The B2B Content Audio Blog #4: content for Account-Based Marketing (ABM)

The more you personalise your content, the better it needs to be... so copywriting for ABM is a high-stakes game.

Click the "play" button. Subscribe on iTunes. Grab the RSS feed. Or Download it here.

It’s no wonder Account-Based Marketing is so popular: it works. But when you tell your key contact that this content is written just for them, you raise the stakes sky-high. And the copy absolutely needs to deliver.

So, how can marketers, and copywriters, get it right first time?

The fourth episode of our B2B Content Audio Blog series recaps our popular blog post Copywriting for Account-Based Marketing: what marketers (and content writers) need to know.

With input from experts Bev Burgess, Robert Norum and Andrea Clatworthy, I reveal:

  • Why ABM could be the antidote to B2B content overload
  • The three flavours of ABM, and what writing skills you need for each
  • Why marketers need to (and I quote) “Get over yourselves”

This podcast series is a pilot, so we really want to know if you find the short-form format helpful.

Alternatively, if you prefer a longer listen, try our monthly discussion podcast Good Copy, Bad Copy: the B2B Copywriting Podcast.

How to listen

You’re very welcome to use the player above, or download the episode here.

If you’d rather use your podcast app, you subscribe to us on iTunes, and there’s an RSS feed here.

Get in touch

If you find the audio blog format useful (or if you have a way to improve it), we really want to hear from you. Email, tweet at us, or leave an iTunes review.


Audio editing: Bang and Smash

Title music: “Chinny Reckon” by the Nye Bevans


David served as our Creative Director for almost eight years, before establishing a standalone practice focusing on B2B creativity and copywriting training and guidance. We continue to work closely together, with David supporting our clients as an associate as and when needed.

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