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How to Create Content for a Winning  Account-Based Marketing Strategy

How to Create Content for a Winning Account-Based Marketing Strategy

Content marketing works best when you get the right content to the right people at the right accounts at the right time and in the right format. So when you pair account-based marketing, which is all about micro-segmenting your market for relevant messaging, with content marketing, you have a winning duo.

Now your goal is to turn one-size-fits-all content into information that speaks directly to an industry, organization, or a role. To fuel an account-based marketing program with customized content, however, may seem like a mammoth task. Find out the steps you can take to move toward that goal.

How Technology Marketers Can Reach CIOs

How Technology Marketers Can Reach CIOs

As a technology marketer targeting CIOs, you’re likely aware that roadblocks stand in the way of communicating with them. Despite the challenge, your sales and leadership team continually ask you to produce qualified leads. Naturally, you wonder, “How can I break through the protective barriers around CIOs to promote our solution?”

Here’s some food for thought.

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

Why Your B2B Buyer Personas Are Not Helping to Increase Lead Conversions

If you’re like many B2B companies, your personas bear a heavy imprint from those who speak the loudest and with the greatest self-assurance within your organization. There’s nothing from those who really know what’s going on—your customers (and even prospects who walked away). Instead of helping you, they act as imposters who lead your content strategy astray. If you let them guide the way, you likely will fail to create content that attracts buyers and directs them step by step through the buying journey.

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