[Reminder to Register] The Road to Relevance

mlns='> Create a content strategy that addresses the questions of your buyers at each stage of the buying process. [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute](  [RSVP Today!]( WEDNESDAY, JANUARY 11, 2023 AT 2:00 PM ET/11:00 AM PT “We need an eBook, an infographic, a video case study, and a product sheet!” is a familiar declaration on any modern marketing team. After all, the amount of content that needs to be produced to fulfill the requirements of a marketing program, especially an account-based marketing (ABM) program, can be overwhelming. When faced with the tall order of content production, the path of least resistance is product-centric, myopic pieces that make no attempt to appeal to the buyer’s humanity. While suboptimal in a traditional scenario, a lack of buyer insight in ABM content creation process will result in a total program failure. In this session, Shelly Kulesza and Kathy Macchi will explain how to create a content strategy that is tailor-made to address the questions on the mind of your buying committee at each stage of the buying process. While content customization can be tedious, you’ll learn ways that technology can scale content personalization and delivery. The result? A relevant brand experience for the buyer, and a successful account-based marketing program for you. In this session, you will learn: - The differences between traditional B2B marketing and B2B account-based marketing. - How to think about your content strategy as it relates to your targeted personas. - Considerations for personalized content. - How technology can deliver the right content to the right buyers at the right time. SPEAKERS [Shelly Kulesza]( VP, Account Mgmt & Content SME Inverta [Kathy Macchi]( EVP, Innovation Inverta [RSVP Today!]( Sponsored by:  To stop receiving future Content Marketing Institute update emails, please respond [here](. Copyright © 2023 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]