B2B buyers engage with brands when the content is in the context of their needs. The quickest way to become unconnected is to shove messages that are irrelevant in the face of target account buyers. Automating sequences of these messages, regardless of how unique the media will do nothing more than scale that irrelevance. As the ABM Consortium stated – Scale is NOT a substitute for intimacy.
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When selected rationally, a content syndication partner can provide your business with not only the knowledge to extend the content reach of your organization, but to garner greater insights and refine your go-to-market strategy. But while most publishers and account-based marketing (ABM) providers offering content syndication platforms claim leads are generated from within their ecosystem, it is much more likely they create spam, unfortunately undermining your content, lead quality and other assets.