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

1. Read marketing-project.json — brand, language
2. Load portfolio customer data for this market:
   • Named account details: company name, size, industry, known contacts
   • Buyer profiles: roles, seniority, pain points, buying criteria
3. Load portfolio propositions and solutions for this market
4. Load TIPS data: strategic themes and trend relevance
5. 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:

1. Account overview: Company profile, size, industry, key metrics (from web research)
2. Strategic context: What challenges this account faces (mapped to TIPS themes)
3. Stakeholder map: Known contacts + likely decision-making unit (from portfolio buyer profiles + LinkedIn research)
4. Value hypothesis: Which propositions (IS/DOES/MEANS) resonate most, mapped to specific stakeholder pain points
5. Competitive landscape: Who else is likely in the deal (from portfolio compete data + account-specific research)
6. 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
7. Content requirements: Which marketing assets to create/customize for this account
8. Timeline: 90-day engagement plan with milestones
9. Success metrics: What "progress" looks like (meeting booked, PoV agreed, etc.)

Personalized Email Sequence (3-5 emails × 150-250 words)

Structure:

1. 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).
2. Email 2 — Peer perspective (Day 5): How similar companies in their market are approaching this challenge. Reference portfolio market data without naming other clients.
3. Email 3 — Value offer (Day 12): Offer something genuinely useful — assessment, benchmark, whitepaper. Frame around their specific pain.
4. Email 4 — Executive touch (Day 20): Different angle, higher-level. Focus on business impact, reference industry trends at CxO level.
5. 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:

1. Title: "{Account Name} — Strategic Technology Briefing: {Theme}"
2. Their context (1 paragraph): What we understand about their situation (researched)
3. Market dynamics (1 paragraph): TIPS trends affecting their industry specifically
4. Opportunity (1 paragraph): How leading companies in their segment are responding (TIPS possibilities)
5. Our perspective (1 paragraph): Relevant portfolio expertise, without hard selling
6. Discussion points: 3-5 questions designed to uncover needs and build dialogue
7. 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:

1. Headline: "{Account Name}, here's how [peers] are solving [their challenge]"
2. Personalized intro: Reference their specific situation
3. 3 relevant assets: Curated from existing content, matched to their needs
4. 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.