Why Your Demand Gen Plan Needs ABM - A Teaser
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More than ever, marketers are faced with tremendous pressure to reach numeric goals and bring qualified leads to sales. How will you implement a winning Demand Gen Plan in 2014? With Account-Based Marketing! Download our Ebook for a step-by-step process on exactly how to do this. http://bit.ly/1iSYewA
![On average, 30% of B2B marketing budgets
are allocated to content marketing.
“The greatest challenges B2B content marketers face are
lack of time for content creation [69%],
not producing enough content [55%],
and producing content that is engaging [47%].
According to the CMI survey, at larger companies,
the greatest challenge was producing engaging
content.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Why Your Demand Gen Plan Needs ABM - A Teaser
- 2. On average, 30% of B2B marketing budgets are allocated to content marketing. “The greatest challenges B2B content marketers face are lack of time for content creation [69%], not producing enough content [55%], and producing content that is engaging [47%]. According to the CMI survey, at larger companies, the greatest challenge was producing engaging content.
- 3. Contents Introduction ...............................................................................4 Is Content King?........................................................................5 4 Steps to Account-Based Marketing............................9 Highly Desirable Accounts..................................11 Create & Map Content............................................14 Execute Campaigns ...............................................17 Measuring Success.................................................22 Best Practices ...........................................................................25 Content Matrix Template.....................................................27
- 4. Step 1: Highly Desirable Accounts The who in Account-Based Marketing is quite simple: highly desirable accounts. ABM challenges you to focus your efforts on the potential prospects (or prospect profiles) that have the best chances of becoming customers, create a personalized plan to reach them, and then take excellent care of them throughout the sales process. Once the business as a whole sets the target market, sales and marketing determine the criteria for their selection and then decide the key target accounts that will be nurtured and converted. To determine these target accounts, you can use multiple avenues: Strategic Goals Firmographics Industry Location Revenue Named Accounts Product Interest Competitors’ Customers Big Brands Behavioral Product Interest Customer Journey Target Personas Regional Expansion
- 5. ABM Content Matrix Template plate is here to help you map out the content you already have and possibly see any new opportunities for other ieces of content. The matrix might also help you find new ways to target your already-created content. The ments can be based on different firmographics, strategic goals or other behavioral components. Some examples: industry, California, Company Name, Fortune 500 company, etc. 1. Fill in your target segments on the left. 2. Fill out the spaces below with your content. 3. Find new opportunities in the blank spaces. arget Segment: arget Segment: arget Segment: arget Segment: arget Segment: Awareness Interest Evaluation Commitment Free Interactive PDF Template