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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 specific content that speaks directly to their needs and explain how your product will help these issues.

Effective ABM content should deliver the appropriate information to each stakeholder at the right time in the buyer's center. This means identifying the different types of people and their requirements at different stages of their journey.

The goal is to target specific accounts

In contrast to traditional content strategies which aim to attract and convert strangers into leads using broad marketing campaigns, account based content marketing is focused on interacting with specific accounts in a highly personal method. By identifying the top decision makers for each account and identifying their issues and goals, marketers can create and provide content that is targeted to the specific accounts. This creates a more fruitful dialog with prospects and customers and ultimately results in better business results.

Once you've identified the target accounts, the next step is to create plans for each account. This involves studying each account and determining the marketing channels to use to reach the customers in the account should be engaging with, and what kinds of content are required to increase engagement and converts. This may include thought leadership content (e.g. Whitepapers, case-studies, webinars, retargeting advertising customized website experiences, and other marketing strategies that are that are customized to each customer are all possible.

This is why account-based content marketing is able to provide a much higher return on investment than traditional content marketing strategies. In fact 84% of B2B marketers who have integrated account-based marketing into their strategy have higher ROI than any other type of marketing content planner campaign.

While it requires more resources and time to cultivate a smaller group of targeted accounts, the rewards are significant for companies that want to grow their revenue at all stages of the 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.

ABM is an excellent alternative for businesses looking to expand business with their existing customers over time by building trusting relations. Research shows 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 strategies companies can increase the impact of their content marketing efforts. Utilizing the combination of pillar content, retargeting and lead capture landing pages, marketers can provide more value to potential customers at every stage of the buying process. This enables them to create more acquisition, acceleration, and expansion revenue opportunities for their marketing and sales teams.

Create content that is hyper-personalized

ABM is one of the most popular trends in marketing, and it's crucial for marketers to comprehend how their existing content strategies are able to be integrated into this new method. However, it can be a challenge to comprehend how ABM works in practice. 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 from a successful execution.

Understanding your ideal client's goals and issues is the first step in creating an effective ABM strategy. Content that is aligned with these goals allows you to provide more personalized service and increase conversions. The content you create should focus on the unique requirements of each account. This is why it is essential to sketch out the user journeys within your target accounts. This will help you determine which content (and specific pages and items) is most engaging for your target audience. This information can be used to optimize journeys for people using these accounts, displaying the most effective 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 customers are willing to exchange their personal information to receive an experience that is more personalized.

One way to create hyper-personalized content is through AI processing of real-time data. This can help you determine the way your content is distributed, provide suggestions for next steps, and react to events in real-time. While it cannot replace your multivariate testing or strategic planning, it is a great instrument to improve the effectiveness of your ABM campaigns.

The pillar and cluster structure is another method of hyper-personalize content. This lets you create a a comprehensive piece of content that describes the problem that your target accounts face, and then connect to additional pieces that focus on specific aspects of the issue. Fitness trackers, as an example, may have a number of common benefits and goals, but the way that different people use them could be completely different.

Aligning Marketing and Sales

Traditionally, professional service marketers focused on developing a linear sales funnel by using broad marketing campaigns that appealed to large numbers of people in the expectation that a few would be converted. This strategy might have worked when b2b content marketing agency marketing was based on a broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to force all leads through the same stage of the process, it's more important to focus on targeting high-value prospects and providing them with content and experiences that are adapted to their individual needs and requirements.

The first step is to identify your ideal client profile. This is not as simple as creating buyer profiles, as you also need to look at the different types of solutions that each customer is looking for and the best way to use them.

Once you've identified your ICP, develop a strategy for content that connects with each account across several channels. This could be anything from social media advertisements to email outreach.

When you are beginning to implement your ABM strategy, it's important to keep your sales and marketing teams on the same team. This will help ensure that all of your content is relevant to each account, ensuring that you don't spend time and resources attracting the wrong kind of audience.

One of the most important steps to take is to make use of the data you have on your best-performing clients. By analyzing your historical customer information, you will be able to determine what positive characteristics they share, such as being in the financial services industry or falling within a certain size. This data can be used to create targeted campaigns for similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any necessary changes. If your targeted account doesn't respond to your linkedin content marketing, you may be able to contact them to see what you can do to move them along the sales funnel. By taking these steps you'll be able to make your ABM strategy and content efforts better aligned, which will ultimately help to drive more conversions.

Measuring the success

Account based content marketing is all about creating resources (videos reports, blogs, posts, and webinars) that are tailored and relevant to a particular persona or account. For instance, if you're targeting healthcare companies your content must be focused on their issues and concerns. This type of personalization does not only help with ABM but also helps build strong relationships with prospects and customers.

The best part about ABM is that it can be used at every stage of the sales funnel. In fact, it could be even more efficient than traditional lead generation if utilized at the top of the funnel. This is because you can identify and connect with a limited number accounts that are more likely to convert than trying generate leads from a group of people who might not be interested.

While offline tactics such as in-person meetings, phone calls or handwritten notes are still effective, today's buyers are more inclined to online self-service and remote interaction. It's crucial to provide the right content, at the right moment and in the format they prefer.

ABM is particularly effective in engaging C-suite executives who are difficult to reach. They are often oblivious to mass emails however, they are more likely to respond to content that is relevant to their requirements and uses instances. In addition, ABM can help you reduce the time to sell by allowing you to reach and engage your prospects at the most crucial stages of their journey, such as when they're researching solutions to solve a particular business issue.

Although ABM hasn't been around for as long as traditional sales and marketing strategies, it's rapidly becoming the most popular strategy for B2B companies looking 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.