Account based marketing (ABM) uses highly-targeted content to nurture your ideal audience. It focuses on the committee of buyers or individuals within your target accounts. Rather than marketing content to everyone, you use ABM to target your top prospects with relevant messaging and content. However, this is only one side of a successful ABM plan. The other...
Posts by Ty Heath
- B2B Content Marketing
Ty Heath September 25, 2017
Most B2B organizations are focused on lead nurturing. The question is: how do you foster water cooler conversations leading to more people, perhaps buyer committees, being aware of your brand and your solutions? The answer: account based marketing. Account based marketing is how you help create champions within companies and getting those influencers early is...
Ty Heath August 13, 2017
Marketers are in an enviable position these days. After decades of merely suspecting that their efforts resulted in increased revenue, marketers can now prove it with data. This increased capability to prove marketing’s effectiveness comes with a temptation. It tempts marketers to spend too much of their budgets on lower funnel demand generation. That temptation...