I was reading Marketing Land the other day and was happily surprised to see an article that outlined a strategy I had used at a prior company which worked quite well to quickly create content for an ABM Industries program we were running.
Here’s the way that worked and how you can use these same tactics to support your ABM industries strategy in your org.
Personalizing content helps sales teams to better differentiate their offerings versus their competitors, which is why it’s so important for marketing teams to provide it.
There’s broad-based content, tailored content, and personalized content. You have to decide which segment of accounts you’re trying to do what with. And there are different ways of delivering that outcome.
For example, one way that my former company personalizes is through Uberflip content portals. They send a custom content portal to prospects with a personalized message.
The key is, use your tiers and segments to learn where you want to personalize more.
If you’re doing one-to-one ABM, then the personalization is in your own hands. You can personalize it as much as you need if you’ve got the intelligence on those accounts.
When you go to “one-to-many,” it’s difficult to apply personalization en masse. You can do it to a degree. For example, if all of a set of accounts on your list have Salesforce, you can mention it. Or if all those people like golf, you can add that info, but still you’re alienating people.
So how do you get started on content marketing for ABM. Here’s 3 best ways to start.
Start by building three to five personas that represent your target account tiers (or roles) and thinking about their job needs and content requirements. For example:
#1: Tier 1: buyers within your target accounts. These are your primary decision makers. Think about the challenges and opportunities associated with their job. What problems are they trying to solve? How do they make decisions? Where do they consume information?
#2: Tier 2: influencers within your target accounts. These people may not have purchasing authority, but they do influence the vendor selection and buying process. What do you know about the influencer’s job? What is their role relative to the buyer? What specific challenges are they addressing? How might they inform the process?
# 3: Tier 3: known experts in your target industries. How do these people establish themselves as industry leaders? What are they talking/writing about? Where do they share ideas? How can you increase their influence?
Engage each of these tiers with content developed for them. Then persoalize content based on persona. To tie this into an integrated campaign, personalize your website for these target accounts.
To further engage prospects at target accounts, nurture them to increase enagements and expand your content story line. Invite them to local events and send out engaging new content.
Check out the article for the other details.