How to Use Customer Intelligence to Identify The Right Audience for Your B2B Content

July 28, 2016 Hana Abaza
B2B marketers are focused on developing content and tools for certain buyer personas – targets they can broadly define to attract leads into the funnel and help them progress through the sales cycle. Then, they are challenged with identifying who is sales-ready for more efficient follow-up. At the same time, the growing popularity of account-based marketing means that marketing and sales teams are defining a narrower set of targets – specific titles at specific companies. But who are those ideal targets? In this presentation, Vision Critical's Nick Stein discusses the importance of using customer intelligence to define your targeted leads and fuel your content strategy.

About the Author

Hana Abaza

Hana is the Head of Marketing at Shopify Plus.

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