Content Marketing: It’s Been Around Forever …

… Just Like ABM

Difference = Cost + Scale

=

Content is a (Very) Longtail Strategy

… And Outbound Is Just “Chasing the Dragon”

Limitations of Content & Outbound

ABM: Blend of Instant & Durable Results

Grossly Oversimplified Visuals to Follow

Trigger Warning

6 Principles of Content(That apply to ABM)

Content is marketing’s product1

Work backward from persona2

Influencers drive distribution3

Be helpful4

Make the logo smaller5

vs

Surprise and delight6

Stuff we’ve learned(Generally the hard way)

Where to Begin?

Involve Sales Early

First Flip Thinking, Then Flip Funnel

Fools Rush In