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Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department and digital marketing agency can focus on a small number of accounts or clients. This lets you create content that is highly personalized and speaks directly to their pain points and shows how your product can assist them in solving these issues.

ABM content that is efficient must convey the right information to every stakeholder in the buyer center at the right time. This requires identifying the different individuals 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 aim to convert strangers using large marketing campaigns into leads. Marketers can create and deliver relevant content by understanding the key decision makers within each account, their issues and goals. This can lead to a more productive dialog with prospects and customers and ultimately results in better business results.

Once you've identified the target accounts The next step is to design accounts plans for each one. This involves analyzing every account and determining which marketing channels that should be utilized, the buyers within each account, and what type of content is required to increase engagement. This could include thought leadership content such as whitepapers, or case studies. Whitepapers, case-studies webinars, retargeting ads, webinars customized website experiences, and other marketing strategies specific to each client are all possible.

Account-based marketing can yield a much higher return on your investment than traditional content strategies. 84% of B2B marketing professionals who have incorporated account-based marketing into their strategies report higher returns on investment than any other marketing strategy.

While it takes more time and resources to nurture the small number of targeted accounts however, the advantages of an account-based approach to content marketing are crucial for companies who want to increase revenue across all stages of the sales funnel. This is particularly relevant for professional service companies where the quality of each prospective client or customer is more important than the number of potential customers they could attract.

ABM is an excellent option for companies who wish to increase their business with existing customers over time by building trusting relationships. Research has revealed that it's far more cost-effective to invest in retaining existing customers than to spend money trying to locate and convert new ones.

Combining ABM with inbound marketing strategies will maximize the impact of content marketing. Through the combination of the pillar content marketing agency, retargeting and lead capture landing pages, marketers can provide more relevance to prospects at every stage of the buying process. This enables them to create more acquisition as well as acceleration and growth revenue opportunities for their marketing and sales teams.

Create Hyper-Personalized Content

ABM is a rage in the field of marketing. It's important that marketers understand how to adapt their content strategies to the new method. It can be hard to understand how ABM actually works. 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 aspects to consider, and what to expect for a successful implementation.

The most effective ABM content strategy starts with understanding the needs of your ideal customer and objectives. Creating content that aligns with these goals will allow you to deliver a more personalized experience, which will ultimately improve conversions. The content you create should also be tailored to the specific requirements of each account. This is why it is important to map out the path of users in each of your accounts. By doing this, you'll be able to determine what kinds of content (and even specific pages and items) are the most interesting for these people. This information can be used to optimize the user experience for those with these accounts, and show the best performing content.

Creating hyper-personalized content isn't easy but it's an important step to increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to share their personal information for an experience that is more personalized.

AI processing of real-time data is a way to create hyper-personalized contents. This can help you determine how your content is delivered and offer suggestions for the next steps, and respond to events in real time. This tool can increase the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.

Another way to hyper-personalize your content is by leveraging the pillar and cluster content structure. This allows you to create a full piece that explains the issue that your accounts' target users are facing and connect it to additional pieces which address specific aspects of that problem. Fitness trackers, account based Content marketing for example can have a variety of common goals and benefits but the method in which individuals use them may be quite different.

Aligning Sales and Marketing

Professional service marketers have historically focused on creating an efficient sales channel by using broad marketing campaigns to reach large audiences with the hope that one or more of them would be converted. This approach may have worked when B2B marketing employed a more broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to guide all leads through the same steps of the process, you should concentrate on the most valuable leads. You can do this by providing them with experiences or content that are customized to meet their specific needs and challenges.

The first step to this is identifying your ideal customer profile (ICP). This isn't as easy as creating buyer profiles as you also need to look at the different types of solutions that each customer is looking for and the best way to utilize them.

Once you've identified your ICP and a strategy, you can create a plan for Account Based Content Marketing content that connects to each account on several channels. This could be anything 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 trying to reach the wrong audience.

Another crucial step is to utilize the data that you have on your top-performing clients. By looking at your previous customer data, you can determine what positive characteristics they have in common, such as being in the financial services sector or falling within a certain size. This information can be used to create targeted marketing campaigns for similar potential customers.

It's also important to track your ABM strategy's performance and make any needed adjustments. If your target account doesn't respond to your content, you may be able to contact them to see what you can do to move them down the sales funnel. If you follow these steps you'll be able to improve your ABM strategy and content efforts more aligned and ultimately help to drive more conversions.

Measuring Success

Account based content marketing is all about creating resources (videos reports, reports, blog posts, and webinars) that are tailored and relevant to a specific persona or account. For example when you're targeting healthcare businesses your content should be geared towards their issues and concerns. This level of personalization does not only help with ABM but also helps build solid relationships with prospects and customers.

The best part about ABM is that it can be used at any stage of the sales funnel. In fact, it can be more effective than traditional lead generation if utilized at the top of the funnel. This is because it will help you identify and engage just a handful 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 there's still a place 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. It's crucial to provide the right content, at the right time, and on the channel they prefer.

ABM is particularly effective for engaging hard-to-reach C-suite executives who are usually skeptical of mass-email campaigns, but are more likely to react to content that addresses their needs and usage scenarios. ABM can also help reduce the time it takes to sell by enabling engagement with prospects at the most crucial stages in their journey, for instance when they are researching solutions to address specific business problems.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's rapidly becoming a top strategy for B2B companies 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.