Watch this episode of the Marketing Mash video series to hear Eric’s second interview with Karla Spormann, Founder & CEO of Tendo Communications (you can view the first interview on social media event support here). In this episode, Eric and Karla talk about creating content for lead generation and account-based marketing (ABM). Here are a few highlights from the video:
Account-based marketing is not a new strategy, but has become a hot topic among marketers in the last couple years. Karla says that one of the reasons why ABM is top of mind once again is due to the emergence of a myriad of digital tools that make enabling ABM easier. Where does content marketing play into ABM? Karla says that it’s the fuel that also ensures effectiveness when utilizing new ABM tools. The quality, relevance and overall value of the material that is put in front of the customer will determine the success of a both an ABM strategy and a lead gen strategy.
Karla says that successful content marketing comes down to these key points: know your buyer, know your audience and understand what they care about. Karla advocates that you make sure to have direct communication with someone in sales who is close to the customer. This way, you can truly identify those key points (don’t assume what they are). She says, agency or no agency, be sure to map out a plan in which you are concentrating your budget on quality of content (versus having more content in which you spread yourself too thin).
Watch the video below to learn more from Karla on using content marketing for lead gen and account-based marketing: