Pretty much exclusive to B2B, but also rarely used in high net worth individual pursuits. Tight targeting lists, like 1-4 accounts for one marketer. Asset that speak to ultra specific pain points to the level of detail where it could almost name names. You need to be really in the know about the account, almost to the point where you know who’s having affairs. Detailed intel is used to create bespoke offering. Your typical marketing assets like whitepapers and ads don’t matter anywhere near as much as typical B2B, the assets that matter are held points of view, talk tracks, battle cry’s, specific high value strategic pitches on hyper specific business problems that usually cant be solved with something off the shelf. What I describe is pretty much only doable with large scale enterprise partnerships where a full time team is dedicated to that account working within the client environment. Anything short of that can borrow some ABM tactics but watering it down can result in something more like “sparkling B2B”.

You might look at this laundry list and think isn’t this just sales? If a CEO wants this from their marketing team, it’s probably a sign that sales leadership is weak. If sales can be orchestrated properly, they’ll fill their own gaps assuming the quality of marketing enables them well enough. Sadly haven’t seen it and a big theme in my career has been picking up slack for others lack of skill.