Boost Your 2014 Content Marketing with an ABM Twist


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If you are up on the latest news in content marketing, you’ve heard that 58% of marketers are increasing their content spending for 2014. You also know that content ROI isn’t so easy to measure. Sure, you can measure the amount of pageviews and social shares, but is that actually contributing to sales?

I’d like to share with you two strategies to help you boost your content marketing in 2014:

1. Account-Based Marketing
2. Targeted Content

These two strategies, combined with targeting and real-time personalization technology, will contribute to your company’s bottom-line results. By analyzing your content performance on targeted accounts, you can proactively deliver the most effective content to the prospects most likely to generate revenue.

You can also join one of our online events to learn more about how to create and measure personalized online campaigns that target your prospects in real-time.

Target Key Accounts with Account-Based Marketing

Account-Based Marketing is a strategy that allows marketers to scale growth and revenue by focusing sales and marketing efforts on those accounts with the highest revenue potential. You can identify these accounts according to:

  • Industry, location, or revenue
  • Behavior, customer journey and/or target personas
  • Named Accounts lists that your sales team can supply

(You might also choose to target accounts that help reach your company’s strategic goals.)

Once you’ve identified your target ABM groups you can focus your efforts on engaging and converting these prospects into qualified leads by using real-time targeting technology to present them with personalized ads, emails and on-site messages and content.

You’ll then want to analyze the performance of all of this content and see what worked best for these targeted accounts. And you’ll do that with content analytics.

Gain Insights from Content Analytics

The average B2B buyer consumes at least 10 pieces of content before buying, according to

To really catch those highly desired prospects in real-time, you’ll want to use A/B testing and Auto-Tune to test, optimize, and automatically serve the most relevant personalized content and calls-to-action.

Picture yourself with a bow and arrow, aiming at a precise target. Which arrow will you use for that target? The bull’s eye of the target is your key account; the arrow your content. B2B content analytics measure your aim and tell you if that was really the right arrow for that target. It’s not how many clicks and views you received from your content, it’s how many clicks and views you received from your targeted accounts.

By focusing on that bull’s eye with the right arrows and constantly analyzing and improving your aim, you’ll reach each target account with the right content every time.

Tamar Weiss
Tamar manages Insightera's social media efforts as well as the company blog. She has successfully led efforts to increase knowledge and awareness of Insightera in the digital space. Prior to Insightera, she worked in marketing communications at several companies, including a startup and an international company. She holds a B.A. in Government and Politics from the University of Maryland. When not logged into a social media account, she can be found dabbling in interior design.


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