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Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department and digital content marketing marketing agency can concentrate on a select group of clients or accounts. This lets you create hyper-personalized content that is directly addressing their issues and demonstrates how your product can help them solve them.

Effective ABM content should provide the correct information to every stakeholder at the appropriate time in the buyer center. This involves identifying the various personas and their requirements at different stages of their journey.

Targeting Accounts with Specific Goals

Account-based content marketing is a more personal approach to content marketing compared to traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. Marketers can develop and distribute relevant content by knowing the decision makers in each account, their pain points and goals. This creates an effective dialogue with prospects and customers that ultimately results in greater business outcomes for the business.

After identifying the accounts you want to target After identifying your target accounts, you must make account plans for each. This involves analyzing each account and determining which marketing channels to employ, which buyers within the account to engage with, and what kinds of content are needed to increase engagement and converts. This may include thought leadership content (e.g. Whitepapers, case studies, webinars, retargeting advertising, personalized website experiences and other marketing strategies that are customized to each customer are all possible.

This is why account based content marketing can deliver much more ROI than traditional content marketing techniques. In fact, 84 percent of B2B marketers who have integrated account-based marketing in their strategy have higher ROI than any other marketing campaign.

While it takes more time and resources to cultivate the small number of targeted accounts but the benefits of a strong account-based content marketer marketing strategy are vital for businesses that wish to increase their revenue throughout all stages of the sales funnel. This is particularly applicable to professional services companies where the quality of each prospective client or customer is more important than the amount of people they can attract.

Additionally, ABM is a great choice for companies that wish to expand their business with existing customers through building trusting relationships over time. Research has proven that it's more cost effective to invest in keeping existing customers than it is to invest money trying to locate and convert new ones.

Combining ABM with inbound marketing methods can increase the effectiveness of content marketing. Marketers can enhance the relevancy of their content to potential customers at every stage of the buying process by using pillar content in conjunction with retargeting and landing pages to facilitate lead capture. This enables them to create more acquisition growth, acceleration, and expansion revenue opportunities for their sales and marketing teams.

Creating Hyper-Personalized Content

ABM is a hot trend in the field of marketing. It's crucial that marketers understand how to adapt their content strategies to the new method. It can be difficult to understand how ABM actually operates. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM that explained the main aspects to consider and what to expect from a successful execution.

Understanding your ideal client's needs and pain points is the first step to developing an effective ABM strategy. Content that is in line with these goals allows you to provide more personalized service and increase conversions. The content you create should also focus on the unique requirements of each account. This is why it's essential to sketch out the path of users within your accounts. This will allow you to determine the type of content (and individual items and pages) is most engaging for your target audience. This information can be used to improve the user experience on your site, showing the most popular content to users from those accounts.

The process of creating hyper-personalized content can be challenging however it is an important step to increasing the impact of your ABM efforts. According to State of Marketing 2023, 83% of respondents are willing to give their personal details in exchange for a more personalized experience.

AI processing of real-time data is one way to create hyper-personalized content. This will help you determine how your content is delivered and make suggestions for the future steps and react to events in a flash. This tool can improve the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.

The cluster and pillar structure is another method of personalize content. This allows you to have a comprehensive piece of content that explains the issues that your target accounts have to face, and link to supplementary pieces that address specific aspects of the issue. For instance a fitness tracker could have many advantages and common goals however, the manner in which different kinds of people use it can differ greatly.

Aligning Sales and Marketing

Traditionally, professional service marketers focused on developing a linear sales funnel using broad marketing campaigns that targeted large numbers of people with the hope that one or more would convert. This strategy might have worked when B2B marketing followed a more broadcast model, but is no longer effective in today's Account Based Marketing strategy. Rather than trying to push all potential leads through the same process of the process, it's more important to focus on attracting the most valuable prospects and providing them with experiences and content that are adapted to their particular needs and challenges.

The first step is identifying your ideal customer profile (ICP). This isn't as simple as creating buyer personas as you must also take into account the types of solutions that customers are seeking and how they can be used to the best advantage.

Once you have identified your ICP, develop a strategy for content that will connect with each account through multiple channels. This could range from social media advertisements to email outreach.

When you start implementing your ABM strategy, it's crucial to keep your marketing and sales teams on the same team. This will ensure that your content is relevant for each account and that you don't waste time or resources on the wrong people.

A key step to take is to utilize the information you have about your most successful clients. By analyzing your historical customer information, you will be able to see what positive attributes they have in common, like being in the financial sector or being within a certain size. This information can be used to develop targeted marketing campaigns to target similar prospects.

In addition to this, it's important to track the effectiveness of your ABM strategy and adjust it when needed. For instance, if your target account isn't responding to your content, it may be the right time to get in touch with them and see what else you can do to assist them move down the sales funnel. You can integrate your ABM strategy with your content of marketing strategy strategy by following these steps.

Measuring the success

Account based content marketing is all about creating resources (videos reports, reports, blog posts and webinars) that are personalised and relevant to a specific account or persona. If you're trying to reach healthcare companies for instance, your content should be focused on their pain points and issues. This level of personalization doesn't just help with ABM but also builds solid relationships with prospects and customers.

The greatest benefit of ABM is that it can be utilized at every stage of the sales funnel. It can be even more effective than traditional lead generation at the top of the funnel. This is because it can assist you in identifying and engaging only a few accounts that are likely to convert, rather than 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, phone calls, or handwritten notes are still effective, today's buyers prefer online content marketing self-service and remote interaction. It's crucial to provide the right content, at the right moment and on the channel they prefer.

ABM is particularly effective in engaging C-suite executives who are hard to reach. They tend to ignore the mass email marketing and are more likely to respond to content that is relevant to their requirements and uses instances. ABM can also help you shorten your sales cycle by allowing engagement with prospects at the most crucial stages in their journey, like when they are researching solutions to solve specific business issues.

Although ABM hasn't been around for longer than traditional marketing and sales strategies, it's fast becoming a leading strategy for B2B companies looking to improve their performance and drive 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.