Everything in B2B is becoming more measurable, including content that marketers leverage using real-time data, to see which assets are performing well and, increasingly, tying this measurement to specific segments of accounts. Welcome to the future of ABM. In this episode, Madison Logic CEO Tom O’Regan sits down with DMN’s Chris Wood to discuss this rise in B2B content, from white papers, gated content and video, to more informal sharing on social media. Sophisticated organizations know their buyers and influencers, so they are able to customize and personalize every interaction as they reallocate to a 100 percent ABM strategy, according to O’Regan.

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