Content’s Role in an Account-Based Marketing World
MARCH 24, 2016
Persona Relevancy. In the same vein of being more specific, taking a persona focus for successful account-based marketing is almost a given, and that’s come to content as well. We’ve spent more time developing ebooks and survival kits for specific personas in our target customer list. Being more relevant increases offer take rates, e.g. click-through rate and when you’re reaching specific companies in media, large improvements in take rates make a big difference.