While account-based marketing has been prevalent with B2B marketers for some time now, many companies are still in the experimentation stage and looking to further refine their initial pilot programs. However, as PMG’s Marc Stewart notes in an article on Digital Commerce 360, B2B marketers that already have a solid B2B content marketing strategy in place could use that to simplify their ABM plans.
Stewart establishes where digital marketing sits within the whole ABM picture, and the article focuses “on the roles and the expected results for three operations: digital marketing to position your brand in front of prospects; nurturing targeted accounts with content you own that explains how your products solve customers’ problems; and enabling your sales teams to close deals.”
Read the full article here to learn more about how having a strong content strategy will be a constant need even as ABM evolves and expands with new technologies and tactics.