April 25, 2016
5 Ways WCM Supports an ABM Strategy

Account based marketing (ABM) is fast becoming the best marketing approach to winning new customers and increasing the lifetime value of existing customers in B2B. When decisions are made by committee and the purchase decision process happens over a long period of time, you need a way to reach out to multiple people in a company not just once or twice, but with a long-term relationship focus. ABM helps you do this.  

If you aren't completely sure what account-based marketing is, check out our post outlining how it works. Today, we want to talk about how you can leverage your web content management system to support ABM tactics.  

Landing Pages

When you are developing website content for a specific account, you don't want to create the same generic content you have on your main website or landing pages used for the majority of your customers and prospects.  

Instead, you'll likely create special landing pages where you can drive your account contacts. These landing pages are created and managed within the web content management system. They can be personalized based on attributes such as IP address, location, industry, or more personalized (discussed below).  

You tailor the content on your landing page to provide links, product information, blog posts, whitepapers, eBooks, videos and more that either specifically target one account, or target an industry. 

Email Content

Email is a common marketing tactic, including for account-based marketing. Now you aren't going to send your emails from your CMS, that requires an email marketing product (or a complete marketing automation platform).  

What can do though, is connect your email marketing system to your CMS and manage the content for your emails in your CMS. Assuming you use a CMS that provides intelligent content authoring and management, you can create content once and re-use it in emails, on web pages, in ad copy and more. 

Advertising Content

This is another example where you manage the text of your ads within your CMS, leveraging content reuse as much as possible.  

In addition though, native advertising, also called sponsored content, is fast becoming the way to advertise. These articles should be created and managed through your CMS. This allows them to go through a workflow approval process and be used on your website in your own blog, or surfaced through searches. 

Personalization 

Personalization is critical for account-based marketing. You want the content you show your account contacts to be relevant to their situation. To do this you need to capture a lot of information about the account and the different key contacts for the account. Most of this information you store in your CRM.  
Once you have that information collected, you connect your CRM and CMS and leverage that profile information to personalize the website experience for the account.

For example, when a contact from an account comes to your website, you capture the IP address, know this visitor is from Company X, so you personalize the homepage to show a support portal whitepaper and product information on your support portal product. Someone else visiting your homepage would see different whitepaper promotions or product views. 

Guided Search

Website search is one of the most popular capabilities on a website, but it's often lacking in usefulness (ever tried to find something on a website using search?). It doesn't have to be that way though and guided, or faceted search, is a great example of how search functionality can be effective at getting visitors the right information.

For your account, you could again leverage profile attributes to personalize the search experience and provide guided search that matches the needs of the specific account. If you don't know the exact account, you can still use other attributes - location, industry, past visitor history (from a cookie) to tailor the search experience so that it provides relevant information for the contact.

Key WCM Capabilities to Support These ABM Tactics

Not every content management system can provide this type of content management and personalization for your ABM strategy. I've already mentioned the importance of intelligent content, but it's worth talking about again. 

Intelligent, or structured, content is the creation of content separate from its presentation. It's carefully mapped to a taxonomy and set of metadata that help describe it. This content can then be used in multiple formats and across multiple channels, yet still be managed in a single location. In some cases, some of the content may actually not reside within the CMS directly, but is connected to the CMS so the CMS can help structure it and package it for use in different ways.  

The key is you can change the content once and have it reflected everywhere it's used - that's important if you want to continually improve or update the content you are providing for your ABM accounts. 

Personalization is another key tactic for ABM and it relies on intelligent content as well as the integration of backend systems such as CRMs and marketing automation solutions. 

Don't Forget Analytics

Along with the approaches mentioned above, you also want to ensure you are tracking website usage. Track usage for the industry your account is in to give you ideas on the kind of content the industry looks for and engages with, so you can ensure the content delivered is what is demanded. 

Use analytics to track what your accounts are doing on your website. Are they coming back regularly? What content are they looking at? What channels are they using? Is it only one contact that coming regularly, or several? To know if ABM is working, you need to know how your content is performing and what contacts are the most important to build a relationship with. 

Final Thoughts

These are some of the ways you can leverage your web content management system to support ABM activities. I'm sure there are more and I welcome you to suggest some in the comments.  

Do you use any of these tactics for your ABM strategy? Is your WCM software able to provide these capabilities? Ingeniux CMS can, and I encourage you to check out this resource for more information, "The Need for Agile Web Experience Management".

Posted by Dave Hillis
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