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Account Based Content Marketing for Professional Services

Your marketing department and digital content marketing agency agency could focus their efforts on a specific group of clients or accounts with account-based content marketing. This lets you create hyper-personalized, targeted content that speaks directly to their needs and describes how your product can solve these issues.

ABM content that is efficient must convey the right information to every stakeholder in the buyer's centre at the right moment. This requires identifying the requirements of each person at different stages of their journey.

Targeting Specific Accounts

Account-based content marketing is a more individualized approach to content marketing than traditional strategies, which seek to convert strangers using large marketing campaigns into leads. Marketers can create and present relevant content by understanding the key decision makers within each account, their issues, and their objectives. This helps to create a more fruitful dialogue with prospects and customers that ultimately results in greater business outcomes for the company.

After identifying your accounts of interest After identifying your target accounts, you must make account plans for each. This involves analyzing every account and determining the appropriate marketing channels to be used, the buyers within each account that should be engaged and what kind of content is needed to drive engagement. This may include thought leadership content (e.g. whitepapers, Account based content marketing case studies webinars, retargeting advertisements, webinars, personalized website experiences and other marketing strategies that are customized to each customer are all possible.

Account-based content marketing can provide a much higher return on your investment than traditional strategies for content. In fact, 84% of B2B marketers who have integrated account-based marketing into their strategy have higher ROI than any other marketing campaign.

Although it takes longer and resources to nurture the small number of targeted accounts, the benefits of a strong account-based content marketing strategy are vital for businesses that wish to increase their revenue throughout all stages of the sales funnel. This is particularly relevant for professional service companies in which the quality of the prospects or customers is more important than the number of people they are able to attract.

Additionally, 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 far more cost effective to invest in maintaining existing customers than to spend money trying to locate and convert new ones.

By combining ABM with traditional methods of inbound marketing businesses can maximize the effectiveness of their content marketing efforts. Through a combination of the pillar content, retargeting and lead capture landing pages, marketers can offer greater 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 of their sales and market teams.

Create hyper-personalized content

ABM is one of the most popular trends in marketing, and it's vital for marketers to know how their existing content strategies can be integrated into this new strategy. It can be hard to understand how ABM actually operates. In a recent talk at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM that explained the main factors to be considered and what you can expect from a successful execution.

Understanding your ideal client's goals and challenges is the first step towards developing a successful ABM strategy. Producing content that aligns with these objectives will allow you to provide a personalized experience, which will ultimately improve conversions. Content should also be tailored to the requirements of each account. This is why it's important to map out the user journeys within each of your target accounts. By doing this, you will be able to see what types of content (and even individual items and pages) are most engaging for those who visit your site. This information can be used to optimize journeys on your website, displaying the most effective content to visitors from these accounts.

It's not easy to create hyper-personalized content however, it's a crucial step to boost the effectiveness of ABM. According to State of Marketing 2023, 83% of people are willing to share their personal information in exchange for a more customized experience.

One method of creating hyper-personalized content is by using AI processing of real-time data. This will help you determine how your content is presented and make suggestions for the next steps and respond to events in a flash. This tool can enhance 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 content structure. This allows you to create a full piece that describes the problem that your accounts' target users are facing and then link it to supplementary pieces that focus on specific aspects of the problem. Fitness trackers, for instance are able to provide a range of common benefits and goals but the method in which different people use them can be completely different.

Getting Sales and Marketing Aligned

Traditionally, professional service marketers were focused on creating a linear sales funnel by using broad marketing campaigns that appealed to large numbers of people in the hope that one or more would convert. This strategy may have worked when B2B marketing employed a more broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to force all potential leads through the same stage of the process, it's crucial to focus on targeting high-value prospects and provide them with experiences and content specifically tailored to their particular needs and challenges.

The first step is to establish your ideal client profile. It's not as easy as creating buyer profiles, as you also need to think about the kinds of solutions each customer is looking for and how to utilize them.

Once you have identified your ICP, develop a strategy for content that will connect with each account across multiple channels. This could range from social media ads, to email outreach.

When you start implementing your ABM strategy, it's essential to keep your marketing and sales teams on the same page. This will help ensure that your content is relevant to each account, so that you don't waste time and money attracting the wrong audience.

One of the most important steps to take is to use the data you have on your best-performing clients. You can determine the positive characteristics that your customers share by studying their past data. For example, they may all belong to the financial services industry or have a similar company size. This information can be used to design targeted campaigns for similar prospects.

It's also crucial to monitor your ABM strategy's performance and make any necessary changes. If your target account isn't responding to your content, you may want to reach out to see what you can do to help move them down the sales funnel. If you follow these steps, you'll be able to get your ABM strategy and content strategies more aligned, which will ultimately aid in generating more conversions.

Measuring the success

Account-based content marketing is about creating content, such as blogs, reports, videos, and webinars, that are relevant and customized for a specific persona or account. If you're looking to target healthcare organizations for instance your content must be focused on their problems and concerns. This type of personalization does not only help with ABM but also helps build solid relationships with 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 when utilized at the top of the funnel. This is because it can assist you in identifying and engaging a small number of accounts that are likely to convert, rather than trying to generate leads from a large audience that might not be interested in your product or service.

While there's a place for offline relationship building tactics like in-person meetings, phone calls and handwritten notes, the majority of customers nowadays prefer digital self-service and remote engagement. It's important to deliver the right content, at the right time, and using the channel they prefer.

ABM is particularly effective in engaging hard-to-reach C-suite executives who are usually skeptical of mass email marketing, but are more likely to respond to content that addresses their requirements and use cases. Additionally, ABM can help you accelerate sales by enabling you to connect with prospects and keep them engaged at the most crucial stages of their journey -- for Account Based Content Marketing instance, when they're looking into solutions to solve a particular business issue.