This is a podcast episode titled, 119: How to Get Started With ABM Content w/ Shauna Ward. The summary for this episode is: <p><span style="font-weight: 400;">A lot of people seem to think that Inbound and ABM have opposite strategies when it comes to content.  That’s not true! With ABM, it is a similar mindset, but a different approach.</span></p> <p><span style="font-weight: 400;">Shauna Ward is a Content Marketing Manager at Terminus, and she spends a lot of time thinking about how to use content in an increasingly ABM world. Here are three tips she has for getting started with ABM content!</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">Set expectations for measurement and set new KPI’s.  Filling out lead forms may mean a lot in the inbound world, but engagement means more when you’re thinking along ABM lines.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Get personalized with your content.  Show that you care about your targeted accounts.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Know when to use gated vs. ungated content.  Balance giving away your content with keeping your targeted accounts engaged.</span></li> </ol> <p><span style="font-weight: 400;">-----------</span></p> <p>If you're looking to go to an ABM conference in August, we gotcha. Check out the #FlipMyFunnel Conference: http://bit.ly/2HiJ9pS</p> <p>Because you're listening to the podcast, we'll hook you up with a promo code for 15% any ticket.</p> <p>Use the promo code: PODCAST</p>