Crafting personalised content for ABM

Content in ABM serves as your most effective tool for establishing relevance, fostering trust, and creating opportunities. However, generic content is insufficient. High-value accounts expect communication that reflects their reality, not your content calendar.

The challenge? Balancing scalability with personalisation.

The solution? An approach that blends relevant segmentation, modular content, and multi-channel distribution, tailored to the real needs of each account.

Here’s how to get it right.

Combine content modules to personalise at scale

You don’t have to create unique content for each account. Start by creating modular content—flexible building blocks that can be customised based on an industry, persona, or stage in the buying journey. Think:

• Introductory paragraphs tailored to company challenges
• Case studies that are relevant to specific industries or pain points
• Data points swapped based on account size or geography

I recommend developing a "content matrix" that associates key messages with specific segments, allowing your team to swiftly produce customised assets without needing to start from the beginning. And remember that this is an example of structure.

Leverage multiple touchpoints

Even the best message will fall flat if it only shows up once. To make your content stick, distribute it across multiple relevant channels—each reinforcing your value in a slightly different format.

Key channels for ABM include:

• Email (1:1 and automated, both personalised)
• LinkedIn messages and InMail
• Targeted display or social ads
• Webinars or short-form video content
• Personalised landing pages by industry or role.

Please strive to sequence your outreach so each touchpoint builds on the last. For example, start with thought leadership, then follow up with a relevant case study, and close with a tailored invitation to connect or meet.

Track what resonates and optimise fast

Data closes the loop. Monitor content engagement closely to learn what works—and for whom. Go beyond opens and clicks. Look at:

• Video watch rates
• Time spent on key pages
• Asset downloads
• Repeat visits from target accounts

If CFOs in manufacturing dedicate more time to ROI calculators than eBooks, consider providing them with additional calculators. Let the behaviour guide your strategy.

I recommend using heatmaps and session recordings to understand how visitors interact with key ABM pages and refine the layout and copy accordingly.

A growth lever

Personalised content is more than a nice-to-have in ABM—it’s a growth lever.

When you:

• Structure your content for flexibility
• Ensure it is delivered through the appropriate channels.
• Optimise based on real engagement

…you do more than increase click-through rates. You show your target accounts that you understand their needs and preferences. And that’s what builds trust, drives relevance, and ultimately accelerates conversion.

In ABM, it’s not about saying more—it’s about telling the right thing to the right people in the right way.

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