The Importance of Content in Abm

If you don’t have content, the farthest you can go with #ABM is planning. The idea that an ABM program would launch and all the weight of relevancy falls to SDR’s and AE’s is insane. Let’s pretend yours is the one company on earth where every seller knows the entire company canon, both formal and informal, with a deep understanding of the buyer and her needs. Even then, without content built to support every interaction, your BEST case scenario is that you’re inefficient. Now, the reality is (a) no sales team looks like that and (b) no one has enough sellers to behave that way. Without case studies, webinars, blogs, playbooks, etc, you’re not ready for ABM. “But we invested time into building our target account list.” Great. Now go figure out what #content you need to create to relevantly engage them. *THEN* you can run ABM. Otherwise it’s just an expensive planning process.

Clicks ≠ Pipeline. ABM Content Only Works When It Matches the Buyer Journey. I've made this mistake earlier. ABM content that doesn't match the buying stage. -Marketers push thought leadership when an account is ready for a business case. -Sales teams send case studies when the account still needs category education. The result? Static Pipeline with no Convertions. ABM content should be a 1:1 conversation, not a generic marketing campaign. Here’s how we fix it in ABM programs 👇 ABM Content Needs to Follow the Buying Journey. 1. Vendor-unaware accounts. Thought leadership that educates and creates urgency. 2. Vendor-aware, engaged accounts (unknown product need). Content that helps sales validate pain points and build trust. 3. Vendor-aware accounts (validated product need). Hyper-personalized content that removes objections and accelerates deals. Content without deep account research is just another generic marketing asset. ✔️Sales teams should get conversations, not just clicks. ✔️Marketing should scale the pipeline, not just impressions. Example from an ABM playbook we ran for an enterprise SaaS client: 1. We ran a LinkedIn + email drip with industry trend reports for cold accounts to establish credibility. 2. For engaged accounts, we used role-specific insights to help SDRs book meetings. 3. We created a custom value calculator for late-stage deals that showed their potential cost savings. If your content isn’t aligned with buyer readiness, it’s just noise. We can do a lot to personalize ABM content in HubSpot. -Smart Lists: Grouping accounts based on engagement + ICP fit. -Smart Rules: Dynamic email content that adapts to the buying stage. -Multi-touch workflows: Dynamic, personalized Email content that nurtures accounts based on their pain points. I've written a step-by-step post on my newsletter for this. You can read it here. https://lnkd.in/gRStyPRq

One of the most overlooked elements in any ABM program is content. Far too often, we treat content as a checklist of topics to accomplish. We rarely think of the medium for the audience. The real key to ABM content is understanding the medium as much as the message itself. As you're building your ABM strategy, start with a content audit. Not just to evaluate the topics. But to assess how you’re delivering that content to your target audience. You might find that your most engaging content isn’t necessarily the topic, but the format in which it’s delivered. Some audiences respond better to written content. Others prefer video, webinars, or even podcasts. The problem is that many organizations default to what’s easiest for them to create. At first, it’s important to get your content strategy on track, with a focus on topics and formats that resonate. But the real magic happens when you shift focus from what’s easiest for you to create to how your audience is engaging with the content you provide. This is where content can become a central pillar of your ABM success. P.S. We dive really deep into content in session 5 of the UserGems 💎 masterclass. It's on their site under the resources tab. It's free. I'd highly recommend :)