Nick Mason of Turtl, Ricky Abbott of Pulse and Nick Worth of Selligent
Visuals and interaction are the key pillars to making good content, according to Nick Mason, CEO and founder of Turtl.
Imagery speaks to our primitive brain, with up to 90% of brain power taken up by visual activity.
It’s not uncommon for online content to be unbroken scrolling text, he said, but when done right, contextual images improve reader retention of content by 6.5 times.
By combining visuals and interaction in your content, you can more than double your average read times and increase your reach by more than 50%.
Interactive content is 45% more effective. To actively engage readers, people need to experience a feeling of competence, that they understood something and are smart, said Nick. They also need to feel that the content relates to them and they have autonomy while not being dictated to. The perfect example of this is a quiz, which The New York Times found to be its most successful piece of content in years, explained Nick.
Online articles with strong use of imagery get 94% more views, while being 43% more persuasive in their message.
To drive revenue with account-based marketing you need to have a strong reputation and strong relationship with your targeted prospects.
This is something that Ricky Abbot, ABM strategist at Pulse, sternly believes data can strengthen right from the initiation stage through to customer advocacy.
Ricky warns that using this method with ABM should be treadted carefully. Many don’t, which leads to it’s bad reputation. But combined with knowledge of the market, data can be a really powerful tool. Use first-, second-, and third-party data to aid your decisions in instances such as account selection and what types of content your accounts will be most receptive to.
A plethora of campaign data will also help support ABM’s case in the wider company. When reporting on ABM, provide the sales team with engagement leads, the marketing team with social statistics on individual accounts and the board with metrics on where you’ve spent money and how it’s worked.
Stages of an ABM process:
Strategy and insight
Content and creative
Activation
Reporting
Two key takeaways:
“Aim low – that’s not what they tell you at elementary school, but it’s what I’m telling you about AI.”
That’s the advice from Nick Worth, CMO at Selligent.
He urged delegates to start small, to be cautious, to think about what is realistic, and to consider whether you customers are up for acting as guinea pigs.
“There are some amazing case studies out there about what AI is doing – especially in the chatbot space,” he said. “I don’t think anyone in the room has the technology infrastructure to do that."
B2B marketers also need to think about AI and how it impacts on humans. It’s not about turning the autopilot on and putting your feet up, he says. There are lots of human-driven components and you need to integrate the two effectively.
When your AI says we’ve got 80% of people following to the next stage of the funnel, don’t forget about the remaining 20%.
What was it about the experience that turned them off converting?