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$1M+ in new revenue closed

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550% increase in revenue

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How to close the gap between content and revenue

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    Playbooks

    ACCOUNT-BASED MARKETING

    How to power your ABM program with intent-driven personalization

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    Contents

    Introduction

    Account-based marketing should be the most precise, revenue-focused part of your GTM strategy. But too often, ABM programs suffer from limited account intelligence, generic content, and slow, disconnected follow-up, leading to missed revenue opportunities.

    The solution was to combine rich intent signals with personalized, interactive content that captures deep engagement data and feeds sales with prioritized, in-market accounts. By doing this, you can scale ABM impact without scaling your team.

    This is the exact framework that 8x8 used to generate $5M in pipeline and $1M in marketing-attributed revenue while doubling conversion rates.

    Read case study

    Playbook

    A clear, 6-step approach to generate millions in pipeline through targeted, measurable content that drives revenue outcomes.

    1. Power account selection with intent signals
    2. Create content for target accounts
    3. Personalize by account and contact
    4. Promote across key touchpoints with sales
    5. Capture and connect engagement data
    6. Optimize for pipeline and revenue

    Before you get started

    Turtl has specific features built for ABM. Knowing which ones to use, and why, ensures you’re not reinventing the wheel. Each feature has a clear role in creating, personalizing, distributing, and tracking content performance.

    Features checklist

     Editor - create asset, best used with Hatch
       Personalization engine - create dynamic, token-based content tailored automatically to each reader
       Analytics dashboards - monitor document performance, audience engagement and Turtl-influenced deal data, best used with Hatch
       Hatch - recommended, enhance intelligent content creation and surface revenue insights
     Third-party Intent Data integration - enrich personalization with integrated intent signals and inform revenue insights
       CRM Integration - enable data flow with CRM/MAP to identify leads, get Turtl engagement data in CRM and sync deal data
       Localization - supports content in multiple languages, best used with Hatch

    Features Required? What it’s used for Included in which package*
    Editor Required Enables intelligent content creation All packages
    Personalization Required Creates personalized content for each account; for ABM, Batch Personalization or Datasource personalization for full automation recommended Grow/Grow AI
    Scale/Scale AI
    Analytics Dashboard Required Enables performance and ROI data across analytics All packages
    Hatch Recommended Revenue AI Agent to enhance intelligent content creation and surface revenue insights All AI packages
    Third-party Intent Data platform integration Recommended/ Required in some cases Surfaces third-party buyer intent signals inside Turtl, enriching audience profiles to aid content personalization, targeting, and analytics Grow/Grow AI
    Scale/Scale AI
    CRM integration Required Syncs Turtl with CRM to resolve/ identify Known Readers

    Uses Turtl engagement data for CRM workflows such as lead scoring or segmenting

    Connect with your deal data to understand revenue impact

    Cookie policies should be set up alongside the CRM integrations    		 Grow/Grow AI
    Scale/Scale AI
    Localization Recommended Supports content in multiple languages All packages

    Steps

    Step 1

    Power account selection with intent signals

    Use trusted third‑party intent and data to identify in‑market accounts and the right contacts. Prioritize based on recency, frequency, and intensity of intent topics.

    Step 2

    Create content for target accounts

    Build interactive, value‑led assets that map to account priorities and stages. Use AI‑assisted workflows to accelerate production while keeping branding tight.

    Step 3

    Personalize by account and contact

    Deliver tailored versions for each account and stakeholder. Personalize headlines, use cases, proof points, and CTAs to mirror their context and increase relevance at scale.

    Step 4

    Promote across key touchpoints with sales

    Run coordinated outreach across email, paid, events, partners, and direct sales touchpoints. Equip reps with account‑specific assets and clear next‑step CTAs.

    Step 5

    Capture and connect engagement data

    Track page and section‑level interactions to surface real intent signals. Sync account and contact engagement directly into your sales systems for prioritized follow‑up.

    Step 6

    Optimize for pipeline and revenue

    Report on meetings booked, opportunities created, and revenue influenced by account and asset. Double down on the formats and topics that move deals forward; retire the rest.

    IMPACT

    $5M

    pipeline generated

    $1M

    marketing‑attributed revenue

    2x

    conversion rate

    WE DON’T MEAN TO BRAG, BUT...

    Working with Turtl has been transformative to us.

    image 2-1
    Daniel Streeter Global Channel Marketing Manager

    Want to power your ABM with intent‑driven personalization?

    → Use AI to create better content and accelerate your time to value

    → Hyper-personalize your content with account level personalization

    → Promote your content with multi-channel campaigns

    → Capture 1st party engagement signals with the right content platform

    → Prioritize follow up with real-time intent data and relevant outreach to drive sales

    → Use your engagement data to understand what drives $$$ and do more of it!

     

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