Expert Q&A: Solving ABM Content Creation Challenges

ABM (Account-Based Marketing) delivers better results for B2B marketers, but creating personalised content remains challenging.

Key stats:

99% of marketers report higher ROI with ABM.
51% of decision-makers expect tailored content.
34% of UK marketers struggle with skills gaps and limited resources.

Common ABM Challenges:

Personalisation: Meeting diverse stakeholder needs.
Resource Constraints: Limited budgets, tools, and expertise.
Team Misalignment: Sales and marketing often work in silos.
Content Issues: Slow creation, inconsistent quality, and distribution hurdles.
Measurement: Difficulty tracking performance and ROI.

Solutions:

Use AI tools for scalable personalisation.
Research account pain points through direct communication.
Build trust with industry-specific content and proven results.
Align sales and marketing teams with clear workflows.
Plan content sequences tailored to the buyer's journey.

By focusing on personalisation, collaboration, and data insights, marketers can overcome these challenges and create content that resonates with target accounts.

Creating ABM Content That Actually Works

Common ABM Content Challenges

Data reveals that 34% of ABM practitioners in the UK face limitations in skills and resources. Let’s break down some of the key challenges impacting ABM content strategies.

Personalisation ComplexityOver half (51%) of decision-makers expect highly tailored messaging. This puts pressure on marketing teams to craft content that resonates with diverse stakeholders, departments, and organisational levels.

"The moment that you lose out on personalization in this saturated market, you're doing yourself a disservice." - Samantha Ranieri

Resource and Skills ConstraintsMeeting personalisation demands isn’t the only hurdle. Many teams lack specialised ABM expertise, face time-consuming content creation processes, and struggle with limited budgets for tools and skilled talent.

Stakeholder AlignmentIn B2B settings, decision-making often involves multiple departments. This means marketers need to ensure consistent messaging while addressing the unique concerns and industry-specific needs of each stakeholder.

Content Development and DistributionProducing personalised content at scale introduces challenges in speed, quality, and distribution. Here’s how these issues play out:

Challenge	Impact
Content Creation Speed	Slower responses to demands
Quality Consistency	Standards can vary
Channel Integration	Difficulty coordinating platforms
Resource Allocation	Struggles to balance priorities

Team CoordinationAdopting ABM requires marketing and sales teams to work closely together. However, this alignment can be difficult, especially when teams have unclear roles or operate in silos. In many organisations, sales teams prioritise selling over strategising, creating further disconnects.

Measurement and OptimisationTracking and improving ABM content performance is another common pain point. Teams often face challenges such as:

Monitoring how content performs across accounts
Gauging stakeholder engagement levels
Adapting strategies based on feedback
Proving ROI for tailored initiatives

Interestingly, combining content syndication, paid media, and SDR outreach with customised content tends to deliver better results than using these channels separately.

Expert Solutions to ABM Content Problems

Content Personalisation Methods

Striking the right balance between customisation and scalability is crucial for effective personalisation. Leveraging technology can streamline this process while maintaining genuine connections. Tools powered by AI and machine learning allow marketers to analyse real-time data and craft targeted content efficiently.

"Successful ABM requires a blend of people and technology. At the heart of ABM is forging a personal connection with clients by intimately understanding – and anticipating – their wants and needs. Hyper-personalisation tools can help you do this more effectively and at scale." - 1827 Marketing

For managing multiple accounts, consider using an ABM Lite strategy. This approach involves creating flexible content templates that can be tailored for accounts with similar characteristics. It helps optimise resources while ensuring the content remains relevant. Align these efforts with the specific challenges your accounts are experiencing for maximum impact.

Finding Account Pain Points

Uncovering real challenges faced by accounts requires a combination of research and direct communication. Here are some strategies to guide you:

Pain Point Category	Research Method	Content Solution
Financial	Budget analysis interviews	ROI calculators and cost-benefit studies
Operational	Workflow assessments	Process improvement guides
Technical	System audit discussions	Integration roadmaps
Security/Privacy	Compliance reviews	Risk mitigation frameworks

"Try to understand your prospects and build a relationship with them. If you can do this, they'll be more open with you, and you'll be better positioned to help with their pain points." - Nancy Newman-Oller, Head of Account Management

Building Account Trust with Content

Trust is built by showing industry expertise and proven success. Focus content on these key areas:

Industry knowledge: Offer in-depth analysis of sector-specific challenges.
Proven solutions: Highlight real-world examples of successful implementations.
Quantifiable results: Share measurable improvements and outcomes.
Ongoing support: Detail the post-implementation assistance available.

Team Coordination for ABM Content

Collaboration between sales and marketing teams is essential for ABM success. Define clear roles, responsibilities, and communication channels to ensure smooth teamwork. A well-structured workflow should cover research tasks, content creation schedules, approval processes, performance tracking, and feedback mechanisms. When teams are aligned, planning and delivering tailored content becomes much simpler.

