A customized marketing approach differentiates b-to-b account-based marketing (ABM) from other types of marketing. Customizing content and its delivery are especially important, but organizations often take approaches to ABM customization that don't go far enough – or they go too far with customization that is expensive and hard to scale. Content customization can be performed at four different levels, ranging from level 1, where content is largely untouched and the focus is on using account insights to maximize delivery relevance, to level 4, where the team produces highly customized content at the individual account leve