4 PRACTICAL TIPS TO MAKE SCALABLE ABM A REALITY

First, let’s look at one of the biggest barriers to scaling ABM operations: getting enough content.

It’s a huge misconception that ABM needs to be a drain on content resources. It needs content to function, of course, but there are ways to plan strategically ahead when creating content to maximize its usage.
The most important tip for ABM content creation is a modular approach.

Modular content is the creation of assets that are designed to be broken down, rearranged, and repurposed. You can think of it like lego blocks. Creators can recombine pieces in multiple ways to create seemingly new content without actually creating new content. 

Whether you’re manually or automatically building modular content, its success depends on how well you label and categorize your content. For example, if you’re working on an account in the financial services industry, you should be able to search for all of the content pieces relevant to that industry so you can quickly build your content.

How Turtl can help

Turtl is designed to be modular. Pages can be easily dragged around, copied and pasted into documents, and rearranged to create new content. This process can even be automated. So a simple form submission triggers an arrangement for a new piece of content, based on the information available.

On a similar note, personalization is key to ABM but continues to be one of its biggest barriers. In an ideal world, every touchpoint in ABM would be hand-curated. But, unless you can scale your team members with your account list (unlikely), you have to choose between sacrificing quantity of accounts or quality of personalization. Until now.

Automated personalization is very much a reality. There is no need to manually edit 100 PDF documents for one account anymore.

How Turtl can help

Turtl’s content automation platform takes on the heavy lifting in ABM personalization. Something as simple as a form, or as complex as an API, can facilitate automatically generating a new piece of content depending on the modular approach we looked at earlier.

The software can personalize external signals like name, company name, logo, but can also omit or include individual pages tailored to what you know about that individual or account. It can even personalize the imagery or video throughout the Doc for a custom aesthetic feel.

Your CRM is key to any scalable ABM strategy. Not only is it your data repository and your machine for distribution, but it’s also one of the most important places where marketing and sales can align and work together.

By having everything visible and transparent, you have a platform in which every team member can see the state of each account and what needs to be actioned next.

How to get the most value out of your CRM account

1. Set up custom events
   Track a variety of instances that help you better understand your accounts (page views, email opens, video plays, etc.)
   
   
2. Tag engagement with content interests
   Every engagement indicates the unique interest area of an individual and therefore their account.
   
   
3. Integrate this with your account scoring
   Make sure this data influences your account score so you understand what stage they’re at.
   
   
4. Surface key data points for visibility
   Create dashboards that reveal content engagement data, third-party intent data, marketing engagement data, and firmographic data for a truly birds-eye view of your accounts.

How Turtl can help

Having this data ecosystem in order allows you to juggle a broad list of accounts and will help you understand where your priorities lie. One of the keys to scaling ABM is to understand exactly who to target, in what way, and at what time. Your CRM is vital to this.

Once this is in place, it’s time to refine how you automate interactions with your prospects. This is the ultimate sales-marketing alignment. Turtl offers integrations with tools like Hubspot and Marketo to allow you to turn content interactions into intent signals. By plug your content creation tool into your CRM, you can build automated lead scoring models that help hand off hot leads at the perfect time.

Turtl customer Peoplesafe did exactly that - and handed 33% more leads to sales as a result.

Not all accounts are created equal. You can’t (and shouldn’t) give every single account the same amount of resources. You have to prioritize the accounts that are most likely to close.

While we’ve looked at automated personalization and the power it has in scaling ABM strategies, there are times where you will want to actually invest resources into creating something completely bespoke. A tier system helps you separate your accounts, to find those that are most likely to close, and therefore most deserving of that resource.

Your account readiness score, which is a numerical display of an account’s aggregate intent data, will help with this. You can take the accounts with the highest score and dedicate custom-tailored content to them as Tier 1. Then, Tier 2 could be accounts that you use automated personalization on.

Tier 3 is perhaps the accounts that aren’t quite ready or that you don’t know a huge amount about. You could target them with “public personalization” where they fill in forms or answer questions to generate their own personalized content.

Scaling your ABM effectively means you are reaching the right accounts (differentiated by tier) in the right way for them (personalized and relevant) at the right time (with your CRM analysis). Moreover, all of this can fit your business’s budget, schedule, and team capabilities if you approach it in an engaging, modular, and intuitive format.

So what’s the most efficient way to achieve your ABM scaling goals? With Turtl of course.