How IBM Uses Data To Power Account-Based Marketing Strategy

mlns='> Be the real estate agent in your B2B marketing. [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( [Content Marketing Institute]( Daily News and Alert 10.7.24 Connect with CMI Hi there, How often have you been directed to focus your marketing on decision-makers? Sure, one person typically gives the final “yes.” But what about everyone else involved? In B2B, there’s rarely one person driving the ultimate decision. [Today’s article]( provides a helpful analogy for understanding why marketing to a whole account (rather than just one role) can dramatically increase conversions. IBM’s Caitlyn Wood likens the approach to a real estate agent who considers the whole family’s needs (parents' budget, the teen's desire for a big room, kid's playground wishes, even the dog's yard). Yes, it’s more work. But it’s worth it: IBM experienced an impressive uptick in conversions with its approach (accounts with multiple interactions were 4x more likely to convert within 30 days). Caitlyn (via Dennis Shiao) shares the framework IBM uses to make this account-level press work. How do you address the whole “family” of potential buyers with your marketing? [I’d love to hear your thoughts](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback%20—%20whole%20house%20marketing&elqTrackId=BBB2B74107F5016DBAC3EC4A351F0C82&elqak=8AF5085B7D74FB243A3068F1543185B2C9A9CC428B0BF833D1ACC4D7BE0A419739D7). By the way, we’re hitting pause on our Monday analytics content until November 4. We’ll use the time to prepare for the Content Marketing World and Marketing Analytics & Data Science conferences where we’ll gather new insights and inspiration to share with you. (In the meantime, your Tuesday-Friday emails will arrive as scheduled.) Hope to see you there! Here are some resources to inspire your work this week.  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=CMI%20content%20feedback&elqTrackId=64550BB2B7DCF779B66C47D5721093C2&elqak=8AF56E4E06913D986E12DAD36C0442EFA2150A7739CAC8FC6C68820140DED1BCE59B)  New: [How IBM Uses Data To Power Account-Based Marketing Strategy]( [How IBM Uses Data To Power Account-Based Marketing Strategy]( IBM isn’t interested in an individual’s journey in B2B buying. The account level is where it’s at. Learn about IBM’s high-intensity framework, which leads to twice the average conversion rate. [Read More]( ICYMI: [How To Find Your Way Through the Marketing Analytics Maze]( Are you overwhelmed by all the data available to analyze? Experts presenting at Content Marketing World share how to overcome the challenge so you can operate a manageable and valuable analytics program.  Tuesday: [Harnessing the Power of Podcasting]( | Live With CMI | 1:00 p.m. ET/10 a.m. PT Podcasts are a powerful tool for connecting with audiences. Yet relatively few marketers use them. The ones who tune into this week’s discussion with [Juntae DeLane]( of Digital Delane might change their minds. Juntae joins CMI hosts [Amanda Subler]( and [Joseph "JK" Kalinowski]( to share actionable insights and tips for getting started and making the most of a podcast. Join live to ask your questions or watch on demand.  Thursday: [Content Marketing Ask Me Anything]( | 3 p.m. ET/12 p.m PT Join Dennis Shiao and me for a virtual Q&A hosted by the Bay Area Content Marketing Meetup group. We’ll explore the insights from CMI’s newly released [2025 Career Outlook: Content and Marketing Professionals report]( and other CMI research. And, yes, you can ask me anything about content marketing.   To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]