SlideShare a Scribd company logo
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
Do you ever read
the same three blogs
every single week?
Content Israel 2018 | Buchman.co.il
We broke the internet.
Content Israel 2018 | Buchman.co.il
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
Content Israel 2018 | Buchman.co.il
Content Israel 2018 | Buchman.co.il
I’m Eytan Buchman
VP Marketing @ Freightos
I try to make freight sexy
Content Israel 2018 | Buchman.co.il
 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
He is richest who is
content with the least.
— Socrates
Content Israel 2018 | Buchman.co.il
B2B is hard.
- Trade shows suck
- So many vendors
- So many $$$
Content Israel 2018 | Buchman.co.il
I tried inbound too.
It wasn’t great.
Content Israel 2018 | Buchman.co.il
Account Based Content Marketing
GOT SHIP DONE.
Content Israel 2018 | Buchman.co.il
Three rules.1. Who is your target?
2. What do they want?
3. Where are they?
Content Israel 2018 | Buchman.co.il
That was all we needed
to make account-based
content marketing go
ballistic.
Content Israel 2018 | Buchman.co.il
1. The Content Mailman
”It’s fine, I’ll come to you”
Content Israel 2018 | Buchman.co.il
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
The Content
Customer specific mystery
shopping research conducted
from 3 imaginary companies
Content Israel 2018 | Buchman.co.il
The Distribution
Targeted distribution, right to their inbox.
Effort: Lead-building + email automation
Content Israel 2018 | Buchman.co.il
8/20 top companies
Content Israel 2018 | Buchman.co.il
2. The Leaderboard
”Repurposing with a purpose”
Content Israel 2018 | Buchman.co.il
C-levels at top logistics companies
Live in fear of competitors
Content Israel 2018 | Buchman.co.il
The Content
Industry report, compiled annually
with data we already collected.
Content Israel 2018 | Buchman.co.il
The Distribution
- LinkedIn targeted posts
- LinkedIn lead forms
- Impress the press
- LinkedIn promotion of press
- Repeat.
Content Israel 2018 | Buchman.co.il
Hundreds of C-level enterprise leads
Content Israel 2018 | Buchman.co.il
At a <$75 CAC
(also, we didn’t need to stare into empty containers)
Content Israel 2018 | Buchman.co.il
One nice side effect?
We created a perpetual content machine.
Readers —> Contributors —> Content —> Readers
Content Israel 2018 | Buchman.co.il
3. The Sharing Freeloader
”Everyone wants to be famous”
Content Israel 2018 | Buchman.co.il
Chief Digital/Innovation Officers at top 20 providers
Tend to be cross-organizational (and like noise).
Content Israel 2018 | Buchman.co.il
The Outreach
Why yes, I do leverage credibility
Content Israel 2018 | Buchman.co.il
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
The Distribution
1. Send to targets (bonus demo)
2. Share on LinkedIn with
individual company tag
3. Press
Content Israel 2018 | Buchman.co.il
To recap…
- Get to know your prospects
- Find the right data/content
- Put it in front of them
!
Content Israel 2018 | Buchman.co.il
Hunt me down at
buchman.co.il
Content Israel 2018 | Buchman.co.il
❤ 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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Turning 98 Views Into A Gold Mine: A Case Study in Account-Based Content Marketing

  • 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. Do you ever read the same three blogs every single week? Content Israel 2018 | Buchman.co.il
  • 3. We broke the internet. Content Israel 2018 | Buchman.co.il
  • 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. Content Israel 2018 | Buchman.co.il
  • 6. Content Israel 2018 | Buchman.co.il
  • 7. I’m Eytan Buchman VP Marketing @ Freightos I try to make freight sexy Content Israel 2018 | Buchman.co.il
  • 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. He is richest who is content with the least. — Socrates Content Israel 2018 | Buchman.co.il
  • 10. B2B is hard. - Trade shows suck - So many vendors - So many $$$ Content Israel 2018 | Buchman.co.il
  • 11. I tried inbound too. It wasn’t great. Content Israel 2018 | Buchman.co.il
  • 12. Account Based Content Marketing GOT SHIP DONE. Content Israel 2018 | Buchman.co.il
  • 13. Three rules.1. Who is your target? 2. What do they want? 3. Where are they? Content Israel 2018 | Buchman.co.il
  • 14. That was all we needed to make account-based content marketing go ballistic. Content Israel 2018 | Buchman.co.il
  • 15. 1. The Content Mailman ”It’s fine, I’ll come to you” Content Israel 2018 | Buchman.co.il
  • 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. The Content Customer specific mystery shopping research conducted from 3 imaginary companies Content Israel 2018 | Buchman.co.il
  • 18. The Distribution Targeted distribution, right to their inbox. Effort: Lead-building + email automation Content Israel 2018 | Buchman.co.il
  • 19. 8/20 top companies Content Israel 2018 | Buchman.co.il
  • 20. 2. The Leaderboard ”Repurposing with a purpose” Content Israel 2018 | Buchman.co.il
  • 21. C-levels at top logistics companies Live in fear of competitors Content Israel 2018 | Buchman.co.il
  • 22. The Content Industry report, compiled annually with data we already collected. Content Israel 2018 | Buchman.co.il
  • 23. The Distribution - LinkedIn targeted posts - LinkedIn lead forms - Impress the press - LinkedIn promotion of press - Repeat. Content Israel 2018 | Buchman.co.il
  • 24. Hundreds of C-level enterprise leads Content Israel 2018 | Buchman.co.il
  • 25. At a <$75 CAC (also, we didn’t need to stare into empty containers) Content Israel 2018 | Buchman.co.il
  • 26. One nice side effect? We created a perpetual content machine. Readers —> Contributors —> Content —> Readers Content Israel 2018 | Buchman.co.il
  • 27. 3. The Sharing Freeloader ”Everyone wants to be famous” Content Israel 2018 | Buchman.co.il
  • 28. Chief Digital/Innovation Officers at top 20 providers Tend to be cross-organizational (and like noise). Content Israel 2018 | Buchman.co.il
  • 29. The Outreach Why yes, I do leverage credibility Content Israel 2018 | Buchman.co.il
  • 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. 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. 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. Hunt me down at buchman.co.il Content Israel 2018 | Buchman.co.il
  • 34. ❤ this? You’ll also love Two Minute Marketing my podcast with tips from marketing heroes Listen now Content Israel 2018 | Buchman.co.il