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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 accounts or clients. This lets you create highly-personalized specific content that speaks directly to their needs and explains how your product can help these issues.

Effective ABM content should deliver the correct information to every stakeholder at the right time in the buyer center. This means identifying the different personas and their requirements at different stages of their journey.

Aiming at specific accounts

Contrary to traditional content marketing what is strategies that aim to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on connecting with specific accounts in a highly personal way. Marketers can create and deliver relevant content by identifying and knowing the decision makers in each account, their pain points, and their objectives. This can lead to a more productive dialog with prospects and customers and ultimately results in greater business outcomes.

Once you've identified the target accounts, the next step is to create account plans for each account. This involves analyzing each account and determining the appropriate marketing channels to be employed for each account, the types of buyers in each account that should be engaged and what type of content is needed to drive engagement. This could include thought leadership content (e.g. whitepapers, case studies, webinars) Retargeting ads, personalized website experiences and other marketing strategies that are customized to each customer.

In the end, account based content marketing is able to deliver much better ROI than traditional content marketing strategies. 84% of B2B marketing professionals who have incorporated account based marketing into their strategies report higher ROI than any other marketing strategy.

While it takes more time and resources to cultivate only a few target accounts but the benefits of a strong account-based content marketing strategy are crucial for companies that want to grow revenue throughout all stages of the sales funnel. This is especially true for professional services businesses where the quality of each prospect or customer is more important than the amount of people they can attract.

In addition, ABM is a great fit for businesses that want to expand their business with existing customers by building trusting relationships over time. Research has proven that it's more cost effective to invest in retaining existing customers than it is to spend money trying find and convert new ones.

Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can improve the relevance of their content to prospects at each stage of their buying journey by mixing pillar content with the retargeting technique and landing pages for lead capture. This allows 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 most popular trends in marketing, and it's important for marketers to comprehend how their existing content strategies fit into this new approach. It can be difficult to comprehend how ABM actually is working. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM and explained the most important considerations and what to expect in a successful execution.

The most efficient ABM content strategy begins with understanding your ideal client's pain points and their goals. Content that is in line with these goals allows you to provide more personal service and boost conversions. The content you create should also be tailored to the specific requirements of each account. This is why it is essential to sketch out the path of users within your accounts. By doing this you'll be able determine what kinds of content (and even individual pages and items) are the most interesting for the people who are on them. This information can be used to improve the user experience on your website, displaying the most effective content to visitors from the accounts.

The process of creating hyper-personalized content can be challenging but it's an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing 2023, 83% of consumers 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 on real-time data. This will allow you to control the way your content is delivered, make suggestions for future steps and react to events immediately. While it's not a replacement for multivariate testing or strategic planning, it can be a useful instrument to improve the effectiveness of your ABM campaigns.

The cluster and pillar structure is another method to hyper-personalize content. This lets you create a comprehensive piece that describes the problem your target accounts are facing and connect it to other pieces which focus on specific aspects of the issue. Fitness trackers, as an example can have a variety of common goals and benefits however the method by which individuals use them may be completely different.

Aligning Sales and Marketing

Professional service marketers have historically focused on creating a linear sales channel, using broad marketing campaigns that draw large numbers of people with the hope that a portion of them would convert. This approach may have served its purpose when B2B marketing was more of a broadcast model but it's no longer effective in the current Account Based Marketing (ABM) 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 accomplish this by providing them with experiences or content that are tailored to their particular needs and challenges.

The first step to this is identifying your ideal customer profile (ICP). This isn't as simple as establishing buyer personas as you must also be aware of the types of solutions each customer is seeking and how they can be best utilized.

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

As you begin executing your ABM strategy, it's essential to keep your sales and marketing teams on the same page. This will ensure that your content is relevant for each account, and ensure that you don't waste time or resources on the wrong audience.

The most important thing to do is to make use of the data you have on your top-performing clients. You can identify positive attributes that your customers share by analyzing their historical data. For example they could all be in the financial services industry or have a similar business size. This data can be used to create targeted marketing campaigns to target similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any needed adjustments. For instance, if you notice that your target account isn't responding to your content, it might be the right time to get in touch with them and ask what else you can do to help them progress through the sales funnel. You can align your ABM strategy with your content efforts by following these steps.

Measuring Success

Account based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are personalized and relevant to a specific persona or account. If you're trying to reach healthcare companies, for example, your seo content marketing should be centered around their issues and pain points. This type 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 used throughout the sales funnel. In fact, it could be even more efficient than traditional lead generation if used at the top of the funnel. This is because it can assist you in identifying and engaging just a handful of accounts that are likely to convert, rather than trying to generate leads from a huge audience that may not be interested in your product or service.

While there's a place for offline relationship building tactics such as in-person meetings, phone calls and handwritten notes, the majority of customers nowadays prefer digital self-service and remote engagement. That's why it's vital to provide them with the right content at the right time, on the channel that works best for them.

ABM is particularly effective at engaging executives from the C-suite, who are hard to reach. They tend to ignore mass emails however, they are more likely to respond to content that speaks to their requirements and uses instances. In addition, ABM can help you shorten the sales cycle by allowing you reach and engage your prospects at key stages of 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 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.