Account-Based Marketing (ABM) is only as strong as the content behind it. You can have the best data, targeting, and tech, but if your message doesn’t connect, it doesn’t convert.
Personalized, relevant storytelling is what turns ABM from a targeting exercise into a growth engine. But many organizations still struggle to get this right. According to Pipeline360’s 2025 State of B2B Pipeline Growth, 53% of companies rate their content as “good,” but the difference between good and great is massive. Eighty-two percent of high performers say their content is “very good” or “excellent,” compared to just 25% of low performers.
That gap tells you everything you need to know: content is the differentiator between ABM programs that move pipeline and those that stall.
Building a Winning ABM Content Strategy
Ninety-seven percent of marketers say content is a key part of their overall strategy. But too often, more content doesn’t mean better results. Success requires re-defining what account-based content marketing looks like and ensuring that it supports the entire customer lifecycle: acquisition, retention, and expansion.
Here are three ways to make the pivot:
1. Fill Content Gaps That Actually Matter
Start with a reality check. Where do your buyers get stuck in the journey? What parts of the story are missing—not just for acquisition, but for customer expansion too?
Audit your assets by stage and solution. Filling the right gaps ensures every piece of content works harder, and that your ABM program supports the entire customer lifecycle.
2. Go Beyond Personas to Precision
ABM demands specificity. A broad persona isn’t enough. You need to know which personas matter within each buying group, in which account segments, tied to which offerings.
When you align content to those intersections—persona, account, and solution—you create relevance that cuts through. That’s how you turn generic messaging into meaningful engagement.
3. Activate Buyer Journeys, Not Just Content
Publishing is not activation. High-performing teams design full journeys across channels—connecting awareness, consideration, and decision assets into one motion.
Equip your sales or partner teams with the entire journey, not just individual pieces. Then measure the results in context: early engagement, mid-funnel conversion, and long-term pipeline impact. That’s how content earns its place in the revenue conversation.
Embedding Content and Demand in One Motion
At Pipeline360, we’ve learned that strong content and strong demand programs aren’t separate. They’re two sides of the same growth strategy.
Our Demand-as-a-Service (DaaS) model integrates both—combining a strategic content program with data-driven activation to reach the right buyers, with the right message, at the right time. When marketers get this balance right, they stop chasing clicks and start building measurable trust and pipeline momentum.
Content That Makes ABM Work
ABM is now a core growth strategy for most organizations. But it isn’t just about who you target—it’s about what you say, and how precisely you say it.
By closing content gaps, creating with context, and activating full buyer journeys, you can transform engagement into measurable growth.
That’s the real secret: when content and demand move together, ABM starts to work the way it should.
Additional Resources:
Learn more about Pipeline360’s Content Services.
Discover more about the state of B2B pipeline growth in our 2025 research report, which surveyed 500 B2B revenue marketers across the globe.
