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account based content marketing (click through the following page) for Professional Services

Your marketing department and digital agency can concentrate their efforts on a specific set of clients or accounts that use account-based content marketing. This allows you create hyper-personalized, targeted content that speaks directly about their pain points and explains how your product can help the issues.

Effective ABM content marketing funnel must deliver the appropriate information to each stakeholder at the appropriate time in the buyer's centre. This requires identifying the different individuals and their needs at various stages of their journey.

Targeting specific accounts

Unlike traditional content strategies that seek to attract and convert strangers into leads with broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly customized way. By identifying the key account decision makers and identifying their issues and objectives, marketers can create and distribute content that is appropriate to specific accounts. This creates a more fruitful dialogue with customers and prospects, which ultimately leads to better business results.

After identifying the accounts you want to target, you need to make accounts plans for each. This requires analyzing every account and determining which marketing channels to be employed and the customers within each account that should be engaged and what kind of content is needed to encourage engagement. This could include thought-provoking content (e.g. whitepapers, case studies webinars, retargeting advertisements, webinars personalized website experiences and other marketing techniques tailored to each account are all possible.

This is why account-based content marketing can yield a more 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 approach.

While it takes more time and resources to cultivate only a few target accounts however, the benefits of a strong account-based content marketing strategy are significant for businesses that want to grow revenue across all stages of the sales funnel. This is particularly true for professional services businesses where the quality of each prospective client or customer is more important than the amount of customers they can draw.

In addition, ABM is a great choice for companies that wish to expand their business with existing customers by establishing trusting relationships over time. Research has shown that it's more cost effective to invest in keeping existing customers than to spend money trying to locate and convert new ones.

By using ABM with traditional methods of inbound marketing companies can increase the effectiveness of their content marketing efforts. Through a combination of the pillar content, retargeting and lead capture landing pages, marketers can provide more relevance to prospects at all stages of the buying journey. This allows them to generate additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and market teams.

Create content that is hyper-personalized

ABM is one of the hottest trends in marketing, and it's crucial for marketers to comprehend how their existing content strategies can be integrated into this new strategy. However, it can be a challenge to understand how ABM is actually used in practice. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They explained the key aspects to consider, and what to expect for the success of implementation.

Understanding your ideal client's needs and issues is the first step towards developing an effective ABM strategy. Content that is in line with these goals allows you to provide a more personalized service and increase conversions. The content you create should focus on the unique needs of each account. This is why it's essential to sketch out the user journeys in each of your target accounts. This will allow you to determine what content (and individual pages and items) is most popular with your intended audience. This data can be used to optimize the user experience on your website, displaying the most effective content to visitors from those accounts.

It can be difficult to create content that is hyper-personalized, however, it's a crucial step to boost the effectiveness of ABM. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal data for a more customized experience.

One method of creating hyper-personalized content is by using AI processing real-time data. This can help you determine the way your content is distributed, provide suggestions for next steps, and respond to events in real-time. While it cannot replace your multivariate testing or strategic planning, this can be a useful instrument to improve the effectiveness of your ABM campaigns.

Another method to personalize your content is to use the pillar and cluster content structure. This allows you to create a comprehensive piece that addresses the issue your targeted accounts face and link it to supplementary pieces that address specific aspects of that issue. For example a fitness tracker could have many common goals and advantages, but how different types of people use it can differ significantly.

Aligning Marketing and Sales

Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that targeted large numbers of people with the expectation that a few would convert. This approach may have worked in the past when B2B marketing was based on a broadcast model, but is not as effective today with the Account Based Marketing strategy. Instead of trying to guide all leads through the same steps of the process, you should instead focus on prospects with high value. This can be achieved by providing them with experiences or content specifically tailored to their specific needs and challenges.

The first step to this is identifying your ideal customer profile (ICP). It's not as easy as creating buyer personas as you must also be aware of the types of services that each customer is seeking and how they can be best utilized.

Once you know your ICP the next step is to design an effective strategy for content that is connected with each of these accounts across several channels. This could be anything from social media ads to email outreach.

It's 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 pertinent for each account, and ensure that you don't spend time or resources on the wrong target audience.

Another important step is to utilize the data that you have about your top-performing clients. You can find positive traits that your customers share by analyzing their historical data. For example, they may all belong to the financial services industry or have a similar company size. This data can be used to create targeted campaigns targeting similar prospects.

In addition to this, it's important to track the effectiveness of your ABM strategy and make changes as needed. For instance, if you notice that your target account isn't responding to your content, it may be the right time to get in touch with them and find out what else you can do to help them move along the sales funnel. If you follow these steps you'll be able to make your ABM strategy and content strategies better aligned which, in turn, will help to drive more conversions.

Measuring Success

Account based content marketing is about creating content (videos, reports, blog posts, and webinars) that are tailored and relevant to a specific account or persona. If you're looking to reach healthcare companies, for example, your content should be centered around their problems and concerns. This level of personalization doesn't just help with ABM but also builds solid relationships with prospects and customers.

ABM can be used throughout the sales funnel. It can be even more effective than traditional lead generation at the top of a funnel. This is because you can recognize and interact with a smaller number accounts that are more likely to convert rather than attempting to generate leads from a population that might not be interested.

While there's still a place for offline methods of building relationships such as face-to-face meetings, phone calls and handwritten notes, the majority of customers today prefer digital self-serve and remote engagement. That's why it's vital to provide them with the appropriate content at the right time, and on the channel that works best for them.

ABM is particularly 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 addresses their needs and usage scenarios. ABM can also help you accelerate sales by allowing you to engage with prospects at key stages in their journey, for instance when they are pursuing solutions to address specific business problems.

ABM isn't as old as traditional marketing and selling strategies, but it's rapidly becoming a top 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.