Jodi Lebow, VersionOne’s Director of Demand Generation and Marketing Operations, shares insights on engaging target accounts for ABM by creating personalized content experiences with Uberflip, and how her team won the SiriusDecisions ABM Program of the Year award.
10. CMA Pipecon
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
What does this mean for marketers?
11. CMA Pipecon
of content churned out by B2B marketing
departments today sits unused.
60–70% — 2014 SiriusDecisions
What does this mean for marketers?
14. CMA Pipecon
We need to
align content
at every stage
of the buyer
journey
Resource
Center
Account-Based
Marketing
Campaigns
& Microsites
Knowledge
Base
Tailored
Content Hub
Account
Management
Prospecting
& ABS
Pipeline
Acceleration
26. “Uberflip helps you tailor content
experiences for all of your target
accounts at scale, and optimize the
entire experience—without depending
on IT.”
The Best Summary of Uberflip
The new standard of B2B success is based on how well a company uses personalization, coupled with a content experience to find, nurture and and retain customers.
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??
Add Logos — set context to those expectations Amazon, Netflix, Spotify, Nike. Before and After: Blockbuster — Netflix, Walmart — Amazon, Starbucks — Nescafe, Agassi Tennnis Shoe — Nike.
questions???
questions???
Stop investing in writing more content, and start investing in the experience in which your content is leveraged
Journey involves stages - here is our story
show a journey - all the stages we use content - show a break in the journey
Journey of buying a car?
Journey of planning a trip?
You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. .
any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
Journey involves stages - here is our story
show a journey - all the stages we use content - show a break in the journey
Journey of buying a car?
Journey of planning a trip?
You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. .
any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
ABM is not a campaign, technology, or marketing approach, it is a go-to-market team transformation.
ABM requires SDR-Marketing alignment and an ALLBOUND strategy.
ABM takes a multi-pronged approach aligned to the buyer’s journey.
ABM is not about just technology. You must tackle tailored & personalized messages, content.
Harder than ever to reach decision makers with traditional tactics
Buyers delay engagement with sales team
Shift from campaign-marketing to “always on” mindset
No central location to store and distribute content
Cumbersome landing page development
Scaling personalization felt impossible
Content housed in separate places - all the same content in 3 different places
No central location to store and distribute contentCumbersome landing page development
No way to serve key content pieces for follow up from an event - had to link to each separately
One size fits all
Curate it in various collections
Content collections with better tracking for event follow-ups restructured nurture campaigns by sending prospects to marketing streams and built out a new way to present their annual report. - event
Annual report - sharing, constant consumption
Can talk to our integration with marketo here
124% higher conversion to sales appt
Explain why you think you got 124% increase… because of the experience? What is different with uberflip CTA’s rather than landing pages
Lead scoring
Nurtures
Our goal was to achieve 20% increase in engagement on our content. We were pleasantly surprised when we engaged 88% of our target accounts
Sales stream
House and leverage content assets in one main hub
Scale personalized experiences
Provide the content that buyers are interested in consuming on their terms
Allow sales to engage with prospects and provide valuable content for education and evaluation which they can share in their organization
Allow marketers to be nimble and create destinations for events and campaigns
Journey involves stages - here is our story
show a journey - all the stages we use content - show a break in the journey
Journey of buying a car?
Journey of planning a trip?
You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. .
any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..
Journey involves stages - here is our story
show a journey - all the stages we use content - show a break in the journey
Journey of buying a car?
Journey of planning a trip?
You need to find out what sites you want, food, museums, hotels, feels daunting - there’s no easy way to find a perfect trip that matches your needs - but what if there was an amazing trip planning company who knew what food you liked, the type of traveler you are, the sites you’d like, and they planned everything for me, ended up having the perfect trip. And that’s exactly what we try to manufacture for people with ABM and getting the write content in front of the right audience at the right time - and also giving them the perfect experience. .
any journey - planning a trip, takes so long, and planning that perfect trip - amazing trip planning company, what i cared about what food I liked, and i had this amazing trip fitting all my needs - and it ended up being the perfect trip. And that’s what we try to manufacture for people with ABM… when we do our trips there also content along the way..