2024 Report: Why Content is the New ABM

Barbie Mattie, former VP Principal Analyst at Forrester and current growth strategy consultant at Iron Horse, discusses the findings of her recent report on investments that B2B companies are making in 2024. The report reveals that the top three most important outcomes for high-growth companies are efficiency, retention, and expansion. Mattie emphasizes the importance of content in achieving these outcomes, stating that content is the new ABM (account-based marketing). She highlights the need for audience-centric content and a connected buyer journey. The report also shows that investing in content marketing technology is a top priority for high-growth companies. Mattie advises CMOs to learn from the successes of high-growth companies and emulate their strategies."Content with journey-specific messaging is the most effective mechanism to get from target to ICP; optimizing that practice enables a more efficient go-to-market approach." - Barbie MattieThe findings of Barbie Mattie's report shed light on the importance of efficiency, retention, and expansion as key objectives for high-growth companies. The data highlighted the crucial role of content in achieving these outcomes, with audience-centric content and content marketing technology being key areas of investment. By focusing on delivering value, building trust, and providing thought leadership through content, companies can drive growth, reduce sales cycles, and strengthen their brand. Follow Barbie Mattie on LinkedInFollow host Steve MacDonald on LinkedIn

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