Carmen Hill (Principal Strategist, CHILL Content)
Julie Wisdom (Creative Strategist, Alias Partners)
Location: Room 3
Date: Tuesday, September 4
Time: 1:00pm - 4:00pm
All Access, Main Conference Plus -
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Vault Recording: TBD
Audience Level: Advanced
Account-based marketing (ABM), which focuses on building relationships with individuals at specific target accounts, could be the killer app for great content. Unlike traditional demand generation, ABM is often a “hearts and minds” exercise that requires a different, more intentional approach to content. But marketing can’t develop the content strategy in a vacuum. For ABM to work, marketing and sales have to bridge the divide and work closely to create an account-based experience (ABX) that is rooted in content with relevance, resonance and value.
In this session, you’ll learn how marketing and sales can align around a shared content strategy that puts your most valuable customers at the center. You’ll leave knowing how to ensure:
- All content (big rock and little rocks) has a purpose and is connected to other content
- All content is rooted in actual customer and competitive data/insights
- All content is tied to your value propositions through the customer perspective
- All content is accessible across sales and marketing with direction for how to use it
As a result, you will be able to maximize your content budget and create the most effective content and communications for a powerful account-based experience.