“2024 Report: Why Content is the New ABM”
Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.
marketing
CMO
Podcast
b2b
C-suite marketing perspectives
Podcast-“2024 Report: Why Content is the New ABM” GUEST: Barbie HOST: Mattie Steve MacDonald
What’s Inside: Full Episode Video Full Episode Audio Full Episode Transcript Full Episode Article 4:34 Summary Video Summary Article YouTube Short
ABOUT Barbie Mattie Barbie Mattie, former VP Principal Analyst at Forrester and current advisor at Iron Horse, discusses the findings of her recent report on B2B investments in 2024. The report reveals that high-growth companies prioritize efficiency, retention, and expansion as their most important outcomes. Content marketing emerges as a key strategy. Mattie emphasizes the importance of audience-centric content and a connected buyer journey. She also highlights the need for companies to focus on customer retention and expansion rather than solely on net new acquisition.
FULL EPISODE "Content is the new ABM because the same diligence that was used to target high-value accounts needs to be applied to go beyond the targeting." - Barbie Mattie
FULL EPISODE: Topics Covered The Importance of Efficiency, Retention, & Expansion The Role of Content in Achieving Key Objectives The Need for Audience-Centric Content Content Marketing as the Best Bang for Your Buck Moving Beyond MQLs and Focusing on Value The Impact on Sales Cycles and Brand Building The Role of AI in Efficiency, Retention, & Expansion
(4:34 Video) “Why Content is the New ABM” In this 4:34 video, Barbie Mattie discusses the findings of a recent report that highlights content as a key factor in achieving efficiency, retention, and expansion. She explains how marketers can effectively target and engage their ICPs by creating audience-centric content and a connected buyer journey. This approach leads to a more efficient go-to- market strategy, faster account acquisition, and improved retention.
YOUTUBE SHORT: Content is the New ABM "The top three most important outcomes that high-growth companies are focused on are efficiency, retention, and expansion business." - Barbie Mattie
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