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Account Based Content Marketing for Professional Services

With account-based content marketing, your marketing department and digital marketing agency can concentrate on a specific group of clients or accounts. This lets you create hyper-personalized content that speaks directly to their problems and demonstrates how your product can help them solve these issues.

Effective ABM content should provide the correct information to each stakeholder at the right time in the buyer's centre. This involves identifying the needs of each individual at various phases of their journey.

Targeting specific accounts

Contrary to traditional content marketing agency strategies that seek to attract and convert strangers into leads using broad marketing campaigns, account based content marketing is focused on interacting with specific accounts in a highly personal way. Marketers can develop and distribute relevant content by identifying and knowing the decision makers within each account, their challenges, and their objectives. This creates a more fruitful conversation with customers and prospects that ultimately drives better business results for the company.

Once you've identified your desired accounts, the next step is to design plans for each account. This involves analyzing each account and determining the marketing channels to be used for each account, the types of buyers in each account to engage, and what type of content is needed to drive engagement. This could include thought-provoking content like whitepapers or case studies. whitepapers, case studies, webinars) Retargeting ads, personalized experiences on websites and other marketing strategies specific to each client.

As a result, account-based content marketing can yield a higher return on investment than traditional content marketing strategies. In fact 84 percent of B2B marketers who have incorporated account-based marketing in their strategy report higher return on investments than any other type of marketing campaign.

Although it takes more resources and time to nurture small groups of targeted accounts, the benefits are significant for companies that want to grow their revenue across all stages of the funnel. This is especially relevant for professional service companies where the quality of each prospect or customer is more important than the amount of people they can attract.

Additionally, ABM is a great choice for companies that wish to expand their business with existing customers through building trusting relationships over time. Research has proven that it's far more cost effective to invest in keeping existing customers than to spend money trying find and convert new customers.

By using ABM with traditional inbound marketing strategies companies can increase the effectiveness of their content marketing efforts. Marketers can enhance the relevancy of their seo content marketing to potential customers at every stage of the buying process by using pillar content in conjunction with retargeting and landing pages to facilitate lead capture. This enables them to create additional revenue opportunities through acquisition as well as acceleration and expansion of their sales and market teams.

Create content that is hyper-personalized

ABM is among the hottest trends in marketing, and it's important for marketers to understand how their existing content strategies can be integrated into this new strategy. It can be hard to understand how ABM actually is working. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox presented a nifty course on ABM and explained the most important considerations and what to expect in a successful execution.

Understanding your ideal client's goals and pain points is the first step towards developing an effective ABM strategy. Making content that is in line with these objectives will allow you to deliver a more personal experience, and ultimately increase conversions. Content should also be tailored to the specific needs of each account. This is why it's essential to sketch out the journey of people in each of your target accounts. By doing this, you will be able to discern what kinds of content (and even individual items and pages) are most popular with those who visit your site. This information can then be used to optimize journeys on your website, and show top performing content to people who are on those accounts.

The process of creating hyper-personalized content isn't easy but it's an essential step to increase the impact of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal information for an experience that is more personalized.

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

The pillar and cluster structure is another method of hyper-personalize content. This allows you to create a an entire piece of content that addresses the problem that your target accounts have to face, and link to other pieces that address specific aspects of the issue. Fitness trackers, as an example are able to provide a range of common goals and benefits but the method in which different people use them could be very different.

Aligning Marketing and Sales

Professional service marketers have historically focused on creating a linear sales channel using broad marketing campaigns that reach large audiences with the hope that one or more of them would become converts. This strategy might have been effective in the past when B2B marketing was more of a broadcast-based model, but it's no longer effective with the modern Account Based Marketing (ABM) strategy. Rather than trying to push all leads through the same stage of the process, it's crucial to focus on attracting the most valuable prospects and providing them with content and experiences that are tailored to their particular needs and challenges.

The first step is to identify your ideal client profile. This isn't as easy as creating buyer profiles, as you need to look at the different types of solutions that each customer is seeking and how best content marketing agency to make use of them.

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 anything from social media ads, to email outreach.

It is essential that your sales and marketing teams are on the same page as you implement your ABM strategy. This will ensure that your content marketing strategy is relevant for each account, and ensure that you do not spend your time or resources on the wrong audience.

Another crucial step is to leverage the information you have on your most successful clients. By analyzing your historical customer data, you can determine what positive characteristics they share, such as being in the financial sector or falling within a certain 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 needed adjustments. If your targeted account doesn't respond to your content, you may be able to contact them to see what you can do to move them further down 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 (prev) is about creating content (videos reports, blogs, posts and webinars) that are personalized and relevant to a specific persona or account. If you're aiming to reach healthcare companies, for example your content must be focused on their pain points and issues. This kind of personalization is not just essential in ABM however, it's a great way to build strong relationships with your potential clients and customers.

ABM can be utilized at any stage of the sales funnel. It is even more effective than traditional lead generation at the top of the funnel. This is because it will assist you in identifying and engaging a small number 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.

While offline methods like in-person meetings and phone calls, or handwritten notes are still effective, today's buyers prefer digital content marketing self-service and remote engagement. That's why it's vital to provide them with the right content at the right time, on the channel that works best for them.

ABM is especially effective for reaching out to executives in the C-suite who are difficult to reach, who are often dismissive of mass email campaigns but are more likely to respond to content that speaks directly to their needs and use cases. Additionally, ABM can help you accelerate sales by allowing you connect with prospects and keep them engaged at key stages of their journey, like when they're researching solutions to solve a specific business problem.

ABM isn't as old as traditional selling and marketing strategies, but it's rapidly becoming a top strategy for B2B companies seeking 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.