 BUYERS WEIGHING IN → ABM is on the rise

— Gartner (CEB)

Strategic SamDemand Jen

Marketing Mary

CONTENT

EXPERIENCE

Uberflip Personas

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Source: “The State Of Engagement” Report

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What does this mean for marketers?

more sales opportunitieswhen leads are nurtured with personalized content 20% - Demand Gen Report

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Personalization and relevance are key to ABM

ABM

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But how do we create a relevant and tailored experience for ABM

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o Tier 1: By account, individual

o Tier 2: By industry, persona, tech

o Tier 3: Regular inbound strategy,

+ industry/persona related

content

My Team’s Approach

Account Value ($)

Effo

rt in

vest

ed

Tier: 3 2 1Utilize a tier based approach

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How we optimize content for ABM

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Audit Our Content

Create Our Experiences

Personalize the Delivery

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How we optimize content for ABM

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Audit Existing Content

• We found: 1000s of content assets

• We tagged: Identified and tagged content based on industry,

persona, role, account, stage, and individuals

• Where to start: Case studies, customer stories, eBooks

• Out of the gate: We launched an initial ABM campaign using

existing content, and customized where necessary

Au

dit O

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How we did it How you could do it

Au

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Audit Our Content



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Create your Content Experience

• Own the Experience: Easy for us (Uberflip) maybe not for

others

• Know your stakeholders: Who in the org needs content and

where do they need content to live?

• Where to start: Organize it to be more easily found by

industry, persona, role, account, stage, and individual

• Out of the gate: Build a stream of content for a key account

(1:1), key segment (1:few), your thesis (1:many)

Cre

ate

Ou

r Exp

erie

nc

es

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Your Content

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

A simple view of content we createCre

ate

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es

2

Let’s focus here today

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Your Content

Top of the Funnel



By Topic By Type

What most people doCre

ate

Ou

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erie

nc

es

2

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Your Content

Top of the Funnel



By Topic By Type By Vertical By Persona By Account

Another way to think about itCre

ate

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nc

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2

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Cre

ate

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Cre

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Audit Our Content



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ThoughtLeadership

Campaigns,Microsites andLanding Pages

Tailored Content,Drip Campaigns

KnowledgeBase

Resource Center

OnboardingMaterials

Prospecting, ABM/ABS

Education and Evaluation

Material

OWN THEJOURNEY

What does contentlook like at scale?

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Prospecting, ABM/ABS

Education and Evaluation Material

Real life examples!

A B C D

Paid Email Social Sales

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CAMPAIGN 1DCAMPAIGN 1B CAMPAIGN 1C

Outcome: CTR of 6-13% with target accounts!

TARGET ACCOUNTPe

rso

na

lize th

e D

elive

ry

Paid Advertising3

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Pe

rso

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lize th

e D

elive

ry

3 Paid Advertising

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Pe

rso

na

lize th

e D

elive

ry

Email Marketing3

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Pe

rso

na

lize th

e D

elive

ry

Social Engagement/Selling

3

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Pe

rso

na

lize th

e D

elive

ry

Homepage Personalization3

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Enable sales with the right content at the right time

Pe

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lize th

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elive

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Sales Enablement3

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Pe

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lize th

e D

elive

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Sales Enablement3

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Sales Enablement

Pe

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lize th

e D

elive

ry

3

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Pe

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lize th

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elive

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3 Sales Enablement

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Pe

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lize th

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elive

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3 Sales Enablement + Video!

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Pe

rso

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lize th

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elive

ry


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Pe

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lize th

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elive

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Bringing it all together.

Audit Our Content



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You’re either saying...

Can’t wait Oh S#!t

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STAGE Tier 1 Tier 2 Tier 3

Cold - Direct mail offers, to 1-5 people 2x per quarter for each account- Targeted ads per account + custom digital assets

- Regular inbound- Targeted ads per persona or industry

- Regular inbound strategy only

Engaged - Targeted ads per account- Direct mail plays

- Email nurture - Retargeting ads- Limited direct mail plays (dependant on persona & situation)

- Email nurture

Opportunity - Targeted ads per account- Personalized direct mail- Custom content & digital assets

- Targeted ads per persona or industry - Direct mail if prospects are “going cold”

- Notes & cards- Limited direct mail

Post-Sale - Thank you package & note - Thank you package & note - Note

Example: ABM Strategy Based on Tier + Stage

Partner Help

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Audit Integrate Build Optimize Analyze

Ensure your ABM foundations are strong – data, content, tools

Thoroughly integrate systems into existing

platforms like Salesforce Pardot

Create, brand, and manage Streams of

content for all identified Target

Accounts

Keep Streams of content updated as

Target Accounts progress through the

buyer journey

Understand the role that content plays in

influencing engagement with Target Accounts

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Key Takeaways

Personalization at scale:

Audit Our Your Content

Create Our Your Experiences


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Randy Frisch

CMO & Co-Founder at Uberflip

@randyfrisch

ubrflp.in/randyfrisch

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