• 목록
• 답변
• 글쓰기
• 게시판 리스트 옵션
  • 수정
  • 삭제

Account Based Content Marketing for Professional Services

Your marketing department and digital content marketing agency agency can concentrate their efforts on a specific group of clients or accounts that have account-based content marketing. This lets you create content that is hyper-personalized and addresses their specific pain points and shows how your product can assist them in solving them.

Effective ABM content must deliver the correct information to every stakeholder at the right moment in the buyer's centre. This requires identifying the different individuals and their requirements at different stages of their journey.

Aiming at specific accounts

Account-based content marketing is a more personal approach to content marketing than traditional strategies, which seek to convert people who are not familiar with marketing campaigns into leads. Marketers can create and deliver relevant content by understanding the key decision makers within each account, their pain points, and their objectives. This creates a more fruitful dialog with customers and prospects which ultimately leads to better business results for the organization.

Once you've identified the target accounts, the next step is to design plans for each account. This involves studying each account, determining which channels to utilize, which buyers within the account should interact with, and what types of content are needed to drive engagement and conversions. This could include thought leadership online content marketing, such as whitepapers or case studies. whitepapers, case studies, webinars), retargeting ads, customized website experiences, and other marketing tactics specific to each client.

Account-based content marketing can provide greater returns on your investment than traditional content strategies. 84% of B2B marketing professionals who have integrated account based marketing into their strategies report higher ROI than any other marketing effort.

While it requires more resources and time to cultivate a smaller group of targeted accounts, the rewards are significant for companies that seek to increase their revenues across all stages of the funnel. This is particularly true for professional service businesses where the quality of prospects or customers is more important than how many people they can draw.

In addition, ABM is a great option for companies looking to grow their business with existing customers by building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to acquire new customers.

By combing ABM with traditional inbound marketing techniques companies can increase the effectiveness of their content marketing efforts. Marketers can make their content more relevant to potential customers at every stage of the buying process by combining pillar content with retargeting and landing pages for lead capture. This allows them to create more acquisition, acceleration, and expansion revenue opportunities for their sales and marketing teams.

Create content that is hyper-personalized

ABM is a rage in marketing. It's crucial that marketers are aware of how to adapt their content strategies to the new method. It can be hard to understand 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 and explained the most important factors to be considered and what you can expect from a successful implementation.

Understanding your ideal customer's goals and pain points is the first step to creating an effective ABM strategy. Content that is in line with these goals allows you to provide a more personalized service and increase conversions. The content you create must be tailored to the specific needs of each account. This is why it is essential to sketch out the journey of people within your accounts. By doing this, you will be able to see what types of content (and even individual items and pages) are the most interesting for those who visit your site. This information can be used to improve the user experience for those with these accounts, displaying the best performing content.

The process of creating hyper-personalized content isn't easy however it is an essential step in increasing the impact of your ABM efforts. According to State of Marketing 2023, 83% of consumers are willing to provide their personal information in exchange for a more personalized experience.

AI processing of real-time data is one way to create hyper-personalized content. This will help you control the way your content is presented and provide suggestions for the future steps and react to events in a flash. This tool can increase the effectiveness of ABM campaigns. It is not a substitute for the need for multivariate testing or strategic planning.

The cluster and pillar structure is another method to hyper-personalize content. This allows you to have an extensive piece of content that describes the issues that your target accounts have to face, and link to supplementary pieces that specifically address the problem. Fitness trackers, for instance are able to provide a range of common advantages and goals however the method by which different people use them could be completely different.

Getting Sales and Marketing Aligned

Traditionally, professional service marketers were focused on creating an efficient sales funnel that was linear using broad marketing campaigns that targeted large numbers of people in the hope that a portion of them would convert. This approach may have been effective when B2B marketing was more of a broadcast model but it's no longer effective in the current Account Based Marketing (ABM) strategy. Instead of trying to guide all leads through the same steps of the process, you should concentrate on prospects with high value. This can be achieved by providing them with experiences or content specifically tailored to their specific needs and challenges.

The first step to this is identifying your ideal client profile (ICP). This isn't as simple as creating buyer personas because you have to take into account the types of solutions that customers are looking for and how they will be utilized.

Once you have identified your ICP and a strategy, you can create a plan for content that will connect with each account through different channels. This could include everything from social media advertisements to email outreach.

As you begin executing your ABM strategy, it's important to keep both your sales and marketing teams on the same page. This will ensure that your content 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 make use of the information you have on your top-performing clients. You can find positive traits that your clients share by studying their past 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 campaigns for similar potential customers.

In addition, it's important to track the effectiveness of your ABM strategy and make adjustments when needed. For example, if your target account isn't responding to your content, it could be the right time to get in touch with them and find out what else you can do to help them progress through the sales funnel. You can integrate your ABM strategy with your content efforts by following these steps.

Measuring the success

Account based content marketing is all about creating resources (videos, reports, blog posts, and webinars) that are personalized and relevant to a specific account or persona. If you're looking to reach healthcare companies, for example your content should be centered around their problems and concerns. This level of personalization does not only help with ABM but also helps build solid relationships with prospects and customers.

ABM can be used at any stage of the sales funnel. In fact, it can be more efficient than traditional lead generation if utilized at the top of the funnel. This is because you can identify and interact with a smaller number of accounts that are more likely to convert rather than attempting to generate leads from a group of people who might not be interested.

While there's still a place for offline methods of building relationships such as face-to-face meetings, phone calls, and handwritten notes, most buyers 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 in engaging executives from the C-suite, who are difficult to reach. They are often oblivious to mass email campaigns and are more likely to respond to content that speaks to their requirements and uses instances. ABM can also help you shorten your sales cycle by allowing you to engage with prospects at the most crucial stages in their journey, like when they are researching solutions to address specific business issues.

Although ABM hasn't been around for as long as traditional sales and marketing strategies, it's quickly 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.