Creating Strong Content Ideas—How the Marketing Pros Do It

Creating good content ideas is always a challenge, yet successful content marketing programs generate engaging ideas consistently over time. At Aprimo, we know that how creativity works is something of a mystery, making it difficult to run a process that reliably triggers and captures those moments of inspiration. “To effectively ideate, sometimes a creative team must give itself time to share ideas with no expectation of output,” according to marketing expert, Robert Rose. Organizations take different approaches to ideation, but at the end of the day, we have found the true test of content ideas is their performance with target audiences.

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CommCreative

CommCreative is a full-service branding, marketing, web, and public relations firm, focusing on unified marketing and digital/social media campaigns. CommCreative serves regional, national, and global clients in financial services, health care, biotech, education, energy, and other industries.

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Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | June 20, 2023

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Programmatic ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 9, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Account Based Data

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | June 29, 2023

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

CommCreative

CommCreative is a full-service branding, marketing, web, and public relations firm, focusing on unified marketing and digital/social media campaigns. CommCreative serves regional, national, and global clients in financial services, health care, biotech, education, energy, and other industries.

Related News

Aprimo Named a Leader in DAM for Customer Experience by Independent Research Firm

Aprimo | November 20, 2019

CHICAGO - Aprimo, a leading provider of technology solutions for content, operations, and performance, today announced it has been recognized as a ‘Leader’ in “The Forrester Wave™: Digital Asset Management (DAM) for Customer Experience, Q4 2019” report by Forrester Research, Inc. Aprimo was evaluated among the 14 most significant DAM providers based on 28 criteria. Within the current offering category, Aprimo received the highest scores possible in 16 criteria, including Web Content Management, Product Information Management (PIM), and Marketing Resource Management (MRM).

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inRiver and Aprimo Partner to Bridge the Product Data to Consumer Content Gap

Aprimo | April 02, 2019

inRiver, the leading provider of SaaS-based product information management (PIM) solutions and Aprimo,the leading provider of technology solutions for content, operations, and performance, today announced a strategic partnership and development of a joint solution to bridge the gap between raw product content and creating engaging marketing experiences to drive revenue. The partnership will help e-commerce, customer experience, and creative teams drive a consistent customer experience seamlessly across platforms.

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Spring 2019 Release Sync! Announcement

Aprimo | June 04, 2019

Aprimo, the leading provider of technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them, has announced a Spring 2019 Release including new features, UX innovations, and expanded integrations across its entire platform. The release recaps innovations that Aprimo continuously delivered to its SaaS platform from the beginning of the year. Each update further enables users to easily plan, create, and manage all their content and behind-the-scenes activities involved in delivering customer experiences.

Read More

Aprimo Named a Leader in DAM for Customer Experience by Independent Research Firm

Aprimo | November 20, 2019

CHICAGO - Aprimo, a leading provider of technology solutions for content, operations, and performance, today announced it has been recognized as a ‘Leader’ in “The Forrester Wave™: Digital Asset Management (DAM) for Customer Experience, Q4 2019” report by Forrester Research, Inc. Aprimo was evaluated among the 14 most significant DAM providers based on 28 criteria. Within the current offering category, Aprimo received the highest scores possible in 16 criteria, including Web Content Management, Product Information Management (PIM), and Marketing Resource Management (MRM).

Read More

inRiver and Aprimo Partner to Bridge the Product Data to Consumer Content Gap

Aprimo | April 02, 2019

inRiver, the leading provider of SaaS-based product information management (PIM) solutions and Aprimo,the leading provider of technology solutions for content, operations, and performance, today announced a strategic partnership and development of a joint solution to bridge the gap between raw product content and creating engaging marketing experiences to drive revenue. The partnership will help e-commerce, customer experience, and creative teams drive a consistent customer experience seamlessly across platforms.

Read More

Spring 2019 Release Sync! Announcement

Aprimo | June 04, 2019

Aprimo, the leading provider of technology solutions for content, operations, and performance that enable enterprises to optimize their brand experiences and the resources they use to deliver them, has announced a Spring 2019 Release including new features, UX innovations, and expanded integrations across its entire platform. The release recaps innovations that Aprimo continuously delivered to its SaaS platform from the beginning of the year. Each update further enables users to easily plan, create, and manage all their content and behind-the-scenes activities involved in delivering customer experiences.

Read More

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