Summit Europe Sessions Main Tent Hyper Customization of Content

B2B Content in the Age of Hyper-Customisation

Friday 11 October 2019 | 15:20 - 16:00

Speaker(s):  Nicky Briggs, Phyllis Davidson

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’s journey. The more that’s known about an audience, the greater the ability to personalise content and delivery. Content customisation is central to account-based marketing (ABM), for example, because more relevant content drives better account engagement and, ultimately, conversions. Whether they’re supporting ABM or other programme 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 various levels of content customisation depending on programme goals

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

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