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Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department as well as digital marketing agency can focus on a select group of accounts or clients. This allows you to create content that is hyper-personalized and speaks directly to their issues and demonstrates how your product can help them solve these issues.

ABM content that is successful must provide the right information to each stakeholder in the buyer's center at the right moment. This means identifying the different personas and their needs at various stages of their journey.

Aiming at specific accounts

Contrary to traditional content strategies that aim to attract and convert strangers into leads using broad marketing campaigns, account-based content marketing is focused on interacting with targeted accounts in a highly personalized method. Marketers can create and deliver relevant content marketing services by knowing the key decision makers within each account, their pain points and goals. This helps to create a more fruitful conversation with customers and prospects which ultimately leads to greater business outcomes for the business.

Once you've identified your desired accounts The next step is to develop account plans for each account. This involves analysing each account and determining the marketing channels to employ, which buyers within the account should interact with, and what types of content are required to encourage engagement and conversions. This may include thought leadership content (e.g. Whitepapers, case studies, webinars, retargeting advertising personalized website experiences and other marketing techniques tailored to each account are all possible.

As a result, account-based content marketing can yield a higher return on investment than traditional content marketing strategies. In fact 84 percent of B2B marketers who have integrated account-based marketing into their strategies report higher return on investments than any other type of marketing strategy.

Although it takes longer and resources to nurture only a few target accounts, the benefits of a strong account-based approach to content marketing are significant for businesses who want to increase revenue throughout all stages of the sales funnel. This is particularly applicable to professional service companies in which the quality of the prospects or customers is more important than the number of people they are able to attract.

Additionally, ABM is a great fit for businesses that want to increase their reach with existing customers through building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than investing money to acquire new customers.

Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. Through an array of pillar content, retargeting and lead capture landing pages, marketers can give more value to potential customers throughout the buying process. This enables them to create more acquisition as well as acceleration and growth revenue opportunities for their sales and marketing teams.

Making Hyper-Personalized Content

ABM is a hot trend in the field of marketing. It's important that marketers are aware of how to adapt their strategies for content to this new approach. It can be a bit difficult to comprehend how ABM is actually used in practice. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM, explaining the key aspects to consider and what to expect from a successful implementation.

The most efficient ABM content strategy starts with understanding your ideal client's needs and goals. Creating content that aligns with these objectives will allow you to provide a more personal experience, and ultimately increase conversions. Content must also be tailored to the needs of each account. It is crucial to map the journey of users within each account. By doing this, you will be able to discern what kinds of content (and even individual pages and items) are most popular with these people. This information can be used to improve journeys for people using these accounts, and show the most successful content.

It can be difficult to create content that is hyper-personalized, but it's a vital step in increasing the impact of ABM. According to State of Marketing, 2023, 83% of consumers are willing to exchange their personal information to receive better-customized experiences.

One method to create hyper-personalized content is through AI processing on real-time data. This will help you determine the way that your content is presented, provide suggestions for future steps, and react to events in real time. While it's not a replacement for multivariate testing or strategic planning, this is a great tool for improving the effectiveness of your ABM campaigns.

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

Getting Sales and marketing content strategist Aligned

Traditionally, professional service marketers were focused on creating a linear sales funnel using broad marketing campaigns that enticed large groups of people with the hope that a portion of them would convert. This strategy might have worked when B2B marketing was based on a broadcast model, but is not effective in the current Account Based Marketing strategy. Instead of attempting to push all leads through the same steps of the process, you should instead focus on high-value prospects. You can accomplish this by providing them with content or experiences specifically tailored to their specific requirements and issues.

The first step is identifying your ideal customer profile (ICP). This isn't as easy as creating buyer profiles, because you must also consider the types of solutions that each customer is looking for and the best way to use them.

Once you have identified your ICP the next step is to develop a content strategy that connects to each of these accounts across several channels. This could range from social media content marketing media advertisements to email outreach.

When you are beginning to implement your ABM strategy, it's crucial to keep your marketing and sales teams on the same page. This will help ensure that your content is relevant to each account, ensuring that you don't waste time and resources attracting the wrong type of audience.

Another important step is to utilize the information you have about your top-performing clients. You can find positive traits that your customers share by analyzing their historical data. For instance they could all belong to the financial services industry or have a similar business size. This data can be used to develop targeted campaigns for similar prospects.

In addition to this, it's important to track the effectiveness of your ABM strategy and adjust it as needed. If your targeted account doesn't respond to your content, you may need to reach out and find out what you can do to help move them down the sales funnel. You can align your ABM strategy with your content strategy by following these steps.

Measuring the success

Account based content marketing is all about creating resources (videos reports, blogs, posts and webinars) that are tailored and relevant to a specific persona or account. For example when you're targeting healthcare organizations, your content needs to be geared towards their pain points and challenges. This level of personalization doesn't just help with ABM but also builds strong relationships with prospects and customers.

The most appealing aspect of ABM is that it can be utilized at every stage of the sales funnel. It can even be more efficient than traditional lead generation at the top of a funnel. This is because it will help you identify and engage a small number of accounts that are likely to convert, as opposed to trying to generate leads from a huge crowd that may not be interested in your product or service.

While offline methods like in-person meetings and phone calls or handwritten notes are still effective, today's buyers are more inclined to digital self-service and remote engagement. This is why it's crucial to provide customers with the right content at the right time and on the channel that is most effective for them.

ABM is particularly effective in engaging executives from the C-suite, who are difficult to reach. They often ignore mass email campaigns, but are more likely respond to content that is relevant to their requirements and uses cases. Additionally, ABM can help you accelerate sales by allowing you to connect with your prospects at the most crucial stages of their journey, for instance, when they're looking into solutions to solve a specific business issue.

ABM isn't as old-fashioned as traditional marketing and selling strategies, but it's fast becoming a top choice for B2B companies looking to improve 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.