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New Aberdeen Group Platform Helps Marketers Match Content To Account Intent

The Aberdeen Group has launched Lead Essentials, an account data and content marketing platform designed to help users match content offerings with specific buyer behaviors.

Offered as a subscription service, Lead Essentials is designed to allow users to search across hundreds of markets of account data and content, in about a dozen different business categories, including Human Capital Management, Information Security, and Manufacturing and Engineering.

Aberdeen Group representatives noted that subscribers can follow active accounts and tap intent data so they can engage buyers when they’re in the market to make a purchase decision and ultimately align content to their behaviors. Lead Essentials offers myriad different content formats, of them being infographics, E-books, white papers and videos. 

"We created Lead Essentials to solve a simple, but very critical problem faced by today's leading tech organizations—knowing what accounts are actively in-market, and the right content to engage contacts in these accounts," said Gary Skidmore, CEO of the Aberdeen Group, in a statement. "In effect, this can shorten sales and marketing cycles, and get to 'yes' more efficiently."