Advanced ABM with Content Automation for your company | Turtl Guide

Explore how your team can scale personalization without breaking it using Turtl alongside its intuitive tools and integrations.

A guide for marketers on advanced ABM

How your company can scale content personalization without breaking it

The law of diminishing ABM returns

Why personalization is so hard to scale

If you scale it, they will buy it … won't they?

When ABM personalization is done well, it delivers great results. Get personalization right, and you can achieve goals like those on the right.

Reduce acquisition costs by up to

50%

Increase efficiency of marketing spend by

10-30%

Lift revenue by

5-15%¹

However, sometimes ABM can be a victim of its own success. The pressure to deliver more and more sales meetings leads businesses to prioritize scaling over personalization – killing the thing that got the results.

1 How Marketers Can Personalize at Scale, Heller et al, Harvard Business Review, 2015

Effective personalization is typically a time-consuming, manual process, making it impossible to scale without hiring an army of people.

Although marketers have incredibly sophisticated tech stacks that power their ABM campaigns, these solutions mostly sit in silos, slowing things down further, and hiding important customer insights from the teams that need them.

The upshot of all this is that scaling ABM means ramping up costs or damaging campaign effectiveness (or worse, both).

How manual scaling breaks ABM

Personalizing content for a handful of accounts is relatively simple. But once you start scaling, the traditional ABM process quickly breaks down.

Time to inject some automation into ABM

For a profession that relies so heavily on automated technologies, it's odd that marketers still work with slow, manual processes to run large-scale ABM campaigns. But with a content automation platform pulling all the data and insights together, and integrating your entire ABM tech stack, personalization at scale becomes a whole lot easier.

It's easier to do more of something than to do it better. So if you scale up ABM without focusing on effective personalization, you're just creating laser-targeted spam.

David McGuire - Creative Director, Radix Communications

Where are you at in your ABM journey?

Just getting started 🧨
Early days/piloting programs 🌅
Experienced & looking to scale! 🚀

Breaking point #1
You have tons of insights into your target accounts, but gathering them from all the different sources is a long, manual process.

Breaking point #2
Your personalized content is good to go, but getting it into your marketing automation tool is incredibly difficult to do at scale.

Breaking point #3
When you manage to get everything loaded into your marketing automation tool, you then have to figure out how to deliver specific pieces to specific individuals. Obviously each contact would prefer personal, relevant, and targeted content, but it's impractical.

Breaking point #4
Great news: you've sent all your content! Not so great news: you have no idea if who you sent it to actually reads it, how long for, or what parts they engage with. Even if you did have that data, there's no way to feed it back into your account insight platforms or CRM to optimize future campaigns.

Scaling ABM with content automation

Create a platform for effective personalization at enterprise scale

Break down the barriers to scaling personalization

Content automation transforms the ABM process at every stage, allowing you to use your account data to create personalized content automatically, deliver it at scale, and gain meaningful insights into engagement. Our own marketing team uses content automation to create a much less manual ABM process—here’s how you can too:

1

You take all the great insights sitting in your account insight tools and push them to your CRM.

2

By combining account insights with CRM data to score account readiness, you can easily prioritize target accounts and individuals within those accounts.

3

Then, you can pull those insights into your content automation platform to assemble personalized content automatically at the account or individual level.

4

Next up, your platform enables you to send content from your marketing automation tools to as many contacts as you like – and everyone gets their own customized version.

5

And the best thing is, with a content automation platform, you can capture engagement insights at a granular level and feed them back into your CRM and account insight tools, ready to refine your approach and optimize your next campaign.

The power of modular content

With a little upfront planning, you can create modular content that can be broken down, rearranged, and repurposed. And with Turtl Docs, you can even do this automatically, moving Surf and Immerse pages (you're reading an Immerse page right now) wherever they're needed based on each reader's interests and preferences.

Capture meaningful engagement insights within every page

Unlike static PDF content, Turtl Docs enable you to track precisely how every reader engages with your assets, including which parts they read and how long for, so you can see what resonates and what falls flat.

The virtuous circle of content automation

Thanks to content automation, you can turn insight into action, action into engagement, and engagement into even more insight.

The content itself is more engaging because it's personalized and interactive. The ABM process is much smoother because automation is doing all the heavy lifting. And you can focus on what really matters – creating great material, continuously improving your core content, and fine-tuning your personalization based on deeper insights.

While you're here, why not see for yourself?

Static formats vs Turtl

STATIC FORMATS LIKE PDF,
WORD OR POWERPOINT

Static formats vs Turtl

TURTL

Personalization at scale in practice

Real-world content automation results

Content automation in action

At the global insurance broker Willis Towers Watson, timely engagement insights in Turtl revealed the huge potential in an untapped market, helping to generate significant new sales opportunities.

