ACCOUNT-BASED PERSONALIZATION

Identify and collect key insights within the accounts and contacts that will allow us to “do Account-Based.”

QUICK START PROCESS

  
        STEP
    DESCRIPTION
    DELIVERABLE

        1.
        
    Account Insights

Identify and collect key insights within the accounts and contacts that will allow us to “do Account-Based.”

        2.
Differentiated treatment
    Customers or accounts are not equal and will not get “one size fits all” treatment

       3.
 Conduct a Content Audit
    Discover all the potentially relevant content you have right now; tag it by account, persona, purchase stage and issue; identify content gaps that need filling

       4.
 Adapt Existing Content
    Pick content that’s relevant and usable as it is; identify content that needs simple revisions to make it account-relevant

       5.
 Create New Content
    Prioritize themes/issues for account based on insight; identify sources: SMEs, existing content, etc.; create editorial calendar for content creation; create content briefs and assign to internal team or agency

STEP	DESCRIPTION	DELIVERABLE
1.	Account Insights	Identify and collect key insights within the accounts and contacts that will allow us to “do Account-Based.”
2.	Differentiated treatment	Customers or accounts are not equal and will not get “one size fits all” treatment
3.	Conduct a Content Audit	Discover all the potentially relevant content you have right now; tag it by account, persona, purchase stage and issue; identify content gaps that need filling
4.	Adapt Existing Content	Pick content that’s relevant and usable as it is; identify content that needs simple revisions to make it account-relevant
5.	Create New Content	Prioritize themes/issues for account based on insight; identify sources: SMEs, existing content, etc.; create editorial calendar for content creation; create content briefs and assign to internal team or agency

Brands Serious About Delivering
on Customer Experience Must
“First Experience Their Customers.”

WHAT TO RESEARCH TO GAIN INSIGHT INTO YOUR ACCOUNTS

Where Your Insights Will Come From

CONTENT PERSONALIZATION SPECTRUM

Customers or accounts are not equal and will not get “one size fits all” treatment. You must be willing to take a different approach to content development (sales and marketing) in order to “do Account-Based” correctly.

READINESS ASSESSMENT

  
    COMPONENT
    EVALUATION CRITERIA

    1.
       Required account and contact data
    Is all account and contact data required for program execution available?
  
    2.
        Accounts selected support required outcome for the program
    Do the selected accounts represent sufficient potential revenue to deliver against the objectives of the program?

	COMPONENT	EVALUATION CRITERIA
1.	Required account and contact data	Is all account and contact data required for program execution available?
2.	Accounts selected support required outcome for the program	Do the selected accounts represent sufficient potential revenue to deliver against the objectives of the program?

Send your Account-Based questions to kelvin.gee@oracle.com