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Account Based Content Marketing for Professional Services

With the help of account-based content marketing your marketing department and digital marketing agency can concentrate on a small number of accounts or clients. This lets you create highly-personalized specific content that speaks directly about their pain points and explains how your product can help the issues.

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

Targeting Accounts with Specific Goals

In contrast to traditional content strategies which seek to attract and convert people who are not leads through broad marketing campaigns, account-based content marketing focuses on connecting with targeted accounts in a highly customized way. Marketers can create and deliver relevant content by identifying and knowing the decision makers within each account, their challenges and goals. This results in a more productive interaction with customers and prospects which in turn leads to better business results.

After identifying your target accounts You must then create account plans for each one. This involves studying each account and determining the channels to utilize to reach the customers in the account to engage with, and what types of content marketing strategy are required to drive engagement and conversions. This could be thought leadership content, such as whitepapers or case studies. whitepapers webinars, case studies, etc.), retargeting ads, personalized experiences on websites and other marketing tactics specific to each client.

As a result, account-based content marketing is able to provide a much better ROI than traditional content marketing tactics. In fact 84% of B2B marketers who have integrated account-based marketing into their strategy report higher returns on investment than any other type of marketing effort.

While it requires more resources and time to cultivate a smaller number of targeted accounts, the rewards are significant for companies who are looking to increase their revenue across all stages of the funnel. This is especially true for professional services businesses where the quality of each prospective client or customer is more important than the number of people they can attract.

ABM is also a great option for businesses who want to expand business with their existing customers over time, by establishing trusting relations. Research shows that investing in existing customers is more cost-effective than investing money to find and convert new customers.

Combining ABM with inbound marketing techniques can increase the effectiveness of content marketing. Utilizing an array of pillar content, retargeting and lead capture landing pages, marketers can provide greater relevance to prospects at every stage of the buying process. This allows them to create additional revenue opportunities through acquisition as well as acceleration and expansion of their sales and marketing teams.

Create hyper-personalized content

ABM is a rage in marketing. It's crucial that marketers understand how to adapt their content strategies to this new approach. But it can be difficult to get your head around how ABM works in practice. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM and explained the most important considerations and what to expect from a successful execution.

The most effective ABM content strategy starts by understanding your ideal client's pain points and objectives. Producing content that aligns with these objectives will allow you to deliver a more personalized experience, which will ultimately improve conversions. The content you create must focus on the unique requirements of each account. It is therefore crucial to map the journey of users within each account. This will help you determine the type of content (and particular items and pages) is most appealing to your intended audience. This information can then be used to improve the user experience on your site, showing the most popular content to users who are on the accounts.

It can be difficult to create hyper-personalized content, however, it's a crucial step in increasing the impact of ABM. According to State of Marketing, 2023 83% of consumers are willing to exchange their personal data for a more customized experience.

AI processing of real-time data is a method to create hyper-personalized content. This will allow you to determine the way your content is distributed, provide suggestions for next steps, and react to events in real-time. This tool can increase the effectiveness of ABM campaigns. It can't replace multivariate testing and strategic planning.

The pillar and cluster structure is another method to hyper-personalize content. This allows you to create a complete piece that addresses the issue that your accounts' target users are facing, and then connect it to additional pieces that address specific aspects of that issue. For example fitness trackers may have a variety of common goals and benefits however, the manner in which different kinds of users use it could differ greatly.

Aligning Sales and Marketing

Professional services marketers have traditionally focused on creating an efficient sales channel by using broad marketing campaigns that appeal to large groups with the hope that a portion of them would convert. This approach may have worked in the past when B2B marketing followed a more broadcast approach, but it is not effective in the current Account Based Marketing strategy. Instead of trying to guide all prospects through the same phases of the process, you should focus on high-value prospects. You can do this by providing them with experiences or content that are tailored to their particular needs and challenges.

The first step is to determine your ideal customer profile. This isn't as easy as creating buyer profiles because you must also look at the different types of solutions each customer is looking for and the best way to use them.

Once you have identified your ICP then, create a strategy for content that can be linked to each account on different channels. This could include anything from social media advertisements to email outreach.

When you are beginning to implement your ABM strategy, it's essential to keep your marketing and sales teams on the same page. This will ensure that your content is appropriate for each account and that you do not spend your time or resources on the wrong people.

A key step to take is to make use of the data you have on your top-performing clients. You can determine the positive characteristics that your customers share by analyzing their historical data. For example, Account based content marketing they may all belong to the financial services industry or have a similar company size. This data can be used to design targeted campaigns targeting similar prospects.

It's also essential to keep track of your ABM strategy's performance and make any necessary adjustments. For instance, if your target account isn't responding to your content, it may be time to contact them and see what else you can do to assist them move along 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 is about creating resources, such as blogs, videos, reports, and webinars, that are relevant and personalized for a specific persona or account. For example when you're targeting healthcare businesses your content should be focused on their challenges and pain points. This kind of personalization is not only important in ABM however, it's an excellent way to create solid relationships with your prospects and customers.

ABM can be used at all stages of the sales funnel. In fact, it can be more efficient than traditional lead generation if employed at the top of the funnel. This is due to the fact that you can identify and connect with a limited number accounts that are more likely to convert rather than attempting to generate leads from a group of people who may not be interested.

Although there is still a need for offline relationships-building strategies such as in-person meetings, phone calls, and Account Based Content Marketing handwritten notes, the majority of buyers today prefer digital self-serve and remote engagement. It's crucial to provide the right content, at the right moment and on the channel they prefer.

ABM is particularly effective at engaging C-suite executives who are difficult to reach. They tend to ignore mass email campaigns, but are more likely respond to content that is relevant to their requirements and uses instances. ABM can also help you reduce the time it takes to sell by allowing you to engage with prospects at the most crucial stages in their journey, such as when they are pursuing solutions to solve specific business challenges.

ABM isn't as old as traditional marketing and selling strategies, but it's rapidly becoming a top 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.