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Account Based Content Marketing for Professional Services

Your marketing department and digital agency can focus their efforts on a specific set of clients or accounts that use account-based content marketing. This allows you to create content that is hyper-personalized and is directly addressing their pain points and shows how your product can help them overcome them.

ABM content that is successful must provide the correct information to each stakeholder in the buyer center at the right time. This involves identifying the various personas and their needs at various stages of their journey.

Aiming at specific accounts

Account-based content marketing is a more personalized approach to content marketing than traditional strategies, which attempt to convert visitors using large marketing campaigns into leads. By identifying the key account decision makers and understanding their pain points and goals, marketers can create and deliver customized content that is appropriate to the specific accounts. This helps to create an effective conversation with customers and prospects which ultimately leads to greater business outcomes for the company.

Once you've identified your desired accounts The next step is to design account plans for each account. This involves analysing each account and determining the marketing channels to use to reach the customers in the account should interact with, and what is content in marketing kinds of content are needed to drive engagement and conversions. This may include thought leadership content (e.g. whitepapers webinars, case studies, etc.), retargeting ads, personalized website experiences, and other marketing tactics that are customized to each customer.

In the end, account-based content marketing is able to yield a more ROI than traditional content marketing techniques. 84 percent of B2B marketing professionals who have incorporated account based marketing into their strategies report higher returns on investment than any other marketing effort.

Although it takes more effort and time to cultivate a smaller group of accounts, the benefits are significant for businesses who want to grow their revenue across all stages of the funnel. This is particularly relevant for professional service companies where the quality of each prospect or customer is more important than the amount of people they can attract.

ABM is an excellent option for businesses who want to grow their business with existing customers over time, by establishing trusting relationships. Research has proven that it's far more cost-effective to invest in keeping existing customers than it is to spend money trying to find and convert new ones.

Combining ABM with inbound marketing strategies can maximize the impact on content marketing. Marketers can improve the relevance of their content to buyers at every stage of their buying journey by using pillar content in conjunction with the retargeting technique and landing pages for lead capture. This enables them to create more acquisition, acceleration, and expansion revenue opportunities for their marketing and sales teams.

Making Hyper-Personalized Content

ABM is one of the most popular 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. It can be difficult to comprehend how ABM actually works. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave a crash-course on ABM in a recent presentation. They discussed the most important considerations, and what to expect for a successful implementation.

The most effective ABM content strategy starts with understanding the needs of your ideal customer and goals. Making content that is in line with these objectives will allow you to deliver a more personalized experience, which will ultimately improve conversions. The content you create should focus on the unique needs of each account. It is crucial to map the journey of each user within the account. This will help you determine which content (and individual items and pages) is most popular with your target audience. This information can then be used to improve the user experience on your website, displaying top performing content to people who visit those accounts.

It can be difficult to create content that is hyper-personalized, but it's a vital step in increasing the impact of ABM. According to State of Marketing 2023, 83% of people are willing to provide their personal information in exchange for a more personalised experience.

AI processing of real-time data is one method to create hyper-personalized content. This can help you control the way your content is delivered, make suggestions for future steps and react to events immediately. While it's not a replacement for multivariate testing or strategic planning, this is a great instrument to improve the effectiveness of your ABM campaigns.

The cluster and pillar structure is another method of hyper-personalize content. This allows you to create a an entire piece of content that describes the issue that your targeted accounts face, and then link to supplementary pieces that focus on specific aspects of the issue. Fitness trackers, for instance, may have a number of common goals and benefits, but the way that different people use them can be very different.

Getting Sales and Marketing Aligned

Traditionally, professional services marketers focused on developing a linear sales funnel using broad marketing campaigns that enticed large groups of people with the expectation that a portion of them would convert. This strategy may have been effective in the past when B2B marketing was more of a broadcast model however, it's not as effective with today's Account Based Marketing (ABM) strategy. Instead of attempting to push all leads through the same steps of the process, you should concentrate on the most valuable leads. You can do this by providing them with experiences or content that are tailored to their particular requirements and issues.

The first step is to identify your ideal customer profile. This is not as simple as creating buyer profiles because you must also consider the types of solutions each customer is looking for and how to use them.

Once you have identified your ICP then, create a strategy for content that will connect with each account across different channels. This could be anything from social media advertisements to email outreach.

It is essential that your marketing and sales teams are on the same page when you implement your ABM strategy. This will help ensure that your content marketing b2b is relevant to each account, so that you don't spend time and resources trying to reach the wrong type of audience.

Another key step is to utilize the information you have on your most successful clients. You can identify positive attributes that your clients share by analyzing their historical data. For instance, they may all be in the financial services industry or have a similar company size. This data can be used to design targeted campaigns for similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any needed adjustments. For example, if your target account isn't responding to your content, it could be time to reach out to them and find out what else you can do to assist them move down the sales funnel. If you take these steps, you'll be able to improve your ABM strategy and content efforts more in sync, which will ultimately aid in generating more conversions.

Measuring Success

Account-based content marketing focuses on creating resources, like videos, reports, blogs, and webinars, that are relevant and tailored to a particular persona or account. If you're looking to target healthcare organizations, for example your content must be centered around their pain points and issues. This personalization aspect is not just essential in ABM however, it's an excellent way to create solid relationships with your prospects and customers.

ABM can be utilized at any stage of the sales funnel. In fact, it can be more effective than traditional lead generation if utilized at the top of the funnel. This is because you can recognize and engage with a small number accounts that are more likely to convert rather than attempting to generate leads from a population that may not be interested.

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

ABM is particularly 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 usage scenarios. ABM can also help you reduce the time it takes to sell by allowing engagement with prospects at the most crucial stages in their journey, like when they are researching solutions to address specific business challenges.

Although ABM isn't around for longer than traditional marketing and sales strategies, account based content marketing it's quickly becoming a top strategy for B2B companies looking to increase their efficiency and generate more 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.