Model Overview Report

Levels Of Content Customization In B2B Account-Based Marketing

March 26th, 2024
With contributors:
Steven Casey , Alaina Ladd , Arianne Burnette


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.

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