Audience, Automation, and Actions: the Key Ingredients for Account Based Marketing
By Robert Rose
One of the questions that I get asked most often at a content marketing seminar or workshop is “how specific should I get with my content?” If I get this question, I know that the person asking the question is either trying to build a business case for getting more specific with their existing content marketing program, or is fighting a losing battle because their program is already too broad.
The answer in either case is the same. I always say, “as specific as you can possibly get and still scale it effectively.” In other words, if you can deliver great, relevant content down to the individual person, you should.
But, of course, you can’t. And we spend most of our time trying to balance the need to create compelling content at scale, and delivering the most relevant messages to our audiences.
But in B2B marketing this idea of developing specific content at an account level is gaining a lot of traction. Enter account based marketing. If you haven’t heard of Email Marketing & Beyond: Global Industry Benchmarks 2017 [Free Report]
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