Content is everywhere. Companies are constantly creating blogs, videos, reports, and social media posts. But let’s be honest, most of it gets ignored.
Why? Because too much of it is generic, salesy, and created for the sake of it, rather than delivering real value.
True content marketing isn’t about checking a box or filling up a content calendar; it’s about giving your audience something they actually need; information that helps them, educates them, or moves them closer to solving their challenges.
In Account-Based Marketing (ABM), it's even more important to get content right. Your key accounts are busy and don’t have time for meaningless content.
They don’t need another templated case study or an ebook that’s really just a sales pitch in disguise. Instead, they are looking for relevant, personalized, and actionable insights; content that speaks to their specific pain points and in their language.
So, how do we fix it? How do we stop creating noise and start engaging the right way?
Jillian Kondamudi, an ABM expert with years of experience running one-to-few and one-to-many campaigns, knows exactly what it takes.
She’s experienced what gets results, what doesn’t, and why some marketers have a hard time making an impact. Her approach was smart with deep research, personalized messaging, and a strong focus on delivering real value, not just creating content for the sake of it.
Let’s break it down.
ABM Is More Than Just a Marketing Tactic; It’s a Go-To-Market Strategy
For those wondering when to introduce ABM, Jillian had a clear stance: your company needs full alignment across the board; otherwise, don’t even start.
"If sales is the last to hear about ABM, good luck getting it off the ground," she warns.
ABM isn’t something marketing teams can do in isolation. It requires buy-in from leadership and tight collaboration with sales from day one.
She also emphasizes that starting small is key. Instead of expecting a magical 3X pipeline increase overnight, companies should begin with a focused pilot and scale from there.
"A common mistake is over-promising ABM. If you lose buy-in early because you didn’t set the right expectations, it’s tough to get it back," Jillian explains.
Bridging the Sales-Marketing Gap: Speak Their Language
One of the biggest challenges in ABM is getting sales on board.
Marketing might love the deep data and personalization aspects of ABM, but sales teams often have different priorities.
Jillian’s advice is to keep it simple and avoid marketing jargon. Focus on giving them what they actually need.
"Sales doesn’t care about all the nitty-gritty details we love. They just want actionable insights that help them create better conversations with their accounts," she says.
She suggests listening carefully to the questions sales teams ask and tailoring ABM reports accordingly. Instead of bombarding them with vanity metrics, focus on things they can actually use like intent data, buying signals, and competitor insights.
And for those struggling to scale ABM across a larger sales organization, Jillian suggests creating an internal FAQ or a video library to answer common sales questions upfront.
That way, sales teams don’t have to learn the ABM playbook from scratch every time.
Creating Meaningful Content for Key Accounts
Another cornerstone of ABM success is creating content that resonates.
Jillian recommends gathering as much first-party data (from your CRM), third-party intent data, and direct insights from sales and customer success teams as possible.
"Your sales and customer success teams are a treasure trove of information," she says.
She also stresses that historical data is crucial. Looking at what has worked (or flopped) in the past can help refine messaging and content for future campaigns.
What Channels Work for ABM?
While LinkedIn is the go-to ABM channel for many, Jillian has seen Reddit emerge as a valuable (and often overlooked) space, especially for engaging technical audiences like developers.
"Developers don’t want to be marketed too aggressively, but if you use Reddit to observe what they’re interested in, you can craft messaging that truly speaks their language," she explains.
She also emphasizes that messaging matters just as much as content, because if your outreach sounds too much like marketing, people will tune it out instantly.
Running ABM Without an Expensive Tech Stack
Not every company has the budget for ABM platforms like 6sense or Demandbase. So how to get started on a lean budget?
Jillian’s advice: Use what you already have.
Leverage your CRM to model your ideal customer profile based on your best existing customers.
Tap into sales and customer success to uncover key pain points and messaging insights.
Get scrappy with manual research: use LinkedIn, company websites, and industry reports to understand your target accounts better.
"You don't need fancy tools to do ABM. You just need to be resourceful," she says.
The Ever-Changing Buyer’s Journey: Stay Agile
Another key discussion point was how the buyer’s journey has evolved and no longer follows a linear path. Sam highlighted how marketing trends shift quickly, forcing marketers to constantly adapt their approach.
Jillian agreed, emphasizing that ABMers must be ready to pivot as market conditions change.
"What worked six months ago is already outdated. We have to be constantly observing changes and iterating," she noted.
Sam also referenced an insight from Deepak Jhakal, an ABM leader from a previous interview, who pointed out that with so many oversaturated channels, the best strategy is to focus on creating a seamless self-discovery journey for buyers. Instead of forcing engagement, marketers should ensure the right content is available when buyers are ready to engage.
Final Thought: Treat Marketing Like a Conversation
Jillian wrapped up our conversation with one final, practical tip:
"Think of every marketing engagement like a face-to-face conversation. You wouldn’t just walk up to someone and start talking about how great your company is. You’d listen first. Do the same with ABM."
Her Question for the Next Guest?
Since she has always been a solo ABM practitioner, Jillian posed a great question for our next guest:
"If you were a solo ABM practitioner with no budget, where would you start?"
Stay tuned for the next episode to hear the answer!
A big thank you to Jillian Kondamudi for sharing her valuable tips and practical ABM strategies. If you want to learn more from her, feel free to connect with her on LinkedIn!
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