Planning ABM Content Sequences

Create content sequences that match the account's buying journey, moving from general insights to specific solutions. Here’s how to structure them:

Awareness StageShare content that addresses industry-wide challenges and builds credibility, such as thought leadership articles.
Consideration StageProvide materials that offer practical solutions to identified challenges, including case studies and implementation guides.
Decision StageDeliver detailed ROI analyses, implementation plans, and tailored support documentation to address the account's specific needs.

ABM Content Tools Guide

Tackling common challenges in account-based marketing (ABM) content requires the right tools. ABM Answered offers a toolkit designed to simplify content creation while keeping it personalised.

Video Library Solutions

ABM Answered provides a library packed with over 1,000 video answers. These short, focused videos offer practical advice for handling ABM and demand generation challenges. They're built to help teams quickly apply effective strategies.

Content Type	Available Resources	Primary Benefits
Video Answers	Industry-specific solutions	Quick application of tested strategies
Campaign Templates	Customisable frameworks	Consistent messaging tailored to accounts
Research Tools	Real-time buyer insights	Data-backed content decisions

Beyond videos, the platform includes tools that help refine your strategy using real-world data.

Specialised Research Tools

One standout tool is . It dives deep into customer conversations and concerns, offering marketers a clear view of what truly matters to their audience. Here's how it helps:

Understand the language and terminology customers actually use
Spot new trends and shifts in market sentiment
Pinpoint pain points across various industries
Boost campaign response rates by aligning with the audience's voice

"Strong brands come from strong points of view." - Eli Rubel, ABM Answered

Armed with these insights, marketers can develop more targeted and effective content.

Content Creation Framework

Kelly Maloney Schermerhorn’s framework, featured by ABM Answered, provides a step-by-step approach to crafting content tailored to specific accounts:

Understand Core ChallengesStart by identifying the key problems your target account is facing.
Leverage Existing AssetsUse the platform’s library to find resources that address these issues.
Industry CustomisationAdjust the content to match the terminology, trends, and concerns of the industry.
Account-Level PersonalisationFine-tune the materials further to suit the unique needs of individual accounts.

This modular approach ensures teams can meet their content needs effectively and without wasting time.

"ABM thrives when teams work toward the same goals." - Tiago Luzio, ABM Answered

Conclusion

Creating effective ABM content requires a careful mix of personalisation, data insights, and genuine human connection. With 63% of buyers rejecting content that doesn’t meet their needs and buying groups often including six to ten decision-makers, tailored messaging is more important than ever. Personalised buyer experiences have been shown to increase sales by 30%, proving the impact of well-executed ABM strategies.

The challenges and solutions discussed earlier highlight the importance of delivering the right content at the right time. Here are some key metrics that illustrate both the hurdles and opportunities:

Key Metric	Impact
Content Consumption	Buyers engage with 13 pieces before deciding
Content Wastage	60–70% of B2B content goes unused
Sales-Marketing Alignment	Leads to 38% higher win rates

These figures emphasise the importance of a customer-focused approach with well-timed content. For example, 77% of B2B marketing organisations struggle with wasted content, while only 20% of sales reps actively use content during sales discussions.

To succeed, focus on a customer-first strategy that pairs advanced personalisation tools with meaningful relationship building. By understanding the perspectives of all stakeholders and using intent data to scale personalisation, marketers can create content that resonates across every part of the account ecosystem.

FAQs

How can AI tools help personalise ABM content at scale?

AI tools are invaluable for scaling personalised content in Account-Based Marketing (ABM) campaigns. By analysing account-specific data, such as industry, company size, and key challenges, AI can generate tailored content that resonates with each target account. This includes creating customised blog posts, whitepapers, case studies, and sales materials.

Using AI enables marketers to engage a larger number of key accounts more efficiently and consistently. It automates the heavy lifting of personalisation, ensuring that messaging aligns with the unique needs and goals of each account while saving time and resources.

How can sales and marketing teams work better together in an ABM strategy?

To strengthen collaboration between sales and marketing in an ABM strategy, start by ensuring both teams share common goals and use a unified language, such as focusing on metrics like Annual Contract Value (ACV) and Win Rate. This fosters a shared understanding and alignment.

Equip the sales team with tailored resources, such as Account Playbooks and personalised content, to help them effectively engage with target accounts. Regular communication, such as joint planning sessions or weekly check-ins, can also help maintain alignment and address challenges early.

Finally, celebrate shared successes to build team morale and reinforce the value of collaboration. Recognising achievements together strengthens the partnership and motivates both teams to continue working towards shared objectives.

How can I effectively identify and address the unique challenges of target accounts in ABM?

To effectively identify and address the unique challenges of your target accounts in Account-Based Marketing (ABM), start by engaging in meaningful conversations with decision-makers. Ask specific questions about their biggest challenges, time-consuming tasks, and current priorities. This helps you uncover their pain points and understand what truly matters to them.

Additionally, take time to research their industry and business context, so you can tailor your messaging to demonstrate a deep understanding of their needs. Active listening is key - pay close attention to their responses and follow up with clarifying questions to ensure you fully grasp their concerns. By combining thoughtful inquiry with thorough research, you can craft personalised, impactful content that resonates with each account.