HomeResearch Articles Feeding ABM’s Three-Headed Monster: Customizing the Content Diet for Discerning Palates

Feeding ABM’s Three-Headed Monster: Customizing the Content Diet for Discerning Palates

  • Customized content is a defining feature in account-based marketing (ABM), but it can be a friction point if it becomes unmanageable for ABM and content teams
  • Getting the right level of customization is key – too much may lead to wasted resources, but content may fail to resonate if there is too little
  • High-performing ABM teams are more likely to customize content at some level, resulting in higher account engagement and ROI
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