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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 create hyper-personalized, targeted content that speaks directly about their pain points and describes how your product can help them.

ABM content that is effective must deliver the right information to every stakeholder in the buyer's center at the right moment. This involves identifying the needs of each persona at different phases of their journey.

Targeting specific accounts

Contrary to traditional content strategies that seek to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on connecting with specific accounts in a highly customized way. Marketers can create and deliver relevant content by identifying and knowing the key decision makers within each account, their pain points and goals. This can lead to a more productive dialog with prospects and customers, which ultimately leads to more profitable business results.

After identifying the accounts you want to target, you need to develop account plans for each. This involves analysing each account and determining the marketing channels to employ to reach the customers in the account should interact with, and what kinds of content are needed to encourage engagement and conversions. This could include thought leadership content (e.g. whitepapers, case studies, webinars, retargeting advertising personalized website experiences and other marketing strategies that are tailored to each account are all possible.

Account-based content marketing can deliver greater returns on your investment than traditional strategies for content. 84% of B2B marketing professionals who have integrated account based marketing into their strategies report higher ROI than any other marketing effort.

It takes more time and resources to cultivate the small number of targeted accounts but the advantages of an account-based approach to content marketing are vital for businesses that wish to increase their revenues across all stages of the sales funnel. This is especially relevant for professional service companies, where the quality of customers or prospects is more important than how many people they can attract.

In addition, ABM is a great fit for businesses that want to grow their business with existing customers through building trusting relationships over time. Research has revealed that it's much more cost effective to invest in keeping existing customers than to spend money trying to locate and convert new ones.

By using ABM with traditional inbound marketing techniques, companies can maximize the effectiveness of their content marketing efforts. Marketers can make their content more relevant to buyers at every stage of the buying process by mixing pillar content with retargeting and landing pages to facilitate lead capture. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and marketing teams.

Create Hyper-Personalized Content

ABM is a rage in the field of marketing. It's important that marketers are aware of how to adapt their content strategies to the new method. But it can be difficult to get your head around how ABM can be applied in real-world. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave an overview of ABM in a recent talk. They outlined the main factors to consider, as well as what is content in marketing to expect from a successful implementation.

The most efficient ABM content strategy starts by understanding your ideal client's pain points and goals. Creating content that aligns with these goals will allow you to provide a more personalized experience and ultimately increase conversions. Content should also be tailored to the requirements of each account. This is why it's essential to sketch out the path of users within each of your target accounts. This will allow you to determine what content (and specific pages and items) is most engaging for your target audience. This information can be used to optimize journeys for people using these accounts, showing the best performing content.

It's not easy to create content that is hyper-personalized, however, it's a crucial step to increase the impact of ABM. According to State of Marketing, 2023 83% of consumers are willing to share their personal data for a more customized experience.

One method of creating hyper-personalized content is by using AI processing real-time data. This will allow you to control the way your content is presented and make suggestions for the next steps, and respond to events immediately. This tool can improve the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another method to personalize your content is by leveraging the pillar and cluster structure. This lets you create a full piece that describes the problem that your accounts' target users are facing and connect it to additional pieces that specifically address the issue. For example fitness trackers may have many common goals and benefits however, the manner in which different kinds of users use it can vary significantly.

Aligning Sales and Marketing

Professional service marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to appeal to large groups with the hope that a few of them would become converts. This strategy might have served its purpose when B2B marketing was more of a broadcast model, but it's no longer efficient with today's Account Based Marketing (ABM) strategy. Instead of trying to push all potential leads through the same phase of the process, it's important to concentrate on attracting high-value prospects and provide them with experiences and content that are tailored to their specific requirements and needs.

The first step to this is to identify your ideal client profile (ICP). This isn't as easy as creating buyer profiles, as you also need to think about the kinds of solutions each customer is seeking and how best to use them.

Once you know your ICP the next step is to develop an effective strategy for content that is connected with these accounts across several channels. This could include everything from social media advertisements to email outreach.

As you begin executing your ABM strategy, it's important to keep your marketing and sales teams on the same page. This will ensure that your content is pertinent to each account and ensure that you do not waste time or resources on the wrong people.

The most important thing to do is to utilize the information you have on your best-performing clients. By analyzing your historical client data, you can determine what positive characteristics they have in common, like being in the financial sector or falling within a certain size. This information can be used to design targeted marketing campaigns targeting similar potential customers.

It's also important to track your ABM strategy's performance and make any needed adjustments. If your target account isn't responding to your content, you may be able to contact them and find out what you can do to move them further down the sales funnel. You can integrate your ABM strategy with your content efforts by following these steps.

Measuring the success

Account based content marketing is all about creating resources (videos, reports, blog posts and webinars) that are personalised and relevant to a particular account or persona. If you're aiming to reach healthcare companies, for example your content must be centered around their issues and pain points. This personalization aspect is not only important in ABM, but it's also an excellent way to create strong relationships with your prospects and customers.

The greatest benefit of ABM is that it can be utilized throughout the sales funnel. It is even more efficient than traditional lead generation at the top of a funnel. This is due to the fact that you can identify and engage with a small number accounts that are more likely to convert than trying generate leads from a population that may not be interested.

Although there is still a need for offline relationships-building strategies such as in-person meetings, phone calls and handwritten notes, the majority of customers today prefer digital self-serve and remote engagement. That's why it's so critical to provide them with the appropriate content at the right time, and on the channel that is most effective for them.

ABM is particularly effective at engaging executives from the C-suite, who are hard to reach. They are often oblivious to mass emails, but are more likely respond to content marketing agency that is relevant to their needs and use instances. Additionally, ABM can help you reduce the time to sell by enabling you to connect with your prospects at the most crucial stages of their journey, for instance, when they're looking into solutions to address a specific business issue.

Although ABM isn't around for longer than traditional marketing content writer and sales strategies, it's rapidly becoming the most popular strategy for B2B organizations looking to increase their efficiency 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.