Content marketing based on gut instinct isn’t going to cut it in an ABM campaign, or any marketing campaign for that matter. Data and analytics are essential to understand what accounts care about so teams can confidently create content according to their interests and preferences. This is where intent data can come into play – informing a plan of action, increasing the chance of engaging target accounts and pushing campaigns towards its end goal. In this article on Business2Community, Vincent DeCastro walks through five different ways ABM teams can use intent data to shape a more effective ABM content strategy.
