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Account Based Content Marketing for Professional Services

With account based content marketing, your marketing department and digital marketing agency can focus on a specific group of accounts or clients. This lets you create hyper-personalized content that speaks directly to their pain points and shows how your product can help them solve their problems.

Effective ABM content should provide the appropriate information to each stakeholder at the right moment in the buyer center. This means identifying the needs of each individual at various phases of their journey.

Targeting Specific Accounts

Account-based content marketing is a more individualized approach to content marketing than traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. Marketers can create and deliver relevant content by knowing the key decision makers in each account, their pain points and goals. This helps to create a more fruitful dialogue with prospects and customers which ultimately leads to better business results for the business.

Once you've identified the target accounts The next step is to create plans for each account. This involves analyzing each account and determining the marketing channels to be used and the customers within each account to engage, and what type of content is required to encourage engagement. This could be thought leadership content, such as whitepapers or case studies. whitepapers, case studies webinars, retargeting advertisements, webinars personalized website experiences and other marketing strategies that are customized to each customer are all possible.

This is why account-based content marketing is able to deliver much better ROI than traditional content marketing strategies. In fact 84% of B2B marketers who have incorporated account-based marketing into their strategy have higher ROI than any other type of marketing effort.

Although it takes more resources and time to cultivate small groups of targeted accounts, the rewards are significant for companies that are looking to increase their revenue throughout the funnel. This is particularly true for professional service businesses where the quality of their prospects or customers is more important than how many people they are able to attract.

In addition, ABM is a great choice for companies that wish to grow their business with existing customers by establishing trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.

By combing ABM with traditional methods of inbound marketing companies can increase the effectiveness of their content marketing agency marketing efforts. Through a combination of the pillar content, retargeting and lead capture landing pages, marketers can offer more value to potential customers at all stages of the buying process. This enables them to create additional revenue opportunities through acquisition growth, acceleration, and expansion of their sales and marketing teams.

Making Hyper-Personalized Content

ABM is a rage in marketing. It's crucial that marketers understand how to adapt their strategies for content to the new method. However, it can be a challenge to get your head around how ABM works in practice. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM, explaining the key factors to be considered and what you can expect in a successful execution.

Understanding your ideal client's goals and issues is the first step to developing a successful ABM strategy. Making content that is in line with these objectives will allow you to provide a more personalized experience and ultimately increase conversions. The content marketing on social media you create must focus on the unique needs of each account. It is therefore crucial to track the journey of users within each account. By doing this you will be able to determine what kinds of content (and even individual pages and items) are most popular with the people who are on them. This information can be used to optimize the user experience for those with these accounts, and show the most successful content.

The process of creating hyper-personalized content isn't easy but it's an essential step to increase the impact of your ABM efforts. According to State of Marketing 2023, 83% of people are willing to give their personal details in exchange for a more personalized experience.

AI processing of real-time data is one method to create hyper-personalized content. This will allow you to manage how your content is delivered and provide suggestions for the future steps, and react to events in real-time. This tool can increase the effectiveness of ABM campaigns. It can't replace the need for multivariate testing or strategic planning.

Another way to hyper-personalize your content marketing b2b is to utilize the pillar and cluster content structure. This allows you to have an extensive piece of content that describes the issues that your target accounts are facing, and then link to other pieces that address specific aspects of the issue. Fitness trackers, for example are able to provide a range of common benefits and goals, but the way that individuals use them may be completely different.

Getting Sales and Marketing Aligned

Professional services marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to draw large numbers of people with the hope that a portion of them would be converted. This approach may have served its purpose in the past when B2B marketing was more of a broadcast model, but it's no longer effective with the modern Account Based Marketing (ABM) strategy. Rather than trying to push all potential leads through the same phase of the process, it's important to focus on attracting the most valuable prospects and providing them with content and experiences that are adapted to their specific needs and challenges.

The first step is identifying your ideal client profile (ICP). It's not as easy as creating buyer profiles as you also need to think about the kinds of solutions that each client is seeking and how best to make use of them.

Once you've identified your ICP and a strategy, you can create a plan for content that connects to each account on multiple channels. This could be anything from social media advertisements to email outreach.

It's essential that your marketing and sales teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant to each account and ensure that you do not waste time or resources on the wrong target audience.

The most important thing to do is to utilize the information you have on your top-performing clients. By looking at your previous customer data, you can see what positive attributes they have in common, such as being in the financial services sector or falling within a certain size. This information can then be used to design targeted marketing campaigns for similar potential customers.

In addition it's also important to keep track of the effectiveness of your ABM strategy and make changes when needed. If your target audience does not respond to your content, you might be able to contact them to see what is a content marketer you can do to help move them down the sales funnel. If you take these steps, you'll be able to make your ABM strategy and content strategies more aligned and ultimately increase conversions.

Measuring the effectiveness

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are tailored and relevant to a specific persona or account. If you're trying to reach healthcare companies, for example your content should be focused on their problems and concerns. This level of personalization does not only help with ABM but also builds strong relationships with prospects and customers.

The greatest benefit of ABM is that it can be used at any stage of the sales funnel. It can be even more efficient than traditional lead generation at the top of the funnel. This is because you can recognize and engage with a small number of accounts that are more likely to convert than trying to generate leads from a population that might not be interested.

Although offline strategies like phone calls and meetings in person, or handwritten notes are still efficient, today's buyers prefer digital self-service and remote engagement. That's why it's vital to provide customers with the right content at the right time, and on the channel that's most suitable for them.

ABM is particularly effective at engaging executives in the C-suite who are hard to reach. They are often oblivious to mass email campaigns however, they are more likely to respond to content that is relevant to their needs and uses instances. Additionally, ABM can help you accelerate sales by allowing you connect with prospects and keep them engaged at crucial points in their journey -- such as when they're researching solutions to address a specific business issue.

ABM isn't as old as traditional selling and marketing strategies, but it's quickly becoming the most popular strategy for B2B companies 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.