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 webinar, Vision Critical's Nick Stein discusses the importance of using customer intelligence to define your targeted leads and fuel your content strategy.
You will learn:
- Why customer intelligence is a key resource for B2B content marketers
- How to use customer intelligence to develop a more accurate definition of "in target" leads
- How to optimize your content marketing strategy using customer intelligence software
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About the Author
Hana is the Head of Marketing at Shopify Plus.
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