Content & Personalization:
What Content Formats Work Best for ABX?
Win buying committees with a format mix matched to role × stage × channel. Build modular assets once, personalize at scale (1:many → 1:few → 1:1), and activate across sales, marketing, and customer success.
The best ABX formats are proof-heavy and persona-specific: executive POV one-pagers, industry briefs, use-case playbooks, case studies & ROI/TCO tools, short demo videos, and security/compliance packs. Make them modular (snippets, charts, quotes) so you can personalize quickly for 1:few or 1:1 outreach and reuse across email, ads, web, social, and seller follow-ups.
First Principles for ABX Content
Your 90-Day ABX Content Build Plan
Audit, produce modular “proof” assets, and orchestrate delivery with measurement.
Phase 1 → Phase 2 → Phase 3
- Days 1–30: Audit & Prioritize — Inventory current assets; tag by persona, stage, industry, and use case; identify gaps; define personalization tiers; publish content brief templates and a naming/taxonomy guide.
- Days 31–60: Produce & Personalize — Build 6–8 lighthouse assets: exec POV, industry brief, use-case playbook, 2 case studies, ROI/TCO tool, 2 short demo videos. Create modular blocks and SDR/AE talk tracks. Set up website smart content.
- Days 61–90: Orchestrate & Measure — Launch multi-channel plays (email, ads, site, social, sales engagement). Add 1:few variants for top segments/accounts. Instrument UTMs, track content touches in CRM, and publish a performance dashboard. Retire or revise underperformers.
ABX Content Format Matrix (Stage, Roles, Formats, Personalization, KPI)
| Buying Stage | Job-to-be-Done | Primary Roles | High-Performing Formats | Personalization Tier | Primary KPI |
|---|---|---|---|---|---|
| Problem Discovery | Create urgency | Exec sponsor, research analyst | POV one-pager, industry trend brief, benchmark quiz, 60–90s explainer | 1:many (industry) | Engaged accounts, repeat visits |
| Solution Exploration | Validate approach | Champion, technical evaluator | Use-case playbooks, comparison checklist, product tour clips, live Q&A webinar | 1:few (segment/initiative) | Meeting requests, time on asset |
| Vendor Evaluation | De-risk choice | Buying committee | Case studies (industry/role), ROI/TCO calculator, security & compliance pack, reference deck | 1:few → 1:1 | Opportunities created, stage progression |
| Consensus & Justification | Win approvals | Exec, Finance, IT/Procurement | Business case template, pilot plan, exec email deck, procurement-ready docs | 1:1 (account data, systems) | Win rate, cycle time |
| Onboarding & Expansion | Drive value & growth | CSM, admins, end users | Quick-start guides, adoption kits, role-based training, roadmap webinar, expansion playbook | 1:few → 1:1 (account usage) | Time-to-value, expansion signals |
Client Snapshot: Content That Moves Accounts
An enterprise SaaS team rebuilt their ABX library around 1–2 page briefs, ROI tools, and role-based demos. In 12 weeks they saw a +22% lift in meeting accept rates, −18% faster cycle time from stage 1→3, and +28% more multi-contact engagement per target account.
Anchor your ABX content to RM6™ and plot touchpoints in The Loop™ so creation, distribution, and measurement align to revenue.
Frequently Asked Questions About ABX Content
Straight answers for marketing, sales, and customer success.
Build an ABX Content Engine
We’ll audit, produce modular proof assets, and wire distribution—so your teams engage the right people with the right message at the right moment.
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