s e s s e c o 4. Generate account-relevant r M p B III 7 A t e r a h messages and content P T The insight you generated in Step 3 is “I n a shift from the volume and What kind of content is right for ABM? only an asset if you use it — in every velocity model, where templatization Every kind of content you’d use in a normal interaction and in all of the messages, is key and low value offers such as sales and marketing process will be effective offers and content you send into the whitepapers create low conversion in your ABM program — as long as it’s targeted and relevant — including: buying team in each account. rates, Account Based Marketing Emails, eBooks, webinars, white papers, web pages, The idea is simple: requires companies to deliver relevant, blog posts, SlideShares, videos, infographics, personalized, valuable experiences to podcasts, social media posts, interactive content, Every sales process is the sum of its engagements. specific buyers.” surveys, quizzes and graders, etc. Dial up the relevance and resonance of your Craig Rosenberg, Co-Founder and The key is to focus on tactics and formats that interactions and content and you’ll increase your audience engages with. Some personas read the quantity and quality of your engagements. Chief Analyst, TOPO eBooks widely, while others don’t. Some will happily watch half-hour videos; others won’t even watch a 1-minute video. Pro tip Not every piece of content has to be focused on the business. You can add humor and aspects to engage the buyer as well. The goal is to connect with them on an intellectual and emotional level. 62