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Alias Partners

Workshop

ABX: Aligning Around an Account-Based
Content Experience

This workshop will also feature at Content Marketing World 2018 in collaboration with Carmen Hill.

Account-based marketing (ABM), which focuses on building relationships with individuals at specific target accounts, could be the killer app for great content. Unlike traditional demand generation, ABM is often a “hearts and minds” exercise that requires a different, more intentional approach to content. But marketing can’t develop the content strategy in a vacuum. For ABM to work, marketing and sales have to bridge the divide and work closely to create an account-based experience (ABX) that is rooted in content with relevance, resonance and value.

 

Workshop Overview

In this in-your-office workshop, (or online if you prefer) you’ll learn how marketing and sales can align around a shared content strategy that puts your most valuable customers at the centre. You’ll leave knowing how to ensure:

  • All content (big rock and little rocks) has a purpose and is connected to other content
  • All content is rooted in actual customer and competitive data/insights
  • All content is tied to your value propositions through the customer perspective
  • All content is accessible across sales and marketing with direction for how to use it

 

As a result, you will be able to maximise your content budget and create the most effective content and communications for a powerful account-based experience.

Location: in your office or online
Duration: 1hr30mins

If you are interested in this workshop, please use the form and we will be in touch.

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