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Content
How AI is changing B2B content marketing beyond "just use ChatGPT"
February 2, 2026
Stuck in the middle of the funnel? Discover a proven ABM content strategy with examples, templates, and tactics to move accounts from consideration to closed-won.
You have the target account list. You have the expensive intent data software humming in the background. You might even have sales and marketing agreeing on who to target (a miracle in itself). Yet, despite a solid abm content strategy on paper, your dream accounts are stuck in the mud. They click an ad, visit your pricing page, and then… silence.
Welcome to the Middle of the Funnel (MOFU) black hole.
Most SaaS companies are excellent at shouting from the rooftops (brand awareness) and decent at closing the deal once a meeting is booked. But bridging the gap between "I know who you are" and "I want to sign a contract" is where the real revenue is lost. The generic whitepapers and automated drip sequences that worked in 2021 are being ignored today. To unstick these deals, you need specific, high-value assets designed to build consensus among a skeptical buying committee.
This guide isn't about high-level theory. It is a collection of tangible examples, templates, and frameworks you can steal to accelerate your pipeline.
ABM content targets specific accounts you've already identified. Lead gen content casts a wide net hoping to catch anyone interested.
Account-first vs audience-first: You're not writing for "VP of Sales in SaaS." You're writing for the five VPs of Sales at companies on your target account list. Different game.
Buying group vs individual lead: B2B purchases involve 6-10 decision makers. Your content needs to speak to the CFO worried about ROI, the CTO concerned about integration, and the end users who'll actually use your product. All at once.
Sales + marketing orchestration: Your sales team knows these accounts. They've talked to them. Your content should reflect that intelligence, not ignore it.
Intent-driven personalization: When an account shows buying signals (pricing page visits, competitor comparisons, demo requests), your content should respond to that behavior. Timing matters as much as message.
Before we look at specific examples of direct mail or microsites, we need a framework to organize them. Think of ABM content as a progression. Each stage has a specific goal, different content types, and distinct calls to action.
Look at the table.
Goal: Get on the radar.
At this stage, target accounts know they have a problem. They might not know you exist yet. Your job is to show up where they're looking and demonstrate you understand their world.
Examples:
Industry POV articles that take a stance on where the market is heading. Thought leadership LinkedIn posts from your founder or leadership team. Pain-point explainer blogs that name the problem clearly. Benchmark reports showing how peer companies handle similar challenges. Light case references without heavy sales messaging. Short video explainers (2-3 minutes) breaking down complex issues.
CTA: Soft engagement. Read more, follow on LinkedIn, download a one-pager. You're building recognition, not asking for a meeting yet.
Goal: Prove relevance.
Now accounts are actively looking at solutions. They're comparing options. Your content strategy needs to show why you're the right fit for their specific situation.
Examples:
Role-specific case studies showing results for similar companies. Webinars featuring customers in their industry or vertical. Comparison guides that position you honestly against alternatives. ROI calculators with real numbers and assumptions they can adjust. Use-case landing pages tailored to their specific problem. Persona email sequences that speak directly to different buying group members.
CTA: Demo, workshop, discovery meeting. Time to have a conversation.
Goal: Remove friction.
They're close. The buying group is aligned. Now you need to make saying yes as easy as possible.
Examples:
Account-specific pitch decks using their branding, use cases, and data. Custom ROI models showing projected impact based on their actual numbers. Competitive battlecards your champion can use internally. Personalized demos addressing their exact workflow. Executive briefs for C-level sign-off (one page, all business value). Security documentation, implementation timelines, technical specs. Whatever removes their last objections.
CTA: Proposal, contract, pilot program.
Most companies forget this stage exists. Big mistake.
Your existing customers are your best expansion opportunity. Upsell, cross-sell, and advocacy all start with great post-sale content.
Examples:
Customer enablement hubs with training materials and best practices. Playbooks for specific upsell scenarios. QBR decks showing their progress and identifying growth opportunities. Product adoption guides that drive feature usage. Customer-only webinars with power users and product roadmap previews.
The accounts that get regular, helpful content are the ones that renew, expand, and refer.
Not all ABM programs look the same. Your content approach should match your program structure when building your account list.
This is ABM at scale. You're targeting 50-500+ accounts with similar characteristics.
Examples:
Industry content hubs organized by vertical or use case. Segment-based email campaigns triggered by firmographic data. Paid LinkedIn ads targeted to specific industries or company sizes. Dynamic landing pages that change based on visitor company. Intent-triggered content drops when accounts show buying signals.
Best for: Acquisition and early funnel when you have clear ICP segments.
You've grouped 5-15 accounts with shared characteristics. Maybe they're all in fintech, or all facing the same regulatory change.
Examples:
Vertical case studies featuring similar companies. Cohort webinars addressing shared challenges. Account group microsites with content tailored to that cluster. Shared pain-point playbooks that speak to their specific situation.
Best for: Mid-funnel acceleration when you have clustered needs.
High-touch, high-value accounts. Usually enterprise deals worth $100K+ annually.
Examples:
Personalized video messages from your CEO or relevant executive. Custom pitch decks built specifically for their buying committee. Account-specific ROI calculators using their actual data and workflows. Executive briefings with industry research relevant to their business. Direct mail campaigns paired with digital follow-up.
Best for: Enterprise deals where the contract value justifies the effort.
Enough of the theory, let's talk tactics.
Snowflake sent personalized gift boxes to target accounts tied to their digital campaigns. Each box included a "snowflake" item unique to the recipient's industry. Follow-up emails referenced the gift and led to custom landing pages. Result: 40% meeting conversion rate from recipients.
