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