We write copy to support many marketing and communication strategies. One of the most common is account-based marketing, or ABM, because it’s so useful to those seeking to connect with customers in consulting- and intellect-heavy fields such as technology, finance and professional services.
What is account-based marketing?
At a time when many customers are overwhelmed by generic marketing messages, smart businesses are responding by cutting through the noise with hyper-relevant, personalised content that positions them as strategic partners. This is the hallmark of ABM and it’s delivering results, with 81 per cent of marketers to one survey reporting that the strategy delivers higher ROI than other marketing strategies.
The reason is that ABM treats individual sales accounts as markets of one. Rather than casting a wide net to attract leads, it flips the traditional marketing funnel by first identifying high-value target customers or customer organisations. Marketers then create highly personalised campaigns that are designed specifically for each account’s unique needs and decision-making processes.
Think of ABM as the difference between hosting a networking event for hundreds of strangers versus planning an intimate dinner for your most important prospects. The latter requires more preparation and resources per person, but the depth of connection and likelihood of meaningful outcomes are exponentially higher.
The writing challenge behind ABM success
ABM involves three key components: identifying target accounts; creating personalised content and experiences for those accounts; and aligning sales and marketing teams to execute coordinated outreach efforts. As a leading business writing firm, we’re particularly interested in the content part, which rests on well-informed and high-quality writing.
For an ABM campaign to succeed, each piece of written material must demonstrate a genuine understanding of the prospect’s business and offer insights they can’t find elsewhere. This sort of writing can be delivered in many formats, including:
- White papers: tailored white papers that address industry-specific challenges position your company as a thought leader while providing deep value to prospects.
- Case studies: focused case studies featuring companies in similar situations provide powerful social proof that prospects can envision for themselves.
- Interactive content: assessments, calculators and diagnostic tools engage prospects while gathering valuable information about their current state and priorities.
- Custom events: executive roundtables, custom webinars and tailored experiences create memorable moments that differentiate your company from competitors relying on generic approaches.
Going deeper – even within accounts
The difference between generic marketing materials and ABM-centric content lies in specificity, relevance and depth. Each piece of content must speak directly to the challenges, opportunities and goals of the target account.
Creating truly personalised content requires deep research, strategic thinking and skilled execution. Writers must synthesise complex business information into compelling narratives that feel less like marketing and more like consultative advice from a trusted adviser. This demands expertise in audience analysis, message positioning and the ability to translate technical concepts into executive-level insights.
The writing complexity intensifies when targeting multiple stakeholders within each account. A CFO needs different messaging than a CTO, yet both pieces must align with the overall strategic narrative. This requires subtle changes to tone and focus while maintaining consistency across all touchpoints.
Ready to elevate your ABM strategy?
Getting all these content elements right requires skilled writing that combines the technical nuances of ABM with the art of crafting compelling, personalised messaging. Editor Group specialises in writing such high-impact, personalised content for ABM campaigns, so we’d be delighted to help you with your next campaign. Contact us today.
By Elmandi du Toit
