So your VP of Marketing just announced that your entire organization is going to shift to Account Based Marketing (ABM) and you’re thinking “Shoot me now! It’s hard enough to create content to feed our marketing engine now, how am I supposed to create personalized content for a dozen personas?!”
Back away from the cliff!
I have good news! You can be the hero of your company’s ABM initiative!
Content Superhero Weapons
In order to help your company win at ABM, you’ll need to bring to the table the following content weapons:
It’s eating away at your budget. Wasted hours on content that doesn’t drive traffic to your website and doesn’t yield conversions. Content takes a lot of manpower to produce – product marketers, content marketers, graphic designers, etc. And if you are promoting the content via organic and/or paid efforts you are wasting those resources too.
The mistake being made is creating content without knowing who you are creating it for. That content is just another blade of grass in a big field of generic content. Sure, maybe you have a job title in mind. But what I’m referring to is knowing exactly who you are trying to get the attention of that is most likely to buy your solution.