Customised content can engage accounts identified by account-based marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2019, 1:06 AM UTC

This engagement can lead to upselling opportunities.

This article suggests tailoring content to suit account-based marketing (ABM) strategy. ABM involves focusing on target accounts that matter the most. Jessica Fewless, VP of ABM strategy at Demandbase, suggests using content marketing to target accounts identified by ABM.

The article recommends delivering customised content depending on where the target account is in their customer journey. This can be guided by the ABM strategy’s goals, objectives and target audiences. AI-driven tools, in combination with insights from sales teams, can be used to arrive at “the right content”.

It is also worthwhile to check whether content that can be repurposed or personalised already exists. Marketers and publishers could use tools such as Trello or Asana to plan and track their content. Delivering tailored content to target accounts can help engage and convert them and lead to renewal and upsell opportunities.

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