By optimizing customization using Turtl, online enterprise Amazon was able to create customized, localized content at scale for six custom audiences in nine languages.

Data analytics firm Kantar now sees an average read time of 6 minutes and has generated 6,000 leads since they implemented Turtl.

And as you might expect, we've also experienced the results of automated personalization first-hand. When our own SDR team began to use the Turtl platform, they increased leads-to-meetings by more than 300%.

Learn more about how Turtl's personalization works here

I think Turtl's personalization features are the real sweet spot for us. It's great for outreach because you can quickly build a piece of content and then automate it so that every recipient sees a personalized video on the cover page, for example. Having all of these custom elements appear automatically throughout the document is really powerful on a one-to-many scale.

Deanne Crocker, Marketing Manager, Punch! ABM

Automated personalization at Punch! ABM

At Punch! ABM, a specialist account-based marketing agency, Q4 was drawing to a close. Sales conversations were beginning to dry up, but the team had three cybersecurity companies sitting in their pipeline.

While the conversations were going well, the team was concerned about how several weeks of vacation could damage their momentum. To accelerate the sales cycle, Deanne Crocker, Marketing Manager at Punch! ABM, turned to Turtl.

Using Turtl's editor, Deanne created one piece of digital content that would appeal to all three cybersecurity companies – an analysis of their shared audience and an overview of content consumption trends.

She then used Turtl's automated personalization to instantly generate three separate versions of the content, each tailored to incorporate company names and other identifying markers.

In the end, the team closed two of the three accounts before the end of the quarter, and Deanne believes it's because Turtl helped her create custom content at speed.

Click here to read the full story

Getting started with content automation

Best practices for scaling ABM personalization

Build your data-driven personalization engine

Effective personalization isn't as simple as sending people content with their name on – you need to send the right message to each person. And to do that kind of personalization at scale, you need a data-driven personalization engine that automates many of the key processes.

By tagging and centralizing intent data (which means behavioral information and engagement metrics you gather from your Turtl Docs or other sources), you can get under the skin of your accounts and build an engine for scaling your ABM strategy.

To get you started, here's your personalization engine to-do list:

1
Set up custom events.
Track various metrics that help you understand your accounts
(for example page views, email opens, video plays, and so on).

2
Tag engagement with content interests in your CRM.
Every engagement indicates areas of interest for individuals and accounts.

3
Integrate with your account scoring.
Make sure this data influences your account score, so you understand what stage accounts are at, which to prioritize, and who to target at those accounts.

4
Make key data visible.
Create dashboards that reveal content engagement data, third-party intent data, marketing engagement data, and firmographic data for an accurate bird's-eye view of your accounts and their behaviors.

Once you've got this engine in place, you can get really sophisticated in how you automate interactions with your prospects. When someone is tagged as interested in a particular topic, Turtl can automatically generate a piece of personalized content, so you can scale your ABM activities while saving huge amounts of time, effort, and money.

To see exactly how we do this at Turtl, watch this webinar. ⬅️

True sales and marketing alignment

With your data-driven personalization and tiered targeting strategy in place, you can align your sales and marketing teams around a complete view of where the best opportunities are and how to engage the right prospects.

That means you can apply personalization at every stage of the sales and marketing funnel. You can use intent tagging to identify accounts that might be a good fit, gather more data to understand if they have a problem you can solve, and acquire enough account insights to persuade them with highly personalized content.

Take a tiered approach to personalization

Even with automation in place, you can't devote the same amount of attention to every account. Some will be nowhere near ready to engage, while others might be almost ready to close and just need a final push.

In Turtl, you can use intent data to create an account readiness score that enables you to introduce a tiering system – so you can devote more resources to the accounts most likely to close.

Tier 3 accounts are the furthest from closing, but you can still keep them warm with user-generated personalization, where they fill in a form to generate their own personalized content).

Tier 2 accounts are the ones to target with automated personalization, where you have the account insights and engagement metrics to target effectively and refine your approach over time.

Tier 1 means it's time to bring out the big guns. These are the accounts where you'll want to dedicate time and resources to creating handcrafted, bespoke content.

ABM personalization at scale delivers results

💌 Messaging and outreach alignment across teams 🗣 Campaign effectiveness increases across the board with more contacts and companies engaging and converting 🤝 1 in 2 outbound meetings booked because of personalized content 📈 300% increase in meeting creation rate over four months 🗓 6-week close compared to a typical six-to-nine-month sales cycle