Start by defining your campaign strategy using the 7 Effective ABM Strategies and Metrics. Based on the strategy you choose, you'll be able to select the type of content best suited to your audience.
- Blog post, eBook, Infographic, Whitepaper
- Video testimonial, Case studies, Webinar
- Video testimonial, Case studies, "How To" content, ROI, Competitive Analysis
- Implementation Guide, Tutorials, "How To" resources
- Product webinar, Case study, ROI
Land and Expand
- Case study, ROI, Video testimonial
"Always On" Aircover
- Quarterly reports, Thought leadership, Newsletters
It is best to send individuals at these target accounts to a page with un-gated content (blog posting, case study, slideshare, video, etc.) as we are engaging with these individuals proactively, on their own terms. In other words, these individuals may be not be warmed up to your brand yet and this content should serve to reinforce the brand message.