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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 clients or accounts. This allows you create hyper-personalized targeted content that talks directly about their pain points and explain how your product will help the issues.

ABM content that is successful must provide the right information to each stakeholder in the buyer's center at the right time. This means identifying the different types of people and their needs at various stages of their journey.

The goal is to target specific accounts

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which aim to convert visitors using large marketing campaigns into leads. By identifying the key account decision makers and understanding their pain points and goals, marketers are able to create and deliver customized content that is targeted to the specific accounts. This creates a more fruitful dialogue with prospects and customers that ultimately drives better business results for the business.

Once you've identified your target accounts, the next step is to create plans for each account. This involves studying each account and determining the marketing channels to employ and which customers within the account should interact with, and what kinds of content are needed to encourage engagement and conversions. This could be thought leadership content, such as whitepapers or case studies. whitepapers webinars, case studies, etc.) as well as retargeting ads. customized website experiences and other marketing tactics tailored to each account.

In the end, account based content marketing can provide a much higher return on investment than traditional content marketing tactics. In fact, 84% of b2b content marketing marketers who have integrated account-based marketing into their strategy report higher returns on investment than any other marketing effort.

Although it takes more resources and time to nurture a smaller number of targeted accounts, the rewards are significant for businesses who seek to increase their revenues at all stages of the funnel. This is especially true for professional service businesses where the quality of customers or prospects is more important than how many people they can attract.

Additionally, ABM is a great fit for businesses that want 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 retaining existing customers than to spend money trying to find and convert new customers.

By combing ABM with traditional inbound marketing techniques, companies can maximize the impact of their content marketing efforts. Marketers can make their content more relevant to buyers at every stage of their buying journey by mixing pillar content marketing agency with the retargeting technique and landing pages for lead capture. This enables them to create additional revenue opportunities through acquisition, acceleration and expansion of their sales and marketing teams.

Create content that is hyper-personalized

ABM is a rage in the field of marketing. It is crucial that marketers know how to adapt their strategies for content to this new approach. It can be difficult to comprehend how ABM actually operates. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM and explained the most important factors to be considered and what you can expect from a successful implementation.

The most efficient ABM content strategy starts by understanding your ideal client's needs and their goals. Content that is geared towards these goals allows you to provide a more personal service and boost conversions. The content you create must be tailored to the specific needs of each account. This is why it is essential to sketch out the journey of people within each of your target accounts. This will help you determine the type of content (and individual pages and items) is most popular with your intended audience. This information can be used to optimize user's journeys on these accounts, and show the best performing content.

It can be difficult to create content that is hyper-personalized, but it's an important step to increase the impact of ABM. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal information to receive an experience that is more personalized.

One method of creating hyper-personalized content is to use AI processing real-time data. This will help you manage the way that your content is presented and offer suggestions for the next steps, and respond to events in real-time. While it isn't a substitute for multivariate testing or strategic planning, this can be a useful instrument to improve the effectiveness of your ABM campaigns.

Another way to personalize your content marketing tools is to use the pillar and cluster structure. This lets you create a complete piece that describes the problem that your accounts' target users are facing, and then connect it to other pieces which specifically address the problem. 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 Marketing and Sales

Professional service marketers have traditionally focused on creating a linear sales channel using broad marketing campaigns to appeal to large groups in the hopes that a few of them would convert. This strategy might have served its purpose when b2b content marketing agency marketing was more of a broadcast model, however, it's not as effective in the current Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same phase of the process, it's crucial to concentrate on attracting high-value prospects and provide them with experiences and content marketers that are tailored to their individual requirements and needs.

The first step is to identify your ideal customer profile. This is not as simple as creating buyer profiles as you also need to think about the kinds of solutions that each client is seeking and how best to utilize them.

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

It is essential that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant to each account, ensuring that you don't spend time and resources attracting the wrong type of audience.

A key step to take is to utilize the information you have on your best-performing clients. You can identify positive attributes that your clients share by studying their past data. For example, they may all belong to the financial services industry or have a similar business size. This data can be used to develop targeted campaigns for similar prospects.

Additionally, it's important to track the effectiveness of your ABM strategy and adjust it when needed. If your target audience does not respond to your content, you may want to reach out and see what you can do to move them further down the sales funnel. You can make sure that you align your ABM strategy with your content efforts 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 specific account or persona. For example If you're focusing on healthcare companies your content must be focused on their issues and concerns. This level of personalization is not just essential in ABM however, it's a great way to build strong relationships with your potential clients and customers.

ABM can be used throughout the sales funnel. In fact, it could be more efficient than traditional lead generation when utilized at the top of the funnel. This is because you can recognize and connect with a limited number accounts that are more likely to convert rather than attempting to generate leads from a population that might not be interested.

While offline tactics such as in-person meetings, phone calls or handwritten notes are still effective, today's buyers prefer digital self-service and remote engagement. It's important to deliver the right content, at the right time, and using the channel they prefer.

ABM is particularly effective in engaging executives from the C-suite, who are difficult to reach. They tend to ignore the mass email marketing and are more likely to respond to content that speaks to their needs and use cases. ABM can also help you reduce the time it takes to sell by allowing engagement with prospects at crucial points in their journey, such as when they are looking for solutions to solve specific business challenges.

Although ABM isn't as well-known longer than traditional marketing and sales strategies, it's quickly becoming a leading strategy for B2B companies seeking to enhance their performance 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.