Account-based marketing (ABM)—the go-to-market strategy that coordinates personalized marketing and sales efforts in pursuit of specific accounts—has ignited the excitement of the B2B world in recent years. Forrester’s recent Tech Tide™ reports that nearly half of all marketers believe ABM gives them the highest ROI of any of their marketing approaches. But the hype has left many content marketers wondering how this new approach will affect their work.
Does ABM mean the end of content? Far from it. In all likelihood, ABM will make content more important than ever—Forrester has even declared it “queen in the realm of ABM.”
So get your crowns ready, marketers. It’s time to ascend the throne.
Great ABM Content Doesn’t Have to Reinvent the Wheel
Here’s the good news: the strategy behind effective ABM content relies on the same fundamental principals that inform our content operations.
In fact, B2B marketers pioneered many of the strategies employed in ABM today. Reusing and repurposing content rather than reinventing assets from scratch, eschewing vanity metrics in favor of numbers that indicate real, strategic impact—these practices and more have only been expanded upon and improved by account-based marketing.
That’s why B2B content leaders and their teams will be some of the best prepared to execute on ABM strategies.
ABM applies many popular content operations strategies at a more granular level, challenging us to target not just personas, but people, at target accounts. The only way to do this is with outstanding, personalized content.
Where to Start
The ins and outs of ABM content could fill an entire book. In fact, they already have!
There’s so much marketers need to know to build successful ABM content that we decided to team up with Engagio to debunk the myths and share best practices to empower content teams to make a major impact on the success of their ABM programs. It includes the specifics we didn’t have time to cover today, including:
- The way ABM and content operations strategies fit together
- What your ABM content should look like at every stage of the funnel
- How to measure the success of your ABM content
Want a copy? Download The B2B Marketer’s Guide to ABM Content.