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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a particular set of clients or accounts with account-based content marketing. This allows you to create content that is hyper-personalized and addresses their specific problems and demonstrates how your product can assist them in solving them.

ABM content that is successful must provide the right information to every stakeholder in the buyer's centre at the right time. This requires identifying the different types of people and their requirements at different stages of their journey.

Targeting Accounts with Specific Goals

Unlike traditional content strategies that seek to attract and convert people who are not leads through broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly customized way. Marketers can create and deliver relevant content by identifying and knowing the decision makers within each account, their pain points, and their objectives. This helps to create a more fruitful conversation with customers and prospects that ultimately drives greater business outcomes for the organization.

After identifying the accounts you want to target, you need to make account plans for each. This involves analyzing each account and determining which marketing channels to use and which customers within the account to engage with, and what types of content are required to drive engagement and conversions. This could include thought leadership content such as whitepapers, or case studies. whitepapers webinars, case studies, or whitepapers), retargeting ads, personalized website experiences and other marketing tactics that are customized to each customer.

This is why account-based content marketing is able to yield a better ROI than traditional content marketing strategies. 84 percent of B2B marketing professionals who have implemented account based marketing into their strategies report higher returns on investment than any other marketing effort.

While it takes more time and resources to cultivate only a few target accounts, the benefits of a strong account-based content marketing approach are significant for businesses that wish to increase their revenues across all stages of the sales funnel. This is particularly true for professional services businesses where the quality of each prospect or customer is more important than the number of potential customers they could 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 combining ABM with traditional inbound marketing techniques businesses can maximize the impact of their content marketing efforts. By utilizing an array of pillar content, retargeting, and lead capture landing pages, marketers can offer greater relevance to prospects throughout the buying process. This enables them to create more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Create hyper-personalized content

ABM is one of the most popular trends in marketing, and it's crucial for marketers to know how their current content strategies fit into this new approach. It can be difficult to comprehend how ABM actually is working. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM and explained the most important aspects to consider and what to expect from a successful execution.

Understanding your ideal customer's goals and pain points is the first step towards developing a successful ABM strategy. Content that is aligned with these goals allows you to provide a 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 important to map out the user journeys within each of your accounts. This will help you determine what content (and individual items and pages) is most engaging for your intended audience. This information can be used to optimize journeys on your site, showing the most effective content to visitors who are on the accounts.

It's not easy to create hyper-personalized content but it's a vital step to boost the effectiveness of ABM. According to State of Marketing, 2023 83% of consumers are willing to exchange their personal data for an experience that is more personalized.

AI processing of real-time data is a way to create hyper-personalized contents. This will help you determine the way that your content is presented and provide suggestions for the next steps, and react to events in real-time. While it cannot replace your multivariate testing or strategic planning, this can be a powerful tool to increase the effectiveness of your ABM campaigns.

The cluster and pillar structure is another method to hyper-personalize content. This lets you create a a comprehensive piece of content that explains the issue that your targeted accounts have to face, and link to other pieces that focus on specific aspects of the issue. For instance a fitness tracker could have many advantages and common goals however, the manner in which different kinds of users use it can vary significantly.

Aligning Marketing and Sales

Traditionally, professional service marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that appealed to large groups of people with the expectation that one or more would be converted. This strategy may have been effective when B2B marketing was more of a broadcast model but it's no longer efficient with the modern Account Based Marketing (ABM) strategy. Instead of trying to guide all prospects through the same phases of the process, you should focus on prospects with high value. You can do this by providing them with experiences or content that are customized to their particular requirements and issues.

The first step to this is identifying your ideal client profile (ICP). This isn't as easy as creating buyer profiles because you must also look at the different types of solutions each customer is looking for and how to make use of them.

Once you have identified your ICP The next step is to design a strategy for your content that connects with each of these accounts across several channels. This could include anything from social media ads to email outreach.

It's essential that your sales and marketing teams are on the same page as you implement your ABM strategy. This will help ensure that all of your content is relevant to each account, so that you don't spend time and money attracting the wrong audience.

Another important step is to make use of the information you have on your most successful clients. You can find positive traits that your customers have in common by looking at their historical data. For example, they may all belong to the financial services industry or have a similar company size. This information can be used to develop targeted marketing campaigns for similar potential customers.

It's also crucial to monitor your ABM strategy's performance and make any necessary changes. If your target account does not respond to your content, you may want to reach out to see what you can do to help move them further down the sales funnel. By taking these steps you'll be able make your ABM strategy and content efforts more aligned, which will ultimately increase conversions.

Measuring the success

Account based content marketing is about creating content (videos reports, reports, blog posts, and webinars) that are personalized and relevant to a particular persona or account. For example when you're targeting healthcare companies your content should be focused on their challenges and pain points. This kind of personalization does not only help with ABM but also builds solid relationships with prospects and customers.

The best content marketing agency part about 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 the funnel. This is due to the fact that you can identify and connect with a limited number of accounts that are more likely to convert than trying generate leads from an audience that may not be interested.

Although offline strategies like in-person meetings and phone calls, or handwritten notes are efficient, today's buyers prefer digital self-service and remote engagement. It's crucial to provide the right content, at the right moment and on the channel they prefer.

ABM is especially effective for reaching out to C-suite executives who are difficult to reach who are typically skeptical of mass-email campaigns, but are more likely to react to content that is tailored to their needs and use cases. ABM can also help reduce the time it takes to sell by allowing you to engage with prospects at the most crucial stages in their journey, for instance when they are pursuing solutions to address specific business issues.

Although ABM isn't as well-known longer than traditional sales and marketing strategies, it's fast becoming a top strategy for B2B companies seeking to increase their efficiency and generate higher 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.