Model Overview Report

Levels Of Content Customization In B2B Account-Based Marketing

January 1st, 2018
With contributor:
Christine Polewarczyk


A customized marketing approach differentiates account-based marketing (ABM) from other types of marketing (see An Introduction To The Demand Spectrum). Customizing content and its delivery are especially important, 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 four levels of content customization and how to apply them with various B2B ABM deployment models.

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