Navigating the Content Marketing Landscape: B2B Insights for 2024.


Why is content marketing technology the #1 tool high growth companies plan to invest in to drive efficiency, retention AND expansion outcomes? We invited Christine Polewarczyk from PathFactory to come over and explore why—and how businesses can leverage it.

Originally aired on December 12th, 2023.

Rather read a transcript of the session?


Key takeaways.


You can’t do ABM in isolation.
To do ABM right, you have to have alignment across accounts, planning, metrics and content. Content is an integral part of that journey and is becoming its own budget category.


Content can’t be an afterthought.
Before you worry about ABM platforms and tech, you need to figure out who your audience is, what content you have and what content you’ll need. A lot of people do this in the wrong order.


Know your content maturity.
First figure out where you are on the content maturity spectrum—do you have content and how relevant for your audience—then you can figure out your roadmap for next steps.