‘Account-Based Marketing: What Content Marketers Need to Know’ – CMI
Ann Gynn says, “To market its webinar, InsightSquared went the extra mile. It bought 248 copies of the presenter’s book. The author autographed the books with an invitation to attend the webinar. Each one included a bookmark with a URL to register.
Then, the company targeted everybody who visited its website with the same domain as an invitee.
Webinar day arrived. Six people attended.
A complete content marketing disaster.
But at the end of the quarter, the book-invitation webinar campaign was the most effective one to influence the deals that got done”.
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