Many content marketers know how important account-based marketing is, but don’t know where to start. Follow these best practices to make ABM work at your organization.

1. Secrets
of
Account-­‐Based
Marke3ng
Success:
7
Best
Prac3ces
from
ABM
Pros

2. 60% of marketers
create at least one
piece of content every
day.
[Sources: eMarketer, CMI]
50%
plan
to
increase
content
marke3ng
budgets.
That’s a lot of competition.

3. It’s
geCng
harder
to
stand
out
in
the
content
marke3ng
crowd.
Or
is
it?

4. Instead
of
wai3ng
for
inbound
efforts
to
bring
the
right
people
to
you

5. You
can
meet
them
where
they
are

6. How?
Account-­‐based
marke3ng

7. What
is
account-­‐based
marke3ng?
Account-­‐based
marke3ng
(ABM)
resizes
your
sales
and
marke3ng
funnel
to
target
a
select
group
of
highly
qualified
leads
at
specific
accounts.

8. It’s
like
fishing
with
a
spear
instead
of
a
net.

9.
Instead
of:
Personas
Individuals
En3re
industries
ABM
focuses
on:
Specific
organiza3ons
Market
segments
Accounts
“Applying
an
account-­‐based
approach
means
focusing
on
a
set
of
target
accounts,
thoughVully
iden3fied,
marketed
and
sold
to
in
a
personalized
way,
resul3ng
in
more
qualified
prospects
coming
inbound
than
ever
before.”
—
Forbes

10. Why
use
ABM?
Less
than
1%
of
leads
turn
into
revenue-­‐genera3ng
customers.
But
for
84%
of
marketers,
ABM
delivers
higher
returns
than
any
other
marke3ng
method.
[Sources:
Forrester
Research,
ITSMA]

11. A
laser-­‐focused,
account-­‐based
approach
can
lead
to:
26%
increase
in
deal
size
75%
increase
in
deal
close
rate
[Source:
Demandbase]

12. But
there
is
a
problem.

13. While
92%
of
B2B
marketers
consider
ABM
extremely
or
very
important...
...only
20%
have
programs
in
place
to
support
it.
[Sources:
SiriusDecisions]

15. Here
are
the
best
prac3ces
used
by
ABM
pros.

16. 1.
Deepen
sales
and
marke3ng
alignment
“When
marke3ng
and
sales
agree
on
the
400
accounts
they
care
about
the
most,
then
the
more
you
focus
on
those,
the
more
effec3ve
you'll
be.”
—
Engagio

17. When
sales
and
marke3ng
teams
are
in
sync,
returns
on
content
marke3ng
investments
can
increase
as
much
as
208%.
[Source:
Marke3ngProfs]

18. 2.
Be
selec3ve
“You
first
have
to
ruthlessly
narrow
that
large
pool
of
possible
accounts—the
endless
line
of
ducks—down
to
only
the
most
promising
targets.”
—
LeanData

19. This
is
a
big
shii
for
many
marketers,
who
typically
think
in
terms
of
buyer
personas.
When
in
doubt,
use
data...

20. 3.
Decide
with
Data
Analyze
your
best
customers
to
uncover
common
akributes
Rank
accounts
by
current
levels
of
engagement

21. 4.
Map
content
to
accounts
ABM
content
is
not
the
same
as
demand
genera3on
content.
Demand-­‐gen
content
starts
with
what
you’ll
be
offering.
ABM
starts
with
who
you
want
to
reach.

22. Start
with
your
ideal
account.
Then
decide
what
you’ll
say
and
where
it’s
best
to
say
it.

23. 5.
Personalize
the
content
experience
“Surfacing
the
right
call-­‐to-­‐ac3on
at
the
right
3me
to
the
right
visitor
is
an
essen3al
step
in
ABM.
Rather
than
surfacing
a
single
CTA
to
all
of
your
visitors,
you
can
effec3vely
segment
your
audiences
and
show
a
more
relevant
next
step
to
each
visitor
based
on
what
you
know
about
your
audience
segments
or
specific
accounts.”
—
Op3mizely

24. For
example:
Offer
an
account-­‐based
webinar
for
a
single
account
Customize
a
white
paper
to
target
specific
companies
Create
a
library
of
blog
posts
to
tailor
to
specific
individuals
Personalize
video
intros
and
landing
page
calls-­‐to-­‐ac3on

25. 6.
Use
a
variety
of
channels
“With
today's
toolset,
you
can
get
in
front
of
the
decision
makers
proac3vely
using
all
the
different
channels,
such
as
direct
mail,
ads,
a
video
or
even
a
tweet,
and
you
can
do
it
all
at
scale.”
—
Terminus

26. For
example:
Create
custom
content
streams
to
deliver
handpicked
selec3ons
to
target
accounts
Streamline
personalized
content
presented
across
mobile,
social,
display
and
video

27. 7.
Measure
differently
“In
tradi3onal
B2B
marke3ng,
new
leads
and
opportuni3es
are
the
most
common
key
performance
indicators.
But
when
it
comes
to
account-­‐based
marke3ng,
the
tradi3onal
metrics
don’t
always
apply.
That’s
because
ABM
isn’t
designed
to
rake
in
new
leads;
it’s
designed
to
nurture
and
organize
leads
you’ve
already
iden3fied.”
—
Vidyard

28. Key
Categories
for
ABM
Insights:
Content
engagement
Sales
cycle
length
Account-­‐specific
revenue
Customer
reten3on

29. By
crea3ng
account-­‐based
experiences,
you
can
surface
highly
relevant
content
and
calls
to
ac3on—to
the
right
people,
at
exactly
the
right
3me.
Stand
out
in
the
content
marke3ng
crowd.
For
good.

30. Want
even
more
3ps
for
crea3ng
an
effec3ve
ABM
strategy?
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