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Account Based Content Marketing for Professional Services

With account based content marketing, your marketing department and digital marketing agency can concentrate on a small number of accounts or clients. This allows you to create content that is highly personalized and speaks directly to their issues and demonstrates how your product can help them solve these issues.

ABM content that is efficient must convey the right information to each stakeholder in the buyer center at the right moment. This means identifying the needs of each individual at various phases of their journey.

Targeting Specific Accounts

In contrast to traditional content strategies which are designed to draw strangers into leads using broad marketing campaigns, account-based content marketing content focuses on interacting with specific accounts in a highly personalized method. Marketers can develop and distribute relevant content by identifying and knowing the key decision makers in each account, their challenges, and their objectives. This helps to create a more fruitful dialogue with prospects and customers that ultimately results in better business results for the organization.

After identifying your target accounts After identifying your target accounts, you must develop account plans for each one. This involves analyzing every account and determining which marketing channels that should be utilized for each account, the types of buyers in each account that should be engaged and what type of content is needed to increase engagement. This could include thought leadership content such as whitepapers, or case studies. whitepapers webinars, case studies, or whitepapers), retargeting ads, customized website experiences, and other marketing tactics specific to each client.

This is why account-based content marketing strategy content can yield a higher return on investment than traditional content marketing tactics. 84% of B2B marketing professionals who have integrated account-based marketing into their strategies have higher ROI than any other marketing approach.

Although it takes more resources and time to cultivate small groups of targeted accounts, the rewards are significant for businesses who are looking to increase their revenue across all stages of the funnel. This is particularly relevant for professional service companies, where the quality of prospects or customers is more important than the number of people they are able to attract.

Additionally, ABM is a great choice for companies that wish to grow their business with existing customers through building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than spending money to acquire new customers.

Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can improve the relevance of their content to potential customers at every stage of their buying journey by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This allows them to create more acquisition, acceleration, and expansion revenue opportunities for their sales and marketing teams.

Making Hyper-Personalized content marketers

ABM is a hot trend in the field of marketing. It's important that marketers know how to adapt their content strategies to this new approach. But it can be difficult to comprehend how ABM works in practice. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM and explained the most important aspects to consider and what to expect from a successful implementation.

The most efficient ABM content strategy starts with understanding the needs of your ideal customer and goals. Creating content that aligns with these goals will enable you to provide a more personalized experience, which will ultimately improve conversions. The content you create must focus on the specific requirements of each account. It is crucial to trace the path of each user within the account. This will help you determine what content (and particular pages and items) is most popular with your target audience. This information can be used to improve journeys for people using these accounts, and show the most effective content.

It's not easy to create hyper-personalized content, however, it's a crucial step to boost the effectiveness of ABM. According to State of marketing content, 2023 83% of consumers are willing to give up their personal information for better-customized experiences.

One method to create hyper-personalized content is through AI processing real-time data. This will allow you to determine how your content is delivered and provide suggestions for the next steps, and respond to events in a flash. This tool can increase the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another way to personalize your content is to use the pillar and cluster content structure. This lets you create a full piece that explains the issue your targeted accounts face and then connect it to additional pieces that focus on specific aspects of the issue. For example a fitness tracker could have a variety of common goals and advantages however, the manner in which different kinds of users use it can vary significantly.

Aligning Marketing and Sales

Professional service marketers have historically focused on creating an efficient sales channel by using broad marketing campaigns that appeal to large groups in the hope that a few of them would become converts. This strategy may have been effective when B2B marketing was more of a broadcast model however, it's not as effective in the current Account Based Marketing (ABM) strategy. Instead of attempting to push all prospects through the same phases of the process, you should focus on the most valuable leads. This can be achieved by providing them with experiences or content that are customized to meet their specific requirements and issues.

The first step is to establish your ideal client profile. This isn't as easy as creating buyer profiles as you need to think about the kinds of solutions each customer is looking for and the best way to make use of them.

Once you know your ICP, the next step is to create a strategy for your content that connects with these accounts across several channels. This could range from social media advertisements to email outreach.

It is essential that your marketing and sales teams are on the same page as you implement your ABM strategy. This will ensure that your content is relevant to each account, so that you don't spend time and resources attracting the wrong type of audience.

One of the most important steps to take is to utilize the information you have on your best-performing clients. You can determine the positive characteristics that your customers have in common by analyzing their historical data. For example they could all be in the financial services industry or have a similar company size. This information can then be used to design targeted marketing campaigns to target similar potential customers.

It's also crucial to monitor your ABM strategy's performance and make any needed adjustments. If your target audience isn't responding to your content, you might need to reach out to see what you can do to get them further down the sales funnel. You can align your ABM strategy with your content strategy by following these steps.

Measuring the effectiveness

Account based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are tailored and relevant to a particular persona or account. If you're looking to reach healthcare businesses for instance your content must be focused on their pain points and issues. This personalization aspect is not only important in ABM however, it's an excellent way to create strong relationships with your prospects and customers.

The greatest benefit of ABM is that it can be used throughout the sales funnel. In fact, it could be more efficient than traditional lead generation when utilized at the top of the funnel. This is because it can help you identify and engage just a handful of accounts that are likely to convert, as opposed to trying to generate leads from a large crowd that may not be interested in your product or service.

While offline tactics such as in-person meetings and phone calls or handwritten notes are effective, today's buyers are more inclined to remote and digital self-service. It's crucial to provide the right content, at the right time, and on the channel they prefer.

ABM is particularly effective at engaging executives in the C-suite who are hard to reach. They tend to ignore the mass email marketing and are more likely to respond to content that speaks to their needs and uses cases. ABM can also help reduce the time it takes to sell by allowing you to engage with prospects at the most crucial stages in their journey, for instance when they are researching solutions to address specific business problems.

Although ABM hasn't been around for as long as traditional marketing and sales strategies, it's fast becoming a leading strategy for B2B companies looking to enhance their performance and generate more revenue. In fact, 76% of marketers who have adopted the ABM approach say it improves ROI, while 81% report that it increases deal close rates and upselling/cross-selling rates.