Great to see you yesterday -
I wanted to showcase how we're thinking about bringing content and customer data together by throwing together this quick account-based landing page.
This is just the start of ABCM... I see three trends live at the moment. What do you think?
Create content pages (like this)
Predictive next content, based on account-level nurture strategy. "See this case study next."
Predictive personalization. Change the page according to anything known about the website visitor (reverse IP lookup as identifier)
1000 custom pages are unmanageable. But similarities in the story can be plugged together. Here's this page in our Contentful CMS.
Use Hull Fastlane to assemble the data needed in real-time. Use Hull Browser to sync that data into the web client. Use Intellimize to predict and serve the best version of content according to all the data it has on the website user.
If we can personalize email/ads, we can personalize web content. Separate content management from design and Dev. Plug ABCM content creation into other sales and marketing campaigns tools. Imagine:
Salesloft Cadence: Create ABCM page (from inside Salesloft)
Whilst I'm still in town, I'd love to show you how ABM and ABCM come together within a unified contact profile, unified account profile, and unified content management.
Web ABCM is live today with Hull customers like Segment, Front, and more.
I threw this page together in a few minutes, but you can imagine how this could be "finished up" and integrated with other channels - ads, email, chat, offline.