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The ABM Content Challenge: How to Balance Personalization and Scale
The document outlines the challenges of balancing personalization and scale in Account-Based Marketing (ABM) strategies, highlighting the importance of tailored content for various account levels. It also details best practices for webinars and on-demand content promotion, emphasizing the need for engagement and personalization in campaigns. Additionally, it encourages leveraging existing content and various marketing channels to enhance customer enablement and retention.
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The ABM Content Challenge: How to Balance Personalization and Scale
- 1. #bii18 The ABM ContentChallenge: How to Balance Personalization and Scale SPONSORED BY:
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- 5. How are wedoing? #bii18 Questions, Tweets, Resources, Survey
- 6.
- 7. #bii18 The ABM ContentChallenge: How to Balance Personalization and Scale SPONSORED BY:
- 8.
- 9. #bii18 How personalized doyour ABM campaigns need to be?
- 10. #bii18 Personalization vs. Scale 100% Personalized •Createdjust for this account AND persona Highly Personalized •Created for multiple personas at a single account Highly Customized •Existing content, heavily adapted for one account Customized •Existing content with lighter spin for one account Industry- specific •Content targeted to one industry Multi- Sector •Targeted to a cluster of related accounts Generic •Broad content for all targets, but still relevant to the account
- 11. #bii18 My ABM World Highly Personalized HighlyCustomized Industry specific or Lightly Customized
- 12. #bii18 Finding the rightchannel 12 Email Marketing Social Media Content Syndication Search Field Events WebsiteWebinars Online Advertising
- 13. #bii18 Finding the rightchannel 13 Webinars Content Hubs Content Experiences
- 14. #bii18 Webinar ABM Checklist •Identify your target audience • Develop a compelling offer • Limit the barriers to conversion • Approach and target in a personalized manner • Drive engagement through the session • Use live intelligence to guide the session • Utilize on-demand functions to their fullest advantage
- 15. #bii18 1:1 Webinar BasedCampaigns Live Webinar1 On-Demand Content2 Personalized Content Experiences3
- 16. #bii18 The Live Webinar •Personalized webinar content relevant to Strategic Account • Promote using personalized messaging, graphics and specific target account jargon • Promotion channels: – Email Marketing – Paid Advertising – Sales Development – Website Personalization – References • Personalized webinar console including: – Custom resources, CTA’s, contact info, polls & surveys
- 17. #bii18 On-Demand Content • Promotemultiple mix of content pieces at scale • Let buyers educate at own speed • Promoted through email nurture stream, website personalization, sales development, and account relationships – through single, evergreen URL • Limited barriers to conversion: – Single registration for multiple content pieces – Ability to un-gate specific content pieces – On-Demand content allows for instant viewing
- 18. #bii18 ON DEMAND ISON THE RISE 18 Our 2018 Webinar Benchmarks Report shows the trend toward on-demand engagement across the ON24 network. ON DEMAND ONLY 44 mins 35% 2018 LIVE AND ON DEMAND 2017 42 mins5% LIVE ONLY60% 201634 mins ON DEMAND
- 19. #bii18 Personalized Content Experiences •Targeted selection of relevant content for account and/or persona with ON24 Target • Ability to track engagement data to see how content is being consumed • Integrated into marketing automation & CRM
- 20. #bii18 What content doyou already have?
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- 22. #bii18 Customize Existing Content Targetaccount branding Additional resources specific to target account Q&A set to email target account sales rep Target account custom video intro
- 23. #bii18 Industry Specific • Singlecall-to-action – Example – Life Science ON24 Target Page • 1:1 personalization promotion to Strategic & ABM Lite accounts • Simple customization promotion to programmatic accounts On-Demand Webinar PDF Flipbook Video Webpage
- 24. #bii18 Growing Existing CustomerAccounts Increase Utilization Reduce Churn New business unit pipeline New product pipeline
- 25. #bii18 Relevant Content forTop Customer Account • Provide high value content – Virtual consultative “Workshops” for customer accounts – Introduce new products and releases – Two-way communication to gather customer insight using surveys, polls & Q&A
- 26. #bii18 Account Based CustomerEnablement • Promoted across marketing channels o Email nurture programs o Website personalization o Sales/Customer Success Outreach • Content to provide value: o On-demand webinars o Custom white papers o Training materials
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- 28. #bii18 Customized for Account+ Persona Executives Decision Makers
- 29. #bii18 Q&A / Speakers BrynPowell ON24 Brian Anderson Demand Gen Report
- 30. #bii18 Register for moresessions now thru July 13th! Join Our Next Session: Developing Smart Content: How Interactive Content Helps Identify Buyer Pain Points & Paths For Continuing The Conversation webinars.demandgenreport.com/bii18 Friday, July 13th 2:00 PM (EDT)
Editor's Notes
- #8 When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix. Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
- #9 Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along! Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs. Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical. Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.
- #10 When it comes to ABM, a lot of marketers think you need to choose personalization OR scale. While it can be a balancing act to find that medium – between total burnout, and ROI, there are strategies to find the right mix. Today, I’d like to cover how to find that balance. We will take a look at ABM tactics for top tier accounts, re-purposing content for targeted campaigns, and industry-specific ABM programs to help scale. We will also cover how we are utilizing ABM tactics to support customer marketing programs.
- #11 We’ve just looked at account tiers in an ABM strategy
- #12 Before we kick things off, lets take a look at the ABM model that I will be referencing today. There is a lot of ABM jargon out there – so I want to make sure you are following along! Here at ON24, we focus on 3 groups of accounts – starting with a small number of strategic accounts. In my role, I am working with around 15 strategic accounts, that require custom marketing plans and and 1:1 marketing programs. Next up we have ABM light. Here we focus on small groups of 5-10 accounts that share similar attributes. An advantage of ABM Lite is that, while it still requires a great deal of personalization, the content produced can be used more than once, making the need to continually create content less critical. Lastly – we have programmatic ABM. We often use programmatic ABM for larger segment groupings – including industry or persona based segments.
- #13 Wit/iwht out $
- #14 Wit/iwht out $