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Account Based Content Marketing for Professional Services

Your marketing department and digital content marketing agency agency can concentrate their efforts on a particular group of clients or accounts that use account-based content marketing. This allows you to create content that is hyper-personalized and addresses their specific problems and demonstrates how your product can help them overcome them.

Effective ABM content should provide the right kind of information to each stakeholder at the right moment in the buyer's center. This means identifying the different personas and their needs at various stages of their journey.

Targeting Specific Accounts

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which attempt to convert people who are not familiar with marketing campaigns into leads. Marketers can develop and distribute relevant content by knowing the key decision makers within each account, their pain points, and their objectives. This can help create an effective conversation with customers and prospects that ultimately drives greater business outcomes for the organization.

After identifying your accounts of interest, you need to create account plans for each. This involves analyzing each account and determining which marketing channels to use, which buyers within the account should interact with, and what kinds of content are required to encourage engagement and conversions. This could include thought leadership content, such as whitepapers or case studies. whitepapers, case studies webinars, retargeting advertisements, webinars, personalized website experiences and other marketing strategies that are specific to each client are all possible.

Account-based content marketing can provide a much higher return on your investment than traditional strategies for content. 84% of B2B marketing professionals who have implemented account-based marketing into their strategies report higher returns on investment than any other marketing strategy.

Although it takes longer and resources to nurture a small group of target accounts however, the benefits of an account-based approach to content marketing what is marketing are crucial for companies that want to grow revenue across all stages of the sales funnel. This is particularly relevant for professional service companies where the quality of each prospective client or customer is more important than the number of customers they can draw.

In addition, ABM is a great fit for businesses that want to grow their business with existing customers by establishing trusting relationships over time. Research has shown that it's more cost effective to invest in maintaining existing customers than to spend money trying to find and convert new ones.

Combining ABM with inbound marketing strategies will maximize the impact of content marketing. Marketers can improve the relevance of their content to prospects at each stage of their buying journey by combining pillar content with the retargeting technique and landing pages for lead capture. This enables them to generate more acquisition, acceleration, and growth revenue opportunities for their sales and marketing teams.

Create hyper-personalized content

ABM is one of the hottest trends in marketing, and it's crucial for marketers to understand how their current content strategies can be integrated into this new strategy. But it can be difficult to comprehend how ABM can be applied in real-world. Jenny Magic of Convince & Convert and Jennalee Reiff from Springbox gave an overview of ABM in a recent talk. They outlined the main factors to consider, as well as what is content in marketing to expect from the success of implementation.

The most effective ABM content strategy starts with understanding your ideal client's needs and their goals. Creating content that aligns with these goals will allow you to deliver a more personalized experience and ultimately increase conversions. Content should also be tailored to the needs of each account. This is why it is important to map out the user journeys within each of your target accounts. This will allow you to determine what content (and individual pages and items) is most popular with your target audience. This information can be used to improve the user experience for those with these accounts, displaying the most successful content.

The process of creating hyper-personalized content can be challenging but it's an important step to increasing the effectiveness of your ABM efforts. According to State of Marketing 2023, 83% of people are willing to provide their personal information in exchange for a more customized experience.

One method to create hyper-personalized content is through AI processing real-time data. This will allow you to manage the way that your content is presented and offer suggestions for the next steps, and react to events in real time. This tool can increase the content marketing effectiveness of ABM campaigns. It cannot replace the need for multivariate testing or strategic planning.

The pillar and cluster structure is another method of hyper-personalize content. This allows you to create a full piece that addresses the issue your targeted accounts face and connect it to other pieces which focus on specific aspects of the issue. Fitness trackers, as an example are able to provide a range of common benefits and goals but the method in which different people use them can be quite different.

Aligning Sales and Marketing

Traditionally, professional service marketers were focused on creating a linear sales funnel using broad marketing campaigns that targeted large groups of people with the hope that a few would be converted. This approach may have been effective when B2B marketing was more of a broadcast-based model, but it's no longer effective with today's Account Based Marketing (ABM) strategy. Instead of attempting to push all prospects through the same phases of the process, you should concentrate on prospects with high value. This can be achieved by providing them with content or experiences that are tailored to their particular needs and challenges.

The first step is identifying your ideal client profile (ICP). This is not as simple as creating buyer profiles, as you need to think about the kinds of solutions that each client is looking for and how to utilize them.

Once you've identified your ICP, develop a strategy for content that can be linked with each account across different channels. This could be anything from social media ads 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 ensure that your content is relevant to each account and ensure that you don't waste time or resources on the wrong people.

The most important thing to do is to make use of the data you have on your top-performing clients. Through analyzing your client data, you can determine what is content marketing positive characteristics they share, such as being in the financial services sector or being within a certain size. This data can be used to create targeted campaigns for similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any needed adjustments. If your target audience isn't responding to your content, you may be able to contact them to see what you can do to get them further down the sales funnel. If you follow these steps you'll be able to make your ABM strategy and content strategies more in sync and ultimately increase conversions.

Measuring the success

Account based content marketing is all about creating resources (videos reports, reports, blog posts and webinars) that are personalized and relevant to a specific persona or account. For instance when you're targeting healthcare businesses your content should be focused on their issues and concerns. This personalization aspect is not only important in ABM, but it's also a great way to build strong relationships with your potential clients and customers.

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

Although there is still a need for offline relationships-building strategies such as in-person meetings, phone calls, and handwritten notes, most customers today prefer digital self-serve 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's most suitable for them.

ABM is particularly effective for engaging hard-to-reach C-suite executives who are usually skeptical of mass email campaigns but are more likely to respond to content that addresses their requirements and use cases. ABM can also help you shorten your sales cycle by allowing engagement with prospects at the most crucial stages in their journey, like when they are researching solutions to solve specific business issues.

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