How to Create Content for Your Account-Based Marketing Strategy

November 4, 2016

Most marketers are intimately familiar with lead generation or “lead gen”: The marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline. —Marketo

For much of the early part of the 21st century, this “traditional” form of lead gen was the golden ticket to build a sales pipeline, collect email addresses, and effectively market to prospects. 
It worked.

Just ask Marketo, Pardot, Hubspot, and  other marketing automation platforms. Traditional  lead generation still works; however, many of these efforts seems to be plateauing. 
People, or “prospects”, as we tend to call them (even  though “prospects” are really just people like you and  me!) no longer have time or patience to consume generic messaging—the kind that you batch and blast over email.

The gig is up.

We all recognize mass emails and generic, not-all- that-targeted marketing messaging when we see them. Just check your inbox if you don’t believe us!

The solution? Account-Based Marketing (ABM). Account-Based Marketing is a highly-personalized, high-touch, extremely targeted approach to creating and executing marketing campaigns. Haven’t heard  of ABM, or still don’t feel like you totally get what it’s  all about? Don’t worry we’ll explain in detail shortly.

But like traditional lead generation efforts, ABM needs a full- funnel strategy.
In this ebook we’ll talk about ABM and how to kick off your ABM strategy. It all starts with content! 


Some of the content of this ebook may be a refresher for you. Other sections may—we hope—be brand new. Either way, it’s our goal that you’ll walk away at the end of this ebook with the following:

  • A brief overview of what ABM is and why it’s so important
  • The ever-so-critical role of content marketing in any sound ABM strategy  
  • The three (3) tiers of ABM
  • The content marketing programs associated with each tier

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