A transformational approach like account-based marketing can be worth the extra effort for B2B companies. ABM can add targeting precision, enhance team collaboration, and drive stronger bottom-line results from content marketing.

Aetna embarked on a multifaceted transformation to enhance its delivery of valuable, frictionless content experiences across its digital platforms. Its vice president of marketing technology and digital experience shares what it took.

Better is a simple word. But the path to better isn’t simple. At ContentTECH Summit, experts united to help content pros figure out the processes and technology to provide audiences with better experiences. Here’s how to get better.

Want to be a better content marketer? Don’t overlook the importance of technology. And, as a jumping-off point for your content tech search, check out the favorite tools of your fellow marketers.