Watch this episode of the Marketing Mash video series to hear Eric’s second interview with Karla Spormann, Founder & CEO of Tendo Communications (you can view the first interview on social media event support here). In this episode, Eric and Karla talk about creating content for lead generation and account-based marketing (ABM). Here are a few highlights from the video:
What’s New With Account-Based Marketing?
Account-based marketing is not a new strategy, but has become a hot topic among marketers in the last couple years. Karla says that one of the reasons why ABM is top of mind once again is due to the emergence of a myriad of digital tools that make enabling ABM easier. Where does content marketing play into ABM? Karla says that it’s the fuel that also ensures effectiveness when utilizing new ABM tools. The quality, relevance and overall value of the material that is put in front of the customer will determine the success of a both an ABM strategy and a lead gen strategy.
Advice for B2B Marketers Who Can’t Hire an Agency
Karla says that successful content marketing comes down to these key points: know your buyer, know your audience and understand what they care about. Karla advocates that you make sure to have direct communication with someone in sales who is close to the customer. This way, you can truly identify those key points (don’t assume what they are). She says, agency or no agency, be sure to map out a plan in which you are concentrating your budget on quality of content (versus having more content in which you spread yourself too thin).
Watch the video below to learn more from Karla on using content marketing for lead gen and account-based marketing:
Eric Vidal – Sr. VP, Lead Generation, Broadsuite Media Group – @EricVMarketing
Karla Spormann – Founder & CEO, Tendo Communications – @tendoks
Karla’s email is: karlas@tendocom.com
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Eric Vidal
CEO at The Marketing Scope Eric Vidal, an industry expert with over 25 years of marketing and technology experience is passionate about providing insight and education on the latest martech trends and techniques. Eric speaks and writes for various publications like The Marketing Scope and Future Of Work to name a couple. Eric has been a marketing leader for companies of all sizes. He has extensive experience working to achieve measurable business results for organizations like IBM, Cisco, WebEx, Canon USA, West Corp., Dynamic Signal, SAP and more. Connect with Eric on LinkedIn.