ABM & Your Content Marketing Budget in 2014

Editor's Notes

1. Optimize Your 2014 Content Marketing Budget with an ABM approach
2. Insightera provides a real-time targeting and personalization platforms that engages prospects in realtime using big data and predictive analyticsleveraging predictive analytics to pers interactions throughout customer lifecycle
3. More and more focus and budgets being put on content marketing by b2b marketers
4. Message for demand gen for the upcoming year with your content marketing plans is to keep focusedSpend thousands on redesign, videos, materials, that do not reahc the audiences and are not consumed.Or run your content and messaging on advertising channels and spray and pray to non-relevant prospects.The message is to keep focused, and adopt a strategy to focus your content marketing on account most likely to generate revenueIdea of ABM is to focus efforts and target on those accounts more likely to generate revenueMonetizing existing data, existing content and existing tools and engaging targeted accountsFrom the first ad that they see, to onsite personalization (right content at right time), through to customer acquisition.
5. What are your goals for content marketing in 2014?Brand Awareness, Customer Acquisition, Lead Gen, Web Traffic, Nurturing
6. Reminding you the 5 steps for an ABM plan for your 2014 demand gen plansDiscovering key accounts – based on named account lists or targeted profiles, comparing to existing successful customersDefining effective messaging using content analytics, mapping, and recommendation engineDetermining best channels to work in (is it Ads, Emails, Social, website) leverage across all channels, more effective and reasonable to fire content at these accounts.Execute campaigns and constantly learn – leverage AB testing optimizingMaking sure you focus on the accounts you analyze.
7. Many companies have this list of key accounts, or companies that they have sold toTo determine account profiles to you can determine them via industry, location, revenueYou can also leverage account behavior, what do they do on your site, how/where do they interact, what they look for and predict what future prospects will doReview sales history in your CRM system.Defining these accounts could be based on strategic goals, such as regional expansion, entering new markets.ABM will help you penertrate and spearhead these efforts
8. Marketers see the importance of mapping the right piece of content to the prospect bused on their stage in the sales cycle or product interest.It’s important to be able to map this content and then recognize the stage the prospect is in in the sales cycle.
9. So, how do you discover and map effective contentWe know that relevant content in B2b helps the prospect advance through the sales cycleYou want to make sure you provide the right message, to the right person, at the right time, this starts with mapping your content, Starts by mapping content, through a content discovery you can then optimize and test and then serve this content to identified prospects on your site,
10. “91% of B2B content marketers segment their content in at least 2 ways.” CMI MARKETING PROFSNext step is to target these accounts with real-time targeting and personalization.As a prospect enters your online channel, you can immediately identify and understand the prospect and what content they should see.Insightera Platform can auto-engage prospects in real-time with personalized content.For example financial companies will see one message, while educational institutes will see another message
11. Let’s see a quick example of real-time targeting and personalization from Panaya, a software company focusing on improving the efficiency of ERP processes.Traditionally they have sold to SAP users, their site is very SAP orientated (case studies, content)They wanted to expand to Oracle users, how could they engage Oracle’s prospects with a personalized message,They used named lists of accounts of SAP and Oracle users and changed the site in real-time using Insightera’s real-time targeting
12. Lets see another example, LiveU who can sell their live streaming products and technology to multiple different industries.They have news, government, online media, sports industry.See how they focus and change the content for a sports related prospect online, Another example of a real-time automatic campaign to engage prospects with relevant content
13. Relating to content offers,We look at big data and predictive analytics as making this technology and technique relevant for the users,So, not needed 10 data scientists to analyze results. The whole idea is turning big data into insights and turning insights in action.Understanding who your prospects are and also serving it to them.
14. To know which content offer to choose you can start by leveraging your content, trying it out, testing it with A/B testing and auto-tuningDifferent messaging, calls to action to understand what works with your targeted accounts.Then use a tool like Auto-tune to automatically optimize and run best performing campaignsStart to leverage big data capabilities to constituency tune the engagement your site is creating for these targeted accounts
15. FACTS:Only 20% of a company’s website content drives 90% of its traffic - Inbound WriterContent Recommendation takes this process to the next level, so you don’t need to manage campaigns manually.Content Recommendation Engine, leverages content/asset discovery provides the relevant content and constantly measure and analysis, who is reading the content, and what content and recommend the best content based on the prospect.C R E optimizes the ROI on your content, it does this automatically and helps you learn which content works best and outperforms others.
16. The whole idea of the content recommendation and big data analytics is to optimize your engagement.Whether it’s an ad the person sees, to the onsite experience, you want to understand as much as possible who is this and what is the best content they should see and automatically optimize as you go along.
17. The 468 x 60 banner has a .04 percent click rate. (DoubleClick)“You’re more likely to summit Mount Everest than click a banner ad”(Solve Media)
18. A great example of how to optimize engagement and marketing spend is company targeted advertising.The idea is to provide b2b companies with a b2b ad server that target specifically the company they are looking to target.This is how you optimize your marketing spend on one of the largest parts of the budget spend (digital display advertising)
19. Instead of usual Insightera ad, we can target security/software industry or ABM list with relevant case study.
20. Instead of usual Insightera ad, we can target security/software industry or ABM list with relevant case study.
21. What is missing for your ABM Program to be up and running?ROI justificationA strategic planInternal go aheadAdditional resources
22. Reminding you the 5 steps for an ABM plan for your 2014 demand gen plansDiscovering key accounts – based on named account lists or targeted profiles, comparing to existing successful customersDefining effective messaging using content analytics, mapping, and recommendation engineDetermining best channels to work in (is it Ads, Emails, Social, website) leverage across all channels, more effective and reasonable to fire content at these accounts.Execute campaigns and constantly learn – leverage AB testing optimizingMaking sure you focus on the accounts you analyze.
23. Optimize Your 2014 Content Marketing Budget with an ABM approach