Is Your Content Personalized for the Right Thing?
Earlier in my ABM career, I assumed personalization depth was the fix. Deals weren’t moving because we weren’t being specific enough. When the content marketing team ships a personalized deck…
Content ABM and Messaging
The first time I realized most ABM content wasn’t doing the job it was supposed to do, I was reviewing a campaign with genuinely good work in it. I did…
AI ABM Content Strategy is about Personalization at scale, not more content
In the past years, I’ve been a part of three 1:few ABM pilots trying to use automation and AI to scale. The three of them collapsed in less than a…