Content personalization The ABM Leadership Alliance reports Instead, think about a balanced mix of content, that ‘developing campaign assets that with each piece falling somewhere on the content are mass customizable to allow scale’ personalization spectrum: is the #1 challenge faced in ABM programs. Fortunately, not every piece of content has to be specifically created for each target account — that approach wouldn’t scale. The Content Personalization Spectrum 100% personalized Highly personalized Highly customized Customized Industry-specific Multi-sector Generic Created just for this Created for multiple Existing content, Existing content Content targeted Targeted to a cluster Broad content for all account AND persona personas at a single heavily adapted with lighter spin to one industry of related markets targets, but still target account for one account for one account (e.g. insurance relevant to the account and banking) 65