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.
As account-based marketing (ABM) gains momentum, companies clearly see the value of identifying high-value prospects and targeting them with customized content. In the B2B marketing environment, successful ABM is the gold standard companies aim for. Achieving this requires the use of specialized tools and tactics, however, or it can be a time-consuming and frustrating process. Predictive analytics is the process of mining large data sets to identify trends and patterns that help companies understand their target audiences and identify risks and opportunities. With multiple different tools to choose from, it’s difficult to find the right one for your requirements.
Promoting a quality product or service alone isn’t typically enough to move the needle on Twitter. You need to back it up with the kind of brand connection that can only come from building relationships, so it’s critical to learn, engage, and most importantly, listen. Who should be using Twitter more, Marketing or Sales? The fast-paced nature of the platform becomes much more manageable when you lock in on your target B2B audience, listen to what they have to say, and plan your engagement accordingly. In this article, we discuss who needs to take the initiative and why.
Account-based marketing, also known as ABM, is a strategy to target the individuals who will buy your products. It takes into account that most B2B buying decisions are not made by a single person, but rather by a collective group of people. This post explains the difference between IP-targeting and cookie targeting, and how to choose what’s best for your firm.
If you’re doing content marketing right, you’re creating lots of relevant, quality content in the form of blog posts. And hopefully, a healthy percentage are evergreen, compounding posts that are building SEO traffic over time. While you’re doing everything you can to bring your posts greater visibility, it only makes sense to find as many ways as possible to capture leads from those visitors. Here are three often missed opportunities for forms and customer interaction to help you do just that.
The potential synergy between account-based marketing programs and content marketing offers enough potential to make any informed, savvy marketer excited, but many find the details of implementation a hurdle too high to overcome. One of the trickiest considerations when taking this opportunity in hand is content deployment; poorly handled, it can render the entire endeavor pointless, no matter how perfectly other aspects of execution are completed. To successfully and consistently deploy content within your account-based marketing program, we advise you to take the following steps.
Is your content marketing strategy plagued with glitches and slowdowns? Is there mutiny in the ranks that threatens to derail it altogether? Sometimes you have to re-think how your team works together to produce and distribute your content. This includes not just planning and production, but the way the entire process flows. Getting rid of communication bottlenecks and establishing a clearer workflow can increase the effectiveness (and shelf life) of your marketing pieces. Here are six tips for putting together a winning team that works cohesively to plan, create and share business content.
You cannot expect results from content marketing overnight. But what is reasonable? In this article you’ll find some guidelines against which you can gauge your success and some tips on how to speed up your results.
One of the biggest causes of sales friction is anxiety. Landing page conversions suffer from this same affliction, but you can’t be there in person to put your visitors at ease. However, there are many things you can do to reassure your visitors that they are in good hands. I explore some of these secrets and give you some tips to give your next landing page design the edge.
With AdWords Conversion Import for Salesforce®, you can automatically count AdWords conversions for any of the lead statuses and opportunity stages (called “milestones”) that you’re already tracking in Salesforce. This lets you understand how your AdWords results in the most important milestones in your B2B sales funnel. This post explains how the Salesforce-AdWords integration works and how to get started.