249: Flashback - How to Get Started With ABM Content w/ Shauna Ward
A lot of people seem to think that Inbound and ABM have opposite strategies when it comes to content. That’s not true! With ABM, it is a similar mindset, but a different approach.
Shauna Ward is a Content Marketing Manager at Terminus, and she spends a lot of time thinking about how to use content in an increasingly ABM world. Here are three tips she has for getting started with ABM content!
- Set expectations for measurement and set new KPI’s. Filling out lead forms may mean a lot in the inbound world, but engagement means more when you’re thinking along ABM lines.
- Get personalized with your content. Show that you care about your targeted accounts.
- Know when to use gated vs. ungated content. Balance giving away your content with keeping your targeted accounts engaged.
