In this presentation, originally given at Content Israel in November, 2018, I walk through the basics of how B2B attention has become a precious commodity and provide three concrete examples of how data-driven account-based content (as well as account-based distribution tactics) paid off.

1. Turning 98 views
into a gold mine.
Views don’t matter
Know your audience
Delivery is part of the creation process
Content Israel 2018 | Buchman.co.il

2. Do you ever read
the same three blogs
every single week?
Content Israel 2018 | Buchman.co.il

3. We broke the internet.
Content Israel 2018 | Buchman.co.il

4. How we broke it.
- There’s great content.
- Even great content is free.
- There’s also tons of terrible content.
- It chases us to the depths of hell.
Content Israel 2018 | Buchman.co.il

5. Content Israel 2018 | Buchman.co.il

6. Content Israel 2018 | Buchman.co.il

7. I’m Eytan Buchman
VP Marketing @ Freightos
I try to make freight sexy
Content Israel 2018 | Buchman.co.il

8. This is how I got through
and created meaningful conversations
with 90% of our target accounts in the process
Content Israel 2018 | Buchman.co.il

9. He is richest who is
content with the least.
— Socrates
Content Israel 2018 | Buchman.co.il

10. B2B is hard.
- Trade shows suck
- So many vendors
- So many $$$
Content Israel 2018 | Buchman.co.il

11. I tried inbound too.
It wasn’t great.
Content Israel 2018 | Buchman.co.il

12. Account Based Content Marketing
GOT SHIP DONE.
Content Israel 2018 | Buchman.co.il

13. Three rules.1. Who is your target?
2. What do they want?
3. Where are they?
Content Israel 2018 | Buchman.co.il

14. That was all we needed
to make account-based
content marketing go
ballistic.
Content Israel 2018 | Buchman.co.il

15. 1. The Content Mailman
”It’s fine, I’ll come to you”
Content Israel 2018 | Buchman.co.il

16. VP Sales at top twenty freight companies tend to
care about selling.
So we told them how they’re doing.
Content Israel 2018 | Buchman.co.il

17. The Content
Customer specific mystery
shopping research conducted
from 3 imaginary companies
Content Israel 2018 | Buchman.co.il

18. The Distribution
Targeted distribution, right to their inbox.
Effort: Lead-building + email automation
Content Israel 2018 | Buchman.co.il

19. 8/20 top companies
Content Israel 2018 | Buchman.co.il

20. 2. The Leaderboard
”Repurposing with a purpose”
Content Israel 2018 | Buchman.co.il

21. C-levels at top logistics companies
Live in fear of competitors
Content Israel 2018 | Buchman.co.il

22. The Content
Industry report, compiled annually
with data we already collected.
Content Israel 2018 | Buchman.co.il

23. The Distribution
- LinkedIn targeted posts
- LinkedIn lead forms
- Impress the press
- LinkedIn promotion of press
- Repeat.
Content Israel 2018 | Buchman.co.il

24. Hundreds of C-level enterprise leads
Content Israel 2018 | Buchman.co.il

25. At a <$75 CAC
(also, we didn’t need to stare into empty containers)
Content Israel 2018 | Buchman.co.il

26. One nice side effect?
We created a perpetual content machine.
Readers —> Contributors —> Content —> Readers
Content Israel 2018 | Buchman.co.il

27. 3. The Sharing Freeloader
”Everyone wants to be famous”
Content Israel 2018 | Buchman.co.il

28. Chief Digital/Innovation Officers at top 20 providers
Tend to be cross-organizational (and like noise).
Content Israel 2018 | Buchman.co.il

29. The Outreach
Why yes, I do leverage credibility
Content Israel 2018 | Buchman.co.il

30. The Content
Interviews with industry leaders (at key accounts)
1. LinkedIn search to find targets
2. hunter.io to compile lead list
3. Questionnaire citing article distribution
4. In-depth blog post with interview text lead
magnet
Content Israel 2018 | Buchman.co.il

31. The Distribution
1. Send to targets (bonus demo)
2. Share on LinkedIn with
individual company tag
3. Press
Content Israel 2018 | Buchman.co.il

32. To recap…
- Get to know your prospects
- Find the right data/content
- Put it in front of them
!
Content Israel 2018 | Buchman.co.il

33. Hunt me down at
buchman.co.il
Content Israel 2018 | Buchman.co.il

34. ❤ this? You’ll also love
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my podcast with tips from marketing heroes
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Content Israel 2018 | Buchman.co.il