What Content Works Best for ABM?
Win buying groups by pairing role-specific problem narratives with proof and ROI, tiered for 1:1, 1:few, and 1:many. Orchestrate via SDR, ads, email, and events—and measure impact at the account level in HubSpot.
Effective ABM content is buying-group led, stage-specific, and tiered by focus. For Tier 1 (1:1): executive value stories, ROI models, reference packs, security/IT due-diligence, mutual action plans, and account microsites. For Tier 2 (1:few): industry playbooks, comparison guides, workshops/webinars, and curated case studies. For Tier 3 (1:many): problem-led POVs, benchmark reports, and snackable thought leadership. Trigger delivery with intent + engagement, orchestrate with SDR + paid + email, and prove lift using account-level meetings, pipeline, and win rate.
ABM Content Plays
Build a Tiered ABM Content System in HubSpot
Create properties for Target Tier, Buying Role, and Content Theme. Use Active Lists to segment accounts by tier + role + signal level; maintain suppression lists for customers or compliance-blocked segments. Stand up account microsites or personalized pages for Tier 1 and smart content on key pages for Tier 2/3.
Trigger Workflows from intent spikes (pricing/product views, category research). Enroll buying roles into role-specific sequences, sync matched ads audiences, and open tasks for SDRs to deliver the next best asset (e.g., ROI model to CFO, integration guide to IT, rollout plan to Ops).
Prove impact with dashboards that track coverage (contacts by role), engagement depth (time on key assets), meetings/opps by tier, and content-assisted revenue. Review monthly and iterate: keep assets that accelerate stage progression; retire ones that stall.
30-Day ABM Content Sprint (HubSpot)
- Days 1–5: Inventory content; map to roles & stages; identify gaps for Tier 1/2/3.
- Days 6–10: Build modular templates (executive brief, ROI, case study tile, objection card); define smart content rules.
- Days 11–20: Produce Tier 1 kits for top accounts; assemble Tier 2 industry packs; publish Tier 3 POV/benchmark anchor.
- Days 21–25: Launch orchestrations: SDR sequences, matched audiences, nurtures, and microsites; add triggers from intent.
- Days 26–30: Stand up dashboards; review engagement → meetings/opps; tune messages, CTAs, and templates.
Frequently Asked Questions
Stand Up an ABM Content Engine That Wins Buying Groups
We’ll design your tiered content system, templates, microsites, orchestration, and dashboards in HubSpot—then optimize to what creates meetings and pipeline.
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