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How to get your ABM content right first time | B2B Marketing

With an ABM approach, your content gets one chance to impress. Don’t blow it.

Creating ABM content is a high-stakes game. You’ve done your research, restructured your team, and sent your ideal prospect a personal message, saying, “We made this, just for you.”

That piece gets one chance to resonate. And not just with a persona; with a real person. 

But while there’s a lot of advice around ABM strategy, research and technology, there’s a lot less about the content you actually send. This in-depth ebook puts that right. Featuring insights from Andrea Clatworthy of Fujitsu and ITSMA’s Bev Burgess, the guide draws on experience writing successful tech ABM campaigns for the likes of BlackBerry, Dell, and Tata Consultancy Services.

It reveals why traditional content writers need new skills for each account-based marketing approach, and how to ensure the asset you create doesn’t let your campaign down.

Download this free, in-depth ebook to learn:

  • How to choose the right writer for each type of ABM campaign
  • Four techniques to reflect your ABM research in your content
  • The importance of tuning your writing to the prospect
  • The right time to get a copywriter involved in your project

“You’ve restructured your team, researched your prospects, planned your channels, and implemented your tech. Now your content needs to deliver.”


Fiona Campbell-Howes, Radix Communications

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