#ContentChat Recap: How To Create Account Based Marketing Content That Drives Revenue Growth

September 6, 2016 9:49:05 AM | By Matt Benati

Last week, I co-hosted a #ContentChat with Erika Heald about best practices for creating Account Based Marketing (ABM) content that drives revenue. We were joined by many bright minds in the industry who contributed their experience, and there were some great resources shared for organizations making the foray into ABM.

Erika’s #ContentChats are every Monday at 12:00 PST, and you can join in the conversation by searching and using the hashtag, #ContentChat.

If you missed last week’s #ContentChat, I’ve put together a quick recap below, or you can view the whole chat here.

Q1: What is account based marketing (ABM)? How does it differ from inbound marketing?

From a high-level perspective, Account Based Marketing focuses on accounts first and personas within those accounts second. Lead-based marketing is focused on the persona first; often employing inbound strategies to get as many people in the funnel as possible, whether they’re qualified or not. This creates a disconnect between sales and marketing. In ABM, marketing and sales must identify “best-fit” accounts together – alignment of these two teams is critical for productivity and revenue growth. Once these best fit accounts are identified, content is created that resonates with the account first, and leads second. FlipMyFunnel provides an excellent overview of ABM.

Q2: Why are so many #B2B startups switching to an ABM approach? What are its key benefits?

Even though the concept of selling to accounts has been around for a while, I believe we’re seeing a renewed interest because companies recognize the increased revenue generated when sales and marketing teams are aligned. Marketing focuses on sales targets; sales receives relevant leads from marketing. The result is increased lead quality, account reach and revenue.

Q3: What types of content are needed for successful account based marketing?

ABM content differs from lead-based content because the emphasis is on the account. Content should address what is important to a specific account and how you can solve a problem or offer a solution that they need. While ABM “flips the funnel,” the buyer journey still exists to gather product information and select the best vendor. And because today’s buyers exist at all levels within an organization, smart ABM content includes a mix of formats, such as email, blogs, eBooks, whitepapers, podcasts, infographics, and social media. Also, consider how your content will be delivered and structure outreach based on which department or executive you’re targeting. For example, if it’s time to reach out to the CEO at a target account, having your CEO send a personalized email is a great way to establish a peer-to-peer relationship.

Q4: What are the key elements of an account-based marketing content nurture campaign?

Acquiring relevant Account Based Intelligence (ABI) is critically important to the success of your ABM content strategy. In order to create personalized, targeted messaging, you have to get to know your target accounts and your buyers/influencers. Having a clearly defined Ideal Customer Profile (ICP) helps develop account-specific content, then identifying trigger events – such as when a lead gets promoted, changes titles, or leaves the company – allows further personalization of your message. For example, is a marketing email sufficient, or is it time for a call? Continually gathering ABI and keeping current with your customers allows you to change your messaging and stay relevant. LeadGnome automatically pulls relevant ABI directly from the campaign reply emails already in your inbox.

Q5: Who are key members of a successful ABM content team and why?

All team members – sales, marketing and support – are key to a successful ABM content strategy! Subject matter experts (SMEs) help get the ball rolling – they drive themes and topics, review the strategy and reiterate the goals. Writers and creative teams produce compelling content by creating an outline based on the SME input, drafting copy, and reviewing it before it’s ready to be implemented by sales. Engagio Playmaker does a great job of defining roles in an ABM strategy.

Q6: What companies are doing a great job of account based marketing?

Q7: What tools or resources do you recommend for marketers just getting started with account based marketing?

FlipMyFunnel is a great resource for getting started with ABM, and its founder, Sangram Vajre’s Account Based Marketing for Dummies book. Engagio’s Account Based Everything Market Map will help an organization source the tools and platforms they need to launch a successful ABM strategy. While there is no shortage of resources available, the beauty of ABM is that it gives you the ability to start with basic publishing tools. It’s a matter of marketing to your best-fit accounts first.

Download our free eBook to learn more about Account Based Intelligence and how it can impact your ABM content strategy, grow your database and increase reven

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