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Turning 98 Views Into A Gold Mine: A Case Study in Account-Based Content Marketing

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In this presentation, originally given at Content Israel in November, 2018, I walk through the basics of how B2B attention has become a precious commodity and provide three concrete examples of how data-driven account-based content (as well as account-based distribution tactics) paid off.

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Turning 98 Views Into A Gold Mine: A Case Study in Account-Based Content Marketing

  1. 1. Turning 98 views into a gold mine. Views don’t matter Know your audience Delivery is part of the creation process Content Israel 2018 | Buchman.co.il
  2. 2. Do you ever read the same three blogs every single week? Content Israel 2018 | Buchman.co.il
  3. 3. We broke the internet. Content Israel 2018 | Buchman.co.il
  4. 4. How we broke it. - There’s great content. - Even great content is free. - There’s also tons of terrible content. - It chases us to the depths of hell. Content Israel 2018 | Buchman.co.il
  5. 5. Content Israel 2018 | Buchman.co.il
  6. 6. Content Israel 2018 | Buchman.co.il
  7. 7. I’m Eytan Buchman VP Marketing @ Freightos I try to make freight sexy Content Israel 2018 | Buchman.co.il
  8. 8.  This is how I got through and created meaningful conversations with 90% of our target accounts in the process Content Israel 2018 | Buchman.co.il
  9. 9. He is richest who is content with the least. — Socrates Content Israel 2018 | Buchman.co.il
  10. 10. B2B is hard. - Trade shows suck - So many vendors - So many $$$ Content Israel 2018 | Buchman.co.il
  11. 11. I tried inbound too. It wasn’t great. Content Israel 2018 | Buchman.co.il
  12. 12. Account Based Content Marketing GOT SHIP DONE. Content Israel 2018 | Buchman.co.il
  13. 13. Three rules.1. Who is your target? 2. What do they want? 3. Where are they? Content Israel 2018 | Buchman.co.il
  14. 14. That was all we needed to make account-based content marketing go ballistic. Content Israel 2018 | Buchman.co.il
  15. 15. 1. The Content Mailman ”It’s fine, I’ll come to you” Content Israel 2018 | Buchman.co.il
  16. 16. VP Sales at top twenty freight companies tend to care about selling. So we told them how they’re doing. Content Israel 2018 | Buchman.co.il
  17. 17. The Content Customer specific mystery shopping research conducted from 3 imaginary companies Content Israel 2018 | Buchman.co.il
  18. 18. The Distribution Targeted distribution, right to their inbox. Effort: Lead-building + email automation Content Israel 2018 | Buchman.co.il
  19. 19. 8/20 top companies Content Israel 2018 | Buchman.co.il
  20. 20. 2. The Leaderboard ”Repurposing with a purpose” Content Israel 2018 | Buchman.co.il
  21. 21. C-levels at top logistics companies Live in fear of competitors Content Israel 2018 | Buchman.co.il
  22. 22. The Content Industry report, compiled annually with data we already collected. Content Israel 2018 | Buchman.co.il
  23. 23. The Distribution - LinkedIn targeted posts - LinkedIn lead forms - Impress the press - LinkedIn promotion of press - Repeat. Content Israel 2018 | Buchman.co.il
  24. 24. Hundreds of C-level enterprise leads Content Israel 2018 | Buchman.co.il
  25. 25. At a <$75 CAC (also, we didn’t need to stare into empty containers) Content Israel 2018 | Buchman.co.il
  26. 26. One nice side effect? We created a perpetual content machine. Readers —> Contributors —> Content —> Readers Content Israel 2018 | Buchman.co.il
  27. 27. 3. The Sharing Freeloader ”Everyone wants to be famous” Content Israel 2018 | Buchman.co.il
  28. 28. Chief Digital/Innovation Officers at top 20 providers Tend to be cross-organizational (and like noise). Content Israel 2018 | Buchman.co.il
  29. 29. The Outreach Why yes, I do leverage credibility Content Israel 2018 | Buchman.co.il
  30. 30. The Content Interviews with industry leaders (at key accounts) 1. LinkedIn search to find targets 2. hunter.io to compile lead list 3. Questionnaire citing article distribution 4. In-depth blog post with interview text lead magnet Content Israel 2018 | Buchman.co.il
  31. 31. The Distribution 1. Send to targets (bonus demo) 2. Share on LinkedIn with individual company tag 3. Press Content Israel 2018 | Buchman.co.il
  32. 32. To recap… - Get to know your prospects - Find the right data/content - Put it in front of them ! Content Israel 2018 | Buchman.co.il
  33. 33. Hunt me down at buchman.co.il Content Israel 2018 | Buchman.co.il
  34. 34. ❤ this? You’ll also love Two Minute Marketing my podcast with tips from marketing heroes Listen now Content Israel 2018 | Buchman.co.il

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