How to Fuel Your ABM Strategy with Content

Account-Based Marketing (ABM) is used by B2B marketers to identify and target the accounts they value the most. ABM solutions should include account-based data and technology to help companies attract, engage, convert and then measure progress against customers and prospects. At a high level, the process typically looks something like this:

ABM process


Once the question of “who?” has been answered (i.e., you’ve identified which accounts need to be reached), the process then shifts to the question of “what?”.

What do you need to say? What information will help you reach key accounts? What content is at your disposal to successfully do so?

Targeted content is one of the best ways to reach key accounts. However, the process of generating account-specific content is a lot easier said than done. It requires great customer knowledge and strong alignment between Sales and Marketing.

So, how can Marketing and Sales work together to fuel ABM with content?

First, figure out what kind of content is needed. Align content creation with insights from Sales by asking:

  • What are the most common objections of each decision maker in the buying process?
  • What conversations are the decision makers having in the buying process?
  • What insights can we glean from current customers?

Use these insights to create content that will manage objections, expedite the sales process and target key accounts. Personalize the content to each account as much as possible. ABM might require outbound tactics, but it doesn’t have to be interruptive – if the content provided is valuable, relevant and contextual, it should achieve your goal of fueling the conversation.

Simply creating this content isn’t enough – it also needs to be well-organized internally and readily available for your sales team’s usage. The best way to do this is to create a content library for sales enablement so your sales team can easily aggregate the content they need and send it to the targeted account (or individual within the account) in a tailored content experience.

Here’s an example of a tailored stream of content built by one of our sales reps at Uberflip:

ABM and content As you can see, it’s highly personalized, and the content provided has been hand-picked to address the account’s concerns and objections. Instead of sending the prospect to an individual piece of content, or a general page in a resource center, they’re provided with the exact content they need to inform their purchase decision.

ABM and content go hand-in-hand, but the key to improving the effectiveness of content in an ABM strategy is sales and marketing alignment. Marketing must ensure that the content is highly relevant and readily available for Sales. More importantly, the Sales team must also be empowered to actually leverage the content effectively.

Victoria Hoffman is a Content Marketing Manager at Uberflip, a platform that allows marketers to create, manage and optimize content experiences for every stage of the buyer journey.