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Account Based Content Marketing for Professional Services

Your marketing department and digital agency could focus their efforts on a particular group of clients or accounts that use account-based content marketing. This lets you create hyper-personalized, targeted content that speaks directly about their pain points and explain how your product will solve these issues.

Effective ABM content must deliver the appropriate information to each stakeholder at the right moment in the buyer center. This means identifying the different personas and their needs at various stages of their journey.

Targeting Accounts with Specific Goals

In contrast to traditional content strategies which are designed to draw strangers into leads using broad marketing campaigns, account-based content marketing is focused on interacting with targeted accounts in a highly personal method. By identifying the key decision makers for each account and identifying their issues and objectives, marketers can create and deliver customized content that is targeted to the specific accounts. This can help create more productive dialog with customers and prospects that ultimately results in better business results for the company.

After identifying your accounts of interest After identifying your target accounts, you must make account plans for each one. This involves analyzing each account and determining the appropriate marketing channels to be employed and the customers within each account that should be engaged and what kind of content is needed to encourage engagement. This could include thought leadership content (e.g. whitepapers webinars, case studies, etc.) as well as retargeting ads. personalized website experiences and other marketing content examples strategies that are customized to each customer.

Account-based content marketing can deliver greater returns on your investment than traditional strategies for content. In fact 84 percent of B2B marketers who have incorporated account-based marketing in their strategy report higher returns on investment than any other type of marketing strategy.

Although it takes longer and resources to cultivate the small number of targeted accounts but the benefits of a strong account-based content marketing approach are crucial for companies that wish to increase their revenue across all stages of the sales funnel. This is especially applicable to professional services companies where the quality of each prospect or customer is more important than the amount of people they can attract.

ABM is an excellent option for businesses who want to grow their business with existing customers over time by building trusting relations. Research has shown that investing in existing customers is more cost-effective than spending money to find and convert new customers.

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 prospects at each stage of the purchasing journey by mixing pillar content with retargeting and landing pages to facilitate lead capture. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion of their sales and market teams.

Create content that is hyper-personalized

ABM is one of the hottest trends in marketing, and it's crucial for marketers to comprehend how their existing strategies for content can be integrated into this new strategy. It can be difficult to comprehend how ABM actually is working. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They discussed the most important considerations, and what to expect for an effective implementation.

The most efficient ABM content strategy starts by understanding your ideal client's needs and objectives. Making content that is in line with these objectives will allow you to provide a personal experience, and ultimately increase conversions. Content should be tailored to the specific needs of each account. This is why it's crucial to outline the path of users in each of your target accounts. By doing this, you'll be able to determine what kinds of content (and even specific pages and items) are most popular with these people. This information can be used to improve the user experience for those with these accounts, showing the best performing content.

It can be difficult to create hyper-personalized content, but it's an important step to increase the impact of ABM. According to State of Marketing 2023, 83% of people are willing to share their personal information in exchange for a more customized experience.

One method to create hyper-personalized content is to use AI processing of real-time data. This will help you manage how your content is delivered and offer suggestions for the future steps, and react to events in real time. This tool can improve the effectiveness of ABM campaigns. It is not a substitute for the need for multivariate testing or strategic planning.

The cluster and pillar structure is another method of hyper-personalize content. This lets you create a an extensive piece of content that describes the issue that your targeted accounts have to face, and link to other pieces that address specific aspects of the issue. Fitness trackers, as an example, may have a number of common benefits and goals, but the way that different people use them can be completely different.

Aligning Marketing and Sales

Professional service marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to reach large audiences in the hopes that a few of them would become converts. This strategy might have worked when B2B marketing followed a more broadcast-based model, but it's not as effective today with the Account Based Marketing strategy. Rather than trying to push all potential leads through the same process of the process, it's important to focus on targeting high-value prospects and provide them with content and experiences specifically tailored to their individual needs and requirements.

The first step to this is to identify your ideal client profile (ICP). It's not as easy as creating buyer personas as you must also take into account the types of services that each customer is looking for and how they can be best utilized.

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

It's essential that your sales and marketing teams are on the same page as you implement your ABM strategy. This will ensure that your content is pertinent for each account, and ensure that you don't spend time or resources on the wrong audience.

One of the most important steps to take is to utilize the information you have on your best-performing clients. You can find positive traits that your customers share by looking at their historical data. For example they could all be in the financial services industry or have a similar company size. This information can be used to develop targeted marketing campaigns to target similar prospects.

In addition to this it's also important to keep track of the effectiveness of your ABM strategy and make adjustments as needed. If your target audience doesn't respond to your content, you might want to reach out and find out what you can do to move them along the sales funnel. By taking these steps you'll be able to make your ABM strategy and content efforts better aligned which, in turn, will help to drive more conversions.

Measuring the effectiveness

Account based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are tailored and relevant to a specific account or persona. For example when you're targeting healthcare businesses your content should be geared towards their challenges and pain points. This level of personalization is not just essential in ABM, but it's also a great way to build solid relationships with your prospects and customers.

The best part about ABM is that it can be utilized at any stage of the sales funnel. In fact, it can be even more effective than traditional lead generation when utilized at the top of the funnel. This is because you can identify and engage with a small number of accounts that are more likely to convert rather than attempting to generate leads from an audience that may not be interested.

While offline tactics such as in-person meetings, phone calls, or handwritten notes are still effective, today's buyers are more inclined to digital self-service 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's most suitable for them.

ABM is especially effective for reaching out to C-suite executives who are difficult to reach, who are often dismissive of mass email marketing, but are more likely to respond to content that is tailored to their needs and use cases. ABM can also help shorten your sales cycle by allowing engagement with prospects at key stages in their journey, like when they are pursuing solutions to address specific business problems.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's fast becoming a top strategy for B2B businesses looking to improve their performance and increase 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.