5 Ways to Personalize Your ABM Content Strategy at Scale

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Account-Based Marketing is high-touch and extremely targeted; its very nature, however, creates challenges for personalizing content experiences, which can be time intensive and resource heavy. Uberflip's President and CMO, Randy Frisch, explores how to build an account-based content marketing approach to deliver greater personalization to your target accounts at scale.

Marketing

5 WAYS TO PERSONALIZE
YOUR ABM CONTENT
STRATEGY AT SCALE
#CONEX
Randy Frisch
CMO & Co-Founder at Uberflip

@uberflip |
#conex
These brands personalize my experience.
It’s what I now expect everywhere.

@uberflip | #conex@uberflip | #conex
Marketers need to
personalize the content
experience!

@uberflip | #conex
of B2B marketers anticipate they will
create more content in 2018 vs 2017
70%
— 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute
@uberflip | #conex

@uberflip | #conex
of content churned out by
B2B marketing departments
today sits unused.
60–70%
— SiriusDecisions

@uberflip | #conex
So I wrote a blog post

@uberflip | #conex
What is Content Experience?

@uberflip | #conex
A content experience
occurs wherever and
whenever anyone
encounters your content.
@uberflip |
#conex

@uberflip | #conex
What is
Content Experience?
ENGAGEMENTENVIRONMENT STRUCTURE

@uberflip | #conex
Environment
Placement Design
Display
Visual
aesthetics

@uberflip | #conex
Navigation
Tagging Curation
Structure
Organization

@uberflip | #conex
Engagement
Personalization Relevance
Consistency
Contextual
CTAs

@uberflip | #conex
It’s an ABM World
Identify
Expand
Engage
Advocate
Measure
Content experiences
occur at every stage
of your funnel.

@uberflip | #conex
Content Experience Framework

@uberflip | #conex
79%
Increase in pages per
visit when entering via
an ABM Stream
Content Experience Framework

@uberflip | #conex
5 Ways to
Personalize
Content at Scale:
Centralize Content
Organize Content
Personalize Experiences
Distribute Content
Generate Results
1
2
3
4
5
@uberflip | #conex

@uberflip | #conex
Randy Frisch
CMO & Co-Founder at Uberflip
@randyfrisch
ubrflp.in/randyfrisch
uberflip.com/ce
Content Experience
Framework
Download Now
@uberflip | #conex

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5 Ways to Personalize Your ABM Content Strategy at Scale

1. 5 WAYS TO PERSONALIZE YOUR ABM CONTENT STRATEGY AT SCALE #CONEX Randy Frisch CMO & Co-Founder at Uberflip

2. @uberflip | #conex I used to shop here

3. @uberflip | #conex

4. @uberflip | #conex These brands personalize my experience. It’s what I now expect everywhere.

5. @uberflip | #conex@uberflip | #conex Marketers need to personalize the content experience!

6. @uberflip | #conex of B2B marketers anticipate they will create more content in 2018 vs 2017 70% — 2017 Benchmarks, Budgets, and Trends—North America, 2017 Content Marketing Institute @uberflip | #conex

7. @uberflip | #conex of content churned out by B2B marketing departments today sits unused. 60–70% — SiriusDecisions

8. @uberflip | #conex So I wrote a blog post

9. @uberflip | #conex What is Content Experience?

10. @uberflip | #conex A content experience occurs wherever and whenever anyone encounters your content. @uberflip | #conex

11. @uberflip | #conex What is Content Experience? ENGAGEMENTENVIRONMENT STRUCTURE

12. @uberflip | #conex Environment Placement Design Display Visual aesthetics

13. @uberflip | #conex Navigation Tagging Curation Structure Organization

14. @uberflip | #conex Engagement Personalization Relevance Consistency Contextual CTAs

15. @uberflip | #conex It’s an ABM World Identify Expand Engage Advocate Measure Content experiences occur at every stage of your funnel.

16. @uberflip | #conex

17. @uberflip | #conex Content Experience Framework

18. @uberflip | #conex Content Experience Framework

19. @uberflip | #conex Content Experience Framework

20. @uberflip | #conex Content Experience Framework

21. @uberflip | #conex Content Experience Framework

22. @uberflip | #conex 79% Increase in pages per visit when entering via an ABM Stream Content Experience Framework

23. @uberflip | #conex 5 Ways to Personalize Content at Scale: Centralize Content Organize Content Personalize Experiences Distribute Content Generate Results 1 2 3 4 5 @uberflip | #conex

24. @uberflip | #conex Randy Frisch CMO & Co-Founder at Uberflip @randyfrisch ubrflp.in/randyfrisch uberflip.com/ce Content Experience Framework Download Now @uberflip | #conex

Hinweis der Redaktion

Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
Doesn’t need to change.
-this explains why all of us are creating more content than ever!!!! To feed these go to market strategies
Stop investing in writing more content, and start investing in the experience in which your content is leveraged DESIGN - F#*K from the previous slide should turn into FOCUS on this slide.
Doesn’t need to change.
you and Jenny have a real problem on your hand… you know what though? It’s even more of a problem in marketing almost 7 people will weigh in on deciding if to buy your product or service - how do you cater to all of them??
DESIGN - show examples of animations and gifs from video for each part of the definition.
Doesn’t need to change.
Doesn’t need to change.
Doesn’t need to change.
Courtesy of “FlipMyFunnel”. Adjust arrow — to reflect aall activities
visitors who enter our website via Uberflip ABM page compared to our website: Visit 79% more pages during their visit (session) than average visitors Spend 198% (almost triple) the amount of time on our site Have a 23% lower bounce rate
Final slide

5 Ways to Personalize Your ABM Content Strategy at Scale

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5 Ways to Personalize Your ABM Content Strategy at Scale

Hinweis der Redaktion