Content Planning: How to Create a Plan That Brings Results

Break down the wall between marketing and sales; plan your campaigns together. They started with 5 accounts and scaled to 55 over two years. They also included a small “door opener” gift (like a fancy pen or desk toy) just to delight.

• It analyzes the content consumption patterns across various websites, identifying companies exhibiting increased interest in specific topics.
• You’ll know exactly which accounts are actively researching solutions like yours, what specific features they’re interested in, and when they’re most likely to engage.
• The implementation has started in demo stage – we’ve didn’t have to personalise it much before the first use.” — Karolina O.
• The platform offers a centralized solution for sourcing, storing, shipping, and tracking various send types.

ABM flips this by identifying target accounts first, then pushing personalized campaigns to them. Leavitt said it's important to have a process in place and people with strong sales and marketing skills. "For most people who are running ABM programs effectively, marketing and sales are meeting on a weekly basis to walk through their account list," he said. Gartner also recommends implementing a technology stack that includes a dedicated account-based platform, data management tools, reporting and analytics software, marketing automation and workflow automation.

While this versatile, profitable channel is often misunderstood, underused, and undervalued, the potential for success can be significant, and depends on the strategic resources marketing and sales leaders are willing to invest to make it work. With Semrush’s custom reporting tools, you can easily track the success of your SEO efforts and make informed decisions to optimise your ABM content strategy. It’s particularly useful for uncovering new keyword opportunities, tracking performance, and identifying issues that could affect your SEO ranking. When it comes to SEO, Semrush is a comprehensive toolkit that provides everything you need to improve your website’s search rankings. It provides real-time editing suggestions that are tailored to the context of your writing and the intended audience.

ZoomInfo’s State of ABM 2025 Report found that organizations with shared KPI contracts between Marketing and Sales achieve 27% faster MQA→SQO conversion and 34% higher win rates. For some specific SaaS examples of effective data unification, explore account based marketing for saas. If your content and outreach don’t reflect that diversity of needs, your ABM program will stall. A cybersecurity SaaS company defines its ICP as enterprise organizations with 1,000+ employees using Okta and surging on “zero-trust” intent. Adobe Marketo operationalizes those insights by mapping leads to accounts, and Salesforce unites the view so Marketing and Sales act on one truth. ZoomInfo powers data quality and freshness through verified intent signals.

Week 1: Foundation Setting

This framework is particularly effective for ABM content because it builds a strong case for your solution by emphasising the consequences of inaction and the value of your offering. This framework follows a clear, structured approach that helps marketers craft messaging that resonates deeply with target accounts. The PAS framework is particularly effective in ABM content because it directly speaks to the pain points of decision-makers, providing them with a clear pathway to a solution.

Sales and Marketing Alignment

ABM creates an average of 16% more opportunities, tracking performance all the way to closed-won, according to AdRoll ABM's data, underscoring the power of ABA to speed up the path to revenue​. Account-based marketing strategies provide significant benefits for both maintaining current client relationships and developing new ones. These combined efforts lead to stronger collaboration between sales and marketing, more precision targeting, and bigger impact—proof that ABM and ABA are truly a power couple in B2B marketing​. But just like with other marketing concepts, there’s a lot of hype around ABM that makes people doubt its effectiveness, especially since they can’t implement it overnight.

Key Implementation Steps In An Effective ABM Plan

It creates clear lanes of responsibility while ensuring that all content remains targeted and measurable. The Problem-Agitate-Solution (PAS) framework creates engaging content by focusing on account-specific challenges and your unique ability to solve them. Leading ABM practitioners develop channel orchestration tactics that map specific content types to preferred channels based on account preferences. This segmentation creates the blueprint for content personalization, allowing you to scale efforts appropriately based on account value and similarity.

Platforms like HubSpot, which Hashmeta specializes in as a Platinum Solutions Partner, provide the account-level data structure necessary for ABM while enabling marketing automation, content Abm content planning personalization, and performance tracking. Technology serves as the essential enabler of personalization at scale, but success depends on selecting and integrating the right tools for your specific needs rather than simply deploying the latest platforms. The curation itself provides personalization value even when individual assets aren’t custom-created. These assets distill complex value propositions into executive-friendly formats, focusing on business outcomes rather than product features.

The most effective assets tend to be those that demonstrate deep account understanding, provide genuine utility to specific stakeholders, or facilitate sales conversations rather than simply broadcasting information. Common variables include industry terminology, use case examples, regulatory considerations, geographic references, company size implications, and technology integration points. It demands a structured framework that defines how core messages adapt across different accounts, industries, and buying stages while maintaining brand consistency and quality standards. The content itself may not be unique to each account, but the way it’s packaged and delivered creates a personalized feel. Your remaining target accounts, often numbering in the hundreds, receive personalized experiences through automation and programmatic approaches. Common clustering approaches include industry vertical, company size, geographic market, technology stack, or business model.

Why ABM Content Strategy Matters

For organizations serving diverse Asia-Pacific markets, consider how your technology stack handles multilingual content and regional variations. Look for solutions that connect content engagement to pipeline and revenue outcomes, demonstrating ROI beyond vanity metrics. These tools dynamically adjust website content, email messaging, and digital ads based on who’s viewing them.

Leadfeeder is a B2B lead generation and website visitor tracking platform that transforms anonymous website traffic into actionable sales leads. It then employs machine learning models to score these accounts and prioritize those most likely to convert, ensuring that marketing and sales efforts are focused on high-potential opportunities. It offers a continually updated database, which includes detailed profiles of over 150 million business professionals and 14 million companies. For example, 6Sense offers the ability to identify in-market accounts early in the buyer’s journey. It enables sales and marketing teams to prioritize accounts effectively, leveraging data to personalize multi-channel campaigns and engage the right prospects at the right time. The implementation has started in demo stage – we’ve didn’t have to personalise it much before the first use.” — Karolina O.

A well-executed ABM content strategy serves as the driving force behind engaging, educating, and influencing target accounts. Many successful YouTube channels have honed the art of breaking down complex topics into digestible, engaging formats—an approach that can easily be adapted for your abm content. This data-driven approach ensures that your abm content is aligned with what people are actively searching for. Ubersuggest is an SEO tool designed to help marketers identify trending content ideas based on keyword data. Their responses could provide the inspiration needed for your next targeted piece of content. This will give you a direct line into how people think about the topics relevant to your business or industry.

It means understanding specific business challenges that account faces and positioning your solution in that context. Advanced platforms use AI to weight these factors dynamically, learning from your win patterns to identify which combinations of signals actually predict closed deals. 6sense’s Signalverse™ technology, for example, processes over 1 trillion data points daily to identify accounts showing buying behavior versus casual research. This includes what keywords they’re researching, which competitors they’re comparing, and what content they’re consuming on review sites, industry publications, and other third-party platforms.