Summit APAC Sessions T2 B-to-B Content in the Age of Hyper Customisation

B-to-B Content in the Age of Hyper-Customisation

Tuesday 15 October 2019 | 13:20 - 13:55

Speaker(s):  Christine Polewarczyk

Syndicate(s): Track 2

Focus: Operationalize

Priorities: Strategic Content Planning, ABM planning and execution

One way savvy b-to-b marketers demonstrate an understanding of their target audience is by delivering spot-on content throughout the buyer journey. The more known about an audience, the greater the ability to personalise content and delivery. Content customisation is central to account-based marketing (ABM), for instance, where more relevant content drives better account engagement and ultimately, conversions. Whether to support ABM or other program types, however, marketers face the challenge of scaling content customisation and managing the combination of intent data, customer insights, and delivery channels to make it happen.

This presentation will provide the following benefits for marketing:

● Understand the different levels of content customisation based on programme goals

● Learn how to use intent data and other insights to inform content customisation

● Explore a framework for customizing content for ABM, a most common b-to-b customisation need