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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can concentrate their efforts on a particular segment of customers or accounts that use account-based content marketing. This lets you create content that is highly personalized and is directly addressing their problems and demonstrates how your product can assist them in solving their problems.

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

Targeting Accounts with Specific Goals

Account-based content marketing is a more personal approach to content marketing than traditional strategies, which aim to convert people who are not familiar with marketing campaigns into leads. By identifying the key decision makers for each account and identifying their issues and objectives, marketers can create and distribute content that is appropriate to specific accounts. This can help create more productive dialogue with prospects and customers that ultimately drives better business results for the organization.

Once you've identified your desired accounts, the next step is to develop accounts plans for each one. This involves analyzing each account, determining which channels to utilize to reach the customers in the account should interact with, and what kinds of content are needed to encourage engagement and conversions. This may include thought leadership content (e.g. whitepapers webinars, case studies, or whitepapers) as well as retargeting ads. personalized experiences on websites and other marketing tactics tailored to each account.

As a result, account based content marketing is able to deliver much more ROI than traditional content marketing tactics. In fact, 84% of B2B marketers who have incorporated account-based marketing into their strategy report higher return on investments than any other type of marketing effort.

Although it takes more resources and time to cultivate a smaller group of targeted accounts, the rewards are significant for companies that want to grow their revenue throughout the funnel. This is especially true for professional service businesses in which the quality of prospects or customers is more important than the number of people they can draw.

ABM is also a great alternative for businesses looking to increase their business with existing customers over time, by establishing trusting relations. Research has shown that it's more cost effective to invest in retaining existing customers than it is to invest money trying to find and convert new customers.

Combining ABM with inbound marketing techniques can maximize the impact on content marketing. Marketers can enhance the relevancy of their content to buyers at every stage of the purchasing journey by combining pillar content with the retargeting technique and landing pages for lead capture. This allows them to create more acquisition as well as acceleration and growth revenue opportunities for their marketing and sales teams.

Create hyper-personalized content

ABM is among 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. It can be hard to comprehend how ABM actually is working. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox gave a quick overview on ABM that explained the main factors to be considered and what is content marketing you can expect from a successful execution.

The most efficient ABM content strategy begins with understanding the needs of your ideal customer and goals. Content that is in line with these goals will allow you to provide a more customized service and increase conversions. The content you create should also be tailored to the specific needs of each account. It is crucial to trace the path of each user within the account. By doing this you'll be able to see what types of content (and even individual items and pages) are most popular with these people. This information can be used to improve user's journeys on these accounts, showing the most successful content.

It's not easy to create hyper-personalized content, however, it's a crucial step to increase the impact of ABM. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal data for an experience that is more personalized.

One method to create hyper-personalized content is by using AI processing of real-time data. This will allow you to control the way your content is distributed and provide suggestions for the next steps, and respond to events in real-time. This tool can improve the effectiveness of ABM campaigns. It cannot replace multivariate testing and strategic planning.

The pillar and cluster structure is another method of personalize content. This allows you to have a comprehensive piece of content that explains the issues that your target accounts have to face, and connect to additional pieces that focus on specific aspects of the problem. Fitness trackers, for example are able to provide a range of common benefits and goals, but the way that different people use them could be completely different.

Getting Sales and Marketing Aligned

Professional service marketers have historically focused on creating a linear sales channel using broad marketing campaigns to reach large audiences in the hopes that a few of them would convert. This strategy 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 attempting to push all leads through the same stages of the process, you should focus on the most valuable leads. You can do this by providing them with content or experiences that are customized to meet their specific needs and problems.

The first step to this is to identify your ideal client profile (ICP). This isn't as simple as creating buyer personas because you have to take into account the types of services that each customer is seeking and how they can be used to the best advantage.

Once you've identified your ICP then, create a strategy for content that can be linked with each account across multiple channels. This could be 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 ensure that all of your content is relevant to each account, so that you don't spend time and resources attracting the wrong kind of audience.

A key step to take is to utilize the information you have on your best-performing clients. You can determine the positive characteristics that your customers have in common by analyzing their historical data. For instance they could all be in the financial services industry or have a similar business size. This data can be used to create targeted marketing content strategist campaigns to target similar potential customers.

Additionally it's also important to keep track of the performance of your ABM strategy and adjust it as needed. For instance, if you notice that your target account isn't responding to your uk content marketing agency, it might be the right time to get in touch with them and see what else you can do to assist them progress through the sales funnel. You can make sure that you align your ABM strategy with your content efforts by following these steps.

Measuring the effectiveness

Account based content marketing content examples is all about creating resources (videos reports, blogs, posts and webinars) that are personalised and relevant to a specific persona or account. If you're aiming to target healthcare organizations for instance your content should be focused on their problems and concerns. This personalization aspect is not just essential in ABM but also an excellent method to establish strong relationships with your prospects and customers.

ABM can be utilized at any stage of the sales funnel. In fact, it could be even more efficient than traditional lead generation when used at the top of the funnel. This is because it can help you to identify and engage just a handful of accounts that are likely to convert, instead of trying to generate leads from a huge audience that may not be interested in your product or service.

While offline methods like in-person meetings, phone calls or handwritten notes remain effective, today's buyers prefer remote and digital self-service. This is why it's crucial to provide them with the right content at the right time, and on the channel that's most suitable for them.

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 marketing, but are more likely to respond to content that addresses their needs and use cases. ABM can also help reduce the time it takes to sell by allowing engagement with prospects at the most crucial stages in their journey, such as 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 the most popular strategy for B2B businesses looking 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.