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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 select group of clients or accounts. This lets you create highly-personalized, targeted content that speaks directly to their issues and describes how your product can solve the issues.

Effective ABM content should deliver the appropriate information to every stakeholder at the appropriate time in the buyer's center. This requires identifying the requirements of each individual at various phases of their journey.

Aiming at specific accounts

Account-based content marketing is a more individualized approach to content marketing than traditional strategies, which attempt to convert strangers using large marketing campaigns into leads. By identifying the key account decision makers and identifying their issues and objectives, marketers can create and provide content that is appropriate to the specific accounts. This helps to create an effective dialog with customers and prospects that ultimately results in greater business outcomes for the company.

After identifying your target accounts After identifying your target accounts, you must develop account plans for each. This involves analyzing each account and determining the appropriate marketing channels that should be utilized for each account, the types of buyers in each account that should be engaged and what kind of content is required to drive engagement. This could include thought leadership content (e.g. Whitepapers, case studies, webinars, retargeting advertising customized website experiences, and other marketing techniques tailored to each account are all possible.

As a result, account-based content marketing can provide a much better ROI than traditional content marketing tactics. 84 percent of b2b content marketing agency marketing professionals who have implemented account based marketing into their strategies report higher ROI than any other marketing effort.

Although it takes more resources and time to cultivate small groups of accounts, the benefits are significant for companies who want to grow their revenue at all stages of the funnel. This is particularly true for professional service businesses, where the quality of the prospects or customers is more important than the number of people they can attract.

Additionally, ABM is a great fit for businesses that want to grow their business with existing customers through building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than investing money to find and convert new customers.

By combing ABM with traditional methods of inbound marketing businesses can maximize the impact of their content marketing efforts. Marketers can enhance the relevancy of their content to potential customers at every stage of the purchasing journey by using pillar content marketers in conjunction with retargeting and landing pages to facilitate lead capture. This enables them to create more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Create hyper-personalized content

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

The most effective ABM content strategy begins with understanding the needs of your ideal customer and their goals. Content that is geared towards these goals allows you to provide a more customized service and increase conversions. The content you create should focus on the specific requirements of each account. It is therefore important to trace the path 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 optimize user's journeys on these accounts, displaying 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 provide their personal information in exchange for a more personalized experience.

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

Another way to hyper-personalize your content is to utilize the pillar and cluster content structure. This allows you to have a comprehensive piece of content that describes the issues that your target accounts have to face, and link to other pieces that specifically address the problem. Fitness trackers, for example, may have a number of common advantages and goals, but the way that different people use them could be quite different.

Aligning Sales and Marketing

Traditionally, professional services marketers focused on developing a linear sales funnel by using broad marketing campaigns that appealed to large numbers of people in the expectation that a few would convert. This strategy may have worked in the past when B2B marketing was based on a broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to force all leads through the same phase of the process, it's important to concentrate on attracting high-value prospects and providing them with experiences and content that are adapted to their individual needs and requirements.

The first step is to establish your ideal customer profile. It's not as easy as creating buyer profiles, as you also need to look at the different types of solutions each customer is looking for and the best way to utilize them.

Once you know your ICP, the next step is to create a content strategy that connects with these accounts across several channels. This could range from social media content marketing 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 all of your content is relevant to each account, ensuring that you don't waste time and money attracting the wrong audience.

Another key step is to make use of the data that you have on your top-performing clients. Through analyzing your customer data, you can discover the positive traits they have in common, such as being in the financial sector or falling within a certain size. This information can be used to design targeted marketing campaigns to target similar potential customers.

In addition to this, it's important to track the effectiveness of your ABM strategy and adjust it whenever necessary. For instance, if your target account isn't responding to your content, it could be time to contact them and find out what else you can do to assist them move along the sales funnel. You can make sure that you align your ABM strategy with your content strategy by following these steps.

Measuring the success

Account based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are personalized and relevant to a particular account or persona. If you're trying to target healthcare organizations for instance your content must be focused on their pain points and issues. This kind of personalization is not just essential in ABM however, it's an excellent method to establish solid relationships with your prospects and customers.

ABM can be used at any stage of the sales funnel. In fact, it could be more effective than traditional lead generation when employed at the top of the funnel. This is because it can help you identify and engage a small number of accounts that are likely to convert, instead of trying to generate leads from a huge crowd that may not be interested in your product or service.

While offline methods like phone calls and meetings in person, or handwritten notes remain efficient, today's buyers prefer digital self-service and remote engagement. It's important to deliver the right saas content marketing company, at the right moment and on the channel they prefer.

ABM is particularly effective at engaging executives in the C-suite who are hard to reach. They are often oblivious to mass email campaigns, but are more likely respond to content that is relevant to their needs and use instances. ABM can also help you accelerate sales by allowing engagement with prospects at crucial points in their journey, such as when they are pursuing solutions to solve specific business challenges.

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