Account-Based Marketing Content
Purpose
Generate hyper-personalized content for specific named accounts. ABM content spans the full funnel — from awareness through decision — but is customized to one company's situation, challenges, and decision-makers. It's the highest-effort, highest-conversion content type.
Prerequisites
- Marketing project with GTM paths configured
- Portfolio customer profiles with named accounts (
customers/{market}.json → named_customers[])
- Recommended: portfolio propositions and solutions exist for the target market
Input Parameters
| Parameter | Required | Description |
|---|
| market | Yes | Market slug |
| account | Yes | Named account slug or company name |
| gtm_path | No | GTM path theme ID (if omitted, recommend based on account fit) |
| format | No | account-plan, personalized-email, executive-briefing, custom-landing-page. If omitted, ask |
Workflow
Step 1: Load Account Context
- Read
marketing-project.json — brand, language
- Load portfolio customer data for this market:
- Named account details: company name, size, industry, known contacts
- Buyer profiles: roles, seniority, pain points, buying criteria
- Load portfolio propositions and solutions for this market
- Load TIPS data: strategic themes and trend relevance
- Account research (delegate to content-writer agent with web research):
- Company website: recent news, press releases, annual reports
- LinkedIn: key decision-maker profiles and recent posts
- Industry news: recent challenges or initiatives
- Technology signals: job postings, tech stack indicators
Step 2: Account-GTM Fit Assessment
If GTM path not specified, analyze which themes are most relevant to this account:
- Match account industry/challenges to TIPS theme narratives
- Cross-reference with portfolio propositions (which solutions fit their profile)
- Present recommendation:
Recommended GTM paths for {account_name}:
1. AI-Driven Predictive Maintenance — HIGH fit (they posted 3 maintenance engineer roles last month)
2. Cloud-Native Transformation — MEDIUM fit (still on-premises based on job postings)
Step 3: Generate Content
Account Plan (800-1000 words)
Structure:
- Account overview: Company profile, size, industry, key metrics (from web research)
- Strategic context: What challenges this account faces (mapped to TIPS themes)
- Stakeholder map: Known contacts + likely decision-making unit (from portfolio buyer profiles + LinkedIn research)
- Value hypothesis: Which propositions (IS/DOES/MEANS) resonate most, mapped to specific stakeholder pain points
- Competitive landscape: Who else is likely in the deal (from portfolio compete data + account-specific research)
- Engagement strategy: Touch sequence across stakeholders
- Executive sponsor: executive briefing → thought leadership share → CxO dinner invite
- Technical evaluator: whitepaper → webinar → demo → PoV
- Procurement: one-pager → pricing → reference call
- Content requirements: Which marketing assets to create/customize for this account
- Timeline: 90-day engagement plan with milestones
- Success metrics: What "progress" looks like (meeting booked, PoV agreed, etc.)
Personalized Email Sequence (3-5 emails × 150-250 words)
Structure:
- Email 1 — Insight share (Day 0): Share a relevant TIPS trend insight connected to their specific situation. Reference something specific about their company (recent news, job posting, annual report).
- Email 2 — Peer perspective (Day 5): How similar companies in their market are approaching this challenge. Reference portfolio market data without naming other clients.
- Email 3 — Value offer (Day 12): Offer something genuinely useful — assessment, benchmark, whitepaper. Frame around their specific pain.
- Email 4 — Executive touch (Day 20): Different angle, higher-level. Focus on business impact, reference industry trends at CxO level.
- Email 5 — Direct ask (Day 30): Clear meeting request. Reference all previous touchpoints. Specific calendar link or time proposal.
Each email: subject line (personalized), preview text, body (reference company by name), CTA, sender (specific person, not brand).
Executive Briefing (400-500 words)
Structure:
- Title: "{Account Name} — Strategic Technology Briefing: {Theme}"
- Their context (1 paragraph): What we understand about their situation (researched)
- Market dynamics (1 paragraph): TIPS trends affecting their industry specifically
- Opportunity (1 paragraph): How leading companies in their segment are responding (TIPS possibilities)
- Our perspective (1 paragraph): Relevant portfolio expertise, without hard selling
- Discussion points: 3-5 questions designed to uncover needs and build dialogue
- Prepared by: Author name, title, contact
This is a meeting prep document — designed to be read in 3 minutes before a CxO meeting.
Custom Landing Page (300-400 words)
Account-specific landing page copy:
- Headline: "{Account Name}, here's how [peers] are solving [their challenge]"
- Personalized intro: Reference their specific situation
- 3 relevant assets: Curated from existing content, matched to their needs
- CTA: Book a personalized assessment/briefing
Step 4: Write Output
Write to content/abm/{market}--{account-slug}--{format}.md with frontmatter.
Additional frontmatter for ABM:
account:
name: "Acme Manufacturing GmbH"
slug: "acme-manufacturing"
contacts: ["CTO: Dr. Weber", "VP Engineering: Müller"]
research_date: 2026-03-14
Update content-strategy.json.
Generated: {format} for {account_name}
File: content/abm/{filename}
Next steps:
- Review account research accuracy before sending
- Personalize further with account-specific case study: /lead-gen --format whitepaper
- Create visual briefing deck: /cogni-visual:story-to-slides {file_path}
- Add to CRM as activity
Quality Rules
- Accuracy over speed: ABM content MUST be factually correct about the target account. Wrong company facts = instant credibility loss. Always flag research as "as of {date}" and recommend human review.
- No assumptions: If you can't find specific account information, say "based on market patterns" not "your company does X."
- Privacy-conscious: Use only publicly available information. Don't reference private data, leaked documents, or personal details beyond professional LinkedIn profiles.
- Genuine value: Every touchpoint must offer something useful — an insight, a framework, a benchmark. Pure outreach without value is spam, not ABM.