Content ABM is about proximity to belief
No one has ever closed a deal by basing their B2B messaging and content strategy on proximity to the deal.
ABX Stack is Amanda Heredia’s practice on Content ABM.
Content ABM is about proximity to belief.
No one has ever closed a deal by basing their B2B messaging and content strategy on proximity to the deal.
ABX Stack is Amanda Heredia’s practice on Content ABM.
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Content ABM is the discipline of using message architecture, proof design, and conviction-state thinking to move buying committees from awareness to action.
Content ABM builds alignment where traditional content builds awareness
Traditional content marketing optimizes for awareness (reach, clicks, SEO).
Content ABM optimizes for alignment. It expands the goal beyond just being seen by the right accounts and aims to move the right people toward a decision.
MoFu and BoFu describe psychological positions on the conviction curve
Content that knows which state it’s serving moves people.
Every buyer occupies a psychological position on the conviction curve. Some are validating whether the problem is worth solving, or building the internal case to act.
Conviction state is a more precise personalization axis than account or industry
Two CFOs, one at a 50-person company, one at a 5,000-person company, both face the same challenges in terms of pressure or the need to reduce risk . The content that helps them move forward is the same.
Company size was the wrong variable.
Message discipline is the connective tissue across the entire funnel
The message is the constant, and the format is the vehicle.
Without message discipline, content becomes a collection of assets with no spine. The key: One core narrative, adapted by role and conviction state.
Proof architecture closes the gap between conviction and action
Messages move people toward belief, and proof gets them to act.
Proof indexed by claim, objection, and stakeholder role gives champions the ammunition for the internal sell.
Open knowledge builds authority faster than gated content
If the thinking is strong, it doesn’t need to be protected.
Giving away the framework builds the market literacy that makes future conversations easier. You cannot copy judgment and application.
Content ABM is the discipline of using message architecture, proof design, and conviction-state thinking to move buying committees from awareness to action.
Content ABM builds alignment where traditional content builds awareness
Traditional content marketing optimizes for awareness (reach, clicks, SEO).
Content ABM optimizes for alignment. It expands the goal beyond just being seen by the right accounts and aims to move the right people toward a decision.
MoFu and BoFu describe psychological positions on the conviction curve
Content that knows which state it’s serving moves people.
Every buyer occupies a psychological position on the conviction curve. Some are validating whether the problem is worth solving, or building the internal case to act.
Conviction state is a more precise personalization axis than account or industry
Two CFOs, one at a 50-person company, one at a 5,000-person company, both face the same challenges in terms of pressure or the need to reduce risk . The content that helps them move forward is the same.
Company size was the wrong variable.
Message discipline is the connective tissue across the entire funnel
The message is the constant, and the format is the vehicle.
Without message discipline, content becomes a collection of assets with no spine. The key: One core narrative, adapted by role and conviction state.
Proof architecture closes the gap between conviction and action
Messages move people toward belief, and proof gets them to act.
Proof indexed by claim, objection, and stakeholder role gives champions the ammunition for the internal sell.
Open knowledge builds authority faster than gated content
If the thinking is strong, it doesn’t need to be protected.
Giving away the framework builds the market literacy that makes future conversations easier. You cannot copy judgment and application.
“Most ABM teams build content for accounts, I build content for mindsets.“
Amanda Heredia, ABX Stack founder
The Framework at a Glance
Conviction states
Are the starting points. Before deciding what content to build, the question is: where is this person on their conviction curve? What do they already believe, and what do they need to believe next?
Message architecture
Is the system that delivers the right narrative at each conviction state. One core message spine consistent in framing, adapted by role and moment.
Proof architecture
Is the evidence system that makes the message credible. Indexed by claim, objection, and stakeholder role.
Content ABM Strategist
The person who builds and operates the entire system. Part researcher, part journalist, part consultant, part behavioral marketer. A role most organizations don’t have yet, even when they need it most.
Most ABM teams build content for accounts, I build content for mindsets.
Amanda Heredia
The Framework at a Glance
Conviction states
Are the starting points. Before deciding what content to build, the question is: where is this person on their conviction curve? What do they already believe, and what do they need to believe next?
Message architecture
Is the system that delivers the right narrative at each conviction state. One core message spine consistent in framing, adapted by role and moment.
Proof architecture
Is the evidence system that makes the message credible. Indexed by claim, objection, and stakeholder role.
Content ABM Strategist
The person who builds and operates the entire system. Part researcher, part journalist, part consultant, part behavioral marketer. A role most organizations don’t have yet, even when they need it most.
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