The business impact of Account-Based Marketing (ABM) cannot be overstated. In just a few short years, it has recast sales and marketing strategies, inspired new technology decisions, and provoked rapid tactical shifts in sales pipeline management. Looking ahead, we anticipate ABM will exert increasing influence over the processes, content, audience engagement, and analytics that drive revenue growth.
As the raw material for ABM, targeted content aligned with the buyer’s journey is a key factor in whether or not audiences respond to marketing activities. We assembled this eBook to share practical tips on managing, customizing, sharing, and analyzing such content to support ABM.
This is the first in a three-part series on the power of content in an account-based world. It covers topics at the heart of modern marketing and illustrates the importance of leveraging ABM across multiple facets of a company’s sales and marketing initiatives. It also includes valuable insights from Sangram Vajre (Co-Founder and CMO of Terminus), Nikki Nixon (Director of #FlipMyFunnel), Eric Stoddard (previously of Demandbase, now at LinkedIn), and Charlie Liang (Director of Marketing at Engagio).
From mastering the basics of content management and performance to educating marketers and sellers on how to use ABM more effectively, our newest eBook unlocks the door to content-rich engagement. It also illustrates how complementary solutions such as sales enablement have become instrumental to increasing content ROI and account conversion rates.
Forthcoming installments in the series will address how content strategy and execution are being transformed by modern sales enablement, as well as the role of content in Account-Based Sales Development (ABSD).
We see content and ABM as a powerful tandem and think you will, too. By outlining content success strategies as well as common execution pitfalls, we help you leverage this combination to drive more revenue than ever before.