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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 small number of accounts or clients. This lets you create highly-personalized, targeted content that speaks directly to their needs and describes how your product can help the issues.

Effective ABM content should deliver the right kind of information to every stakeholder at the right moment in the buyer center. This means identifying the different individuals and their needs at various stages of their journey.

The goal is to target specific accounts

Account-based content marketing is a more personal approach to content marketing compared to traditional strategies, which seek 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 challenges, and their objectives. This creates a more fruitful interaction with customers and prospects and ultimately results in greater business outcomes.

After identifying your target accounts After identifying your target accounts, you must make accounts plans for each. This involves studying each account, determining which marketing channels to use and which customers within the account should interact with, and what types of content are needed to encourage engagement and conversions. This may include thought leadership content (e.g. whitepapers webinars, case studies, etc.) Retargeting ads, personalized experiences on websites and other marketing strategies that are customized to each customer.

Account-based marketing can yield a much higher return on your investment than traditional content strategies. 84% of B2B marketing professionals who have integrated account based marketing into their strategies report higher ROI than any other marketing approach.

Although it takes longer and resources to cultivate the small number of targeted accounts however, the benefits of an account-based approach to content marketing are crucial for companies that wish to increase their revenue across all stages of the sales funnel. This is particularly relevant for professional service companies where the quality of the customers or prospects is more important than how many people they are able to attract.

ABM is also a great option for companies who wish to grow their business with existing customers over time by developing trusting relations. Research has shown that investing in existing customers is more cost-effective than investing money to find and convert new customers.

By combing ABM with traditional inbound marketing techniques, companies can maximize the impact of their content marketing efforts. By utilizing a combination of pillar content, retargeting and lead capture landing pages, marketers can provide more relevance to prospects at all stages of the buying journey. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and marketing teams.

Create hyper-personalized content

ABM is among the hottest trends in marketing, and it's crucial for marketers to understand how their existing strategies for content are able to be integrated into this new method. However, it can be a challenge to understand how ABM works in practice. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent talk. They outlined the main considerations, and what to expect from the success of implementation.

The most effective ABM content strategy starts by understanding the needs of your ideal customer and goals. Content that is geared towards these goals allows you to provide a more personalized service and increase conversions. The content you create should focus on the unique requirements of each account. It is therefore important to trace the path of each user within the account. By doing this you will be able to see what types of saas content marketing company (and even individual pages and items) are the most interesting for these people. This information can be used to optimize the user experience for those with these accounts, and show the best performing content marketers.

It's not easy to create hyper-personalized content but it's an important step to increase the impact of ABM. According to State of Marketing, 2023, 83% of consumers are willing to share their personal information for an experience that is more personalized.

One method of creating hyper-personalized content is to use AI processing of real-time data. This can help you manage how your content is delivered, provide suggestions for next steps, and respond to events in real time. This tool can improve the effectiveness of ABM campaigns. It cannot replace the need for multivariate testing or strategic planning.

Another way to personalize your content is to utilize the pillar and cluster structure. This allows you to have a comprehensive piece of content that describes the problem that your target accounts face, and then link to other pieces that focus on specific aspects of the issue. Fitness trackers, as an example are able to provide a range of common benefits and goals however the method by which different people use them could be quite different.

Aligning Marketing and Sales

Traditionally, professional services marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that targeted large groups of people with the hope that a few would convert. This strategy may have worked in the past when B2B marketing followed a more broadcast model, but is not effective in the current Account Based Marketing strategy. Instead of trying to force all leads through the same process of the process, it's important to focus on attracting the most valuable prospects and provide them with experiences and content that are tailored to their specific needs and requirements.

The first step is to establish your ideal client profile. This is not as simple as creating buyer profiles, because you must also look at the different types of solutions that each client is looking for and how to make use of them.

Once you have identified your ICP, develop a strategy for content that connects to each account on several channels. This could range from social media ads to email outreach.

When you start implementing your ABM strategy, it's crucial to keep both your sales and marketing teams on the same team. This will ensure that your content is relevant for each account, and ensure that you do not waste time or resources on the wrong audience.

A key step to take is to utilize the information you have on your top-performing clients. You can find positive traits that your clients share by looking at their historical data. For instance, 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 prospects with similar characteristics.

It's also essential to keep track of your ABM strategy's performance and make any needed adjustments. If your targeted account does not respond to your content, you might be able to contact them and find out what you can do to help move them down the sales funnel. If you follow these steps, you'll be able to improve your ABM strategy and content strategies more aligned and ultimately increase conversions.

Measuring Success

Account Based Content Marketing (Huber-Johannesen.Technetbloggers.De) is all about creating resources (videos reports, reports, blog posts, and webinars) that are personalised and relevant to a particular account or persona. If you're trying to reach healthcare businesses for instance your content should be focused on their problems and concerns. This kind of personalization isn't just important in ABM however, it's an excellent way to create strong relationships with your prospects and customers.

The most appealing aspect of ABM is that it can be used at every stage of the sales funnel. In fact, it can be even more efficient than traditional lead generation if employed at the top of the funnel. This is because you can identify and interact with a smaller number accounts that are more likely to convert rather than trying to generate leads from a population that might not be interested.

While there's a place for offline relationships-building strategies like in-person meetings, phone calls and handwritten notes, the majority of buyers today prefer digital self-serve and remote engagement. It's crucial to provide the right content at the right time and on the channel they prefer.

ABM is especially effective for reaching out to executives in the C-suite 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 enabling engagement with prospects at the most crucial stages in their journey, such as when they are looking for solutions to solve specific business issues.

ABM isn't as old-fashioned as traditional selling and marketing strategies, but it's fast becoming a top choice for B2B companies seeking to improve 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.