Content & Personalization:
How Do I Create Content for Different Buying Stages in ABX?
Map a stage-by-stage content system—from problem framing to renewal—so every touch moves the buying group forward with the right proof, offer, and ask.
Define shared stages with sales, then ship a modular asset family for each stage: a problem narrative, 2–3 proofs, and one stage-appropriate offer with a clear CTA. Personalize by industry, role, and initiative, and only escalate to 1:1 content when intent + access + deal value justify the lift.
First Principles for Stage-Based ABX Content
Your 90-Day Stage Content Plan
Codify stages, build modular assets, and orchestrate handoffs with sales.
Phase 1 → Phase 2 → Phase 3
- Days 1–30: Define & Align — Document stages (Problem, Consensus, Evaluation, Validation, Value Realization). Set entry/exit signals, owners, and CTAs. Inventory content and map gaps.
- Days 31–60: Build Modular Kits — For each stage, create a narrative deck, 2–3 proofs, and one offer asset (e.g., assessment, pilot plan). Add role/industry variations and SDR/email scripts.
- Days 61–90: Orchestrate & Optimize — Launch coordinated plays across ads, web, email, and SDR. Add preflight checks and A/B tests. Publish a weekly stage-lift dashboard (progression %, time-in-stage, meetings set).
Stage→Content Matrix for ABX Buying Groups
| Stage | Goal | Best-Fit Assets | Personalization | Primary CTA | Advance Signals | KPI |
|---|---|---|---|---|---|---|
| Problem (Awareness) | Create urgency and name the cost of inaction | Industry trend briefs, benchmarking reports, risk checklists, 90-sec explainer | Industry + role pain statements | Self-assessment or briefing | Multiple contacts engage; intent topics spike | Engaged accounts %, MQAs |
| Consensus (Consideration – early) | Align buying group on approach and success criteria | Business case primers, workshop agendas, comparison one-pagers, architecture overviews | Initiatives and KPIs by role | Discovery workshop | Executive opens/clicks; workshop booked | Meetings/100 accounts, Stage progression % |
| Evaluation (Consideration – late) | Prove fit, feasibility, and integration | Technical guides, reference architectures, integration briefs, security/IT packs | Tech stack & compliance mapping | Solution demo or sandbox | SE questions, trial usage, security review starts | Opportunity creation, SE capacity hit rate |
| Validation (Decision) | De-risk choice with quantified ROI and social proof | ROI calculator, customer reference stories, pilot plan, mutual success plan | Account-specific ROI & roadmap | Pilot / Proof of Value | Signed success plan; legal/procurement engaged | Win rate, Time-to-close |
| Value Realization (Post-sale) | Prove outcomes and set up expansion/advocacy | Onboarding guides, adoption playbooks, QBR templates, expansion use-case menus | Usage-based tips & role paths | QBR / roadmap session | Adoption milestones; NPS/health score high | Time-to-first-value, Expansion rate |
Client Snapshot: Stage Kits Cut Time-in-Stage 28%
A data platform vendor built five modular “stage kits” (narrative deck, proofs, offer). In 90 days they saw a +21% lift in meetings/100 accounts, −28% time-in-stage from Consensus→Evaluation, and a +9% win-rate increase on opportunities that used the Validation kit.
Place your stage kits within RM6™ and align touchpoints to The Loop™ so content and orchestration drive measurable revenue movement.
Frequently Asked Questions About Stage-Based Content
Crisp answers for marketing, sales, and customer success.
Build Your Stage Kits
We’ll map stages with sales, create modular assets, and orchestrate cross-channel plays—so every touch moves the deal forward.
Get the Stage Kit Templates Assess Your ABX Readiness