Model Overview Report

Levels Of Content Customization In B2B Account-Based Marketing

March 26th, 2024
Nora Conklin, Principal Analyst
Nora Conklin Principal Analyst
Phyllis Davidson, VP, Principal Analyst
Phyllis Davidson VP, Principal Analyst
With contributors:
Steven Casey , Alaina Ladd , Arianne Burnette

Summary

Personalization has become nearly synonymous with B2B marketing. Customizing content and its delivery are key to account-based marketing (ABM) success, but organizations often take approaches to ABM customization that don’t go far enough — or they go too far with customization that is expensive and hard to scale. In this report, we examine three levels of content customization and how to apply them with various B2B ABM deployment models.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.