Introduction

B2B companies have been jumping into Account-Based Marketing (ABM) with both feet, so if you’ve decided to join the ABM bandwagon, you’re in good company.

According to the 2019 ABM Benchmark Study published by ITSMA and the ABM Leadership Alliance, almost three-quarters of those surveyed were increasing their ABM budget and two-thirds were increasing staff.

Rather than taking a general approach to marketing, a B2B company engaging in ABM spends lots of time analyzing their market, identifying their ideal clients, and developing a content plan to match each customer’s individual journey.

Instead of generating content that you hope will appeal to a wide group of prospects — enough to make them click through to that coveted next step — you need a well-conceived plan that is much more targeted to the individual prospect.

Creating bespoke, value-adding content for ABM is a much bigger challenge because you need to keep generating that perfectly targeted message that speaks directly to your prospective customer.

Beware the pitfalls, however.

Despite its wide appeal, ABM implementation can be tricky and a lot can go wrong. Content requirements can multiply quickly as you redirect your messaging toward individual prospects, leaving marketers feeling the pressure.

In this eBook, we will warn you about pitfalls to avoid and provide tips for keeping your information pipeline flowing — with on-target, useful content that motivates your prospects to act.

In this eBook we will warn you about pitfalls to avoid and provide tips for keeping your information pipeline flowing.

A roadmap to ABM success

Success with ABM content management boils down to just four steps:

  • Understanding your customer
  • Knowing where they are in the customer journey
  • Creating bespoke content at scale
  • Avoiding common pitfalls

By taking a birds-eye view of your ABM content program and anticipating challenges upfront, you can relieve complications before serious issues arise.