Salesforce built intent-driven campaigns for healthcare providers. When target accounts visited pricing pages or competitor comparison content, they'd receive role-specific case studies within 24 hours. The content matched where they were in the buying process.
Adobe created Fortune 500-specific microsites. Each site featured case studies from similar enterprise companies, implementation timelines based on company size, and executive briefings addressing C-suite concerns. The content felt custom without requiring full one-to-one effort.
Drift used their own chatbot for ABM. When target accounts hit their site, they got VIP treatment. Immediate connection to the right rep, custom demo offers, and content recommendations based on their role and company.
LiveRamp ran multichannel enterprise ABM with coordinated LinkedIn ads, email sequences, and direct mail. The kicker: all content referenced the same narrative thread. Account saw consistent messaging across every touchpoint.
Notice the pattern? Tactic, channel, outcome.
Creating content is half the battle. Getting it in front of the right accounts is the other half when building your demand generation strategy.
Organic posts from leadership work for brand building. Paid ads let you target specific accounts, job titles, and companies. Combine both: leadership posts awareness content, paid ads push consideration and decision content to active buyers.
Marketing sends the nurture sequences. Sales sends the personal outreach. But both should reference the same content assets and narrative. When your rep mentions the case study marketing just sent, that's orchestration.
Show different homepage heroes, case studies, and CTAs based on visitor company. If someone from a target account lands on your site, they should see content relevant to their industry and role. This isn't magic. It's basic targeting.
Public webinars work for one-to-many. Private workshops work for one-to-few. Executive dinners work for one-to-one. Match the intimacy to the account value.
Send something physical (thoughtful, not gimmicky). Follow up digitally within 48 hours. Make the physical and digital content connect. A "survival kit" mailer becomes a "survival guide" landing page.
Stop starting from scratch every time. You can borrow some of our templates below.
Awareness LinkedIn post template:
"[Problem statement everyone recognizes]
Most [industry] companies try [common approach].
The problem? [Why it doesn't work]
Here's what actually works: [Brief teaser]
[Link to full article/resource]"
Consideration email sequence (3 steps):
Email 1: "Noticed you've been researching [category]" + case study from similar company
Email 2: "How [customer name] solved [specific problem]" + ROI breakdown
Email 3: "Want to see how this would work for [their company]?" + meeting CTA
Decision-stage ROI deck outline:
Slide 1: Their current state (problem quantified)
Slide 2: Projected future state (outcome quantified)
Slide 3: Path to get there (implementation timeline)
Slide 4: Similar company proof (case study)
Slide 5: Investment vs return (numbers)
Account landing page wireframe:
Hero: "[Account name], this is for you"
Section 1: Problem we know you're facing
Section 2: How similar companies solved it
Section 3: What this would look like for you
Section 4: Next step CTA
Templates save time. Customization makes them work.
In a world of overflowing digital inboxes, physical items carry a disproportionate amount of weight. 42DM reports that integrated direct mail in ABM campaigns can drive response rates as high as 40-50%, compared to the abysmal 5-7% for generic digital outreach.
Here are two plays you can try during the consideration stage.
This is the heavy lifter for high-value strategic accounts (1:1 ABM). Instead of sending branded socks or a Yeti mug, you send intelligence.
Your team conducts deep research on the target account. You look at their tech stack, their recent hiring patterns, and their competitors. You compile this into a bespoke "Market Intelligence Report" that highlights a gap in their current strategy that your software solves.
Print this report. Bind it. Make it look like a high-end magazine or a confidential dossier. Mail it via FedEx to the VP or C-level executive with a handwritten note that says, "I noticed X about your competitor, thought you should see this."
ZenABM highlights how Snowflake used a similar hyper-personalized approach to achieve 85% open rates and generate over $50 million in pipeline. It signals that you have done the work. It triggers the principle of reciprocity - you gave them value before asking for a meeting.
One of the hardest parts of remote buying is the lack of internal momentum. When everyone worked in an office, people would talk about vendors at the coffee machine. Now, they are in isolated Zoom boxes. You can force that connection.
Send a "Movie Night" or "Coffee Break" kit to 5-6 stakeholders in the account
Intsights (a threat intelligence company) successfully used this tactic. They sent branded popcorn and movie kits to prospects to replace the pipeline usually generated at in-person events.
The goal isn't just to give them snacks. It is to get the VP of Marketing to Slack the VP of Sales and say, "Hey, did you get that box from [Your Company]?" That internal chatter moves the account from "cold" to "aware."
Stop doing these things.
Over-personalizing too early: You don't need custom decks for awareness stage. Save the heavy customization for accounts showing real intent.
Ignoring sales alignment: If sales doesn't know what marketing is sending, you're just creating noise. Weekly syncs. Shared dashboards. Make it impossible to be misaligned.
Treating ABM like email marketing: ABM isn't a blast campaign with better targeting. It's coordinated, multi-channel, account-specific orchestration.
Publishing generic "case studies": "Company X increased efficiency 30%" means nothing. Name the account type, explain the problem, show the specific solution, quantify results that matter.
No post-sale content: You fought hard to win the account. Don't abandon them after signing. Expansion revenue is easier than new business.
ABM content is not volume. It's relevance, timing, and context.
You're not trying to reach everyone. You're trying to reach the right accounts with the right message at the right moment.
That requires coordination between sales and marketing. It requires actual account research. And it requires content that changes based on where accounts are in their journey.
But when you get it right? Shorter sales cycles. Higher win rates. Bigger deal sizes.
Want help building an account-based marketing strategy that converts? We've done this for B2B tech companies across Europe and beyond. Check out our success stories or get in touch.
