Creating valuable B2G content for ABM with Aaron Heffron and Courtney Hastings Artwork

Lay of the Brand

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Lay of the Brand

Creating valuable B2G content for ABM with Aaron Heffron and Courtney Hastings

November 18, 2021 • Merritt Group • Season 1 • Episode 21

In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you adapt to focus on the people and messages that can make all the difference to your win rate? To find out, we’re joined by Courtney Hastings, Senior Marketing Manager, Public Sector, of data integration and analytics provider, Qlik, and Aaron Heffron, Executive Vice President of government market research firm, Market Connections.