In the age of hyper-targeted prospecting and nurturing, your content marketing program might not be sufficiently surgical.
Considering the very nature of B2B marketing, your prospecting list is likely already rather narrow – at least when compared with B2C. Hopefully, you’ve already built your buyer personas, too, having gathered and utilized extensive knowledge about their online behavior patterns, sales cycles, pain points and challenges. Account Based Marketing (ABM) simply takes these concerted efforts one step further by identifying key leads and creating and disseminating customized content for each one.
