Best Practice Report

The Forrester Content Model: Account-Based Marketing’s Role

January 1st, 2018
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

Summary

Account-based marketing (ABM) requires a strong content engine to support success. The Forrester Content Model depicts the cross-functional B2B content lifecycle. Account-based marketers need to understand their role in the content lifecycle to ensure that content planning and promotion meet ABM goals and needs.

Ideally, account-based marketing takes centrally produced content and applies customer insight and last-mile customization to increase its relevance for target accounts. However, account-based marketers report that they spend too much time creating their own content, while centrally produced content is often inadequate or unusable. To create a more efficient and effective content process, Forrester recommends a cross-functional approach (see Introducing The Forrester Content Model). In this report, we look at how ABM can align with content teams during each phase and stage of the content model.

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