How to Create and Run an ABM Campaign
Account-based marketing is a strategy that involves tailoring marketing content to specific accounts, or buyers, that your company has identified as being high-value. The idea is that a few high-quality, loyal, and scalable partners are more valuable than many smaller partnerships that don’t develop over time. To keep clients interested in doing business with you […]
A Guide to Building a Content Marketing Hub
Imagine a user who searches for a problem and finds your website that offers a potential solution. The article they clicked on from the search result answers their questions, but there’s another blog on your website that answers a question they didn’t even know they had yet. It’s this question that, if answered, could lead […]
Should You Really Use a Content Experience Platform (CEP)?
Deciding on a strategy that will define your overall content experience is the easy part. The hard part is putting in the work to develop that experience across all forms of content. If you’re thinking about implementing your own content experience strategy, then you’re probably wondering whether it would make more sense to employ a […]
Content Engagement: Definition, Importance, and Steps to Create It
Your ideal buyer has found your website thanks to your great SEO practices. They’re now on the landing page, hoping for an answer to a question they’ve been asking themselves for days. This buyer has a problem and is ready to spend money on a solution. It happens that your company is in a position […]
How to Convert More B2B Buyers with Web Content Personalization
It’s not getting any easier for marketers without web content personalization partners to generate high-quality content that resonates with users. Innovations like adaptive content hubs, content algorithms, and modern SEO practices mean that buyers have an easy time finding information on just about any subject they want to research. This is great for the average […]
How to Dynamically Personalize Account-Based Marketing (ABM) for Every Target Account
Taking on the challenge of implementing an account-based marketing (ABM) strategy is more than worth the effort when you see the alignment across sales and marketing as well as when you see the revenue impact. But that doesn’t take away from how much effort it takes to get it up and running operationalizing it but […]
What Content Experience Means and Why It Matters
A B2B buyer that wants to solve a problem their company is facing begins a months-long sales cycle by researching keywords on Google. If they come across your page, you’ve successfully captured their attention and now have the opportunity to pitch your solution. If your content is high quality, the prospect will get a lot […]
The 6 Content and ABM Experiences You Need to Drive Demand and Efficient Growth
We all know a good experience can make all the difference. An impressive customer service experience, a negative experience browsing a website — a good or bad experience can ultimately make or break someone’s purchasing decision. And as marketers, we’re in the business of experiences — it’s our job to make people feel heard, help […]
What is a B2B Go-To-Market (GTM) Strategy?
Broadly, go-to-market (GTM) refers to the act of bringing a new revenue-generating business practice to the right buyers. In other words, GTM is the motion of your entire company (or at least the marketing and sales teams) when introducing a new product. Naturally, there are many moving parts during this. The best GTM strategies match […]
How to Create Personalized Landing Pages in 6 Steps
Someone who trusts you will come to you with many problems. In the world of business, problems mean opportunities to build solutions. What if you had a permanent funnel of problems to cook up solutions to, each of them coming from a few customers who are so engaged with your content and products that they […]