So you’ve decided you’re going to implement an Account-Based Marketing (ABM) strategy. You’ve selected your target accounts and prioritized them into tiers. Your next task is to distribute content to reach these accounts, and you’ve got to do it at scale.
Before you know it, you’re tasked with personalizing 40 eBooks for your Tier 1 target accounts and your sales team is tapping your shoulder every two minutes trying to understand which content should be sent to what accounts. Yikes.
Take a deep breath – Uberflip has a number of features that can make using content for ABM a whole lot easier.
Leveraging Uberflip features for ABM
As briefly mentioned above, before embarking on an ABM strategy, you’ll need to have a clear understanding of A) your organization’s ABM goals, B) sales and marketing alignment, and C) which accounts are high priority (which will also dictate how content must be prioritized to reach these accounts).
If you’re still in the very beginner stages of ABM, these resources can help:
- Create An Account-Based Content Strategy With These Easy Hacks
- How You Can Use Content to Slay the ABM Game
- WTF is ABM? How to Do Account-Based Marketing [Podcast]
Uberflip has a few features to help its customers build tailored content experiences which can effectively be used for ABM.
Marketing Streams allow Uberflip users to create a handpicked selection of content to present to a target account.
Since personalization is a must-have for successful ABM, creating personalized streams can half your battle of personalizing content for an account. Given the option of either personalizing six assets for Target Account 1, or personalizing one stream for that same account, which would you chose?
With Uberflip, you can easily create streams of content for each account, without all the labor of asset-level personalization.
Sales Streams were created with ABM and sales in mind. They’re a great solution for enabling salespeople to leverage content and personalized outreach without interfering with the marketing team’s inbound strategy and resource center management.
Like Marketing Streams, Sales Streams allow users to easily create a stream of content tailored for your target account, with stream-level personalization.
Using a similar set of assets for multiple target accounts? You can easily duplicate a Sales Stream, edit the title and description, and you’re off to the races! Now that’s ABM at scale.
Now that you know how to use Marketing and Sales Streams to make personalization for ABM easier, how about helping other members of your team select the right assets and create these streams themselves?
We’ve got a solution for that, too: Tags!
Uberflip tags allow users to label or “tag” content at the “Item” level with specific descriptions (like target account name), or more general designations (like “Enterprise Customer” or “Tier 2 Account”). You can then apply Smart Filters to automatically populate specified Marketing Streams with tagged content, or simply make it easier for other team members to identify content destined for a specific account.
A summary of your tags lives in the left-side menu:
Upon clicking a particular tag, you can see all of the content items that have been tagged accordingly:
Distributing content for ABM
Ready to start distributing your content to your target accounts? If you are distributing via email, Uberflip has two solutions that can help to scale your ABM distribution efforts.
Marketing Automation + Embedding Tiles
When using a marketing automation tool to send one-to-many emails (e.g., for your Tier 3 accounts, who are likely receiving a lower level of personalization), easily embed tiles from your Target or Marketing Streams using the tile embed functionality.
If you are distributing one-to-one emails, use our Uberflip Chrome Extension, to easily embed tiles from your Marketing or Sales streams into Gmail emails, or get Uberflip Outlook Extension and embed them into your Outlook emails.
Sharpen and scale your ABM efforts
Engagio often uses the analogy that ABM is like “fishing with spears”. You know exactly who you want to reach. Your next question is a matter of what you’ll say to them, which is where content enters the scene.
Scaling ABM isn’t easy, but features like Marketing and Sales Streams, Tags, Embedded Tiles and Uberflip Extensions can help you better leverage content to reach your target accounts and, more importantly, immerse those account in a well-optimized content experience.