The B2B Enablement Hub

Every so often, I hear people complain that LinkedIn has turned into “Facebook for grown-ups”—a place cluttered with personal stories, motivational clichés, and life updates that feel more suited to mainstream social media than a professional network.

You personalise account-based marketing (ABM) content at scale by building modular content blocks that can be swapped based on buying role, industry, and buying stage, and then mapping them into a content matrix instead of writing unique content for every account. Save fully bespoke content for the one or two accounts where a single deal justifies the effort.

The most valuable resource in today's B2B landscape isn't budget, data, or technology—it's attention. You can craft the perfect message, deliver a sharp sales pitch, or share genuinely insightful content. However, its impact is insignificant if your message remains unprioritised or unopened.

What does it take to succeed with digital transformation? In this article, I explain digital readiness—the mindset, structure, and capabilities your company needs before investing in tech or tools.

Implementing account-based marketing (ABM) without clean, structured data is akin to launching a campaign without a clear strategy. The consequences of such a move can be dire. If your CRM isn't ready to support ABM, you'll be flying in the dark, no matter how creative your messaging is or how sophisticated your tech stack might be. You risk depleting your resources, frustrating teams, and potentially failing to deliver the right message to your most valuable accounts.