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Account Based Content Marketing for Professional Services

With account-based content marketing, your marketing department and digital marketing agency can focus on a small number of accounts or clients. This allows you to create content that is highly personalized and speaks directly to their issues and demonstrates how your product can help them overcome them.

ABM content that is successful must provide the right information to each stakeholder in the buyer's centre at the right time. This requires identifying the requirements of each person at different phases of their journey.

Targeting specific accounts

In contrast to traditional content strategies which aim to attract and convert strangers into leads with broad marketing campaigns, account based content marketing focuses on interacting with specific accounts in a highly personal way. By identifying the top decision makers at each account and understanding their pain points and goals, marketers are able to create and provide content that is appropriate to specific accounts. This can lead to a more productive dialogue with customers and prospects, which ultimately leads to more profitable business results.

After identifying the accounts you want to target After identifying your target accounts, you must create account plans for each one. This involves analyzing each account and determining the marketing channels to use to reach the customers in the account to engage with, and what kinds of content are needed to drive engagement and conversions. This may include thought leadership content (e.g. whitepapers, case studies, webinars, retargeting advertising, personalized website experiences and other marketing techniques tailored to each account are all possible.

Account-based marketing can yield a much higher return on your investment than traditional strategies for content. 84% of B2B marketing professionals who have integrated account-based marketing into their strategies report higher ROI than any other marketing effort.

It takes more time and resources to cultivate a small group of target accounts but the benefits of a strong account-based content marketing strategy are vital for businesses who want to increase revenues 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 amount of customers they can draw.

Additionally, ABM is a great choice for companies that wish to expand their business with existing customers by building trusting relationships over time. Research has shown that investing in existing customers is more cost-effective than investing money to find and convert new customers.

By using ABM with traditional methods of inbound marketing businesses can maximize the impact of their content marketing efforts. Marketers can enhance the relevancy of their content to potential customers at every stage of their buying journey by combining pillar content with retargeting and landing pages for lead capture. This allows them to generate additional revenue opportunities through acquisition as well as acceleration and expansion for their sales and marketing teams.

Create hyper-personalized content

ABM is a hot trend in marketing. It's important that marketers understand how to adapt their strategies for content to this new approach. It can be difficult to comprehend how ABM actually operates. Jenny Magic of Convince & Convert, and Jennalee Reiff from Springbox gave an overview of ABM in a recent talk. They explained the key aspects to consider, and what to expect from the success of implementation.

Understanding your ideal customer's goals and issues is the first step to creating an effective ABM strategy. Content that is aligned with these goals will allow you to provide a more customized service and increase conversions. The content you create should be tailored to the specific needs of each account. This is why it is important to map out the path of users within your target accounts. By doing this, you'll be able discern what kinds of content (and even individual pages and items) are the most interesting for those who visit your site. This information can be used to improve user's journeys on these accounts, and show the most successful content.

Making content that is hyper-personalized can be challenging however it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to share their personal data for an experience that is more personalized.

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

The cluster and pillar structure is another way to hyper-personalize content. This allows you to create a an entire piece of content that describes the problem that your target accounts face, and then link to other pieces that focus on specific aspects of the issue. Fitness trackers, as an example can have a variety of common benefits and goals however the method by which individuals use them may be quite different.

Aligning Marketing and Sales

Traditionally, professional services marketers were focused on creating a linear sales funnel by using broad marketing campaigns that targeted large numbers of people in the expectation that a portion of them would be converted. This strategy may be effective in the past in the past when B2B marketing was more of a broadcast model but it's no longer efficient in the current Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same phase of the process, it's important to focus on targeting high-value prospects and providing them with content and experiences specifically tailored to their particular needs and challenges.

The first step is identifying your ideal client profile (ICP). This isn't as simple as creating buyer personas, as you must also be aware of the types of services that each customer is looking for and how they can be best utilized.

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

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

Another important step is to utilize the information you have on your top-performing clients. You can determine the positive characteristics that your clients share by looking at their historical data. For example they could all be in the financial services industry or have a similar company size. This information can then be used to develop targeted marketing campaigns to target similar potential customers.

It's also crucial to monitor your ABM strategy's performance and make any needed changes. For instance, if you notice that your target account isn't responding to your content, it might be time to contact them and ask what else you can do to assist them move along the sales funnel. You can align your ABM strategy with your content strategies by following these steps.

Measuring Success

Account-based content marketing is about creating content (videos reports, blogs, posts, and webinars) that are personalised and relevant to a specific persona or account. If you're trying to target healthcare organizations for instance your content must be focused on their issues and pain points. This kind of personalization not only helps with ABM but also builds solid relationships with prospects and customers.

ABM can be utilized at all stages of the sales funnel. In fact, it can be even more effective than traditional lead generation if employed 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, as opposed to trying to generate leads from a large crowd that may not be interested in your product or service.

While offline tactics such as phone calls and meetings in person, or handwritten notes are still effective, today's buyers are more inclined to digital self-service and remote engagement. It's crucial to provide the right content at the right time and using 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 needs and use cases. ABM can also help you reduce the time it takes to sell by allowing engagement with prospects at crucial points in their journey, like when they are researching solutions to solve specific business challenges.

Although ABM isn't around for longer than traditional sales and marketing strategies, it's quickly becoming a top strategy for b2b content marketing companies seeking to improve their performance and drive greater 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.