How Does Your Content Strategy Stack Up? Benchmarks from Our Content Engagement Report

| February 8, 2017

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Modern marketers know that it takes more than good intentions to build a winning content strategy to engage, educate and convert prospects. As a marketer, you also want to know what our peers are doing, what tactics and content types are working and what ones you should avoid. For example, do prospects spend more time with infographics or white papers/eBooks? The answer might surprise you. Cue the data.

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ThomasARTS

We are TA - an independent ad agency that believes art and science can stand alone, but that together they create something much more powerful. We help our clients craft genuine emotional connections with their customers, using data to find the best times, places, and ways to do it.

OTHER ARTICLES

Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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How to Use Intent Data to Improve Your Customer’s Experience

Article | March 26, 2020

Data, data everywhere. We’re swimming in it, and at times it can feel like we’re drowning. What’s the solution? We’ve got to learn to swim really well in different kinds of water. While most B2B marketers use data to get insights about buyer behavior, often we miss the opportunity to use some of the same types of data to learn about customers after they buy. When it comes to ABM, the most commonly used types of data are firmographic, technographic, engagement and intent data. They’re all important, but of the four, intent data is arguably the most underused when it comes to elevating the customer experience. Consider this an advanced swimming lesson for how to use intent data to enhance the post-sale experience.

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3 Ways to Create an Account-Centric ABM Strategy

Article | March 31, 2020

Terminus founder, Sangram Vajre’s definition of account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target the best-fit accounts and turn them into customers. Works for me! According to ITSMA, the share of total marketing budgets dedicated towards ABM have increased 73% in 2020. Remember, at the center of all of the emerging technologies is the customer and their rising expectations. As a B2B marketer, you must place your accounts at the center and build your business around them.

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Optimizing ABM with Influencer Marketing

Article | February 28, 2020

Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.

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Spotlight

ThomasARTS

We are TA - an independent ad agency that believes art and science can stand alone, but that together they create something much more powerful. We help our clients craft genuine emotional connections with their customers, using data to find the best times, places, and ways to do it.

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