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2018 is the year of the audience when it comes to content marketing. Our excitement for finding an audience match vs just a new subscriber should be the aim. Once we have them, we need always be recruiting them to stay. This article gives some great examples of audiences for B2B purposes.
In my corporate days, I asked this question of the marketing team on a weekly basis: “Who are these 20,000 people in our email newsletter database? Do they even fit our ideal client profile?” I’m embarrassed to admit, instead of pushing for the answer, we stayed on the hamster wheel churning out a weekly newsletter featuring one staffer blog post, two curated industry articles, and one marketing meme. No wonder our click-through and open rates were low and never budged....
via contentmarketinginstitute.com

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