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 top tier target accounts and your sales team is tapping your shoulder every two minutes, trying to understand which content should be sent where. Yikes. Relax. 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
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 take the highest priority. If you’re still in the very beginning stages of ABM, these resources can help:
Uberflip has a few features to help its customers build tailored content experiences that can effectively be used for ABM.
Marketing Streams enable Uberflip users to create a handpicked selection of content to present to a target account. Since personalization is a must for successful ABM, creating personalized streams can help you overcome half the 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 choose?
In the example below, Uberflip customer TouchBistro, an iPad-based point of sale solution designed for restaurants, has customized a Marketing Stream specifically for its prospects in the brewing industry. The title (“Your Complete Brewery Library”) and description (“We’ve put together some great articles that will help your brewery reach its potential!”) show personalization at scale. Here are the key components:
- The presentation is personalized through the Marketing Stream that directly states its target audience and...
- The content is curated from existing assets and content previously covering beer and brewing related topics so...
- The target audience can engage with content that appears to have been created specifically for them.
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 salespeople in mind. They’re a great solution for enabling salespeople to leverage content and personalized outreach, while running in parallel with the marketing team’s inbound tactics and overall content strategy.
Like Marketing Streams, Sales Streams allow users to easily create a stream of content tailored for your target account, with stream-level personalization. In the example below we see that:
- The personalization can be tailored specifically for one-to-one contexts, in which the prospect / contact’s name (Tom), company (GENPACT)...
- And content relevant to its specific use-case (Pardot integration, productivity, and pipeline)...
- Is leveraged to enrich and fuel the sales conversation.
With Sales Streams, you can leverage 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.
In the example below, we see a list of content tagged according to target accounts and their stage within the buying process.
Distributing Content for ABM
Once you’re 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 and 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), you can 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 accounts in a well-optimized content experience.
About the Author
As Uberflip's VP of Strategic Partnerships, Sam is focused on helping customers amplify their content marketing to tell better stories and generate more leads.Follow on Google Plus Follow on Twitter More Content by Sam Brennand