Account-Based Marketing (ABM) doesn’t usually fail because of targeting or technology. It fails because the content doesn’t land.
You can have precise data, clean intent signals, and the perfect audience list, but if your message doesn’t resonate with the people inside those accounts, the entire ABM motion stalls. And this gap is more common than marketers would like to admit.
According to Pipeline360’s 2025 State of B2B Pipeline Growth, 53% of companies rate their content merely “good,” but the performance gap between good and great is massive. While only 25% of low performers say their content is “very good or excellent,” 82% of high performers say the opposite.
The takeaway?
Content isn’t just a supporting piece of ABM – it’s the ABM engine.
And in today’s world, winning teams aren’t producing more content. They’re creating smarter, more precise content that aligns to accounts, buying groups, and full-funnel journeys. They are writing content people (emphasis on people) want to read.
Here are three ways to build ABM content that actually moves pipeline.
1. Fill Content Gaps That Actually Matter
Most ABM teams jump into personalization before addressing a more foundational issue: do you even have the right content to support the journey?
A buyer’s journey is not linear. Different personas inside the same account have different pain points and different paths to engagement. When you map your current assets against the stages, personas, and solutions you target, gaps usually appear immediately.
Common issues we see:
- Dozens of top-of-funnel blogs but no decision-stage content for specific buying groups
- Strong acquisition pieces but almost nothing supporting retention or customer expansion
- Content built for “personas” that don’t represent real buying committees
- Case studies that aren’t aligned to industry, use case, or account tier
A more strategic approach starts with a content audit by stage, persona, and offering. From there, prioritize content that unblocks progression – not content that’s easy to produce. For example, if your mid-market CTOs stall at the evaluation stage, you don’t need more blogs. You need a technical validation guide or ROI model addressing their specific concerns.
When you fill the right gaps, every piece works harder across the lifecycle.
2. Go Beyond Personas to Precision
ABM demands specificity. A persona alone isn’t enough. It’s a starting point, not a strategy. To create content that connects, you need to understand:
- Which personas matter within each buying group
- In which account segments
- For which solutions
- With what pain points and triggers
The real power is in the intersection of persona, account, and offering. This is where relevance happens.
The CFO of a Fortune 100 manufacturer is not the CFO of a mid-market SaaS company. They don’t think the same way. They don’t define risk the same way. And they definitely don’t consume content the same way.
When your message reflects those differences, you stop creating generic content and start creating experiences tailored to the realities of each account.
As an example, instead of creating a broad “Why ABM Matters” asset, create an industry-specific guide for enterprise healthcare buyers that addresses compliance, procurement timelines, and cross-functional complexity.
Precision turns content from a message into a moment of recognition.
3. Activate Buyer Journeys, Not Just Content
Publishing content isn’t activation. ABM success comes from orchestrating content across channels, teams, and sales motions. High-performing organizations don’t throw assets into the world and hope someone stumbles onto them. They build deliberate, connected journeys.
Good activation looks like:
- A thought-leadership POV gets promoted through paid channels
- Interested accounts receive a personalized case study via SDR outreach
- Sales follows with a buying-group-specific validation guide
- Partners get a full set of nurture touchpoints to move their accounts forward
This is an integrated journey – not random acts of marketing. And measurement doesn’t stop at clicks. You track early stage engagement, mid-funnel conversion, sales progression, pipeline impact, and expansion opportunities.
This is how content earns its seat in revenue conversations. Because when teams activate journeys, not assets, engagement accelerates.
Content + Demand = One Motion, Not Two
At Pipeline360, we’ve learned that content and demand aren’t separate programs. They’re two sides of the same growth engine.
Too often, companies build content in isolation from their activation motion and then wonder why performance stalls. The best sales teams close this gap by aligning message, channel, targeting, and measurement into one coordinated strategy.
That’s why our Demand-as-a-Service (DaaS) model pairs:
- Precision content strategy
- Full-funnel content creation
- Advanced data targeting
- Multi-channel activation
- Sales & partner enablement
This unique approach allows us to connect the right message to the right buyer at the exact right moment, resulting in stronger journeys, more meaningful engagement, and measurable pipeline momentum.
The Real Secret to Making ABM Work
Most companies are doing ABM. But ABM doesn’t work by simply targeting the right accounts. It works because you say the right things to the right people, with precision, context, and orchestration.
When you close content gaps, create with specificity and empathy, and activate full journeys, your message becomes a competitive advantage.
When content and demand move together, ABM stops being a campaign, and turns into a growth engine.
Additional Resources:
Explore Pipeline360’s Content Services
Read the full 2025 State of B2B Pipeline Growth Report
