ABM
+245% CVR

The Secret Ingredient for Crafting Vertical-Specific Content

Robert Bethell
Robert BethellManager, Demand Generation and Marketing Operations

What you’ll learn

  • How to use data to determine your ideal customer profile (ICP)
  • The importance of hiring team members with domain expertise
  • How to use subject-matter expert interviews to create compelling content that converts

What you’ll need

  • A tool for running analyses on your data to identify your target audience
  • A subject-matter expert to interview
  • A subject-matter interview guide
  • A web personalization platform
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The Problem

The Hypothesis

The Solution

The Impact

Robert put the impact very simply: “By every measure the program was a success.”

The new content strategy has improved revenue and reputation across all channels, with website personalization alone generating up to 245% lifts in CVR

Overall, the strategy has resulted in more calls booked and more revenue within RStudio’s core industry segments.

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